Tea Industry Distribution Channel Study - Mumbai


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  • Market Size= 33,000 crore by 2015, and 19,500-2011Market Growth Rate =20%Branded Tea Market=55%“The total branded tea segment in India is currently valued at Rs 6000 crore and is expected to double in the next 5 years. The domestic coffee consumption too has been continuously growing at annual average rate of 6% and is largely on account of a thriving independent upscale café culture,” PritiKapadia, Director, Sentinel Exhibitions Asia the organizer of World Tea & Coffee Expo (WTCE) scheduled to be held between February 15 and 17, 2013 in Mumbai.he Assocham study further said that with nearly six lakh hectares area under tea cultivation, the domestic tea industry is growing at a compound annual growth rate (CAGR) of about 15%. India is world’s largest consumer, second largest producer and fourth largest exporter of tea after China and accounts for nearly 30% of global output and nearly 25% of tea produced worldwide is consumed in India, said t
  • Tea Industry Distribution Channel Study - Mumbai

    1. 1. …
    2. 2. Chai Chai…lelo…Chai Chai A Sales and Distribution Analysis of the world’s largest consumed beverage after water-Tea ……..the Indian way Garma Garam Chai, brought to you by
    3. 3. Tea Making Video Tea-Sales & Distribution Analysis
    4. 4. Tea Industry Market Size Market Growth Rate Key Players Source: Assocham-Tea Study, 2013
    5. 5. Market Share HUL Tata Tea Duncann Wagh Bakri Others Source: Euromonitor International, 2010
    6. 6. Tea Distribution Tea from Garden Producer Unbranded- In loose form Branded-In Consumer Packs To Export Market To Indian Auction To Wholesaler Agent Ex Garden Sales To Retailer/Grocer Direct Export To Domestic Market To Retailer To Consumers To Consumers Tea-Sales & Distribution Analysis
    7. 7. Tea Distribution Wholesale/ Merchant Packers By To To Export Wholesale/ Domestic Market in Merchant Market in loose form Packers loose form Domestic market in packet form To export market in packet form To domestic market as tea bag To export market as tea bag Tea-Sales & Distribution Analysis
    8. 8. E-Auction of Tea Tea-Sales & Distribution Analysis
    9. 9. Channels of Primary marketing for tea Tea manufactured from tea leaf by Tea Factory In the form of loose tea in bulk package To domestic consumer through Retail outlet Directly to the primary registered domestic Buyers (non auction route) Directly to overseas Buyers (direct export) In consumer packs i.e. Packet Tea To registered consignee or commission agent or as stock transfer Through public tea auction To registered primary buyers To semi wholesaler or Retailer for sales To domestic consumer In the form of Loose tea Directly to overseas Buyers as Direct export To merchant packers for sales to Domestic consumer as packet tea To domestic consumer Through our retail outlet To domestic consumer through secondary buyers 11 Tea-Sales & Distribution Analysis
    10. 10. The manual public tea auction system Dispatch of lot-wise teas Issue of Garden invoice Arrival & Weighment Report Inspection of tea Preparation of small packs of trade sample Despatch of such trade samples 12 Tea-Sales & Distribution Analysis
    11. 11. Present Electronic Tea Auction system Tea Board Internet •Development •Staging •Operations Management Data Center •Centralized hardware •Application Software Coonoor •PCs •LAN Guwahati •PCs •LAN Coimbatore •PCs •LAN Kolkata Siliguri •PCs •LAN •PCs •LAN Cochin •PCs •LAN 13 Tea-Sales & Distribution Analysis
    12. 12. Distribution Tea-Sales & Distribution Analysis
    13. 13. APMC Vashi Jai Tea Co. B-3, AMPC Market-2 Sector 19B, Vashi Navi Mumbai, MH 400703 Tea-Sales & Distribution Analysis
    14. 14. APMC Vashi •Sourcing •Ordering Tea-Sales & Distribution Analysis
    15. 15. APMC Vashi • Product Range Tea-Sales & Distribution Analysis
    16. 16. APMC Vashi Pricing • Margin • Sales • Customers Tea-Sales & Distribution Analysis
    17. 17. Retail Distribution • Ajit traders(main distributor) Phase 1 48 sectors Phase 3 Phase 2 Tea-Sales & Distribution Analysis
    18. 18. Retail Distribution • • • • • Delivery responsibility Replacement Terms of payment Bulk breaking(1 carton 20kgs) Stock Adjustment Company warehouse distributor bhiwandi Retail stores Sanpada Nerul Tea-Sales & Distribution Analysis
    19. 19. Retail Distribution-Sales/order Salesman visit Recovery Ordering Supply > Order Demand Incentive Targets Tea-Sales & Distribution Analysis
    20. 20. DistributionTechnology & Monitoring • Salesman Reporting • Area Sales Manager/TSI Monitoring • PDA/Handheld devices • Online Bill Generation/Measureme nt Tea-Sales & Distribution Analysis
    21. 21. Retail to Consumers Bhaiyya, Chai dena Tea-Sales & Distribution Analysis
    22. 22. Retail to Consumers Corporate Connect Tata Motors & Honda Tea-Sales & Distribution Analysis
    23. 23. Hotel Tea-Sales & Distribution Analysis
    24. 24. Hotel Hotel ka chai kahaan se aata hai? Tea-Sales & Distribution Analysis
    25. 25. Hotel Rangoli Hotel APMC market, Ram Mohan Tea. Ram Mohan Tea, packages and markets tea and distributes to different retailers and hotels. Has a different offering for hotels and restaurants i.e. Hotel mixture. Been in business from 1971. Has a good market name. Price: 1kg- Rs 260. Tea-Sales & Distribution Analysis
    26. 26. Apna Chaiwala
    27. 27. Chaiwala • • • • • Tea vendor Sheth Distributor (Girnar Tea Ltd) Price 280 per Kg Per Month 10 kgs usage No bulk purchase. Tea-Sales & Distribution Analysis
    28. 28. Thank you for your Time