The packed tea industry in India is one of the largest in the world, producing 26.5% of global tea. Tea is an integral part of Indian culture. The industry employs over 1.1 million workers and is a major exporter, generating $1.8 billion annually. The largest players are Tata Tea, Brooke Bond, and Lipton, which produce popular brands like Tetley, Taaza, and Green Tea. India remains the top global consumer of tea, drinking 23% of the world's tea.

1. Packed Tea Industry

2. Industry overview :
• Tea isn’t simply tea in India but it is like a staple beverage here and a day
without it is impossible and incomplete.
• Originally tea is indigenous to the Eastern and Northern parts of India, but the
tea industry has expanded and grown tremendously over the years, making
India one of the largest grower and producers of tea in the world.
• The tea production in India was 979,000 tonnes as of 2010. In terms of
consumption and export of tea, India is the second world leader. It accounts
for 26.5% of the global production of tea.
• India has retained its leadership over the tea industry for the last 150 years.
The total turnover of this industry is roughly Rs.10, 000 crores.

3. • Since 1947, the tea production in India has increased by 250%
and the land are used for production has increased by 40%.
• Even the export sector of India has experienced an increase in
the export of this commodity. The total net foreign exchange in
India is roughly Rs.1847 crores per annum.
• The tea industry in India is labor intensive, meaning it depends
heavily on human labor instead of machines. This industry
provides employment to more than 1.1 million Indian workers
and almost half the workforce constitutes of women.
• There is a wide variety of tea offered by India; from Green Tea
to CTC tea to the aromatic Darjeeling tea and the strong
Assamese tea, the range of tea available in India is unparalleled.

4. • Tata Tea
• Tata Tea is the most popular tea brand in India and presently holds the
maximum share of tea segment in India. Tata Tea is a tea brand of Tata
Global Beverages Limited, a subsidiary of Tata Group, involved in
production and distribution of non-alcoholic beverages.which was set up in
1962 as a joint venture of James Finlay and Company and Tata Sons. The
company currently operates in all the continents of the world. Its other brands are
mentioned below:
• Tetley
• Vitax
• Good Earth
• Jemca
• Brooke Bond Taaza
• Brooke Bond Taaza is a famous and popular tea brand from the British-Dutch
consumer care conglomerate called Unilever. Taaza is the name given to a new
type of tea introduced by the Brooke Bond tea company. The tea leaves of Taaza
provide a unique taste and the much-needed refreshment to the minds of people.

5. • Brooke Bond Red Label
• Like 'Taaza', Brooke Bond Red Label is also another popular tea brand from
Unilever. It has been comforting the taste buds of millions around the world
since 1869. It is a special tea processed from the tea leaves procured from
Assam. The strong taste and the aroma of Red Label are simply unmatchable.
• Lipton Green Tea
• Lipton Green Tea is a Lipton product. The company was named Thomas J.
Lipton Co. at the time of its inception in 1890. Its factory and head offices
are in Hoboken, New Jersey, U.S.A. With people across the globe becoming
more health conscious, the demand of green tea has gone up manifolds in the
recent years. Consequently, Lipton introduced a green tea variant that
became an instant hit amongst the green tea lovers.

7. 23%
16%
6%
6%5%
44%
Top Five Tea Consuming Countries
India 23%
china 16%
Russia 6%
UK 6%
Japan 5%
Others 44%

9. • Tata Tea 19%
• Brooke Bond 18.1%
• Lipton 6.2%

10. Products :
Its other brands are mentioned below:
• Tetley
• Tata Tea
• Himalayan Water
• Joekels
• Grand

11. 3- Lipton:
Products :
• Lipton Iced Tea
• Lipton Fresh Brew Iced Tea
• Lipton Tea & Honey
• Lipton Iced Tea Mixes
• Lipton Flavored Black Tea
• Lipton Black Tea
• Lipton Herbal Tea
• Lipton White and Red Tea

12. PORTER’S FIVE FORCES
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Threat of intense
segment rivalry
• Taj Mahal
• Red Label Special
• Unbranded Tea
Threat of supplier’s
growing bargaining
power
• Large number of
producers
• Low switching costs
Threat of buyer’s
growing bargaining
power
• Other options
available
• Product differentiation
• Large number of
consumers
Threat of new
entrants
• FDI
• Untapped rural
markets
Threat of
substitutable
products
• Coffee
• Aerated drinks
• Energy drinks