Final report mohani tea

Mohani Tea Leaves Pvt. Ltd. | 2015
1 | P a g e New Delhi Institute of Management (NDIM)
SUMMER TRAINING REPORT ON
“Study of retailerand consumer behaviortowards
Mohani tea”
For
By
Mayank
Roll no-39
In Partialfulfillment for award of the Degree
Post graduate diploma in management
2014-16
New Delhi Institute of Management
60 & 50(B&C), Behind Batra Hospital, Tughlakabad Institutional Area, New Delhi-110062
E-mail- info@ndimdelhi.org Website- www.ndimdelhi.org

SUMMER TRAINING REPORT ON
“Study of retailerand consumer behaviortowards
Mohani tea”
For
Under the supervision
Of
Mr. Naveen Pandey
Submitted By: Submitted to:
Mayank Prof. Gajendra Sharma

DECLARATION
I , Mayank, student of New Delhi Institute of Management, Batch
(2014-16), declare that every part of project report on “Study of retailer
and consumer behavior towards Mohani tea” that I have submitted is
original.
I was in regular contact with my faculty mentor and have met him five
times for discussing the progress of project.
Date of project submission______________
(Mayank)
Faculty mentor comments:
__________________________________________________________
__________________________________________________________
__________________________________________________________
Date:
(Prof. Gajendra sharma)

PREFACE
Practical training I considered to be an essential part of all institution
and those who are aspiring for (PGDM) this project is done in field of
marketing.
As aspect of Management education which is receiving attending of the
evolution of the practical training is to be bring actual environment in
touch of Business Management , It is rigidly accepted that the theory
widen one's thinking viz. Concept of Marketing philosophies , but
practice indicates the modem marketing is used widely in selling a
variety of products.
This project works has been done under the kind permission of retailers
and household consumers of Delhi(various areas).
I have done my summer training in Delhi under the supervision of the
executives of Mohani tea leaves Pvt. Ltd.
This is a well-known tea brand of India. The warehousing and packaging
plant is located at Kanpur (Uttar pradesh)
This report give, true picture of the sales of Mohani products ,Since I
have the training in Delhi, hence the result of study is particularly based
on Delhi market.

ACKNOWLEDGEMENT
At the outset, I would like to thank Mohani tea leaves Pvt. Ltd for giving
me the approval to carry this project in the organization. I thank my
industry mentor Mr. Naveen Pandey for his encouragement and
contribution of time, counsel and coordinating the project work and
giving me guidance. This project would not have been possible without
his help.
I am also thankful to many individuals during the projects given to us for
the encouragement and professional assistance.
A heartfelt thanks to many respondents surveyed whose ideas, critical
insights and suggestions have been invaluable in the preparation of this
report.
Last but by no means the least I would like to convey my special thanks
to my faculty mentor and guide Prof. Gajendra sharma for helping and
supporting me throughout my project work.
-With all sincere Regards and Thanks !
Mayank

Index
1.Executive summary…………………………………………..7-8
2. Introduction……………………………………………….9-10
3. Industry profile
3.1. Tea industry in India..............................................11
3.2. Types of tea and tea cultivation………………….12
3.3. Tea consumption in India and major players…..13-14
4. Company profile ………………………………………...........
5. Global scenario of Mohani tea…………………………..
6. Private label……………………………………………...
7. Presence of Mohani tea across the nation…………………..
8. Project 1-Retailer behavior survey……………………….37-44
9. Project 2-consumer behavior survey……………………..45-55
10. Limitation / constraints faced……………………………56
11. Conclusion and recommendation………………………...57
12. Learning’s and outcomes…………………………………58
13. Bibliography………………………………………………60

EXECUTIVE SUMMARY
Mohani Tea Leaves Pvt. Ltd is synonymous with the finest tea company in the
industry. The company was established with the resolution of quality products.
Mohani is the first regional tea company in North India has received ISO 22000,
HACCP (Hazard analysis and critical control points) and BRC (British Retail
Consortium) certifications.
Mohani have a wide portfolio of SKU’s, catering to every taste, size preference
and price point. Mohani have a capacity to produce 100 MT per day, which is
being further enhanced, with the commissioning of a brand new factory on a green
field site.
Apart from in-house Tea tasting, buying and blending facility, Mohani Tea also
has the laboratory to carry out all post production quality checks so that there is no
scope for any substandard product leaking into the market. Our philosophy of “Tea
bush to Tea pot” ensures that we can delight our consumers every single day with
consistent tea taste at an affordable price.
Mohani is the leader in Private Label supply in India with exclusive contract to
supply to the best National and International chains like Bharti Retail, Wal-
Mart, Big Bazaar, Spencers, Cosmic, CCD, Himalaya, Apollo etc. Further
Mohani is also regular supplier to various Government/Semi Government
institutions like Indian defense (APO, CSD, CPC & Kendriya Bhandar) & other
State Government organizations. There is a dedicated Tea unit and fully fledged
team to exclusively cater to all Private Label, Institutions and Modern Trade
supply to ensure focus & “World class” customer service.

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)
Mohani have now diversified into Specialty teas- Green tea, Herbal tea and
Flavored tea with fully developed in-house facility to cater to the growing
segment of health conscious and discerning consumers in India and overseas
markets.
Report is made on extensive survey of retailers and consumer behavior towards
Mohani tea. Report contains primary data collected by survey in different areas of
Delhi.
Analysis is based on primary data collected from retailers and consumers. Field
work was carried out by visiting various areas of Delhi and meeting retailers and
consumers and recording their valuable feedback based on questionnaire.
Overall past six weeks have been a great learning experience. We have also
realized how complex and diverse the market is due to so many brands available
and positioning of a particular brand is very difficult because of the competition it
holds. The functioning of the market may not always follow Principles or theories
of marketing.

