Indian Tea Market a snapshot presentation
Setting the context…•  The	  presentation	  aims	  at	  exploring	  the	  Indian	     Tea	  Market	           •  Category	...
MARKET SCENARIO
India – second largest tea producer in the                  world…  Tea	  Produc+on	  worlidwide	  -­‐	  2009	            ...
The Indian Tea Market…                    Packaged tea market is 213 million kg in                       volumes, and valu...
The industry growing at a CAGR of ~54%80             Market	  Value	  (Retail	  Sales)    6160                            ...
Traditional Black tea dominates the               market with 93% share                                     Tea           ...
A	  highly	  clu8ered	  market	  with	  na+onal	  and	  local	  players	  
KEY BRANDS
A fragmented market apart from players        like HUL and Tata Tea…                           Tea	  Company	  Shares	  (2...
Tea Brand Shares – Packaged Tea            (By Value)                                                         Market	  Sha...
Packaged tea has more retail outlets in                      rural areas and the North           Retailer	  Split	  by	  T...
Indian	  Packaged	  Tea	  Market	  –	  Structure                                                        	                 ...
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INDIAN TEA MARKET

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INDIAN TEA MARKET

  1. 1. Indian Tea Market a snapshot presentation
  2. 2. Setting the context…•  The  presentation  aims  at  exploring  the  Indian   Tea  Market   •  Category  size,  growth   •  Key  brands  and  their  share  
  3. 3. MARKET SCENARIO
  4. 4. India – second largest tea producer in the world… Tea  Produc+on  worlidwide  -­‐  2009   Others, 14% China, 31% Vietnam, 4% Indonesia, 4% Turkey, 4% SriLanka, 8% Kenya, 9% India, 26% Source: World Tea Production – Tea Board of India
  5. 5. The Indian Tea Market… Packaged tea market is 213 million kg in volumes, and valued at Rs. 60 bn* ~231 thousand tons of tea sold in retail in 2008* Urban: Rural split of tea consumption - 56:44#*Euromonitor report April 2009, Figures in Rs.bn # Market Monitor Data 2008
  6. 6. The industry growing at a CAGR of ~54%80 Market  Value  (Retail  Sales) 6160 50 40 4340200 2006 2007 2008 2009 Source :*Euromonitor report March 2010
  7. 7. Traditional Black tea dominates the market with 93% share Tea Black Tea Green Tea Fruit/herbal   Instant  tea teaRetail Sales Value Rs. 57 bn 3 bn Nascent category. Negligible size 2003-08 CAGR (%) 3.2 6.4 Green tea has a higher growth rate of 6.5% compared to black tea
  8. 8. A  highly  clu8ered  market  with  na+onal  and  local  players  
  9. 9. KEY BRANDS
  10. 10. A fragmented market apart from players like HUL and Tata Tea… Tea  Company  Shares  (2009)  40%   34%  35%   30%  30%   25%  25%  20%  15%  10%   8%   5%   3%   0%   Hindustan   Tata  Tea   Duncan   Wagh  bakri   Others   Unilever   Industries   Source: Euromonitor International, March 2010
  11. 11. Tea Brand Shares – Packaged Tea (By Value) Market  Share  (%)   Brand Company 2009Brooke Bond Hindustan Unilever Ltd 18.6Tata Tea Tata Tea Ltd 17.9Lipton Hindustan Unilever Ltd 6.2Duncans Duncans Industries Ltd 6.2Kanan Devan Tata Tea Ltd 3.5Wagh Bakri Wagh Bakri Ltd 3.1Goodricke Goodricke Group Ltd 1.3Golden Tips Golden Tips Tea Co Pvt Ltd 1.1Girnar Girnar Food & Beverages 1Twinings Twinings Pvt Ltd 0.9Jay Green Tea Jay Shree tea and Industries Ltd 0.7Infinitea Gopaldhara Tea Co Pvt Ltd 0.5Tetley Tata Tea Ltd 0.4Others ~ 38.6 Source: Euromonitor International, March 2010
  12. 12. Packaged tea has more retail outlets in rural areas and the North Retailer  Split  by  Town  Class  &  Rural   Retailer  Split  By  Zone   1600000  4500000  4000000   1400000  3500000   1200000  3000000   1000000  2500000   800000  2000000   600000  1500000   400000  1000000   200000   500000   0   0   North  Zone   East  Zone   West  Zone   South  Zone   Class  I   Others   Urban-­‐Rural   Urban   Rural   Metros   Class  I   Source: Market Monitor, March 08
  13. 13. Indian  Packaged  Tea  Market  –  Structure   Leaf  65%   Dust  35%   Rs.  60   Premium     Rs.  50-­‐55   10%   Mid Market Rs.  40  -­‐  50   45% Rs.  38-­‐45   EconomyRs.  30-­‐40   48% Rs.  30-­‐35   Price per 250 gm
  14. 14. From Peshwa Acharyapeshwa.expert@gmail.com

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