Tata Global Beverages Ltd (TGBL) has forayed into the branded instant coffee business in India by launching Tata Coffee Grand to tap the growing consumption of the drink in the country. TGBL, world’s second largest player in the branded tea category has entered the branded coffee space at a time when coffee consumption has started rising rapidly across India. Grand leverages the deep heritage of Tata in coffee, sourced primarily from Tata Coffee’s own plantations in South India which are famous for producing the best selections of Arabica and Robusta, the company said in a statement. “The product is an innovative blend of the finest coffee powder and decoction crystals which gives consumers a ‘best in class’ taste experience in the instant coffee category,” it said. Commenting on the development, TGBL Regional President – India, Sushant Dash said:” The coffee category in India is burgeoning and will continue to boom in the coming years and TGBL is well positioned to enter this category. Tata Coffee Grand gives consumers the convenience of instant coffee along with excellent taste and flavor”. Tata Coffee Grand will be available in 50 gm jar, 50 gm and 5.5 gm pouch priced respectively at Rs 110, Rs 95 and Rs 10. Grand is is distinctly flavored and aromatic, to appeal to the discerning consumer, the company said. “Our extensive market research revealed that consumers are seeking change in their coffee when it comes to taste, color, aroma and richness. With Grand’s innovative blend, we aim at filling that gap by delivering a superior and differentiated coffee drinking experience,” it added.