INTRODUCTION
The value that a company ever creates is the value that comes from customers- the
ones who are now and the ones who will be in future. Business always succeeds by
getting, keeping and growing customers.
Today, satisfaction is a person’s feeling of pleasure or disappointment that results
from comparing a products perceived performance to their expectations. If the taste
falls short of expectations, the customers are dissatisfied. If the taste matches the
expectation, the customer is satisfied. If taste and quality as well as value for
money exceeds expectations, the customers highly satisfied and delighted.
Today companies need to grow their revenue over time by developing new
products and services and expanding into new markets. New product development
shapes the company’s future. Improved quality and innovation in product is helpful
in developing and generating more sales.
But low success rate of new products points to many challenges involved. More
and more companies are doing more than just talking about innovation.
Challenges can be many:
 The innovation imperative
 Idea generation
 Promotion
 Creating awareness among people
Buyer expectation is formed on the basis taste and preferences, promotions and
commercials, quality of product. If marketers raise expectation too high, the buyer

is likely to be disappointed if the company set expectations matches the
performance.
Therefore:
 A customer is the most important person ever in any company
 A customer never depends on company, but the company depends on him.
 A customer is the person who brings company his wants.
 A customer is not an interruption to marketers work, he is the purpose of it.
Importance of Branding and Promotion:-
Once you realize that every successful business is grounded on its unique and
appealing brand, there’s no denying the importance of branding in marketing.
Branding is endowing products and services with the power of brand. It’s all about
creating difference from competitors.
In case of Mohani it does its product promotion in new markets by two ways:
1. ATL- Above the line activity
2. BTL- Below the line activity
ATL activity includes TV commercials, newspaper advertisement and OOH(out of
home media channels.
BTL activities consist of surveys, free sample distribution in target area or amongs
target customers.

INDUSTRY PROFILE
Tea Industry in India 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 the largest grower and producer of tea in the world.
The tea production in India was 979,000 tons as of 2009. In terms of consumption,
export and production of tea, India is the world leader. It accounts for 31% 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.
Since 1947, the tea production in India has increased by 250% and the land are
used for production has increased by 40%.
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. Indians take a lot of pride in their tea industry because of the
pre-eminence of the industry as a significant earner of foreign exchange and a
significant contributor to India’s GNP.
The three prominent tea-growing regions in India are Darjeeling, Assam and
Nilgiri. While Darjeeling and Assam are located in the Northeast regions, Nilgiri is
a part of the southern region of the country. A visit to these regions is made truly
memorable by the endless rolling carpets of green which are the tea gardens and
one cannot but help feeling enthralled and captivated at the sight of the huge tea
estates. Majority of the tea factories are located within the premises of the tea
estates and this is what accounts for the freshness of the tea. The process of tea
production has a series of procedures and processes. The process starts with the
plucking of tea leaves in the tea estates by women employees carrying a basket
over the head and ends with the production of the ultimate tea.

Types oftea:
There are mainly two ways of producing tea in India namely the CTC production
and Orthodox production. CTC is an acronym for crush, tear and curl. The tea
produced by this method is mostly used in tea bags. The orthodox production
method consists of five stages, namely withering, rolling, fermentation, drying and
finally storing. It is not possible to compare the two varieties because their quality
depends on factors such as rainfall, soil, wind and the method of plucking of tea
leaves and both possess a unique charm of their own.
As the primary producer of an assortment of tea, India is the ideal destination for
all tea enthusiasts.
NATIONSTATE
AssamTea
COLOR
DarjeelingTea
Nilgiri Tea
Pu-erhTea White Tea
RedTea/
RooibusTea
GreenTea
Bubble Tea
OolongTea
ScentedTea
Black Tea
OrganicTea
PackedTea
InstantTea
Type of tea

Tea consumption in India and major players
Tea may not run in the blood of Indians, but it sure comes close. India is the largest
consumer of the beverage in the world, consuming nearly 25 percent of the global
tea production, according to a December 2011 report by trade association
ASSOCHAM. India is also the second largest producer of tea after China, with six
lakh hectares under cultivation in different parts of the country, producing about
950 million kilograms of tea each year. The Indian tea industry is likely to reach a
turnover of `33,000 crores by 2015, up from `19,500 crores at present, clocking a
CAGR of 15 percent. “Tea is cheap, affordable, and addictive in nature. Nearly 90
percent of Indian households are regular tea-drinkers,” says ASSOCHAM
Secretary General DS Rawat. “Awareness about health benefits associated with
moderate intake of tea is a significant factor behind an upsurge in demand, as more
and more people become aware of the healing properties of tea. It not only helps
combat heart-related ailments but also lowers cholesterol, protects the skin, keeps
cancer at bay, strengthens bones and teeth, and contains no calories, fat or salt.”
Penetration of tea in the non-alcoholic cold beverage segment is another driving
force for this industry owing to the rising affinity towards ice tea which currently
accounts for over 5 percent of the entire non-alcoholic beverage market in India.
The branded segment has a share of nearly 55 percent of the total tea market in
India and is growing at about 20 percent every year, almost double the rate of the
non-branded segment. Interestingly, Assam produces over half of India’s tea and
accounts for over 12 percent of the annual global tea yield, according to
ASSOCHAM. Reading the tea leaves, one may be forgiven for thinking that India
would be a land where tea lounges exist in every corner, with their owners
laughing all the way to the bank. The reality, however, is different. In India, tea
rules the homes, while coffee rules the streets. National chains specialising in hot

beverages exist all over the country, but they serve coffee, not tea. A Café Coffee
Day or Barista running hundreds of cafes in all parts of India is yet to emerge on
the tea-scape of this part of the world. In a nation of tea drinkers, this is perhaps a
scandal, considering that Indians currently consume over 9 lakh tonnes of tea every
year, compared to only 80,000 tonnes of coffee, and drinking tea is considered a
near-religious experience by many.

