Marketing Research on Tea Industry in India

MARKET RESEARCH ON MAJOR TEA BRANDS IN INDIA Siddhartha Lodha PG-A History of Packed tea interchange leaf in India The history of tea dates back to 750-500 BC. Researchers have found that the cultivation and enjoyment of tea has been taking place since more than a thousand years. However, commercialised consumption of tea started with the British rule. It has now become a bump of the Indian culture. tea leaf laid its foundation in India at the turn of the 20th century, when the major emphasis was on the exports of Tea.Earliest reference to a municipal market came from MacKay of Brooke tie up. Equipped with capital and premises, Mackay settled d give birth to skillful business. Mackay cl archean identified his objectives as to pick up teas suitable for Brooke perplex blends at home, rather than getting them at London and to create and desexualise profitable, a package and blended tea trade in India and more often than not in the East. In the early 20th Century, much of India was orthodox and alone unconnected habits were considered alien and against Indian ethos and culture.In fact, afterward, when tea was officially promoted by the Tea Market Expansion scorecard, strong religious pressure groups launched antitea campaigns against tea drinking. The domestic market was very small and hardly able to sustain. Packing material, in the main caddies and cardboard cartons, were imported the UK and the tea was floor-blended and hand-packed. Sales totalled around 17,000 lbs. and the whole accomplishment produced a loss without inclusion of everywhereheads and another(prenominal) costs.It therefore needed a striking commitment to persevere this kind of a venture. Backed by the promotion and propaganda efforts of the Tea Market Expansion Board that became the Indian Tea Board by means of the pioneering efforts of Brooke stick with (more about this later), a strong remove was created for tea as a beverage and the Indian masses avidly took to te a. However, much of the fallout of this phenomenon went to loose teas because of the price factor, so we see a strange development in the packet teas trade in India.In the early years, i. e. the first three decades of the century, the trade was predominantly in the hands of foreign companies and the incipient rent was centered on a small segment, introduced to tea through the Western industrial civilization. The early brand names were ground on colors release label, regal label, Green label. The first change record in India was in April 1903 and the entry reads Red scar 720 lbs. Violet Label 300 lbs. Green Label 180 lbs. The fact that Brooke connect Red Label recorded 720 lbs. as a very benign augury for this famous brand, which attained dizzy heights in later years to become the largest marketing brand in the world. The early entrepreneurs of packet tea marketing realised that if the trade had to expand, the purchase price of the tea had to be more affordable for their Indian consumer and the tea had to be offend presented. In India however, the main consideration was price, one that the lower economic incision of the Indians could afford.When the brands were first launched in the first decade of the century, the cost of the tea in the packet was roughly 60% of the total price. Despite this, prices were considered high. But the demand had been created and was snowballing opening the floodgates to loose teas, which were at least 20% cheaper than the corresponding tea in packets. Opinions on the worth and prospects of the internal business seemed gloomy. One depression was that Indians can never become tea-minded.This was based on the English wont of brewing tea in pots, using a long leaf a leisurely and luxurious habit. It is interesting to note that very early in the century, the marketers of packet tea recognised that if tea had to be do popular among Indians, it had to be presented differently, keeping in mind the Indian readiness habit of boiling. So dust tea was born. Kora was the first brand to be introduced by Brooke Bond in paper form packets. The real magnification of the packet business in India came in the early l920s, with the introduction of the ingest selling system by Brooke Bond.As was said earlier, the distribution was left in the hands of distributors and stockists who could do a maintenance job but could not do any(prenominal)thing to create demand. The depot system or direct selling system helped in introducing tea to the vast population of India but it meant a heavy investment in marketing in the earlier years. It helped in establishing a two- steering communication between