The document provides an overview of the tea industry in India, highlighting its significance as a staple beverage and the growth of production and consumption over the years. India is the second-largest tea producer globally, accounting for 25% of the total production, with major brands like Tata Tea and Brooke Bond dominating the market. The tea sector is labor-intensive, employing over 1.1 million workers, and has diversified into various types, including green and herbal teas to meet changing consumer preferences.

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.

6. • Brooke Bond Taj Mahal Tea
• Taj Mahal Tea is also a Hindustan Unilever product. Heavenly freshness and
unique taste that one gets having sipped Taj Mahal Tea are the result of the
special type of tea leaves that are chosen for this brand. Some of the most
famous names in India like Tabla maestro Ustaad Zakir Hussain and
Bollywood actor Saif Ali Khan have endorsed Taj Mahal Tea.
• Wagh Bakri Tea
• Wagh Bakri Tea is a product of Wagh Bakri Tea House, which was
incorporated in 1892 in Ahmedabad by Sir Narandas Desai. Wagh Bakri Tea
enjoys a huge fan base in the national capital of Delhi, Rajasthan and
Gujarat.
• Tulsi Green Tea
• Tulsi Green Tea is a unique product from Organic India founded in 1990 by
a group of people. Tulsi Green Tea has earned quite a reputation in the herbal
tea segment of the Indian tea market. The health conscious section of the
society prefers Tulsi Green Tea over other available brands in the market.
This tea helps in maintaining weight and improving metabolism in addition
to strengthening immunity.

7. • Society Tea
• Society Tea is a Hasmukh & Co. product. The company was
incorporated in 1933. Tea lovers who prefer the taste choose Society
Tea. It has got a refreshing aroma that works like a stress buster.
• Pataka Tea
• Pataka Tea is the main product of the beverages division of the well-
known Pataka Group founded in 1952. Pataka Tea was set up in 2000,
so that the group could venture into the business of packed tea. This
company has done fairly well in the tea segment since its inception
and has won a lot of appreciation and huge success within a very short
span of time.

9. • Indian tea market is huge with large number of local and regional players.
With the passage of time and due to change in the consumption pattern,
there has been diversification and value addition in tea production.
• In India, tea is consumed in two forms: packaged (branded) or loose. While
a major share of the market is of loose tea suppliers, branded tea
manufacturers are also fast increasing their market share. The demand for
packet tea is driven by rising consumer incomes, quality of tea and product
diversification with flavoured tea production.

11. 23%
16%
6%
6%5%
44%
Top Five Tea Consuming Countries
India 23%
china 16%
Russia 6%
UK 6%
Japan 5%
Others 44%

14. The Emerging Trend of Tea in India

15. • Tea production is expected to inch up marginally higher than
last year in 2014-15 on account of better productivity from
North India.
• India is the second largest producer of tea in the world with a
25% share of total production, but the country consumes 75-
80% of its own production. Annual production of tea in 2013
stood at 1200 million kg, with North India accounting for 79%
in total production and the rest coming from South India.
• Tea production in India in 2013 grew by 6.5% with a
production of 1200 million kgs as compared to 1,126 million
kgs in 2012. The production increase had little impact on
exports as the majority of this tea was CTC grade and
effectively all was consumed by the fast-growing domestic
market.

16. 0
200
400
600
800
1000
1200
1400
2011-12 2012-13 2013-14 2014-15 2015-16
north
india
south
india
all
india

17. Indian Tea
Association
Founded in 1881, the Indian
Tea Association is the premier
and the oldest organization of
tea producers in India.
The Association has played a
multi-dimensional role
towards formulating policies
and initiating action towards
the development and growth
of the Industry, liaising with
the Tea Board, Government
and other related bodies.
Tea Board
The Tea Board has wide
functions and responsibilities
under the direction of the
Central Government such as:
a)Rendering financial and
technical assistance for
cultivation, manufacture and
marketing of tea.
b) Export Promotion
c) Aiding Research and
Development activities for
improving tea quality..etc

18. The behavioural attributes that may influence tea consumption pattern of
the consumers considered as following:
• Popularity of the Brand
• Brand Loyalty
• Colour
• Price
Society Tea Tata Tea Brooke Bond Loose tea Total
Popularity of
a brand
80 62 55 50 247
Brand loyalty 75 50 34 23 182
colour 60 50 25 20 155
Price 70 54 22 20 166
Total 285 216 136 113 750

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

22. • Tata Tea is the Market Leader in 2014-2015.

23. Products :
Its other brands are mentioned below:
• Tetley
• Tata Tea
• Vitax
• Good Earth
• Jemca
• Eight O’clock Coffee
• Tata Coffee
• Himalayan Water
• Joekels
• Grand

24. Positioning :
• Based on the product Qulaity as it’s 15% longer
superior quality leaves.
Most aromatic tea
brand
Superior quality tea
leaves
Socially responsible

25. • Price
• Pricing appropriate for target segment i.e. Middle class.
• Proposition of value for money by offering high quality tea leaves.
• Competitive pricing, lesser than most of its competitors.
Brand Tata Gold
(Rs.)
Taj Mahal
(Rs.)
Red Label
(Rs.)
Wagh Bakri
(Rs.)
Price/250gm 100 113 112 90

26. Place :
• Place
• The tea leaves are cultivated across 51 tea estates owned
and controlled by Tata Global Beverages
• After plucking, leaves are fermented, filtered and packaged
in Tata owned factories
• Packaged SKU’s sold at convenience grocery stores &
exclusive stores like Easyday, Food Bazar etc.

27. Promotion :
• Promotion
• ‘Jaago Re’ campaign
• ‘Gaon Chalo’Abhiyaan
• ‘Power of 49’ campaign
• Blogs on latest social issues
• Dedicated pages on social media sites like Facebook
• ‘Voter Registration’ campaign

28. 2- Brooke Bond:
• The top competitor of Tata Tea. The brand has the biggest
tea market share in India 18.1%.
• Products:
• Red Label
• Red Label Natural Care
• Red Label Dust
• Red Label Special
• Taaza Dust (Popular Segment)
• Taaza Leaf (Popular Segment)
• Taaza Gold (Premium Segment)
• Taaza Masala Chaska(Premium Segment)

29. Pricing :
Priced in 2 segments :
• Upper people segemt
• Middle people segment
• Place :
• Well established distribution channels like Tata Tea.
• Wholesalers . Retailers
• Promotion :
• Celebrity of endorsement-Akshay Kumar
• Advertisements
• WOM & Digital Media

30. 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

31. Pricing :
• Premium pricing strategy: to encourage favourable
perceptions among buyers.
• Value based pricing strategy:
• Value for the customer and not production cost.
• Place :
• All over India
• Urban & Rural Areas.
• Eg.: Hyperstarts, small retail stores..etc

32. Promotion :
• Advertisment.
• Sales promotions
• Internet Marketing
• Sponserships