Brooke Bond Red Label Launches Masala Chai Pre-Mix for On-the-Go Consumers

Hindustan Unilever’s Brooke Bond Red Label has entered the pre-mix tea market with its new masala chai sachets, promoted through an ad film set on a moving train that highlights convenience, trust, and connection.

A Fresh Brew from a Familiar Brand

Brooke Bond Red Label, a household name in India’s tea culture, has expanded its portfolio with the launch of masala chai pre-mix sachets. Known for its long-standing campaigns that celebrate warmth, conversations, and togetherness, the brand is now adding convenience to its story. With this move, Red Label aims to cater to a new generation of tea drinkers who want authentic taste without the hassle of brewing.

The Train Journey That Tells the Story

The brand introduced the new pre-mix through a 20-second ad film featuring an elderly couple on a train. When the woman expresses her desire for tea, a teenager steps in to help. Instead of fetching tea from a vendor, he pulls out a sachet of Red Label Masala Chai pre-mix and prepares a steaming cup by simply adding hot water. The train setting is not just relatable but also strategic, as many travellers today hesitate to buy beverages from unknown vendors. The pre-mix positions itself as a safe, hygienic, and reliable option for chai lovers on the move.

Competing in a Growing Market

With this launch, Brooke Bond Red Label enters a highly competitive category alongside players like Tata Tea, Society, and Girnar, all of whom have established a presence in the pre-mix space. By leveraging its strong brand legacy and consumer trust, Red Label is expected to gain a significant foothold in the segment, especially during travel and work breaks where convenience is key.

Why It Matters

Tea in India has always been more than just a beverage; it is an emotion tied to comfort, hospitality, and bonding. By introducing a pre-mix solution, Red Label is modernising this ritual for today’s fast-paced lifestyles while staying true to its brand philosophy of creating connections. The innovation also signals how traditional FMCG giants are adapting to changing consumption patterns, where convenience and hygiene play a big role in consumer choices.

The Big Picture

The launch of Brooke Bond Red Label Masala Chai pre-mix shows how even heritage brands are evolving with the times. By marrying tradition with convenience, the brand is ensuring that chai remains a daily comfort for millions of Indians, whether at home, in office, or on a train journey.

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