Rural Marketing Project On Tea

RURAL MARKETING PROJECT ON TEA Presented by

Aditi Gogoi Juthika Deori Rituparna Phukan Sakshi Bagaria

CONTENTS        

History of Tea Types of tea Tea Production Process Tea producing states in India Major players in India Emerging 2011 trends in India Rural survey in dudhnoi , Assam Different tea brands in Dudhnoi

History  Tea is nearly 5,000 years old and was discovered, as legend has it, in 2737 B.C. by a Chinese Emperor when some tealeaves accidentally blew into a pot of boiling water.  The East India company was the first to develop plantations in north-east India. In 1839, the Bengal Tea Association was set up in Calcutta.  the first company for growing and making tea in India, Assam Company, was set up in 1839  In May 1855, indigenous tea bushes were first discovered in Cachar district of Assam  By 1862, the tea industry in Assam comprised 160 gardens owned by 57 private and five public companies.

TYPES OF TEA 1. Black Teas and Oolong Darjeeling: Refers to tea grown in this mountain area of India. 2. Oolong: The elegant tea is sometimes known as the "champagne of teas". 3. Green Teas: Green tea makes up only ten percent of the world's produced tea. The Japanese tea service (in which green tea is used), is an art form in and of itself.

TEA PRODUCTION PROCESS

TEA PRODUCING STATES IN INDIA

MAJOR BRANDS OF TEA IN INDIA Tata Tea Broke Bond Duncans Lipton Wagh Bakri Goodricke

Emerging 2011 trends in India Reverse migration per capita domestic consumption is increasing steadily Packaged tea Green tea Flavored tea of iced tea Small retail stores dominate launch on various product brands Tea bags are a growing category Modern and user-friendly tea accessories Tea-specific Retailers

Reverse migration

Tea specific outlets

THE rural survey in Dudhnoi …. The key findings from the field survey in the rural area are as follows:

• Tea is available in all the Rashan Shops (Gallamal Dukan) of the area • Tea is sold in both – packaged form and loose form • Most of these shops keep one or two Brands of the packaged tea only • The Shelf-Life of tea is approximately 1 year • The Sales of tea has increased over the last few years • Most of the people of the area consume milk tea

Continued ………… • The frequency of consuming tea of the village people is approximately 4 times a day • There is no local manufacturing of tea in the area • The loose tea preferred by the retail stores comes from the tea-estates of Simitola and Guwahati • The most preferred brand of tea among the households of the area is ‘Majbhaat’ • Packaged Tea is sold in different sizes: 50gm, 100gm, 250gm, 500gm and 1kg • For household purposes, the most preferred size of packaged tea is 1kg • A counterfeit ‘Ujala’ of the most popular Brand ‘Majbhaat’ was also seen in the rural area

No . Of outlets in the area WHOLESALE STORES, 2

RETAIL STORES, 48

Variety of Brands with their preference sold by the Wholesalers 40

35

30

25

20

15

10

5

0 MAJBHAAT

NIRMALA

HALEM

MAHESHPUR

ULLAH

UJALA

KRISHNA

KAYPAK ROZA

RANI BARI

Variety of Brands with their preference sold by the Retailers

80

12 5 MAJBHAAT

LOOSE

NIRMALA

2 UJALA

0.5 GOROMPANI

0.5 DALOWJAN

Price per Kg of the Variety of Brands sold by the Retailers

140

120 250 170 140 110

MAJBHAAT

LOOSE

150

100

NIRMALA

UJALA

GOROMPANI

DALOWJAN

Different Brands of Tea in the Dudnoi Market

Today tea is the reigning beverage in over 45 countries and is consumed in over 115 countries around the globe. The Irish are the world's largest consumers, each person on an average consuming eight cups a day. However, the largest producer and overall the greatest consumer is India, where, at anytime and anywhere, chai is an essential part of daily life.

THANK YOU …