Tata Tea tapped into this rich insight and developed Tata Tea Gold. Its uniqueness lies in the superior balance it maintains between strength and aroma, which is produced by mixing CTC granules with gently-rolled 15% longer leaves. Tata Tea Gold, the mass premium offering from Tata Tea’s diverse portfolio, was launched in 2003 as a superior variant on the ‘aroma’ platform. While the practice of mixing CTC (Crushed, Tear, Curl) granules with long leaves was prevalent amongst discerning tea consumers, there was no packaged player addressing this area.