The document provides an overview of the history and marketing of tea. It discusses how tea was first discovered in China by Emperor Shennong in 2737 BCE. It was introduced to India by the British to compete with Chinese monopoly, and the first tea industry was launched in Assam. Today, India is the world's largest consumer and producer of tea. The document also summarizes tea production, exports, popular brands, and the future prospects of the tea industry.

1. TEA
Marketing Project

2. ORIGIN AND HISTORY
• TEA is an aromatic
beverage.
• According to
legend, tea was
first discovered by
the Chinese
emperor and
herbalist, whose
name was
Shennong in 2737
BCE.


3.  It is said that the emperor liked his boiled
drinking water, before he drank it so it
would be clean, so that is what his
servants did.
 One day, on a trip to a distant region, he
and his army stopped to rest. A servant
began boiling water for him to drink, and a
dead leaf from the wild tea bush fell into
the water. It turned a brownish colour, but
it was unnoticed and presented to the
emperor anyway. The emperor drank it
and found it very refreshing, and tea came
into being.

4.  Tea originated in China as a medicinal
drink.
 After water, tea is the most widely
consumed beverage in the world. It has a
cooling, slightly bitter, and astringent
flavour that many people enjoy.
 Drinking tea became popular in Britain
during the 17th century.

5. INTRODUCTION OF TEA IN
INDIA

6.  Tea was introduced by British in order
to compete with Chinese monopoly.
 They discovered a variety of tea
available in Assam
 The British adopted the Chinese
planting techniques to introduce it to
India
 First tea industry in India was
launched in Assam

7.  Brooke bond is the first tea industry
introduced in India
 Brooke Bond is a brand name of tea
owned by Unilever
 It is the number – one – selling brand
not only in India but also in Pakistan

8. 10Biggest Tea-
Drinking
Countries In The
World

9. 1. Turkey 6.87 kg (242 oz) per capita
2. Morocco 4.34 kg (153 oz) per capita
3. Ireland 3.22 kg (114 oz) per capita
4. Mauritania 3.22 kg (114 oz) per
capita
5. United Kingdom 2.74 kg (97 oz) per
capita
6. Seychelles 2.08 kg (73 oz) per capita
7. United Arab Emirates 1.89 kg (67
oz) per capita
8. Kuwait 1.61 kg (57 oz) per capita
9 Qatar 1.60 kg (56 oz) per capita
10. Kazakhstan 1.54 kg (54 oz) per
capita

10. The World’s
Largest Exporters
1.Kenya: 396,641 Metric Tonnes
2. Sri Lanka: 318,329 Metric
Tonnes
3. China: 299,789 Metric Tonnes
4. India: 203,207 Metric Tonnes
5. Vietnam: 104,700 Metric
Tonnes

11. The World’s Largest
Importers
1. Russia: 181,859 Metric Tonnes
2. United Kingdom: 157,593 Metric Tonnes
3. United States Of America: 116,746 Metric
Tonnes
4. United Arab Emirates: 109,575 Metric
Tonnes
5. Egypt: 107,586 Metric Tonnes

12. Global production and exports
of tea from 2004 to 2013 (in
million metric tons) This statistic
shows the
global
production and
export of tea,
from 2004 to
2013. In 2013,
the worldwide
production
amounted to
approximately
4.68 million
metric tons of
tea. The global
export quantity
came to about
1.74 million
metric tons.

13. Benefits Of Tea
Tea contains caffeine and fewer miligrams of caffeine per equal-sized cup
than does coffee, but more than cocoa.
Tea contains small quantities of tannic compounds technically called
polyphenols (not tannic acid used in tanning leather), vitamin A, B2, C, D, K,
and P, plus a number of minerals in trace amounts and also aromatic oils
Tea plant (capable of growing naturally to almost 10 meters) is grown to a
height of about 1 meter
Herbal tea
•Anise tea, Bissap, Catnip,
Chamomile, Chrysanthemum,
Citrus, Echinacea, Essiac, Fennel,
Ginger, Hibiscus, Honeybush,
Gentian, Horehound, Kava,
Labrador, Lapacho, Lemon, Licorice,
Lime blossom, Mate, Mint, Nettle,
red Raspberry, Rooibos, Rose hip,
Sage, Sassafras, Skullcap, Thyme,
Tulsi, Valerian, Vetiver, Wong Logat,
Woodruff, Yarrow, Yuen Kut Lam
Kam Wo Tea from Hong Kong) and
Black tea Green tea
CTC
(cut, tear and curl)
Orthodox tea

14. CTC i.e. cut tear and curl accounts for 82% of Tea market followed by Tea
Bags and specialty Tea. (Refer pie chart above for shares)
: Tata Tetley dominates the market with 56% market share rest is
contributed by Taj Mahal (25%) & Twinnings (11%).
: Parivar (60%) and Lipton (21%) are two key players in this
segment.
: FB Fresh & Pure is available in loose as well as packed form.

15. West accounts to 30+ % of tea sales rest is distributed
between North & East markets.
(These are according to the stores located in various parts of the country)

16. Journey of Tea

17.  1,000 BCE: Tea Discovered by Emperor
Shen Nong of Zhou Dynasty
 59 BCE: Eating a Bowl of Tea, prevalent
among Hani & Yunnan Tribe
 8th Century - Decocted Tea: When Tea
Cakes & powder were most common
 Dian Cha: is adding of hot water to the
powder and whisking it evenly.
 Infusion: Emperor Ming Tai Zhu of Ming
Dynasty outlawed the fanciful cakes and
powders
 Discovery of Oolong & Black Tea

18. TEA BAGS
(618–907): During the Tang
Dynasty, paper was folded and sewn
into square bags to preserve the flavor
of tea
(1903-04): Tea Bag first appeared
commercially by Thomas Sullivan
1944: The rectangular tea bag was not
invented until 1944. Prior to this, tea
bags resembled small sacks

19. Ready to drink
 Ready-to-drink (RTD) tea and coffee
sectors s expected to double to a
whopping Rs.2,250 crore ($410 million)
by 2017.
 Some Popular Brands
1. Nestea
2. Lipton
3. Arizona
4. Diet Snapple

20. • Hindustan Lever Ltd.
• Tata Tea Ltd.
• Duncans Industries
• Wagh Bakri Ltd.
• Private Label
• Goodricke Group Ltd.
• Golden Tips Tea Pvt.
• Hasmukhrai & Co
• Girnar Food &
Beverages P ltd
• Sapat Packaging
Industries

21. Pricing / per Kg Hindustan Lever Tata Tea Ltd.
Premium leaf tea market
(Rs 200-220/ kg)
Taj Mahal, Yellow Label and
Green Label Tetley Temptations
Premium dust category
(Rs 180-200 per kg) Three Roses and Top Star Chakra Gold
Medium leaf sector
(Rs 140-180 per kg Red Label and Taaza Tata Tea Premium
Medium dust category
(Rs 130-180 per kg) Taaza, Super
Tata Tea Premium, Kanan
Devan and Gemini
Popular or economy
category
(Rs 120-140 per kg) A-1 and Tiger Agni Sholay
Economy dust teas
(Rs 120-130 per kg) A-1 and Ruby Agni and Leo

22. FUTURE OF TEA
 A recent study by the Assocham found
that the Indian tea industry is growing at
a compound annual growth rate (CAGR)
of around 15 percent, accounting for 30
pecent of the global tea output and
consuming nearly 25 percent of the total
tea produced worldwide.
 This makes India the world's largest
consumer, second largest producer and
fourth largest exporter of tea, the study
says.

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