Tata Consumer Products, the food and beverages arm of the Indian conglomerate Tata Group, introduced Tata Coffee Gold-Cold Brew, a ready-to-drink cold coffee brand that has been launched in three flavors: classic, mocha, and hazelnut. By introducing three different flavors simultaneously, the company plans to target consumers with different tastes and reach a wider consumer base. With the entry, the company aims to tap the rapidly growing demand for the cold coffee market in India, according to GlobalData, a leading data, and analytics company.

Raviteja Neralla, Consumer Analyst at GlobalData, comments: “The rapid growth of India’s ready-to-drink cold coffee market is driven by a rise in the popularity of the drink among young consumers. According to GlobalData’s recent quarterly beverage forecast, the iced/RTD coffee drinks category’s volume witnessed double-digit growth in Q1 2023^*.”

Francis Gabriel Godad, Business Development Manager at GlobalData India, adds: “India is witnessing the rise of a coffee culture wherein young urban consumers are showing more affinity for specialty, artisanal coffee. Underlining this trend, many coffee chains and packaged artisanal coffee brands such as Third Wave Coffee, Blue Tokai, Sleepy Owl, and Dope Coffee are expanding their presence in the Indian market rapidly. Tata Coffee Gold – Cold Brew targets these consumers specifically with its gourmet coffee offering. The company claims that these products are brewed using cold water so that they retain their smoothness and that they offer a rich, rounded taste devoid of any bitterness.”

Tata Consumer Products’ new launch has also kept Indian consumers’ growing health awareness in mind. According to GlobalData’s 2023 Q1 consumer survey, 46% of Indian consumers are extremely concerned about their health. Among millennials, this percentage grew to 49% in the same consumer survey^#. The company claims that its offering is low in sugar content to cater to health-conscious consumers.

Neralla concludes, “The world has been witnessing a significant rise in temperatures and the situation in India has been no different. The country recorded its warmest February month since 1901 in 2023. The incidence of heatwaves and the number of significantly hot days increased in recent years. Amid such severe weather conditions, it’s natural for coffee lovers to move towards colder versions of coffee. Tata’s latest cold coffee launch also offers them the convenience of drinking coffee on the go without any additional procedures for preparation.”

^*GlobalData’s Consumer Intelligence Center, Market Analyzers, accessed June 2023

^#GlobalData 2023 Q1 Consumer Survey – India, published in May 2023