Company profile

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
Key people R.C. Agarwal
(MD)
Products Tea
Slogan Mohani Piyo Khul Ke Jiyo
Website www.mohanitea.com
Mohani Tea Leaves Private Limited
B-36, UdyogKunj, Site-5,
Panki Industrial Estate,
Kanpur-208022
Phone: 0512-2212191, 92,93, 94
0512-3247892, 3247902
FAX: 0512-2231636
E-mail :info@mohanitea.org
Website:www.mohanitea.co.in
Delhi NCR Office
Flat No. 303,
Azure Shipra Krishna Complex,
Kaushambi, Ghaziabad
(Adjacent to Wave Cinema)
Contact No.: 0-9718519004
E-mail :amkas@mohanitea.org,
info@mohanitea.org

Mohani Tea Leaves Pvt. Ltd is a pioneer amongst regional packet tea brands in
North. Starting in 1992, Company has come a long way in the past 20 years to
establish itself as a leading regional tea brand in UP/UTTARANCHAL along with
significant presence in BIHAR, MP, DELHI, PUNJAB, HARYANA,
HIMANCHAL and JAMMU & KASHMIR.
Mohani is the first regional tea company in North India have received ISO 22000,
HACCP and BRC certifications. Further, the process has already started for
SA8000 Certificate. Thus, Mohani Tea will have the distinction of being the only
Tea Company in North India with both International quality and Social
accountability certificates.
Quality, consistency and customer service has been our strength from day one. Our
expertise in procuring the best tea dates back to the early 80′s, when the company
was into loose tea business. During the years, Mohani tea has secured exclusive
arrangement with producers across Assam and North Bengal to ensure best teas at
the most cost effective prices, retaining the freshness and aroma of the tea
plantations. Our philosophy of “Tea bush to Tea pot” ensures that we can delight
our consumers every single day with consistent tea taste at an affordable price.

Apart from in-house Tea tasting, buying and blending facility, Mohani Tea also
has the laboratory to carry out all post production quality checks so that there is no
scope for any substandard product leaking into the market. Our tea expertise is
amongst the best in the Industry which gives us the competitive edge over other
regional players.
Our tea packaging unit boasts of possessing the most sophisticated blending
facility, latest packing machines with “best in class” hygiene and safety standards.
Our supply chain and logistics operation are the most efficient, ensuring shortest
lead time from procurement of tea to delivery in the market.
We have a wide portfolio of SKU’s, catering to every taste, size preference and
price point. We have a capacity to produce 100 MT per day, which is being further
enhanced, with the commissioning of a brand new factory on a green field site.
Our distribution coverage is most wide spread with over 1000 distributors, C&F as
well as Super stockists, covering over 3 Lakh retailers, ensuring supplying to the
remotest part of Northern States and its towns and villages.

Mohani tea is the leader in Private Label supply in India with exclusive contract to
supply to the best National and International chains like Bharti Retail, Wal-Mart,
Auchan, Big Bazaar, Spencers, Cosmic, Sahara Q Shops, Apollo etc. Further
Mohani is also regular supplier to various Government/Semi Government
institutions like Indian defense (APO, CSD, CPC & Kendriya Bhandar) and other
State Government organizations. There is a dedicated Tea unit and fully fledged
team to exclusively cater to all Private Label, Institutions and Modern Trade
supply to ensure focus and “World class” customer service.
Mohani tea was awarded the Excellence Award 2015 – Entrepreneur of the year by
TIE Uttar Pradesh, SME Excellence Award 2014 for Cost Competitiveness by
ASSOCHAM in 2014, “Most Promising Brand-2013″ by ASSOCHAM in 2013,
and ”Supplier of the year” award by Wal-Mart in 2012 for the outstanding
customer service provided in 2011 .
We are now an ‘Associate Member’ of the Federation of Indian Export
Organisations ( FIEO ) with RCMC no. ER/245/2014-2015 dated 16.12.2014.
Mohani Tea has now diversified into teabags and Specialty teas- Green tea, Herbal
tea, Functional tea and Flavoured tea with fully developed in-house facility to cater

to the growing segment of health conscious and discerning consumers in India and
overseas markets.
Mohani tea is fully committed to constantly innovate ways and means to delight
our valued consumers and customers.
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
Mohani Tea Leaves Pvt. Ltd. started its operation under the name Mohani Tea in
the undivided Uttar Pradesh. In 1996, the partnership firm converted to private
limited company. In 2001, it started its first factory and in 2002, the company
established its 2nd factory.
In 2005, Mohani Tea Leaves Pvt. Ltd. launched Mohani Gold, and Evergreen, two
premium brands.
In 2008, the company started its first Private label business with Bharti Wal-Mart.
Same year it started its third manufacturing facility, totally dedicated to private
label, Modern trade and Institutional sales.

In 2009, the brand was launched in Punjab and MP States and started institutional
business with CSD, CPC, Big Bazaar, etc.
In 2010 and 2011, Mohani Tea Leaves Pvt. Ltd. opened offices
in Kolkata and Noida, respectively.
In 2013, company established tea tasting and sourcing offices
in Siliguri and Guwahati.
All tea tasting and buying activities are carried out by expert tasters and buyers,
who have spent several years in big multinational tea companies.
In 2014, Company built a “state of the art” warehouse measuring 70,000 Sq ft in
Rania, Kanpur Dehat district which can accommodate up to 150,000 bags of
theplantation tea to ensure full consistency in the end cup for the consumer even
with extreme fluctuation in the quality of tea produced by plantations due
to seasonality.
1. In 2014, Company also launched in Bihar and Jharkhand
2. Awarded SME Excellence Award for CostCompetitiveness in 2014
by ASSOCHAM
Awards
1. Excellence Awards 2015 – For Entrepreneur of the year by TIE Uttar
Pradesh.
2. Awarded SME Excellence Award by ASSOCHAM 2014 for Cost
Competitiveness.

