“You can never get a cup of tea large enough or a book long enough to suit me.”
India has close to six lakh hectares of area under tea cultivation. The tea industry in India is growing at a compounded annual growth rate of 15%. India is the world’s largest consumer, second largest producer and fourth largest exporter of tea. It accounts for nearly 30% of global output and 25% of it is consumed in India itself. Branded tea and allied products are consistently clocking double digit growth in India. Tea has universal appeal and is undoubtedly the beverage of choice in India. The instant food and beverage sector is finding a lot of takers in the rapidly growing urban population.
The Indian tea market is vibrant and changing at a rapid pace. New innovations are entering the market for example green tea, herbal tea, pre-mixed tea, ice tea etc. All these products are catering to different segments and tastes. Market is clearly defined by pricing, age, quality, product usage or income.
The tea market in India is set for a boom according to the Associated Chambers of Commerce and Industry (ASSOCHAM). They are forecasting a huge leap from the current market size of around $3.7 billion to $6.3 billion by 2015. Most of it has been attributed to the emergence of tea as a health product. The growth will also mark the rapid growth of non traditional tea products such as tea bags, pre mixes, herbal, organic and ice tea. All the players are betting on such products for further increasing their market share.
Keeping this in mind we are launching a new product called INSTA-tea. This product will have all the features of a conventional tea without the hassles. We will try to woo the potential consumers on the product’s instant and hassle free experience.
At one hand the tea market at the national level is showing inclination towards branded segment, on the other hand the local market of Anand town shows an entirely different...