Tata Kaapi is a mixture of instant coffee and chicory and is the third player in the instant coffee-chicory segment. This brand attempts to strike a balance between tradition and modernity. A blend of tradition and lifestyle imagery have been used to project this brand.

Innovative marketing has been the hallmark of this brand, with everything larger than life and beyond ordinary. The response to this product has been positive with a heartening response from the most discerning coffee state of them all — Tamil Nadu. This brand has also entered the Guinness Book of World Records with the world's largest coffee mug.