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 Tan Ngan Lo Medicated Tea.

Black tea

Green tea

CTC
(cut, tear and curl)

Orthodox tea

Picking only 2 leaves and a bud

Remove as much moisture as possible from the Tea

5
Leaf is exposed to hot air from air blowers

Put leaf info roller machines which twist, turn & break it.

4
Leaf is oxidise by exposing it to air in large tray till it eventually turns Black

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.

Top

Tea

oducing

ount ies

Top ive Tea Consuming Countries

Others 25%

India 30%

India 23%
Indonesia 5% Kenya 10% Sri anka 9%

Others 44%
China 21%

Japan 5%

UK 6%

China 16% Russia / CIS 6%

India is the largest tea producing and consuming country in the world.

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.

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

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.

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)

Pricing / per Kg
Premium leaf tea market (Rs 200-220/ kg) Premium dust category (Rs 180-200 per kg) Medium leaf sector (Rs 140-180 per kg

Hindustan Lever
Taj Mahal, Yellow Label and Green Label

Tata Tea Ltd.

Tetley Temptations Chakra Gold Tata Tea Premium Tata Tea Premium, Kanan Devan and Gemini

Three Roses and Top Star Red Label and Taaza

Medium dust category (Rs 130-180 per kg) Popular or economy category (Rs 120-140 per kg) Economy dust teas (Rs 120-130 per kg)

Taaza, Super

A-1 and Tiger A-1 and Ruby

Agni Sholay

Agni and Leo

 Tata has come out with an CSR (corporate social responsibility) in Jaaga Raho. Campaign. Sania Mirza drives double digit growth of Tata Tea

Questions :
Do you drink tea or Coffee ? Which type of tea do you drink ? Do you take your tea with milk or lemon ? Do you want that your tea must be branded or it being of any normal brand ? 5. What would happen if you do not get the same brand of tea you are using ? 6. In day how many cups of tea do you drink ? 7. What makes you so desperate that you want that same brand of tea ? 8. If you do not drink tea in morning, do you get a headache or some kind of laziness ? 9. Do you think that black tea reduces the fatness of body ? 10. What do you prefer Cost price or Type of Brand ? 1. 2. 3. 4.

Interview :
Name Mihir Desai Age 27 Sex Brand M M M M F M Girnar Tata Tea Taj Mahal Girnar Taj Mahal Red Label Frequency 3 times 2 times 5 times 2 times 3 times 2 times Liking for tea ? Provides freshness Just to give myself morning kick Only because I have habits to drink Makes you feel energetic To start good morning Only because I do not like plain milk so I prefer tea Habitual to drink It is an antioxidant For freshness Childhood habit

Darshan Kulkarni 45 Bhavin Pandey Abdul Majid Heena Shah Rajesh Kale 21 43 29 18

Divesh Gandhi Monika Jain Amisha Shah Riddhi Karnik

49 16 26 21

M F F F

Girnar Red Label Sapat

4 times 1 time 2 times

Wagh Bakri 2 times

Some inferences: Mumbai Cutting Chai - Dunkins Vannilla Chai - Starbucks Chai Tea Latte Tea is sold mostly in packs of more than 250 Grams. It is consumed throughout the year with marginal increase in consumption in the month of Dec Jan possibly due to winters setting in during this time of the year. Tea is bought on weekends or mid week (Wednesday).

Tea A Healthy Drink 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

Rush to chai tapari (tea stall) to have cutting with unfold collars and water before the first sip. (Mumbai istyle)

New Entrants :
Dilmah Godrej Terai Tea Jay Shree Tea Duncans
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- arg 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 .5 kg and Ireland with 1.5 kg. Tea Board sources point out that Pakistan (0.95 kg) Bangladesh and Sri Lanka (1. kg) are above the Indian per capita consumption. x Brands
BROOKE BOND TATA TEA WAGH BAKRI OHANI GIRNAR 50 PATAKA TEA PATAKA TEA RANGE SAPAT TEA SOCIETY ARVEL
years years years years years years

Spends(000 s) 385456.4494 114403.4943 63488.19456 508 .1 6

41451.099 1 1809 .65948 14 6 .9968 1 9 .55965

11440.808 4 91 .00 034