Page 8 - FPM June 2025

8 Food Processing News Today BEVERAGES June 2025

International Tea Day Convention held at Vanijya Bhawan

c o n v e n t i o n marketing Indian teas, so as to literacy' through various sessions, Panel Discussions Exporters, Small Tea Growers
consisting of panel reinforce its position as a world promotional and awareness were organized on varied (STGs), Farmer Producer
Ad i s c u s s i o n s a n d leader in tea export. He programmes among the topics, such as “Organic Teas: Organisations (FPOs), start ups
deliberations on the present exhorted the Indian tea general masses so that they The Sustainable Way Ahead”, etc. were invited to showcase
outlook and way forward for industry to achieve greater are able to better appreciate “Global Consumption Patterns and display their wide array of
the Indian Tea Industry, along heights in the export scenario the various specialities and – New Age Teas and Youth teas and also conduct tea
with an exclusive Indian Tea and to reinvent itself with new nuances of Indian Tea. An Connect”, “India Teas – Looking sampling sessions. The tea
Appreciation zone was and innovative varieties of exclusive Tea Tasting Session Ahead” etc. Numerous points stakeholders in the Tea
organized on the occasion of teas, especially targeted was organized for the were brought up during the Appreciation Zone displayed
International Tea Day on 21st towards the youth and niche esteemed audience, including discussions and innovative myriad varieties of teas
May, 2025, at Vanijya Bhawan, markets. He also stressed on senior Government officials ideas were deliberated upon in including single origin teas from
Ministry of Commerce & the fact that we need to ensure and stakeholders of the Tea a bid to shape a brighter future different regions of the country,
Industry, New Delhi. the best facilities for all the Industry, wherein a renowned for Indian Tea through such as Darjeeling, Assam,
M i n i ste r o f S tate fo r stakeholders in the entire professional tea taster, extensive branding and Nilgiri, Kangra, Sikkim etc. as
Commerce & Industry, supply chain from the grower enthralled the audience with marketing initiatives in well as innovative blends and
Government of India, Shri Jitin to the consumer. an enlightening session, addition to quality control variety of flavoured teas,
Prasada, graced the occasion Secretary, Ministry of speaking about the finer measures. masala chais to cater to the
as Chief Guest and spoke Commerce & Industry,Shri points of professional tea The panelists and delegates palates of all kinds of tea lovers.
words of encouragement for Sunil Barthwal, while giving a tasting. He also gave a practical projected an overall upward The India Tea Appreciation
the stakeholders of the tea Special Address on the demonstration to the Hon'ble curve for Indian teas in the Zone was highly appreciated by
industry during his Keynote occasion, shared interesting M i n i s t e r o f S t a t e fo r world tea scenario. all the participants of the
Address. He emphasized on anecdotes about his visits to Commerce & Industry and the An India Tea Appreciation Zone convention and it witnessed
recognizing the importance of the different tea-growing Commerce Secretary and was set up on the sidelines of high footfall throughout the
tea in the socio-economic regions of the country, such as invited them to try their skills the convention wherein many day, thus bearing testimony to
fabric of the country and the Kangra, Assam, Darjeeling, at tea tasting. stakeholders representing the enduring popularity and
need to explore innovative Uttarakhand etc. He stressed After the interesting and different sections of the tea love for the amazing variety of
avenues of branding and on the need to increase 'tea interactive tea tasting industry, such as Producers, Indian teas.
Nescafé's Ist ever global influencer Zach
Limca records 2800 cr in 2024, powers King is bringing magic to the brand

