As India celebrated National Chai Day, leading tea brands introduced a range of new blends focused on regional preferences, energy, wellness and traditional flavours, reflecting the evolving tastes of Indian consumers. From customised regional teas to wellness-based herbal blends, companies are increasingly targeting consumers seeking both flavour and health benefits in their daily cup of chai. Tata Consumer Products through its Tata Tea Premium brand continued to strengthen its “Desh Ki Chai” proposition by offering customised blends tailored to regional tea preferences across India. The company said the initiative includes state-specific packaging and localised communication inspired by regional pride, while maintaining the trust associated with a national brand. The products are currently available through retail outlets and e-commerce platforms, including Amazon and Tata Nutrikorner.
The company also highlighted Tata Tea Agni Extra Josh, described as India’s first tea with added natural caffeine. Positioned for consumers with fast-paced lifestyles, the tea aims to provide an energising experience and aligns with the brand’s “Josh Jagaye Har Roz” campaign. Meanwhile, Organic India promoted its Organic India Masala Black Tea and Tulsi Masala Chai blends, combining black tea with spices and Ayurvedic herbs. The company said the products are crafted with certified organic ingredients and are designed to support wellness, immunity and stress relief.
In Guwahati, consumer demand is steadily shifting towards premium, wellness-focused and regionally inspired tea varieties. Retailers noted that flavoured masala teas and immunity-support blends are witnessing rising interest among younger consumers and urban households, especially through online sales channels.
