Marketing Research on Tea Industry in India

MARKET RESEARCH ON MAJOR TEA BRANDS IN INDIA Siddhartha Lodha PG-A History of packed afternoon afternoon afternoon tea leaf leaf leaftime page number in India The history of afternoon tea dates pole to 750-500 BC. Researchers have found that the cultivation and consumption of tea has been taking place since more than a gravitational constant years. However, commercial consumption of tea started with the British rule. It has straightway become a part 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 teatime.Earliest reference to a domestic market came from MacKay of Brooke attachment. fit with capital and premises, Mackay settled down to serious business. Mackay cl untimely identified his objectives as to pick up teas adapted for Brooke fastening blends at home, rather than getting them at London and to create and make profitable, a bundle and blended tea trade in India a nd in general in the East. In the primeval 20th Century, such(prenominal) of India was orthodox and all(a) foreign habits were considered alien and against Indian ethos and culture.In situation, by and by, when tea was officially promoted by the Tea commercialize Expansion Board, strong religious pressure groups launched antitea campaigns against tea drinking. The domestic market was very small and precisely able to sustain. Packing material, mainly caddies and cardboard cartons, were trade the UK and the tea was floor-blended and hand-packed. Sales totalled around 17,000 lbs. and the whole outgrowth produced a loss without inclusion of overheads and opposite costs.It accordingly needed a great commitment to hold the line this kind of a venture. Backed by the publicity and propaganda efforts of the Tea Market Expansion Board that became the Indian Tea Board through the pi onenessering efforts of Brooke wed (more near this later), a strong demand was created for tea as a beverage and the Indian masses avidly took to tea. 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 outgrowth three decades of the century, the trade was predominantly in the detainment of foreign companies and the incipient demand was centered on a small segment, introduced to tea through the westbound industrial civilization. The early brand names were ground on colors reddened label, Violet label, super C label. The first sale record in India was in April 1903 and the entry reads Red tick 720 lbs. Violet Label 300 lbs. Green Label 180 lbs. The fact that Brooke Bond Red Label recorded 720 lbs. as a very auspicious augury for this storied brand, which attained dizzy heights in later years to become the rangyst selling brand in the world. The early entrepreneurs of packet tea marketing realized 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 better presented. In India however, the main consideration was price, one that the lower economic section 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. condescension 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. wizard opinion was that Indians can never become tea-minded.This was base on the English custom of brewing tea in pots, using a long leaf a leisurely and luxurious habit. It is interesting to feel that very early in the century, the marketers of packet tea recognised that if tea had to be made prevalent among Indians, it h ad to be presented differently, keeping in mind the Indian cooking 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 involution of the packet business in India came in the early l920s, with the introduction of the direct selling corpse by Brooke Bond.As was said earlier, the distri exclusivelyion was left in the work force of distributors and stockists who could do a maintenance job but could not do anything to create demand. The depot system of rules 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-way communication amid the salesman and retailer and cemented a personal family between them. For a product same(p) tea, where trinket was an important factor, it helped in ensuring stock rotation.Under this system, the companies akin Brooke Bond and Lipton, who followe d suit through their own personnel, called on all retail outlets on a regular root 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 weekly 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 nation in the world. directly tea has become established as a food habit in all socio-economic sections.In India, tea is an essential item of domestic consumption and is the broadly consumed beverage. Further, tea is the cheapest beverage amongst all the beverages that are usable in India and it is very popular amongst all sections of India society. The Indian tea industry engages around 20 hundred thousand of workers, directly and they mainly represents the under privileged sections of the India society. The Tea Business in India registered a total turnover of Rs. 10,000 crore in the previo us year. Top Tea dishonors in IndiaBrooke Bond has touched millions of consumers with a range of tea offerings appealing to the diversity of their adjudicates. It has the strongest foothold amongst any of the tea brands in India and touches the homes of over 500 million consumers. The value and personality of the master brand Brooke Bond ricochet a warm, sociable, approachable, perceptive and dependable entity. Brooke Bond is the tea expert that selects the best at every level 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 human body of benefits as well as price points to furnish to diverse sections of society. For over 4 decades, Taj Mahal has been the gold prototype of tea in India. It has been a pioneer of innovatio ns in the Indian tea market First agiotage Tea Brand First to introduce tea bags First to usher in new formats and concept, like instant tea Dessert Tea Brand ambassadors personify the true essence of Taj Mahal (Ustaad Zakir Hussain, Saif Ali Khan)Red Label contains vivid flavonoids that helps improve blood circulation and keeps you healthy. Red Label vivid 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, falsify and superior aroma. Entered the lives of the contemporary Indian housewife in the 1990s. Unique and re seraphicing blend of tea thats sprinkled with fresh green tea leaves.Its her daily cup of feel 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 aspi rations of a housewife over the past two decades. fourth largest tea brand in India with a portfolio spanning in both leaf and dust segments. 3 Roses which was corresponding to the trinity of accurate colour, perfect strength and perfect taste 3 Roses stood as the bedrock for modify 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 ducky daily beverage 3 cups of Brooke Bond Sehatmand helps to see 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 reach and make a difference to 500 million families across villages in India through education on health and nutrition. nd most trusted beverage brand in India Market leade r measured by intensity level and value branded packet tea Has modify the way beverages are marketed by positioning tea as a catalyst for social swop Promotes social awakening and action through its limit Jaago Re marketing campaigns References 1. History of Packet Tea http//www. contemporarybrokers. com/item. aspx? id= vitamin C 2. Brooke Bond Brands http//www. brookebondhealth. com/our-brands. asp 3.