3. Won “MostPromising Brand-2013″ by ASSOCHAM
4. Received “Supplier of the Year” Award from Bharti Walmart for
outstanding customer service. 2011
5. Received “Highest Performance Capability and High Financial Strength”
Certificate by NSIC-CRISILRating (SE 1A) 2011
6. Received “National Recognition” Award for outstanding Entrepreneurship
in 2007
7. Received MSME National award in 2007
8. Received ” Three Star Category” award from Directorate of Industries in
2007
variantsavailablewith mohani
Privatelabel
There are many private label tea suppliers in India that are supplying Indian tea
across the whole world. Mohani tea is one of the private label companies
supplying tea across the world. It does not only work for its own benefit but
also for the benefit of its nation. As the private sectoris growing more rather
than the public sectorin case of investments therefore Mohani tea is also
working to take its nation on the peak of success.

A private label company is a company which supplies its productto the foreign
countries and then they sell their productunder their own brand name.
Therefore, if a company from India supplies its productto a foreign country
then they will sell our productunder their brand name but with their own
packaging. India is growing rapidly in case of tea industry. More than 70% of
the Indian population drinks tea. And more than 30% of the whole tea produced
in the whole world is procured in India. India stands amongst the three most
reputed countries that are counted under the best countries when it comes to the
brewing of tea. Mohani tea is approved by the Tea board of India for its supply
across the whole world. Though being a private label company it is based in
India and it tries to supply tea to the remotest parts of India.
Being a private label company it assures that each and every need of the
customers is being fulfilled. It packs its productby taking care of the hygiene.
And it ensures that their productit available in all sizes ranging from a simple
sashay of 15gms to a whole sale pack of 5kgs. The productshould be available
to the consumer in desirable quantity with quality packing. The most vital thing
that attracts a customer to buy a private label productis its packaging. As how
beautifully and neatly it is packed and presented before the customer. As tea is
one of the productthat is consumed on daily basis and even twice or thrice a
day by some people. So they want it to be of best quality. The customers can
compromise on the price but they can never compromise on quality. Therefore,
a private label productis always presentable, which is the most significant thing
that makes a consumer to buy a private label product.

The private label tea suppliers in India do not only work for the benefit of
themselves but for the benefit of their nation, to make an economically strong
nation ahead. So you as an individual should also promote this. And if you
wonder that how you will be able to this then just inculcate the habit of drinking
tea in your daily diet and feel the difference.
Private label-Mohani sell various private label tea also i.e( the company sells
the productby different name ) it exports several private label to multiple
countries as well.
How mohani is different in tea industry:
Mohani is producing quality tea and purchases during harvesting season and
stores it in newly built warehouse in Kanpur. Warehouse is fully automated
which helps in keeping productfresh throughout the year.As a result Mohani is
able to keep consistent quality of its productthrough out the year.
Quality features : Mohani produces quality green tea in india and
quality standards are maintained by picking best quality tea during harvesting
seasonwhich is best for the tea leaves cultivation.
Mohani tea provides quality goods to its customers. The products of Mohani tea
are gone through various methods of testing before packaging. Mohani tea is
healthy as well as hygienic. The tea gardens from which the tea leaves of
Mohani tea are procured are amongst the best tea gardens of India. Our quote is
“Mohani Piyo Khul K Jiyo” which means that you can totally depend on
Mohani tea for the benefits of herbs, shrubs and flavors and can live life tension
free. Grab all the benefits of Mohani tea by trying out all the flavors of it.

Mohani is a regional company established in 1992. It also exports its goods to
the foreign countries. Recently it linked with Wal-mart by whom it is awarded
as the “Supplier of the year” and as “Most Promising Brand” by ASSOCHAM
for their cost competitiveness.
Mohani tea: Best Indian Tea Exporters
India is exclusively famous for its tea. Now the Indian tea industry is growing
to a large scope. Being one of the leading producers of tea India produces more
than 23% of tea by volume from the whole world. The tea produced in India is
amongst its finest tea having best geographical indications, heavy investments
in tea procedure units. India is the largest consumer of tea so as it is the largest
tea exporter also. Export is the vital factor for the progress of tea industry in
India. India is the chief tea exporter contrasted to further tea producing
countries. The Indian Tea Exporters mainly grow tea in the regions like
Northeast India, including Assam, the Darjeeling district and the Dooars region
of North Bengal, and in the Niliris in South India. Mohani tea is one of the tea
exporters from India procuring the finest tea and having top quality product by
brewing the tea leaves from finest gardens in India.
India is widely known for its spices, herbs, taste etc… Therefore, the Indian tea
makers mix their herbs and spices to their teas to make it taste better and in
order to enjoy more and more benefits. The major tea exporting destinations
that prefer our Indian tea most are Russia, the US, the UK, the UAE, Iran,
Kazakhstan, Pakistan, Germany, Australia, Japan, the Netherlands, Ireland,
Poland and Sri Lanka. These are some of the major global markets for exports

of Indian tea. Due to the uniqueness of Indian tea more and more people around
the world prefer Indian tea.
Tea is one of the imperative beverages in this world. India, Japan and China are
the chief tea producing countries in this world. India, Japan and China are also
the foremost tea exporters around the world. Tea industry is playing very vital
role in tea producing countries because it gives major income for their country.
Tea is one of the oldest industries in India and today it enjoys the status of one
of the best systematized industries in the country. Although tea has been known
since 2737 B.C. and consumed as a beverage for 1250 years, its cultivation in
India commenced very recently. Therefore, every now and then new companies
and exporters are rising and trying their hand at it.
Mohani tea Private Limited is one of the top tea exporters from India which
uses top quality products and provides finest tea. Tea Board of India is a state
organization of Government of India which is ascertained to endorse
cultivation, processing, domestic trading and exporting of Tea around the
world. Mohani tea is an approved company by Tea Board of India. It regulates
its company according to all rules and regulations. The Indian Tea
Exporters are well-known around the whole world for their reviving taste,
smell and benefits. Based in India and being a regional brand Mohani Tea
works with modern production facility and perfectly complements the
exceptional product knowledge and unique expertise of our tea tasters. The
Mohani tea is infused with a passionate commitment to quality.
Mohani Tea: One of the Top Herbal Tea Suppliers in India
India is one of those gigantic countries that produce and consume tea in large
amounts. With more than 70% of the population drinking tea and more than

