- This blend is priced at ₹180 for 225 grams, ₹360 for 450 grams and comes in carton box
- Wagh Bakri Royale has been initially launched in Ahmedabad and Vadodara, leveraging Wagh Bakri Tea Group’s strong regional presence and robust distribution network
GOWRI MANICKAVASAGAM
AHMEDABAD, AUG 12
What is in a name? A lot say top officials of the over 130-year-old Wagh Bakri Tea Group, one of India’s most trusted tea brands, at the launching ceremony of the group’s first major product ‘super-premium’ tea, Royale, its finest tea blend launch in the CTC, black tea category in nearly three decades here on Tuesday.
Answering a query on the naming of its finest blend, Sanjay Singal, Chief Executive Officer of Wagh Bakri Tea Group, said, “This super-premium blend has been expertly curated for modern and discerning consumers who seek authenticity and indulgence in every sip. It has been designed for premium tea lovers and connoisseurs seeking exceptional taste and rich aroma. Ahead of the formal launch, we have conducted over one-month-long test marketing in our lounges pan-India. It has received an overwhelming response. At Wagh Bakri, we understand that true connoisseurs don’t just have tea. They notice the aroma, the depth of colour, the quiet elegance of a well-balanced cup. Every detail matters. That is why we created something truly rare : Wagh Bakri Royale. The aspirational generation is driving a trend toward premiumisation. Today’s customers value exceptional experiences and are willing to pay for the best. This inspired us to create Wagh Bakri Royale, a premium tea that delivers both taste and experience”
“Crafted from 100% handpicked leaves sourced from the finest Assam tea gardens, Wagh Bakri Royale is a luxurious blend of high-grown long leaves and robust CTC teas. The result is a bold flavour, vibrant Kesari hue, and a mesmerising aroma that redefines the tea experience. Wagh Bakri Royale stands apart for its superior taste, unmatched strength, and refined character, and is the brand’s most premium offering to date,” he added.
Wagh Bakri Tea Group Executive Director Paras Desai said, “Tea is the most consumed beverage in the world after water. We are not even 10 per cent of the entire tea market in India despite being the third largest tea brand. In our home state of Gujarat, we command a 40-45 per cent market share among tea brands in Gujarat, including an 80 per cent market share in Ahmedabad and Vadodara cities. We get an annual revenue of ₹3,000 crore, out of which 10 per cent comes from export to over 60 countries. We cater to the pan-India market, excluding North-East.
This blend is priced at ₹180 for 225 grams, ₹360 for 450 grams and comes in carton box. It is available in leading ‘A’ class outlets, premium standalone stores, modern trade formats, and top e-commerce platforms.
Wagh Bakri Royale has been initially launched in Ahmedabad and Vadodara, leveraging Wagh Bakri Tea Group’s strong regional presence and robust distribution network, and will be launched in more markets in the coming days.
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