1) Mohani Tea Leaves Pvt Ltd is an Indian tea company that produces and sells tea and tea bags. It has a presence in North India and provides tea to various private label customers. 2) A survey of retailers in Delhi found that Mohani's brand awareness and presence is still low in most areas of the city. Competitors were occasionally providing offers to retailers but many were not openly sharing this information. 3) A consumer survey in Delhi indicated that while tea is the most commonly consumed beverage, awareness of the Mohani brand was only about 50%. The most popular tea brands were Tata, Taj Mahal, and Brooke Bond.

1. Mohani Tea Leaves Pvt Ltd.
Mayank
Roll no-39
Section-M3
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2. Tea Industry -India
• The tea production in India is 979,000 tons
• It accounts for 30% of the global production of
tea
• The total turnover of this industry is roughly
Rs.10, 000 cr.
• pre-eminence of the industry as a significant
earner of foreign exchange and a significant
contributor to India’s GNP
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3. Major Tea Producer Countries
30.4%
24.4%
14.4%3.9%
4.2%
5.3%
7.9%
9.5%
Country wise contribution
China
India
Others
Indonasia
Vietnam
Turkey
Srilanka
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4. Cont.
• The three prominent tea-growing regions in India are
Darjeeling, Assam and Nilgiri. While Darjeeling and
Assam are located in the Northeast regions
• Two ways of producing tea in India namely the
CTC(crush, tear and curl) production and Orthodox
production
• The orthodox production method consists of five
stages, namely withering, rolling, fermentation,
drying and finally storing
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5. Major Tea Bag Brands
• Major player-Tetley, Taj mahal,
Tata, Twining's, Nestea, Duncan,
Lipton, Red lebel
• Regional players - Girnar,
Waghbakri, Jivraj jay, Nova,
Ankur
• North & west India consumption
is 70% of tea bag produce
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6. Mohani Tea Leaves Private Limited
Type Private Limited Company
Industry Non-alcoholic beverages
Founded 1993 (Uttar Pradesh)
Founder R.C. Agarwal
Headquarters Noida, Uttar Pradesh, India
Turnover Rs 500 crore
Products Tea and tea bags
Slogan Mohani Piyo Khul Ke Jiyo
Website www.mohanitea.com
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7. Major brands market share 2014
20.7%
20.8%
6.7%6.7%
44.7%
Sales
Tata tea
Brook bond
Lipton
Wagh bakri
others
Source:Euromoniter.com
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8. Introduction
• Mohani is the first regional tea company in North India have received ISO 22000,
HACCP(Hazard analysis and critical control points) and BRC(British Retail Consortium)
certifications.
• Mohani have a wide portfolio of SKU’s
• Mohani have a capacity to produce 100 MT per day
• Mohani is the leader in Private Label supply in India Mohani tea was awarded the
“Supplier of the year” award by Wal-Mart in 2012 for the outstanding customer service
provided in 2011 and “Most Promising Brand-2013″ by ASSOCHAM in 2013 and SME
Excellence Award 2014 for Cost Competitiveness by ASSOCHAM (Associated Chambers of
Commerce of India)
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9. Specialties
• Tea Manufacturer & Exporter
• Tea Supplier in India
• Black Tea Supplier
• Green Tea Supplier in India
• Tea Exporter in India
• Tea Brand in India
• Top Tea Company in India
• Tea Bag Manufacturer
• Tea Marketing Company
• Herbal Tea Supplier
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10. Wide range of products
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11. Private label
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12. Private label customers
• Wal-mart
• Vestige
• Bharti retail
• Spencer
• Café coffee day
• Apollo pharmacy
• Himalaya etc.
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13. Key differentiator
• Producing quality tea blends
• Purchases during harvesting season
• Stores it in fully automated warehouse in Kanpur
• Keeping product fresh throughout the year
• Quality of its product through out the year
• Picking best quality tea during harvesting season
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14. Corporate Social Responsibility
• FREE DISTRIBUTION OF
MOHANITEA
• CSR ACTIVITY AT
HEAVEN HOME
ORPHANAGE, KANPUR
• CHRISTMAS CARNIVAL
AT SHANKARA SCHOOL,
NOIDA
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15. Awards and recognition
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16. Cont.
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17. Online presence
SEO optimized websiteFacebook pageE commerce
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18. Sales promotion
• ATL- TV commercial, OOH, Newspaper
Advertisements
• BTL-Market surveys(Competitors analysis),
Sample distributions
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19. Project brief
• Project 1- Questionnaire based survey on
retailers
• Project 2- Questionnaire based survey on
consumers and free sample distribution
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20. Project 1 retailers survey
• Project was to do a
survey on retailers
and to know whether
they are aware of
Mohani tea and if
they are Mohani
customers what their
expectations are.
serial number
Retailer/Shop name
Contact number
Address
locality
Mohani retailer
yes
no
Highest selling sku
Offers
Running/desired
Remarks
Questionnaire followed during retailers survey
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21. Retailers survey-cont.