31% of the whole tea produced around the world is produced in India. India is
regarded in the three top most countries in case of producing tea. India is also
very well-known for its herbs and thus when we mix tea with the herbs than the
benefits of tea increases to a higher level. Herbal tea is an added advantage
when it comes to the drinking of tea. The top herbal tea suppliers in
India produce the best quality tea for its consumers, not only for their own
profit but the profit of their nation and to have a healthy nation ahead. Mohani
tea Private Limited is one of the top tea brands of producing tea and the herbal
tea of Mohani tea is exclusively well-known for its benefits.
In India generally a person cannot begin their day without a cup of tea. It is sort
of staple beverage for them. Indians generally prefer their cup of tea steaming
because due to it they feel reviving and it is a kind of energy booster to them.
The benefits of herbal tea are countless. Ever wondered why all the celebrities
generally drink herbal tea ad why all the dietitians and nutritionists refer to
inculcate the habit of drinking herbal tea in your daily routine. First off all
because one cup of herbal tea contains less than or equal to 6 calories which
helps in digesting food easily and your body remains slim. Not only it contains
fewer amounts of calories but the essence of herbs in it provides necessary
vitamins and proteins to the body. Lets us get into the depth of these
advantages.

Various advantages of drinking herbal tea:
•Eliminates toxins from the body.
• Frees radicals from the blood.
• Helps in digesting food.
• Helps in remaining slim.
• Reduces the risk of heart diseases.
• Highly effective in cough and cold.
• Cures flue and mild asthma.
• Balances and regulates excess fat in the body.
• Helps with catarrhal conditions of the throat, urinary system, and uterus.
• Lowers serum triglycerides.
• Creates a process in the bodycalled thermo genesis.
• Keeps mind and bodyactive.
Mohani tea processes its tea in compliance with the market demands by using
fresh and best tea leaves. It brews its teas from top and best gardens. The herbal
tea of Mohani tea is available in the market in approved materials so that the
essence of tea will not get destroyed. This Tea has a distinctive taste and a
certain stimulating aroma which easily attracts the non-tea drinkers to at least
try this tea for once. The tea is tested many times to ascertain that its nutrition
lasts for longer time. The top herbal tea suppliers in India keep all these
crucial points in mind and regulate their company according to it. You should
definitely try this tea as to have its benefits and to enjoy its flavor and aroma as
well.

Best Green Tea Supplier in India
Tea is one of the most widely consumed beverages in India after water. Whether in
the production or in the consumption of tea India is at a very high pace in it. Green
tea is one of the teas that is consumed and procured in India. The benefits of Green
tea are endless. Across the whole world the best suppliers of green tea are in India.
The best greentea suppliers in India supply quality goods to its consumers, not
only for their own benefit but for the benefit of their nation and to have a healthy
nation ahead. Mohani tea is one of the top tea brands in India which provide
quality tea in India and the best green tea in India. Green tea as same as black tea is
brewed from the leaves of Camellia Sinensis but they go through minimal
oxidation rather than in the case of black tea leaves which go through high amount
of oxidation.
The productionof green tea is mainly in three countries that are India, Japan and
China. Each country has their own type of green tea. Therefore, it can be difficult
for a customer while buying green tea for themselves. As they are not only
different by their names or taste or benefits but also by the countries in which they
are steeped. They differ due to their substantial variable growing conditions,
production processing, horticulture and reaping time.

When we come to the benefits of Green tea then they are endless. All the
celebrities, dietitians and nutritionists suggest implementing the habit of drinking
green tea in your routine. Have you ever wondered why this beverage is suggested
so much by the dietitians and nutritionists? It is due to the fact that it contains as
much as two calories in one cup which helps to have a good digestion, feel
reviving as well as to gain less amount of weight. Let us get into the depth of the
benefits of green tea.
These are some of the wonder reasons to why you should implement the habit of
drinking green tea in your routines.
• Decreases stress.
• Battles with cancer.
• Reduces belly flat.
• Keeps you hydrated.
• Promotes longevity.
• Enhances stamina.
• Guards against cough and cold.
• Reduces toxins.
• Rich in anti-oxidants and nutrients.
• Builds immunity.
• Increases respiratory functions.
• Stimulates and revitalizes.
• Slows skin aging.
• Keeps heart healthy.
• Regulates blood sugar levels.
• Aids in weight loss.

The green tea of Mohani tea is made simply from the finest tea leaves by
undergoing through minimal amount of oxidation. It contains flavonoids and is
100% free from the any coloring and preservatives. Mohani is one of the promising
brands when it comes to the hygiene and production of tea. It is regarded in the
best greentea suppliers in India. Try out all the flavors of green tea of Mohani
tea. You will definitely drink it again and again. Enjoy its benefits as well as taste.
Top Ten FlavorTea Supplier in India
India is considered in the top countries when it comes to tea. 70% of the tea
drinkers are from India and more than 31% of the whole tea produced is procured
in India. It is a versatile beverage with hundreds of benefits. Flavored tea is also
available for non-tea drinkers. The Top Ten Flavor Tea suppliers in India are the
well-known suppliers that supply quality tea. It is a great advantage for the non-tea
drinkers as they can easily implement the habit of drinking tea in their lives and
can take the advantage of its benefits. You can start from drinking tea once in
every two days and then gradually lead to drinking tea twice a day. Take the
advantage of its benefits as well as feel reviving and stay healthy.

