Coca-Cola India has announced its entry into the ready-to-drink tea beverages market with the introduction of ‘Honest Tea.’ The brand is under the ownership of Honest, a subsidiary of the Coca-Cola Company, and will feature organic green tea sourced from the Makaibari Tea Estate, owned by Kolkata-based Luxmi Tea Co Private Ltd. This strategic move was formalized through a memorandum of understanding (MoU) signed between the two companies at the seventh edition of the Bengal Global Business Summit (BGBS).
The decision to venture into the ready-to-drink tea segment aligns with Coca-Cola’s objective to diversify its beverage offerings and cater to the evolving preferences of consumers. The company aims to provide a broader range of choices to consumers seeking innovative and refreshing beverage options.
Coca-Cola India & Southwest Asia’s senior official emphasized that the launch of Honest Tea is a strategic move to meet the growing demand for diverse beverage choices in the market. The inclusion of organic green tea from Luxmi Tea Co Private Ltd’s Makaibari Tea Estate underscores Coca-Cola’s commitment to sourcing high-quality ingredients for its products.
The Honest Tea lineup will feature iced green tea in Lemon-Tulsi and Mango variants, offering consumers a refreshing and flavorful experience. These variants are crafted to appeal to a wide audience, combining the health benefits of green tea with the natural flavors of lemon-tulsi and mango.
The choice of sourcing organic green tea from the Makaibari Tea Estate reflects Coca-Cola’s emphasis on sustainability and responsible sourcing. Makaibari Tea Estate, known for its commitment to organic and sustainable practices, aligns with Coca-Cola’s efforts to contribute to environmentally conscious and socially responsible business practices.
The collaboration between Coca-Cola and Luxmi Tea Co Private Ltd, as formalized in the MoU, signifies a partnership aimed at mutual growth and success in the burgeoning ready-to-drink tea market. The Bengal Global Business Summit provided the platform for this strategic agreement, further fostering ties between the beverage giant and tea industry stakeholders.
As Coca-Cola expands its product portfolio with Honest Tea, it seeks to tap into the lucrative market for ready-to-drink tea beverages in India. The inclusion of organic and sustainably sourced green tea aligns with evolving consumer preferences for health-conscious and environmentally friendly choices.
In conclusion, Coca-Cola India’s entry into the ready-to-drink tea segment with Honest Tea represents a strategic move to diversify its beverage offerings and cater to changing consumer preferences. The collaboration with Luxmi Tea Co Private Ltd and the emphasis on organic and sustainably sourced green tea underscore Coca-Cola’s commitment to responsible business practices. As the beverage giant introduces refreshing Lemon-Tulsi and Mango variants, it aims to capture a significant share of the growing market for ready-to-drink tea beverages in India.
