TEAMarketing Project

ORIGIN AND HISTORY• TEA is an

aromatic beverage.

• According to legend, tea was first discovered by the Chinese emperor and herbalist, whose name was Shennong in 2737 BCE.

It is said that the emperor liked his boiled drinking water, before he drank it so it would be clean, so that is what his servants did.

One day, on a trip to a distant region, he and his army stopped to rest. A servant began boiling water for him to drink, and a dead leaf from the wild tea bush fell into the water. It turned a brownish colour, but it was unnoticed and presented to the emperor anyway. The emperor drank it and found it very refreshing, and tea came into being.

Tea originated in China as a medicinal drink.

After water, tea is the most widely consumed beverage in the world. It has a cooling, slightly bitter, and astringent flavour that many people enjoy.

Drinking tea became popular in Britain during the 17th century.

INTRODUCTION OF TEA IN INDIA

Tea was introduced by British in order to compete with Chinese monopoly.

They discovered a variety of tea available in Assam

The British adopted the Chinese planting techniques to introduce it to India

First tea industry in India was launched in Assam

Brooke bond is the first tea industry introduced in India

Brooke Bond is a brand name of tea owned by Unilever

It is the number – one – selling brand not only in India but also in Pakistan

10 Biggest Tea-Drinking Countries In The World

1. Turkey 6.87 kg (242 oz) per capita2. Morocco 4.34 kg (153 oz) per capita3. Ireland 3.22 kg (114 oz) per capita4. Mauritania 3.22 kg (114 oz) per capita5. United Kingdom 2.74 kg (97 oz) per capita6. Seychelles 2.08 kg (73 oz) per capita7. United Arab Emirates 1.89 kg (67 oz) per capita8. Kuwait 1.61 kg (57 oz) per capita9 Qatar 1.60 kg (56 oz) per capita10. Kazakhstan 1.54 kg (54 oz) per capita

The World’s Largest Exporters1.Kenya: 396,641 Metric Tonnes

2. Sri Lanka: 318,329 Metric Tonnes

3. China: 299,789 Metric Tonnes

4. India: 203,207 Metric Tonnes

5. Vietnam: 104,700 Metric Tonnes

 

The World’s Largest Importers1. Russia: 181,859 Metric Tonnes2. United Kingdom: 157,593 Metric Tonnes3. United States Of America: 116,746 Metric Tonnes4. United Arab Emirates: 109,575 Metric Tonnes5. Egypt: 107,586 Metric Tonnes

Global production and exports of tea from 2004 to 2013 (in million metric tons) This statistic

shows the global production and export of tea, from 2004 to 2013. In 2013, the worldwide production amounted to approximately 4.68 million metric tons of tea. The global export quantity came to about 1.74 million metric tons.

Benefits Of Tea 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

CTC i.e. cut tear and curl accounts for 82% of Tea market followed by TeaBags and specialty Tea. (Refer pie chart above for shares)

: Tata Tetley dominates the market with 56% market share rest iscontributed by Taj Mahal (25%) & Twinnings (11%).

: Parivar (60%) and Lipton (21%) are two key players in thissegment.

: 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)

Journey of Tea

1,000 BCE: Tea Discovered by Emperor Shen Nong of Zhou Dynasty

59 BCE: Eating a Bowl of Tea, prevalent among Hani & Yunnan Tribe

8th Century - Decocted Tea: When Tea Cakes & powder were most common

Dian Cha: is adding of hot water to the powder and whisking it evenly.

Infusion: Emperor Ming Tai Zhu of Ming Dynasty outlawed the fanciful cakes and powders

Discovery of Oolong & Black Tea

TEA BAGS(618–907): During the Tang

Dynasty,  paper was folded and sewn into square bags to preserve the flavor of tea

(1903-04): Tea Bag first appeared commercially by Thomas Sullivan

1944: The rectangular tea bag was not invented until 1944. Prior to this, tea bags resembled small sacks

Ready to drink Ready-to-drink (RTD) tea and

coffee sectors s expected to double to a whopping Rs.2,250 crore ($410 million) by 2017.

Some Popular Brands1. Nestea2. Lipton3. Arizona 4. Diet Snapple

• 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

 Pricing / per Kg Hindustan Lever Tata Tea Ltd.

Premium leaf tea market (Rs 200-220/ kg)

Taj Mahal, Yellow Label and Green Label Tetley Temptations

Premium dust category (Rs 180-200 per kg) Three Roses and Top Star Chakra Gold

Medium leaf sector (Rs 140-180 per kg Red Label and Taaza Tata Tea Premium

Medium dust category (Rs 130-180 per kg) Taaza, Super

Tata Tea Premium, Kanan Devan and Gemini

Popular or economy category (Rs 120-140 per kg) A-1 and Tiger Agni Sholay

Economy dust teas (Rs 120-130 per kg) A-1 and Ruby Agni and Leo

FUTURE OF TEA A recent study by the Assocham found

that the Indian tea industry is growing at a compound annual growth rate (CAGR) of around 15 percent, accounting for 30 pecent of the global tea output and consuming nearly 25 percent of the total tea produced worldwide.

This makes India the world's largest consumer, second largest producer and fourth largest exporter of tea, the study says.

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