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Tatas plans to capture 20 pc share of packet tea market

23-November-2002
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Tatas plans to capture 20 pc share of packet tea market

After launching new brands such as Tetley and Temptation and relaunching older ones during the past one year or so, Tata Tea is now looking at a market share of around 20 per cent in the packet tea sector.

According to industry sources, the company, with all its brands, holds a share of 17.2 per cent in the overall packet tea market. Tata Tea Premium, which the company claims is the largest selling tea brand in the country, itself holds a share of 6.7 per cent.

Launched in 1987, the Tata Tea Premium brand is not only the oldest brand but is also the flagship brand of the company. It was launched in 1987. This brand has been recently relaunched all over the country.

Tata Tea is considered to be one of the leading tea brands in northern, western and eastern parts of the country. However, it does not have too good a share in Gujarat, which is considered to be one of the largest tea consuming states.

Tata Tea is studying different ways of increasing its sales and one of it is through retailing of loose tea in a branded form. The Duncans are currently doing it in and around Kolkata and have registered quite a bit of success too.

In another bid to increase market share, Tata Tea is selling some tea under the name of its tea gardens. Here the name of the tea estate works as the brand.

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