Mohani tea is one of the most promising brands of tea. Flavor tea of Mohani tea is
very famous. It is also famous for its aroma. The aroma is the crucial point that
attracts the non-tea drinkers to drink tea. There are plenty types of teas available in
the market and all of them are also available in flavored form. Mohani Tea is from
one of the brand that provides these kinds of teas. Some of the major sold flavored
teas are Ginger tea, Masala Tea, Honey lemon Tea, Cardamom Tea, Peppermint
Tea etc…
Ginger tea
The long-established Indian spice, acts as a wonder remedy. It is a resolution to so
many everyday ailments. It is a helpful antidote for blocked nose, helps in
digestion and also good for sore throat and the most important thing is its tasty
flavor. Even a non-tea drinker can drink it for its benefits as well as enjoy its taste.
Masala Tea
Masala tea is one of the mostpopular forms of tea drinking. It is suggested to drink
with milk and sugar for speedy rejuvenation. It is mostly well-known for its aroma
as well as taste.
Honey lemon Tea
Honey lemon Tea helps in soothing sore throats; it helps in reviving your senses on
a hot summer day. Benefit this refreshing blend of all natural black leaves with
sweet taste of honey and enjoy it with its beautiful aroma and taste.
Cardamom Tea
Cardamom is from one of the most popular of Indian spices and Indian species are
very famous for their taste. Therefore, we just add the taste of it to the already
benefiting teas. Traditionally Indians used it as a cure for obesity. It performs its
task and actives as a powerful stimulant and also a good medicinal for digestion.
Peppermint Tea

Peppermint teas are naturally menthol refreshing with its distinguishing flavor.
They are naturally spicy and have cooling aroma with relaxing and soothing effect
and a great taste as well.
The Top TenFlavor Tea suppliers in India provide the bestflavor tea around the
world. Your tea can take different forms. You can frost it, flavor it, cream it, punch
it and even munch it. Try out your tea in various forms and take the benefit as well
as taste of it. Make your own flavored tea such as iced tea, lemon tea, fruit tea
etc… and implement the habit of drinking tea in your routine.
Top Ten Black Tea Suppliers in India
Indian Tea is broadly well-known for its reviving recipe. It is the most refreshing
beverage ever known. Indian Tea is prepared from taking the tea leaves from the
top tea gardens in India. Mohani Tea is one of the TopTen Black Tea Suppliers
in India. Mohani tea is prepared from brewing and reaping the best tea leaves. The
most famous tea of Mohani tea is black tea. The black tea of Mohani tea is
extracted from the fine grained particles, which gives strong sense of real tea.
The black tea is also famous for its aroma. The aromas of various type black teas
are themselves very refreshing. There are different-different types of black tea
available in India. Mohani tea provides all of them. Black tea is made from the

plant of Camellia Sinensis. The black tea is oxidized more than any other teas such
as green tea, white tea, herbal tea, orthodoxtea, natural tea or oolong tea etc… the
black tea can be drunk with milk and sugar or with a slice of lemon. It can also
taste bitter when its tea leaves are boiled for too long in water. The less content of
caffeine is an added advantage for this tea. Two major varieties of the species that
are used in caseof black tea are– Chinese variety plant of small-leaved used for
most other types of teas, and Assamese plant of large-leaved which was anciently
mainly used for black tea.
The various types of black teas are black orthodoxtea, Assam black tea, Tulsa
Black Tea etc…
Black OrthodoxTea
It is more oxidized then Green tea and is stronger and darker in color than oolong
tea. It is withered first than its water is reduced.
Assam Black Tea
Assam Black Tea is blended in Assam. It is brewed at sea level. It is mostly known
for its bright color, strongest taste, aroma, briskness and malty flavor. It is sold as
breakfast tea in Assam.
Tulsa Black Tea
Tulsa Black Tea is a medicinal tea. It contains 100% of Moringa leaves. It include
good basis of antioxidants. It is a natural tea and gives good feel to us while
drinking. It is prepared with original Moringa leaf powder.
Black tea is mostly promoted rather than all other tea due to its health benefit that
it provides. Recent researches and reports tell us that the consumption of black tea
is greatly reducing the risk of cardiovascular disease. Some of the most prominent
features of black tea are it strengthens immunity, enhances blood flow and
decreases blood clotting. The aroma of black tea is distinct and they have excellent
taste as well as unadulterated. The top ten black tea suppliers in India always

have these points in mind so they work accordingly. Many coffee drinkers prefer
this black tea as it is strong due to its rich deep taste. It is an advantage for those
who want to feel refreshing but want to intake less caffeine content.
Mohani Tea from Top Tea Packers in India
Tea is a global beverage consumed all over the world. The major production of tea
is in India, Vietnam, China, Kenya, Sri Lanka etc… India stands after China and
Kenya when it comes to the productionof tea. Tea is a beverage that does not only
help to satisfy our senses and remain refreshing but also provides countless
benefits. When we talk of benefits there the topic of hygiene also arrives. Hygiene
is what is maintained by good packaging. The tea industry of India understands it
better and packs its productby using high quality safety standards. There is plenty
of Top Tea Packersin India and Mohani Tea is regarded in them. As India stands
at first place in population and more than 70% of the tea drinkers around the world
are from India itself hence it is important for the Indian Tea industry to have a
plenty of storage of tea and that too by using the good standards to preserve them.

