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A Brand - New Awakening

Unifies four brands to create a mega Tata Tea brand

Launches Jaago Re, a holistic 360 degree advertising

campaign using the unique route of social

awakening

October 1, 2007: Tata Tea, Indias largest volume tea company announced a new

chapter in its evolution by unfolding an innovative positioning and presentation of itslargest tea brand Tata Tea.

Launched in 1985, Tata Tea created the polypack revolution in tea in this country. Overthe years the brand has built on its success and today clearly is the market leader interms of both value and volume. Furthermore, the brand has moved over the years frombeing a single product offering to having offerings across all segments and price valueequations. In the last several years, the brand has been consistently delivering doubledigit growth in a market that is growing by 3-4% every year.

Spanning the length and breadth of our country, appealing to a wide spectrum ofconsumers of all demographics, Tata Tea is today poised to take a quantum leap in terms

of growth, relevance and appeal to consumers.

The four Tata Tea brands Tata Tea Premium (largest selling tea brand in India), TataTea Gold, Tata Tea Agni and Tata Tea Life currently are advertised and positioneduniquely. These four brands have now been bought together under one umbrella brand-Tata Tea. This consolidation and unification of the four brands is aimed at communicatingto the consumer a single, unified message in terms of emotional connect.

Har Subah Sirf Utho Mat, Jaago Re.

Jaago Re, the new campaign, will kick start across the country on October 1, 2007. Thenew campaign leverages the unique position that tea enjoys in our culture and attemptsto migrate tea from being a physical and emotional revitaliser to becoming a catalyst for

social awakening.

This campaign will clearly establish thought leadership for the brand to go along with itsmarket leadership.

Speaking about the re-staging of the brand, Mr. Percy Siganporia, Managing Director,Tata Tea Limited, said, We are charting a course to be Indias foremost tea based

beverage company and a key mission towards achieving such leadership is to establish

Tata Tea market and thought leadership for branded tea in India. We are building marketvolume leadership and are tasking achievement of market value leadership. As a categoryleader Tata Tea believes its youth oriented market and operational focus will emotivelyconnect with issues that drive the heart, mind and soul of Indias emerging socialconsciousness. Tata Tea will lead category thought and widen the scope of the currentuniversal appeal of tea based beverages.

Explaining the rationale behind the new campaign, Ms. Sangeeta Talwar, ExecutiveDirector - Marketing, Tata Tea Limited, said, In India tea is much more than just a

beverage, it is indeed a way of life. It is so deeply embedded in our psyche, in our roots,

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and our culture that we cannot imagine life without a cup of steaming hot tea. The newcampaign will migrate Tata Tea from being a physically and emotionally revitalizing tea

experience to one that will challenge the consumers intellect to awaken to what isaround them. It will motivate people to internalize the tea experience and externalize theirsocial awakening. It is probably the first time that any brand is taking on the mantle ofsocial responsibility in such a manner. The campaign will also provide a poignant platformfor connection with the youth.

The campaign in keeping with the meganess of the strategy also plans to deploy a megaapproach to connect with the consumer at all possible touch points. Television will be the

lynchpin of the campaign. There will be one main commercial and six short durationcommercials. Each of the commercials will touch upon one relevant social issue. As part of

the campaign Tata Tea brand has also tied up with the Jaago India foundation. Thefoundation and Tata Tea have launched a website that each month will cover a socially

relevant issue. The site will provide all the required information on the issue, will allowconsumers to interact and provide solutions. To generate interest and create empathy thesite will feature four short film on the topic of the month. Other than television and thewebsite the campaign will also use radio, press, shop level visibility and the new outdoormedium of malls and multiplexes to drive home the message of Jaago Re. Many of the

communication tools being planned at the malls and multiplexes will be used for the firsttime in the country.

About the four sub-brands:

Tata Tea Premium, the flagship brand of the portfolio, is currently the largest packet teabrand in the country accounting for an all India value share of 10.4%. The branddominates in North, East and West geographies.

Tata Tea Gold, launched in mid 2003, has been one of the few success stories inpackaged tea during the last decade or so. The brand continues to record rapid doubledigit growth and is already 20% the size of the flagship brand.

Tata Tea Agni was successfully migrated under the Tata Tea brand by Mid 2006. The

migration under the lead brand has helped Tata Tea Agni very rapidly establish itsfoothold in the economy segment of the market and enable gains from local and regionalbrands.

Tata Tea Life is the latest introduction to the portfolio and was launched in March 2007.

This is a mass market brand launched on the health and wellness platform. This is teawith the addition of natural flavours of Brahmi, Tulsi, Ginger, Cardamom and Mint.

About Tata Tea Limited

Tata Tea Limited is a group Company of TATA Group, one of the largest and most respected business houses of

India. Tata Tea was formed in 1983 from the erstwhile Tata Finlay Company, a joint venture company formed in1964. The Company has five major tea brands and holds the second position in market and value share in

domestic branded tea business. With the acquisition of Tetley Group in the year 2000, the combined entity nowrepresents the second largest global branded tea operation with product presence in more than 40 countries. The

current business interests include branded tea and tea extract business. Tata Tea Inc., a subsidiary company in

US is involved in the marketing and value addition of tea extracts.

The thrust on globalisation agenda of Tata Tea had earlier resulted in acquisitions of Good Earth in US, Jemca in

Czech, Eight O Clock Coffee in US and recently, of trademarks Vitax and Flosana in Poland. Tata Tea recentlysigned a Joint Venture Agreement with Zhejiang Tea Import & Export (ZTIE) Company of People's Republic of

China. The agreement involves setting up a joint venture Company at Economic Development Zone of AnjiCounty, Zhejiang, PRC for manufacture and marketing of Green Tea Polyphenols, other green tea extracts, cold

and hot water soluble instant tea, liquid tea concentrates and other value added tea beverage products. Also the

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recent acquisition of management control of Mount Everest Mineral Water Company is in line with Tata Teas

growth plans in many forms in India and the global market place.

Tata Tea has been involved in the tea extract business for last 40 odd years. The company has been

manufacturing Black Tea extract in their factory situated in South India, exclusively for the export markets. Aunique manufacturing process using fresh green tea leaves has given an exotic taste to their tea extract products

and has found wide acceptability in western markets. Tata Tea black tea extracts has got significant market

presence in the West, which find end use in many beverage brands. As it is strategically important for Tata Tea

to expand the tea extract business and to have presence in world tea extract market, the group has focusedtheir attention on green tea extracts, which is gaining popularity for application in food, beverages, personal care

products and food supplements.