Iced-tea market getting hot

AHMEDABAD: Tatas and HUL might have to rejig their strategies to take on the might of the home-grown majors, Rasna and Wagh Bakri. Food and tea players from Gujarat are all set to stir the iced-tea segment in the country.

Pioma Industries, which markets the Rasna brand and controls over 90% share in softdrink concentrate segment, has re-cently launched iced-tea in Russia. Wagh Bakri and Jivraj Tea are also set to launch flavoured and iced-tea.

While over 80% of the tea consumed in US is iced-tea , it has not found many takers in India with most of tea connoisseurs preferring a stirring hot cuppa.