Tatas aim to be biggest in tea business

Tata Tea targets to become the largest player in the Rs 6,000 crore organised branded tea, toppling HLL by next year. At present, Tata Tea has a share of 18% in volumes, while HLL's share is higher at 19%. Percy T Siganporia, MD Tata Tea said, "All our brands have attained double digit growth this year (fiscal), while the industry has grown by a little over 3.5%." In value terms, Tata Tea has 21% of the domestic tea market, with three major brands Tata Tea Premium, Gold and Agni. Tata Tea brands contribute one-third of the company's turnover, with Tetley brands contributing a two-thirds share. Tata Tea announced the launch of a new mainstream brand, Tata Tea Life, which is positioned on promoting overall health and wellness. The brands competitor is Brooke Bond Red Label Nature Cure which has been positioned as a niche product with therapeutic qualities. "Market for such functional and medicinal teas is on the rise internationally, and in India," Sangeeta Talwar, Tata Tea ED said.

Courtesy: EconomicTimes
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