Madhu Jayanti to launch functional tea brands in India

KOCHI: Major tea exporting firm Madhu Jayanti International will launch a range of functional teas in India as part of its efforts to build the brand in the country. It is also exploring the scope for introduction of iced tea in the domestic market.

“In line with the trend abroad, we will introduce teas mixed with vitamins and nutrients in India. These functional teas could come with vitamin E or ingredients that reduce cholesterol,’’ Sumit Shah, executive director, told ET.

The company with a turnover of Rs 350 crore is also looking at the nascent market of iced tea in India. It has a presence in this segment overseas through its private labeling business.

Tea drinkers in Europe are shifting to herbal, flavoured, fruit and fusion teas. For instance, with increasing awareness on health, a lot of people are drinking chamomile tea to calm themselves before going to bed, according to Shah.

Iced tea is popular in the US, which is predominantly a coffee drinking nation.

Madhu Jayanti is now looking to build solid national tea brands in India after having successfully established its presence abroad.

The company is among the top tea bag manufacturers and value added tea exporters in the country. It exports to 42 countries and claims to command 33% share in eastern Russia.

Its presence in India was confined to two regional brands — Lalpan in Karnataka and Saraswati in Maharashtra — and private labeling business for which the clients include Café Coffee Day and Costa Coffee.

This year, Madhu Jayanti entered the growing tea bag market with a national brand TE-AME. “We are hoping to touch 25-30% growth in the tea bag business from the second year, which is the rate at which the tea bag industry is growing in India with rapid shift in consumer preference from loose and packet teas to tea bags,'' he said.

The company has taken to social media to strengthen its visibility, particularly among the youth. Last month, it hosted online tea party via Facebook and Twitter.