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Market Research on Tea in India


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Tea Brands in India and they current positions in market

Market Research on Tea in India

  1. 1. <ul><li>Tea contains caffeine and fewer miligrams of caffeine per equal-sized cup than does coffee, but more than cocoa. </li></ul><ul><li>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 </li></ul><ul><li>Tea plant (capable of growing naturally to almost 10 meters) is grown to a height of about 1 meter </li></ul>Herbal tea Types of Tea <ul><li>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 Tan Ngan Lo Medicated Tea. </li></ul>Black tea Green tea CTC (cut, tear and curl) Orthodox tea
  2. 2. Picking only 2 leaves and a bud Remove as much moisture as possible from the Tea Put leaf info roller machines which twist, turn & break it. Leaf is oxidise by exposing it to air in large tray till it eventually turns Black Leaf is exposed to hot air from air blowers 1 2 3 4 5 Tea Production Process
  3. 3. Before we proceed lets learn some thing interesting about the history and origin of this wonderful herb called tea. Story of tea began in ancient China over 5,000 years ago. According to legend, the Shen Nong, an early emperor was a skilled ruler, creative scientist, and patron of the arts. His far-sighted edicts required, among other things, that all drinking water be boiled as a hygienic precaution. One summer day while visiting a distant region of his realm, he and the court stopped to rest. In accordance with his ruling, the servants began to boil water for the court to drink. Dried leaves from the near by bush fell into the boiling water, and a brown liquid was infused into the water. As a scientist, the Emperor was interested in the new liquid, drank some, and found it very refreshing. Therefore, according to legend, tea was created. breaks down into three basic types: Black , Green , and Oolong . History of Tea
  4. 4. India is the largest tea producing and consuming country in the world. Tea Market Overview
  5. 5. Assam valley and Cachar region in Assam; parts if the states of Tripura, Arunachal Pradesh, Sikkim, Meghalaya, Mizoram, Nagaland, Manipur, Orissa and Darjeeling, Dooars, Terai regions of West Bengal. Kangra valley in Himachal Pradesh, Dehradoon region in Uttar Pradesh The hilly regions and plains (Annamalai) of Tamil Nadu, parts of the states of Kerala and Karnataka. The East and North east The North The South
  6. 6. <ul><li>Hindustan Lever Ltd. </li></ul><ul><li>Tata Tea Ltd. </li></ul><ul><li>Duncans Industries </li></ul><ul><li>Wagh Bakri Ltd. </li></ul><ul><li>Private Label </li></ul><ul><li>Goodricke Group Ltd. </li></ul><ul><li>Golden Tips Tea Pvt. </li></ul><ul><li>Hasmukhrai & Co </li></ul><ul><li>Girnar Food & Beverages P ltd </li></ul><ul><li>Sapat Packaging Industries </li></ul>Top 10 Tea Companies
  7. 7. 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 . Tea Bags Specialty Tea Loose Tea
  8. 8. 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)
  9. 10. The brand war Tetley Temptations Taj Mahal, Yellow Label and Green Label Premium leaf tea market (Rs 200-220/ kg) Tata Tea Premium, Kanan Devan and Gemini Taaza, Super Medium dust category (Rs 130-180 per kg) Agni and Leo A-1 and Ruby Economy dust teas (Rs 120-130 per kg) Tata Tea Premium Red Label and Taaza Medium leaf sector (Rs 140-180 per kg Chakra Gold Three Roses and Top Star Premium dust category (Rs 180-200 per kg)   Pricing / per Kg Hindustan Lever Tata Tea Ltd. Popular or economy category (Rs 120-140 per kg) A-1 and Tiger Agni Sholay
  10. 11. <ul><li>Tata has come out with an CSR (corporate social responsibility) in Jaaga Raho……. Campaign. </li></ul><ul><li>Sania Mirza drives double digit growth of Tata Tea </li></ul>Advertising
  11. 13. Questions : <ul><li>Do you drink tea or Coffee ? </li></ul><ul><li>Which type of tea do you drink ? </li></ul><ul><li>Do you take your tea with milk or lemon ? </li></ul><ul><li>Do you want that your tea must be branded or it being of any normal brand ? </li></ul><ul><li>What would happen if you do not get the same brand of tea you are using ? </li></ul><ul><li>In day how many cups of tea do you drink ? </li></ul><ul><li>What makes you so desperate that you want that same brand of tea ? </li></ul><ul><li>If you do not drink tea in morning, do you get a headache or some kind of laziness ? </li></ul><ul><li>Do you think that black tea reduces the fatness of body ? </li></ul><ul><li>What do you prefer – Cost price or Type of Brand ? </li></ul>
  12. 14. Interview : Name Age Sex Brand Frequency Liking for tea ? Mihir Desai 27 M Girnar 3 times Provides freshness Darshan Kulkarni 45 M Tata Tea 2 times Just to give myself morning kick Bhavin Pandey 21 M Taj Mahal 5 times Only because I have habits to drink Abdul Majid 43 M Girnar 2 times Makes you feel energetic Heena Shah 29 F Taj Mahal 3 times To start good morning Rajesh Kale 18 M Red Label 2 times Only because I do not like plain milk so I prefer tea Divesh Gandhi 49 M Girnar 4 times Habitual to drink Monika Jain 16 F Red Label 1 time It is an antioxidant Amisha Shah 26 F Sapat 2 times For freshness Riddhi Karnik 21 F Wagh Bakri 2 times Childhood habit
  13. 15. <ul><li>Some inferences: </li></ul><ul><li>• Mumbai Cutting Chai - Dunkins Vannilla Chai - Starbucks Chai Tea Latte </li></ul><ul><li>Tea is sold mostly in packs of more than 250 Grams. </li></ul><ul><li>• It is consumed throughout the year with marginal increase in consumption in the month of </li></ul><ul><li>Dec – Jan possibly due to winters setting in during this time of the year. </li></ul><ul><li>• Tea is bought on weekends or mid week (Wednesday). </li></ul>
  14. 16. <ul><li>Tea – A Healthy Drink </li></ul><ul><li>Tea is an important part of the daily routine of every genuine from celebrity to low class labor every one need it at least once in a day </li></ul>Conclusion Rush to chai tapari (tea stall) to have cutting with unfold collars and water before the first sip. (Mumbai istyle)
  15. 17. <ul><li>Dilmah </li></ul><ul><li>Godrej </li></ul><ul><li>Terai Tea </li></ul><ul><li>Jay Shree Tea </li></ul><ul><li>Duncans </li></ul>New Entrants : If you ever had the misconception that India leads in per capita tea consumption, think again. India falls behind many nations, including its immediate neighbors like Pakistan and Bangladesh in gulping the ubiquitous concoction of ‘chai’. According to the latest survey done by Org-Marg for the Tea Board, the per capita consumption of tea is put at 0.8 kg, which is far below the record of the UK, with 2.5 kg and Ireland with 1.5 kg. Tea Board sources point out that Pakistan (0.95 kg) Bangladesh and Sri Lanka (1.2 kg) are above the Indian per capita consumption. x 9127.007034 MARVEL 11440.80874 SOCIETY 12292.55965 SAPAT TEA 14267.99687 PATAKA TEA RANGE 18092.65948 502 PATAKA TEA 41451.09921 GIRNAR 50822.12267 MOHANI 63488.19456 WAGH BAKRI 114403.4943 TATA TEA 385456.4494 BROOKE BOND Spends(000s) Brands