4. MARKET BOUNDARIES
BLACK TEA
GREEN TEA
RED TEA
PUERH TEA
WHITE TEA
INFUSIONS
FLAVOURED TEA
5. DEMAND
Hathikuli is known for its CTC, orthodox, green teas and black pepper with a total
annual production of 600 metric tonnes.
The teas are being exported to Germany, the US, the UK and West Asian countries.
The demand for organic food and beverages in the country is huge and estimated
at $129.3 million.
6. POTENTIAL MARKET DEMAND
The demand for organic food and beverages in the country is huge and estimated at
$129.3 million and is expected to grow at a compound annual growth rate of 15 per cent.
The company’s net profit during 2013-14 reflected a growth of 56 per cent compared to
2012-13.
The company has recorded an increase of nine per cent in its own crop harvest as
compared to the Assam Valley increase of six per cent.
7. CORPORATE VISSION, MISSION &GOALS
The APPL Vision
To be the most trusted provider of differentiated agricultural product supply solutions.
The APPL Mission
Building enduring partnerships with customers and suppliers
Driving agricultural productivity with North East India and plantations at the core
Improving the quality of life in the communities where we operate
Creating value for all stakeholders
Being an organization which fosters innovation and empowerment
Values at APPL
APPL’s relentless pursuit of purity starts at its roots.
The values, that drive the company and its way of life.
Fairness and respect
Celebrate successes / Recognise achievements
Reward meritocracy
Promote work-life balance
Close to ground empowerment
Discuss, decide and then support
8. SWOT ANALYSIS
S- STRENGTHS
• The demand for organic food and beverages in the
country is huge and estimated at $129.3 million and is
expected to grow at a compound annual growth rate of
15 per cent. That means three years from now the
demand for organic products will increase to $196.193
million.
• The company’s net profit during 2013-14 reflected a
growth of 56 per cent compared to 2012-13.
• The company has recorded an increase of nine per cent
in its own crop harvest as compared to the Assam Valley
increase of six per cent.
• Retail outlets are now open thus increasing the customer
touch points
• The product is also being made available online at
http://www.infibeam.com/Grocery/i-Hathikuli-Organic-
Tea-Orthodox/P-H-G-Hathikuli-Organic-
AAOHAPLOR1.html
9. W- Weakness
• Shortage of workers.
• The cumulative loss of going organic at Hathikuli has been Rs.16 crore, which
is mainly due to loss of production.
10. O- OPPORTUNITIES
• Rs. 100 crore budget provision granted from the government for promoting
organic farming.
• They are in a oligopolistic market situation where there are a few number of
sellers and many buyers.
• The demand for organic tea is increasing worldwide therefore the supply
chain will also tend to increase.
11. T- THREATS
• Competition
• The international or foreign companies are open to the market situation which
may be a threat for the company.
