ndian Tea Market

ndustry
ndia is second largest producer of tea in the world
(2010)
Majority of the production is consumed within the
country, in 2010, 20% of the production was exported
and rest was used domestically.
The turnover of tea industry was in over NR 9,000 crore
(USD 1.9 bn). (2009)
Excepted Market Growth is 3.5% per year
Major Market Players
HUL has the highest share (31.5%) in ndian market.
TATA TEA is the second market leader with(26.5%) in
this segment.
Rest of the market shared by small & regional players.
Taj Mahal Tea
Brand ambassador : saif ali khan
Concept:
Talks about that the Taj Mahal tea is the
best tea you can get.
Key Message:
Sone jaisi kaliyo se bani behtareen
mehak vaali taj mahal chai
Tetley
Concept:
Talks about that despite a
hectic daily life feel relaxed
with Tetley
Key Message:
Tetley gives you relax and
calmness
Red Label
Concept:
Talks about that Red label
tea has strong test, dark
colour, and rich test.
Key Message:
Showcasing tea is a part of
ndian cultural richness
Tata Tea Agni
Concept:
TVC Talks about that Tata
tea Agni is the strong tea
which gives you fresh
morning in your budget.
Key Message:
Tata Tea Agni " Josh se
bhai daam me Khari "
Tata Tea Gold
Concept:
TVC Talks about that Tata
tea gold is the tea which
contains leaf .
Key Message:
15% long leaf gives better
test. " na kahoge to
pachtaoge "
Tata Tea Premium
Concept:
TVC Talks about that Tata
tea Premium is the tea
which contains 2 size leafs
.
Key Message:
small leaf gives stronger
tea and big leafs gives rich
smell
Tata Tea " Jago re "
Concept:
n this campaign Associating
Tata Teas inherent quality to
awake a person from his
slumber with social
awakening.
Key Message:
har subah sirf uto nahi
"Jaago re "
Goodricke Tea
Concept:
TVC Talks about that it has
such a rich test which one can
never forget.
Key Message:
Chai aisi jo sab kuch bhula de
Marvel yellow Tea
Concept:
TVC Talks about that
Marvel yellow has loving
test & essence .
Key Message:
"Pite hi reh jaaoge "
hag bakri chai
Concept:
TVC Talks about that
hag akri Tea has such
rich essence & test which
will attract any buddy
Key Message:
hag akri Chai
Humesha Rishte anaye
randed Tea Consumption
Delhi is the region which consumes 91% tea which is
randed. t's highest in ndia.
Ahamdabad 90% randed Tea
angalore 69% randed Tea
Chennai 72% randed Tea
Mumbai 72% randed Tea
Sources
http://marketingpractice.blogspot.com/2006/07/taj-mahal-tea-wah-
taj.html
http://www.rediff.com/money/2007/aug/09tata.htm
http://www.theresearchpedia.com/researcharticles/indian-tea-
market-facts-and-trends
http://www.euromonitor.com/tea-in-india/report
http://www.commodityindia.com/templates/more_articles.aspx?gid=
All&fn=tea040911