As India is one of the largest Tea producing countries, therefore 70% of the tea is
consumed by the Indians itself. Tea was originally introduced by china. But in
India its production started in nineteenth century by the British people. When they
started to cultivate tea in India and began their East India Company. Some of the
major Tea producing states of India are Assam, Tamil Nadu, Mizoram, Meghalaya,
Uttarakhand and Himachal Pradesh, Sikkim etc… The types of teas available in the
market are Green Tea, Black Tea, White Tea, Brown Tea etc… only the names of
companies differ but the process ofmanufacturing the tea remains the same. The
thing due to which the four teas differ is not only its taste and its benefits but also
the process by which they are obtained. Green Tea is made by drying but not
oxidizing its leaves. While black tea leaves are produced by drying them
completely and then oxidizing them. Brown tea is obtained by drying the leaves
and then oxidizing them partially and the white one is made by neither drying nor
oxidizing the leaves. The taste and the benefits of the tea depend on the level of
maturity by which it is prepared. There are a number of benefits of Tea. As it helps
us in improving our health if the weight is losing it helps in gaining the proper
amount of weight and vice versa. It helps the person having hair loss to gain hair.
Green tea is good for the personlosing eyesight. Black Tea helps in reducing stress
levels. White Tea is good for skin. And recent studies showed up that the right
amount of caffeine present in the Tea helps in controlling diabetes.
The Tea industry of India is what makes it different from other countries. Indian
tea packer packs their tea by taking care of the high quality safety standards. They
pack their tea in such a way that it remains preserved by the bacteria in rainy and
summer season. The top tea packers in India are trying their level best to provide
hygienic tea to its consumers. Mohani Tea is one of them and is the most versatile
and prominent brand of India.

Project 1-Retailerbehaviorsurvey
The project intends to decipher the satisfaction level as well as the preferences of
retailers pertaining to the various tea brands launched by Mohani. We aim to
analyze the success, marketability and future growth prospects tea brands.
Basically we intend to find out the most popular tea brand in the market from our
sample.
Tea brands as such are a very major part of the FMCG industry because FMCG
sector is largely organized. Here we will also look into the market trends in tea
brands.
For this a survey was conducted in Delhi where respondents were asked to fill a
questionnaire. The data was collected and analyzed to obtain conclusions. This
report carries an introduction of the company profile, detail of the methodology
followed detailed data analysis and the results so obtained with the variety of
graphs along with given.
Summer training gives us an insight into the working of the real corporate world. It
gives us the practical knowledge of the working of the organizations. During the
short time within the industry, we get to learn the various aspects of an
organization like the culture followed the functional aspects etc.

The main objective of the summer internship is to experience the various concepts
that we learn in our first year of management course, as learning the concepts is
very different from experiencing them at a concrete level. We learn to face the
various situations by establishing relationships between real and significant factors
in a situation. We also learn that in a given situation all the functional aspects are
inter-related; one functional aspect cannot be isolated from the organization. We
learn to be more confident by judging the various situations based on our reasoning
and by the application of our knowledge in these situations.

PROBLEM STATEMENT
 Statement of the Problem is “To study of retailer behavior towards
Mohani tea”
 Today’s word is changing rapidly either economically, technologically
or politically due to the globalization. It’s become difficult for any type
of company to sustain in the market, face the challenges, fulfill the
needs and wants of the customer and at the same time increase the
market share.
OBJECTIVES
1) To verify the physical location of the outlets.
2) To find out availability of tea product of Mohani in the retail outlets of the
concerned area.
3) To find out the competitors.
4) To study about the competitor brands in tea segments.
5) To find out trade margin for tea product.
6) To find the problem of retailers with the distributor or the company.
7) To suggest majors for improving the availability of Tea productof Mohani
in the retail outlet.

SCOPE OF THE STUDY
 It covers the market survey with the help of which market potential is
carried out.
 It compares the major players of the tea products on various aspects
such as price, quality, brand image.
 Analyzing the gap among the various competitors in the market.
 It is also useful for finding out actual expectations of the existing
customer.
LIMITATIONS OF THE STUDY:
 Exact data collection is not possible by sub-dealer and retailers also.
 Response error, interview error and based answers in some cases were the
other limitation of study.
 Due to unavailability of time and reluctance on the part of the interviewee
there may be some minor problem.
 The major problem of the survey was that most of the respondents being
very loyal to their brands didn’t give exact answers .like they didn’t talk
much about what problems they are facing, what are the different
marketing schemes of the brand in which they deal etc.

Project details
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.
 A detailed questionnaire was designed for knowing presence of Mohani
tea in the area, to develop network and to know offers given by the
competitors.
 In every area retailers are scattered and managers don’tcome to know
about salesman and distributors performance in the area and these surveys
are helpful in doing that apart from that they also need to make new
customer in order to grow their territory.

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
Mohani retailersfound in various areas
Count of yes
Count of no

Findings and analysis:
 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.
 During my visit mostly there wasn’t any offer in the markets as per my
survey very few offers was there with Todaytea 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.
0%
1% 0%
1%
1% 1%
0%
87%
4%
0%
1%
2%
0%
2%
offersby competitors
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

Questionnairefollowedduring retailers survey
serial number
Retailer/Shop name
Contact number
Address
locality
Mohani retailer
yes
no
Highest selling sku
Offers
Running/desired
Remarks
Follow ups after calling was made from Mohani in order to generate leads and
prospective retailers / reseller.

9.Project2-consumerbehaviorsurvey
Consumer BehaviourStudies
 Understanding consumer behavior is very important for large and small
enterprises facing stiff competition in today’s global environment. By
analyzing and understanding consumer behavior, a marketer can create a
powerful marketing program for constantly updating services and products
to fulfill the ever growing demands of the consumers.
 In spite of tremendous technical advancement, easy availability of
information via internet about consumers and direct contactwith customers
through social media and mobile messaging platforms, most business houses
are compelled to seek help from professionals in the area of market research
for understanding the “psychologyof the consumers” and make a sense of
data collected.
Objectivebehind consumerbehaviorstudies
 Consumer business study throws light on the fact as to why, how and for
what purposedoes a customer use a specific productor service. In short,
businesses are able to look at their products and services from the
perspective of the consumer in the following ways:
 What does my customer need?
 How can I locate consumers for my productor service?
 Why does my customer use my product?
 How Mohani tea conducts Consumer Behavior Studies?

