Duncans Tea Ltd Slideshare
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Duncans Tea LimitedDuncans Tea Limited
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Duncans Tea LimitedDuncans Tea Limited
INDIAN TEA INDUSTRY OVERVIEW INDIAN TEA INDUSTRY OVERVIEW
Production: India is the largest tea producer & consumer of tea in the world. The total tea production in India is around 945 mkg with slightly dip (1.05%) over last year.Tea is the most widely consumed beverage in India ( 90% of total beverage consumption).
Total tea consumption in India is 650 mn Kgs yearly and annual per capita consumption in India is low at 650gm compared to other countries like Pakistan (950gm), Sri Lanka (1.2kg), UK (2.5kg) and Ireland (3.16kg).
In India, there are two methods of tea manufacturing process 1. Orthodox 2. CTC(crush-tear-curl).
CTC contributed around 90 % while orthodox is only 10% of the total tea in India.Total Packaged Tea Indian market is 274000 MT (4000 Crores) with growth rate 8% over
the last year.
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Duncans Tea LimitedDuncans Tea Limited
Premium12%
Mid -Premiuim
47%
Economy41%
All India : 274000 MT
PACKAGED TEA MARKET – BY PRICE SEGMENTPACKAGED TEA MARKET – BY PRICE SEGMENT
Duncans Brand :Super Premium – Double Diamond Gold, Kings Cup
Premium-Mid Premium - Double Diamond, Sargam, No.1 and Super ShaktiEconomy / Sub-economy – Shakti & Aaag
Super
Premium /
Sub-Economy
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Duncans Tea LimitedDuncans Tea Limited
Leaf66%
Dust34%
All India : 274000 MT
PACKAGED TEA MARKET – BY TYPESPACKAGED TEA MARKET – BY TYPES
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Duncans Tea LimitedDuncans Tea Limited
46438
42436
3029028162
18397 18351 17661
1440113079 12115
9130 8394
4774 44193102
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All India: 274000 MT
PACKAGED TEA MARKET – BY STATE (U& R)PACKAGED TEA MARKET – BY STATE (U& R)
All Figs in MT
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Duncans Tea LimitedDuncans Tea Limited
Duncans Tea LtdDuncans Tea Ltd OverviewOverview
• In the business of branded “packaged tea”• Part of the Rs. 2000 Cr Duncan-Goenka group• Household brands like Runglee Rungliot, Double
Diamond, Sargam and Shakti• One of the largest National player in the industry
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Duncans Tea LimitedDuncans Tea Limited
Geographic CoveragePresence in 21 states spread all over IndiaReach across 3600 towns and cities out of 5150 down
to 10,000 population5 times higher than most packet tea company
Market Coverage4 Factories23 sales depots & CFAServicing 1200 franchised distributors.Reaching 5800 markets and 400,000 retail outlets6 times higher than most packet tea company
Duncans Tea LtdDuncans Tea Ltd OverviewOverview
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Duncans Tea LimitedDuncans Tea Limited
Duncans Tea LtdDuncans Tea Ltd
Business Model
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Duncans Tea LimitedDuncans Tea Limited
Business Model – Supply SideBusiness Model – Supply Side
Tea AuctionsPrivate Garden
SourcesOwn garden sources
Blending Units
Factories
Depot / CFAs
Sales / Distribution Channels
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Duncans Tea LimitedDuncans Tea Limited
Multi-Channel reach model
Co DepotCFAs
Distributors
Special Channels
ModernTrade
Custom channels
Bulk TradeChannel
RetailersDistributors
Special Channels
ModernTrade
Distributors
Special Channels
Custom channels
ModernTrade
Special Channels
Consumer
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Duncans Tea LimitedDuncans Tea Limited
Duncans Tea Ltd
Current Brands
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Duncans Tea LimitedDuncans Tea Limited
Runglee RungliotRunglee Rungliot(Thus far and no further)(Thus far and no further)
Connoisseur’s Choice
Darjeeling atits best
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Duncans Tea LimitedDuncans Tea Limited
Double DiamondDouble DiamondFlagship brand
Finest blend of CTC Teas
Positioned around “Zara si Chai
Assar Dikhaye”
Seriyana AluvuSeriyana AluvuSeriyana VallaSeriyana Valla
1 kg = 1000g = 950g1 kg = 1000g = 950g250g = 245g250g = 245g
Current campaignCurrent campaign
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Duncans Tea LimitedDuncans Tea Limited
SargamSargam
Strong tea withStrong tea withgood colour and tastegood colour and taste
LeafLeaf
DustDust
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Duncans Tea LimitedDuncans Tea Limited
Shakti TeaShakti Tea
Stronger CTC Tea
Positioned at theEconomy segment
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Duncans Tea LimitedDuncans Tea Limited
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Duncans Tea LimitedDuncans Tea Limited
Sub-Economy
Economy
Mid-Premium
Super Premium
Premium
Shakti
Double DiamondSargam
Super Shakti
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Duncans Tea LimitedDuncans Tea Limited
Duncans Tea Duncans Tea LimitedLimited
Brews Ahead . . .Brews Ahead . . .
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Duncans Tea LimitedDuncans Tea Limited
The Taste of Life
Series
Duncans Tea Limited
Presents
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Duncans Tea LimitedDuncans Tea Limited
Super Premium Segment - Leaf
Unique blend ofFinest Assam leaf teasand high grown orthodoxleaf tea
Lingering flavour
Rich in anti-oxidents
Attractive consumeroffer
The Taste of Life
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Duncans Tea LimitedDuncans Tea Limited
Super Premium segment - DustSuper Premium segment - Dust
Finest AssamDust Tea
Strong tea, brightColour, excellentflavour
Attractive consumeroffer
The Taste of Life
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Duncans Tea LimitedDuncans Tea Limited
Green teaGreen tea
High grown
100% Organic
Rich in anti-oxidents
High grown
100% Organic
Rich in anti-oxidents
High grown
100% Organic
The Taste of Health
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Duncans Tea LimitedDuncans Tea Limited
Emergence of new brandsSub-Economy
Strong CTC Tea
Target – loose tea endof the market
Proposition – Value for Money
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Duncans Tea LimitedDuncans Tea Limited
Mid Premium Segment
Strong CTC teaBlended withLong leaves
Unique flavour andStrong teacombination
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Duncans Tea LimitedDuncans Tea Limited
Strategies and InnovationsStrategies and Innovations
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Duncans Tea LimitedDuncans Tea Limited
Brand StrategiesBrand Strategies
• Complete product portfolio
• Consumer value above all else
• Target Super-premium market with “Taste of Life” series
• Target health conscious growing segment with “Taste of Health” series
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Duncans Tea LimitedDuncans Tea Limited
Reach StrategiesReach Strategies
• Tie up with organisations like HPCL / BPCL to reach the consumers at her door step
• Tie-up with IRCTC*(Railways)• With organisations like CSD / CPC to
reach remote locations• Tie up with complementary products to
ensure reach through mutually beneficial programs
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Duncans Tea LimitedDuncans Tea Limited
Corporate ObjectiveCorporate Objective
• Provide consumer value through innovation
• Quality above all else
• Introduce specialty products and help the market grow
• Promote tea as a health beverage
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Duncans Tea LimitedDuncans Tea Limited
Channels of distributionChannels of distribution
Duncans Tea LimitedDuncans Tea Limited believesin creating the most innovative
channels of distributionand is open to exports to Small & Medium Retailers , Entrepreneurs
interested to enter into the tea category and enquiries from
consumers
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Duncans Tea LimitedDuncans Tea Limited