Besides, the merger of Tata Chemicals (TTCH) consumer business with itself marks the companys entry into an additional segment of staples with an addressable market size of INR770b (apart from the current addressable market of INR270b in tea and coffee). Currently, the India brand business contributes 50% to TGBs consolidated revenue, which should increase to ~60% post amalgamation of TTCHs consumer business. Plans are afoot to deepen its core by strengthening its leadership position in tea and salt and aggressively expanding its new products (spices, pulses, liquid beverages, packaged foods etc.) The merger of TTCHs consumer business with TGB is in sync with the Tata groups focus to create a single FMCG-focused company. The merger of TTCHs consumer business with TGB offers multiple synergies, including higher outlet coverage, focused new product development, stronger cash flow generation and scale efficiencies.