TATA TEA

History

Tata Tea was incorporated on 18th October 1962, as a private limited company and was converted into a public limited company on 8th May, 1963. The Company Cultivates tea, coffee, cardamom, etc., plantations and manufacturing, selling and exporting instant tea and blended and packeted teas.

It has a factory at Munnar (Kerala) for the manufacture of instant tea and blending and packaging factories at Bangalore (Karnataka) and Naine, Allahabad (U.P.).

Tata Tea was the first tea company in India to set up

processing and packing facilities at the tea estates itself. Tata Tea's CTC factory at Kakajan in Assam processes nearly 0.1mn kg of tea per day.

The Tata Tea group is the world’s second largest global branded tea operation with a presence in over 60 countries. The prominent companies in the group are Tata Tea, the UK-based Tetley group and Tata Coffee.

TATA TEA -OVERVIEW

Among the top three players in the global tea market in terms of market shareMarket capitalization in excess of US $ 1 billionConsolidated Revenues of over US $ 700 million29% ownership by the Tata group; FII ownership 22 %; Domestic institutional share holders 15%Primarily a branded tea operation with presence in over 40 countries with significant market share - Tata Tea in India - Tetley oversea

Plantation ownership in India and Sri LankaIncludes Tata Coffee (Asia’s largest coffee producer)

Tata Tea Brands

Tata Tea Premium

Tata Tea Premium brand was launched in 1987.

The brand promises a cup of tea that gives 'asli taazgi' (real freshness) to the consumer.

Tata Tea picked finest tea leaves and packed in aluminum foil pack for maintaining freshness and aroma.

The 'bagano ki taazgi' (garden freshness) proposition appealed greatly to our consumers and made our brand a huge success.

RS.65/- FOR 250gm

Tata Tea Agni

TATA TEA Agni, became its new offering for the Economy segment by bringing the popular economy brand Agni under the stable TATA TEA.

It was launched in 1998.

The Tata Tea Agni not only offers an innovative blend consisting of 10% high quality extra strong leaf, but also comes in stylised superior quality packaging unmatched in this segment.

RS.41/- FOR 250gm

Tata Tea Gold

Tea GOLD, a tea that has aroma coupled with a refreshing taste. It was launched in 2003.

The product, introduced as an upgrade variant of Tata Tea

brand, has a blend of 85% CTC and 15% long leaf tea. This is a blend of tea which has unique and superior taste.

The blend has been arrived at after extensive research and feedback from the customers. Customer feedback suggested that aroma in tea, is always a strong indicator of great tasting tea.

RS. 72/- FOR 250gm

Tata Tea Life

Tata Tea Life is regular black tea with the addition of natural flavours of herbs and spices - ingredients, which are traditionally known to provide overall health and wellness.

TheTata Tea Life is a product which tastes exactly like the normal cup of tea but with the added benefit of ‘do good’ herbs and spices. It include Tulsi, Cardamom, Ginger, Elaichi

Hence, The launch of Tata Tea Life is in line with the company’s ever striving efforts at offering newer and better innovations for its consumers.

RS.55/- FOR 250gm

Distribution

Distribution Channel

DISTRIBUTION PATTERN&PRICING

Tea Garden

Auction Sale Private Sale

Tata Tea Blending Center

Zone DistributionCenter

Distributor

RetailerConsumer

Transportation Cost

Transportation Cost

Transportation Cost To PaidBy Distributor

Private Sale

Amalgamated Plantation Pvt.Ltd. Bombay Burmaha Tea factory Ltd. Gopaldhara Tea Co. Pvt. Ltd. Teloijan Tea industries. Warren Tea co. Maclleod Russel

Distributors

NIHAR AGENCY 51, PLOT-82, SECTOR-12, VASHI,NAVI MUMBAI

PRAMANIK ENTERPRISE8/9, POOJA BLDG, SECTOR-9/A,JUHUGAON, VASHI,NAVI-MUMBAI

ARIHANT TEA CO. 6, SECTOR-19, APMC ,DANA MARKET, VASHI.

Market Share of Tata Tea

19.2 %

62.2 %

Consumers define the success of Tata Tea

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