the salesman and retail merchant and cemented a individualised relationship between them. For a product identical tea, where freshness was an chief(prenominal) factor, it helped in ensuring stock rotation.Under this system, the companies like Brooke Bond and Lipton, who followed suit through their own personnel, called o n all retail outlets on a regular terms and supplied tea on a cash-on-delivery basis. There was no need for the retailer to carry any large inventory, as the calls were on a periodic basis. The system backed by the effective propaganda by the Tea Board really sparked off a consumption explosion, taking India to the position of the largest tea-drinking earth in the world. Today tea has become established as a food habit in all socio-economic sections.In India, tea is an essential relic of domestic consumption and is the mostly consumed beverage. Further, tea is the cheapest beverage amongst all the beverages that ar available in India and it is very popular amongst all sections of India society. The Indian tea industry engages around 20 lakh of workers, directly and they mainly represents the down the stairs privileged sections of the India society. The Tea Business in India registered a total turnover of Rs. 10,000 crore in the previous year. Top Tea targets in IndiaBrooke Bo nd has affected millions of consumers with a range of tea offerings appealing to the diversity of their tastes. It has the strongest foothold amongst any of the tea brands in India and touches the homes of over 500 million consumers. The values and temperament of the master brand Brooke Bond reflect a warm, sociable, approachable, perceptive and certain entity. Brooke Bond is the tea expert that selects the best at every demonstrate from the garden to the cup. The brand, therefore, is seen to offer the appropriate teas for all tea moments in the consumers lives.Brooke Bond offers a strong portfolio of four sub-brands namely, Brooke Bond Taj Mahal, Brooke Bond Red Label, Brooke Bond Taaza & Brooke Bond 3 Roses. The range offers a full variety of benefits as well as price points to cater to diverse sections of society. For over 4 decades, Taj Mahal has been the gold standard of tea in India. It has been a pioneer of innovations in the Indian tea market First Premium Tea Brand Firs t to introduce tea bags First to usher in stark naked formats and concept, like instant tea Dessert Tea Brand ambassadors exist the true essence of Taj Mahal (Ustaad Zakir Hussain, Saif Ali Khan)Red Label contains natural flavonoids that helps improve blood circulation and keeps you healthy. Red Label Natural Care has a mix of 5 Ayurvedic ingredients like Tulsi, Ashwagandha, Mulethi, Ginger and Cardamom. Red Label Dust has strength, taste and comes with the Red Label promise of great quality. Red Label Special has extra-long leaves to give you great taste, colour and superior aroma. Entered the lives of the contemporary Indian housewife in the 1990s. ridiculous and refreshing blend of tea thats sprinkled with fresh green tea leaves.Its her occasional cup of joy that helps her to refresh and connect with her inner self and aspirations. The publicize communication for Taaza is a reflection of this relationship. Chronicle of the aspirations of a housewife over the past two decad es. 4th largest tea brand in India with a portfolio spanning in both leaf and dust segments. 3 Roses which was synonymous to the common chord of perfect colour, perfect strength and perfect taste 3 Roses stood as the bedrock for strengthening a married couples relationship with each other 3 Roses has redefined the nature of relationship shared between married couples in IndiaBrooke Bond Sehatmand (Arogya) was launched in early 2010. Brooke Bond Sehatmand with Vitamin Power, helps to keep families healthier through their favourite daily beverage 3 cups of Brooke Bond Sehatmand helps to satisfy 50% of the Recommended Dietary Allowance (RDA) of Vitamins B2, B6, B9 and B12 Brooke Bond Sehatmand successfully runs the Sehatmand Parivaar, Sehatmand Bharat movement an initiative to prepare and make a difference to 500 million families across villages in India through education on health and nutrition. nd most certain beverage brand in India Market leader measured by volume and value bra nded packet tea Has transformed the way beverages are marketed by positioning tea as a gas for social change Promotes social awakening and action through its line Jaago Re marketing campaigns References 1. History of Packet Tea http//www. contemporarybrokers. com/item. aspx? id=100 2. Brooke Bond Brands http//www. brookebondhealth. com/our-brands. asp 3.