3 days ago
Wagh Bakri Tea Group launches Royale blend
The Ahmedabad-based over 130-year-old Wagh Bakri Tea Group on Tuesday launched the Royale blend, the group's first major product launch in the CTC, black tea category in nearly three decades.
During the launch event, Wagh Bakri Tea Group Executive Director Paras Desai said that a month before the official unveiling, Royale was served at Wagh Bakri Tea Lounges in Gujarat, Mumbai, Pune, Bengaluru, Delhi-NCR, and Haryana, where customers embraced it 'wholeheartedly and praised its rich, satisfying experience'.
Royale is crafted from '100% handpicked Assam tea leaves, combining high-grown long leaves with robust CTC teas. The result is a bold flavour, vibrant Kesari hue, and mesmerising aroma designed to satisfy discerning palates,' said a statement from the company.
This blend will be priced at Rs 180 for 225 grams and Rs 360 for 450 grams. The rollout begins in Ahmedabad and Vadodara. 'Gujarat is home to Wagh Bakri. Starting here is a rational decision backed by our strong regional presence and robust distribution,' said Wagh Bakri Tea Group CEO Sanjay Singal. 'If you give quality to consumers, they will definitely come back,' he added.
Singal noted that while Punjab and Jammu tops the list in per capita spending on tea, Gujarat and Maharashtra lead the premium tea segment. He added that the 'aspirational generation' is driving the premiumisation trend, with more customers willing to pay for superior products. 'Wagh Bakri Royale is our finest blend to date, a unique mix of tradition and innovation,' he said.
With an annual turnover of Rs 2,000 crore and distribution of over 50 million kilograms of tea, Wagh Bakri has its roots in South Africa where Gandhian Narandas Desai started his first tea estate and launched it as the Gujarat Tea Depot.