• Sample size-411
Areas visited Areas visited
Aaya nagar Matiala extension
Chatttarpur Mehrauli
Dakshinpuri Najafgarh
Devli Neb sarai road
Ghitorni Palam
Lado sarai Palam village,Dada dev road etc.
Madangir Saidulajab
Mahavir enclave,Vijay enclave Sangam Vihar
Malviya nagar Uttam nagar
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22. Findings and analysis
3 1
4
7 6
2 2 3 2 3 2
6 8
12
29
13
35
20
6
12
22
30
22
16
21
4
28
21
12
35
20
0
5
10
15
20
25
30
35
40
Aayanagar
Chatttarpur
Dakshinpuri
devli
Ghitorni
Ladosarai
Madangir
Mahavir…
Malviyanagar
Matiala…
Mehrauli
Najafgarh
Nebsarairoad
Palam
Palam…
Saidulajab
SangamVihar
Uttamnagar
Mohani retailers found in various areas
Count of yes
Count of no
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23. Findings and analysis: cont
• Till now Mohani has no significant presence in
any of the areas of Delhi.
• Many retailers were not aware of the Mohani
brand.
• Majority of Mohani sellers were found in the
area of Uttam nagar, Devil and lado sarai.
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24. Offers by competitors
0%1%0% 1%1% 1%
0%
87%
4%
0%
1%
2%0%2% 2% less on full bundle
50 gm free with 250 gm
Copon on 96 kgs
Coupons some times
Earlier offer was there
earlier there was offer
Glasss free
no offer
Not presently
per 2 10 rs packet profit of 1 rs on nova
previous offer of 20 gm pck with 250 gm
Previous offer of 50 gm pack with 250 gm
Today gives Coupons
Today gives discount
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25. Offers by competitors-cont.
• During my visit mostly there wasn’t any offer in the markets as per
my survey very few offers was there with Today tea and Tata tea
and that offer was also withdrawn.
• Most of the retailers were not ready to reveal that what kind of
offers was given to them by competitor brands.
• Follow ups after calling was made from Mohani in order to generate
leads and prospective retailers / reseller.
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26. Project 2- consumer behavior survey
• consumer behavior survey that comes under the BTL
promotional activity of Mohani tea according to which we
had to do a consumer behavior survey in order to get them
aware of the new product of Mohani that was Mohani gold.
We also had to distribute samples of Mohani tea in the
areas where Mohani tea is available.
• After filling these survey forms customers were motivated
to send a message on the number mentioned on the
pamphlets message should be in the prescribed format as
discussed in pamphlet.
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27. Pamphlets distributed
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28. Sample size and areas visited
• We did a survey on
sample size of 304
people from
various areas of
Delhi.
Sangam vihar
Aaya nagar
Yamuna vihar
Tigri
Jawahar colony
Peepal road
Durga vihar25 August 2015 Mohani tea leaves Pvt ltd. 28

29. Brand awareness
48%
52%
Consumers aware of mohani tea
No
Yes
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30. Findings and analysis
• After the survey we found that ratio of the
population aware of brand name and not
aware was 1:1.
• Which means that there is a major population
of Delhi that is not even aware of the product.
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31. Beverage consumed most
6 7
291
Cofee Milk Tea
0
50
100
150
200
250
300
350
Beverage consumed
Total
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32. Most consumed tea brand
0
50
100
150
200
250
Ankur
B.R.D
BrookBond
Golden
Today
Lifetea
Mohani
Nova
Tata
OpenPackers
Premium
Radha
RedLabel
Tajmahal
Taza
Uttam
Most consumed tea brand
Count of Tea brand
consume
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33. Limitation / constraints faced
• Insecurity limiting access to the population of
concern.
• The lack of time necessary to carry out a survey.
• The lower priority for carrying out a survey
because of competing urgent tasks.
• Timings:
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34. Conclusion and recommendation
• Although Mohani is an emerging brand in Delhi area but it still needs
recognition.
• It requires a strong distribution network to cater various areas of Delhi.
• Rather than making big distributor Mohani must make small distributors
and cater as per needs of area.
• Each area in Delhi is different in terms of income level and demographics
of people in the particular region so Mohani must sell accordingly.
• In terms of branding Mohani has not done any significant advertising in
Delhi areas and as per my recommendations Mohani needs a good quality
commercials based on its features (quality and value for money).
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35. Learning’s and outcomes
• Understanding of tea market players in Delhi.
• Understanding Mohani strategy to grow in Delhi markets.
• Understanding retailers and consumer behaviors towards Mohani
tea.
• We realized how big markets of Delhi is and how diverse
expectations do people have.
• Although Mohani has not captured any significant markets of
delhi but it is definitely growing its arms and developing its
market and in some areas definitely Mohani was doing good.
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