Coca-Cola India's sparkling growth t o d a y a g l o b a l At the heart of this partnership
escafé announces
is the new Nescafé Espresso
Npartnership with Concentrate, the brand's latest
imca, Coca-Cola India's Lime 'n' Lemoni refreshment, GlucoCharge, a functional
renowned digital magician and cold coffee range designed for
iconic homegrown t h e c a m p a i g n i nv i t e d beverage enriched with
filmmaker, Zach King, who will home consumption. This
Lbeverage, has crossed consumers to rediscover the glucose and electrolytes,
serve as the brand's first-ever product empowers consumers
the ₹2800 crore mark in 2024, charm and revitalizing rush designed to meet the needs of
global influencer. This exciting to craft and personalize their
driving the lemon-lime that only a Limca moment can today's active consumers. The
c o l l a b o ra t i o n m a r k s a coffee experiences, aligning
category forward with strong deliver. launch campaign, featuring significant step in Nescafé's with the emerging coffee
momentum across India. For Vinay Nair, Vice President, Olympic gold medalist Neeraj brand-building strategy to hacking movement. The
over five decades, Limca has F ra n c h i s e O p e rat i o n s , Chopra, inspired millions with reach a broader and younger synergy between Nescafé's
been the ultimate beverage of Developing Markets, Coca- its message of perseverance audience, bringing coffee into expertise and Zach King's
summer refreshment with its Cola India and Southwest Asia, that resonate with both the realm of digital storytelling. creative digital storytelling
signature cloudy bubbles and said "Our goal has always been athletes and everyday heroes. Zach King, the digital wizard promises to create a captivating
the unmistakable Lime 'n' to build brands that go beyond T h i s c o m m i t m e n t t o Zach King, from California, USA, narrative for coffee lovers
Lemoni taste. the product - brands that excellence is not limited to the has an impressive following of everywhere.
Since its inception in 1971, become part of daily life and sports field. It forms the very over 185 million fans and holds "Zach King's fan base is young
Limca has been a driving force collective memory. And ethos of Limca - a brand that the Guinness World Record for and diverse, mirroring the spirit
the most viewed video on of our newly launched Nescafé
i n s t r e n g t h e n i n g t h e Limca's story is one of has always believed in
TikTok with 2.2 billion views. He Espresso Concentrate cold
company's sparkling portfolio resilience, reinvention, and a recognizing and celebrating
ranked number four in the top coffee," said David Rennie,
with demand soaring across pursuit of excellence. Our e x t r a o r d i n a r y I n d i a n
10 most watched TikTok videos Executive Vice-President and
both urban and rural markets. success is anchored in a simple achievements. This belief is
in 2024. His unique ability to Head of Strategic Business Units
Today, the brand is witnessing but powerful playbook - embodied in the Limca Book
entertain and engage resonates and Marketing and Sales at
strong double-digit growth in innovating products that cater of Records, launched in 1990
perfectly with Nescafé's vision, Nestlé. "We are excited to bring
key states such as Delhi, to evolving consumer needs, as an extension of the brand's particularly among younger Zach into the Nescafé universe,
Punjab and Haryana, gaining expanding distribution to both philosophy. Whether it's consumers aged 18 to 24, providing a fantastic platform
share across both traditional urban and rural India, and sporting milestones or artistic through authentic storytelling for our cold coffee hacks.
trade and emerging retail e x e c u t i n g m a r k e t i n g achievements, the Book and innovative content, making Together, we will create magical
formats. campaigns that connect continues to inspire a nation him an ideal choice for this moments that resonate with
Central to Limca's enduring passion and purpose. We are to dream bigger. collaboration. "I've always our consumers."
success are its innovative excited to continue this As Limca continues to loved turning everyday things The partnership includes a
brand campaigns that keep momentum and deliver long- innovate and connect with into something unexpected," series of creative digital assets,
the brand contemporary while term value to millions of our new generations, its legacy as said Zach King. "This project including TV advertising,
celebrating its legacy. In 2025, consumers." As India's lifestyle India's most loved lemon-lime with Nescafé has been all about exclusive social media videos,
having fun, getting creative, and and behind-the-scenes content.
Limca ushered in a new era of evolves, so does Limca. In beverage remains stronger
showing how even your The partnership will launch first
refreshment with a campaign 2024, Limca entered the than ever, driving growth and
afternoon coffee can have a in the US and the UK and will
featuring Triptii Dimri. With a advanced hydration category refreshing millions across the twist of magic." expand globally throughout this
fresh take on Limca's signature i n t r o d u c i n g L i m c a country.
Hacking Nescafé with Zach King year.
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