My brand for today is Brooke Bond Taj Mahal tea, one of the country’s most loved indigenous brands. The tea brand popularized by the ‘Wah Taj‘ campaign was established in a tea taster’s chamber in Kolkata, in 1966, as a premium tea brand made from tea leaves of Upper Assam.
The first tea plantations in India were laid out on the misty banks of the Brahmaputra in the 1830s. With the rapid rise in popularity of the drink, the cultivation of tea started in places other than Assam such as Darjeeling, and soon tea became an integral part of Indian lifestyle.
‘Tea time‘ moments are the ‘Me-time’ moments when you break away from routine chores to rejuvenate yourself. To make these moments special, the brand works on the philosophy of
‘Fostering excellence to savour the best’.
Icons of excellence in the field of classical music and dance have been the brand ambassadors for Taj tea, personifying the brand’s values – of excellence, honed with rigour. The memorable advertisement of the 1980s, with Ustaad Zakir Hussain, then a young man with tousled hair saying ‘Arre huzoor, wah taj boliye!’ may still ring a bell for some of you.
As life became more hectic from the 1980s to 1990s, keeping pace with the changes in lifestyle, the brand introduced Brooke Bond Taj Mahal Tea Bags in 1987 for the first time in India. That was the time when they also introduced the vacuum-sealed packs that locked the packed tea and allowed it to stay fresh many months after it left the factory till the time it was brewed.
In the 21st century, going with the winds of globalisation, Brooke Bond Taj Mahal Tea brought in a wide range of new flavoured green and black tea bags, from British classics like English Breakfast and Earl Grey, to Indian masala tea spiced with Cardamom or Ginger.
Innovation in technology has been used to improve the strength of the tea while maintaining its exquisite flavour. This new jugalbandi is represented by the current brand ambassador, Madhuri Dixit-Nene, an icon of excellence in the field of dance and cinema.
When you sit to sip your next cup of tea, relax, reflect and savour your tea with the thought
“Life is like a cup of tea. It’s all in how you make it” [Tweet this]
Image source : tajmahaltea.com
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