From correspondents in Delhi, India, 08:04 PM IST

Packaged tea maker Duncans Tea Ltd Wednesday announced the re-launch of its premium leaf tea Double Diamond, and said it will invest 10 percent of its turnover for the re-launch of old brands.

The company's turnover for 2007-08 stood at Rs.1.8 billion ($40 million), 10 percent of which will be invested for the brand re-launch initiative.

The new offering features a new look and packaging, an initiative to further strengthen and enhance the brand position.

The company has tied up with Indian Railways Catering and Tourism Corp (IRCTC) to serve Double Diamond tea bags to all passengers travelling on select routes.

'We have tied up with IRCTC, Bharat Petroleum Corp Ltd (BPCL) and Hindustan Petroleum Corp Ltd (HPCL) to make our brands more visible and easily accessible for the masses,' Duncans Tea chief operating officer M.C. Appaiah told reporters.

In order to make the products readily available, Duncans tea packets will also be available with the LPG suppliers.

The company has also tied up with CSD (canteen stores department of the Indian armed forces) to cater to its consumers in the forces even at the remote places.

'Keeping the loose tea demand in mind, we have also launched Aaag, an economy segment tea for the masses,' Appaiah said.

'We are also in talks with the post offices to distribute our products in the rural areas as this is the most efficient way to reach the rural masses,' he added.

Initially, the company will launch the scheme in Maharashtra, the state with the highest number of post offices in the country, by October and will then move towards north India.

(Staff Writer, © IANS)