Tata Tea to push green tea as a health drink
Tata Tea has firmed up a slew of packet tea launches under its Tetley and Tata Tea brands to maintain 10% growth in its branded tea business in 2006-07.
By TNN |
KOLKATA: Tata Tea has firmed up a slew of packet tea launches under its Tetley and Tata Tea brands to maintain 10% growth in its branded tea business in 2006-07. For starters, it will launch green tea under the Tetley banner and premium Darjeeling under the Tata Gold brandname in India.
Talking to newspersons on Thursday, Ms Sangeeta Talwar, Tata Tea's executive director (marketing) said: "In the first half of 2006-07, we've been able to grow our branded tea business by nearly 10%. We expect to maintain similar growth in the second half. The domestic market may expect new launches in the second half."
Incidentally, in 2005-06, branded tea business worldwide contributed nearly 88% to the total turnover of Tata Tea group. The group had clocked a turnover of Rs 3151.12 crore in 2005-06.
Tata Tea is positioning green tea, which is rich in anti-oxidant, as a health drink for the Indian market. The company is in talks with yoga centres, gyms, spas, airlines, health magazines and cosmetics companies to market its green tea. Such green tea will be available in two flavours - 'giner, mint and lemon' and 'lemon and honey'. The company will launch the products by end-November in select locations in the country.
In this light, Ms Talwar said: "The market for green tea in India is at a nascent stage. It is perhaps below 1% of the total tea market in the country. With Indians becoming more health conscious, we see great potential for this product in the coming years. We also have plans to introduce green tea in sachet form mainly for the institutional buyers."
Elaborating further, she said four different tea varieties - Darjeeling, Assam, Ceylon and Nilgiris -- would be launched under the Tata Gold brand. "These packets will contain premium orthodox teas. We have chalked out an aggressive marketing strategy for the Tata Gold brand," Ms Talwar said.
Talking to newspersons on Thursday, Ms Sangeeta Talwar, Tata Tea's executive director (marketing) said: "In the first half of 2006-07, we've been able to grow our branded tea business by nearly 10%. We expect to maintain similar growth in the second half. The domestic market may expect new launches in the second half."
Incidentally, in 2005-06, branded tea business worldwide contributed nearly 88% to the total turnover of Tata Tea group. The group had clocked a turnover of Rs 3151.12 crore in 2005-06.
Tata Tea is positioning green tea, which is rich in anti-oxidant, as a health drink for the Indian market. The company is in talks with yoga centres, gyms, spas, airlines, health magazines and cosmetics companies to market its green tea. Such green tea will be available in two flavours - 'giner, mint and lemon' and 'lemon and honey'. The company will launch the products by end-November in select locations in the country.
In this light, Ms Talwar said: "The market for green tea in India is at a nascent stage. It is perhaps below 1% of the total tea market in the country. With Indians becoming more health conscious, we see great potential for this product in the coming years. We also have plans to introduce green tea in sachet form mainly for the institutional buyers."
Elaborating further, she said four different tea varieties - Darjeeling, Assam, Ceylon and Nilgiris -- would be launched under the Tata Gold brand. "These packets will contain premium orthodox teas. We have chalked out an aggressive marketing strategy for the Tata Gold brand," Ms Talwar said.
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