 We believe in providing an exhaustive outlook to the consmer about the
consumer’s behavior by adopting the perfect blend of qualitative and
quantitative methods.
 The preliminary qualitative methods delves into deeper study of the subject
while the latter quantitative analysis focuses solely on the information to
explore and understand the incidence and strength of the exact consumer
behavior.
 For a deeper understanding of the consumer behavior, we at Mohani tea
made methodologies to fulfill each and every business demand. These
involve-
 Face to face interviews
 Observatory analysis of individual or group behavior under a given
condition
 Surveys based on questionnaires
 Telephonic interviews
 We precisely analyze the factors that determine the changes in consumer
behavior. A deeper and conscious studyof the changes in consumer
behavior is warranted as it is influenced by various internal and external
factors such as-
 Demographics
 Lifestyle
 Knowledge
 Income
 Age
 Occupation
 Personality
 Attitude

 Motivations
 Lifestyle
 Feelings and beliefs
 Culture
 Past and present experiences
 The elaborate study of the impact of all the above assimilated factors of
consumer behavior by Mohani acts as a boonto business and industrial
houses in identifying the unique selling point and consequently taking
remedial measures to grab a fair share of market sales.
Second project was 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.
 Mohani tea wants the demand to be generated from
consumers rather than sending the product directly to the
retailers.
 Mohani surveys were done to make consumers aware of the
product.
 Mohani wanted to take a feedback of the product after the
usage of the samples.

 Somewhere Mohani tea surveys were done to keep the
product in the subconscious of consumers. In that way
consumers if see the product on the retailer’s shops they
could recognize the product and connect with it as product is
very new in Delhi markets.
Questionnaire and pamphlets to distribute

Questionnaire
Mohani survey
Name *
Mobile number *
Email id
Address *
Number of members in your family *
How many of your family members drink tea *
Which tea brand comes in your family *
In what quantity tea is purchased for your household use? *
50 gm
100 gm

250 gm
500 gm
1 kg
More.......
Which is larger consumed hot beverage in your house hold
please select the correct option
Tea
Cofee
milk
How many times in a day tea is made in your house *
..
once
twice
more
What are the factor induce you to purchase tea?
offers
brand name
Taste

Price
Color and aroma
Advertisements
Are you aware of mohani tea *
Yes
Which kind of tea is consumed in your house *
Leaf
Flavoured
Green
CTC
Masala
Other
Any feedback about Mohani.......
After filling these survey forms customers were motivated to send a message
on the number mentioned on the pamphlets message shouldbe in the
prescribed format as discussedin pamphlet.

We did a survey on sample size of 304 people from various areas ofDelhi.
 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.
 BTL activity was designed in order to make consumer aware of the product
and sample was provided.
48%
52%
Consumersaware of mohani tea
No
Yes

 From the survey we came to the conclusion that most consumed tea was
CTC granular tea in Delhi areas.
 Factorthat is considered most while buying tea is Taste
Cofee Milk Tea
0
50
100
150
200
250
300
350
Types of tea consumed
Total
Cofee Milk Tea
0
50
100
150
200
250
300
350
Total
Total

 Most of the family consumes tea twice in a day although there is significant
number of people who consume more than twice.
 Tea is the most consumed beverage in a family.
Cofee Milk Tea
0
50
100
150
200
250
300
350
Total
Total
6 7
291
Cofee Milk Tea
0
50
100
150
200
250
300
350
Total
Total

 Most consumed tea brand is Tata although Nova and golden also have
significant presence.
0
50
100
150
200
250
Tea brand consume
Count of Tea brand consume

Limitation/ constraintsfaced
Other constraints to using surveys to gather data:
 Insecurity limiting accessto the population of concern.
Major limitation was security concerns with people. When we were trying to
approachthem at most of the places people were not willing to co-operateand
they were also feeling security concerns. The lack of time to carry out a survey
 The lack of time necessaryto carry out a survey.
In major residential areas Rwa(resident welfare association ) has banned entry
time in society which made us helpless during 11 am to 4 pm. Although we
tried to overcome by going to the retailers place so that we could interview the
consumers coming over there (in case of Yamuna vihar only).
 The lowerpriority for carrying out a survey because ofcompeting
urgent tasks.
Most of the respondents were not willing to entertain as per them they were
busy or engaged in other activities.
 Timings:
In some cases we also had to maintain timings we had to reach early so that we
could get a time slot before 10 which is appropriate to interview women’s.
(as women’s are considered as decision maker in Indian houses).

Conclusionand 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).
 Better branding strategy will definitely help Mohani to emerge as big brand
and increase its market share in Delhi and other parts of the nation also.

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.

Areas visited for retailers and consumer behavior
surveys
Retailers survey Consumer survey
Aaya nagar
Chattarpur
Dakshinpuri
Devil
Ghitorni
Lado sarai
Madangir
Malviya Nagar
Mehrauli
Najafgarh
Neb sarai road
Palam
Saidulajab
Sangam Vihar
Uttam Nagar
Sangam vihar
Aaya nagar
Yamuna vihar
Tigri
Jawahar colony
Peepal road
Durga vihar
Etc.

Bibliography
1. mohanitea.co.in
2. https://en.wikipedia.org/wiki/List_of_tea_companies
3. http://www.business-standard.com/article/markets/branded-tea-
market-to-double-in-5-years-113021000762_1.html
4. https://www.scribd.com/doc/.../5/Major-Market-Player-in-Tea-
Industry
5. www.onicra.com/images/pdf/publications/teaindustryrepor3.03.20
14.pdf
6. www.business-standard.com/.../mohani-tea-ties-up-with-wal-mart-
10905...

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