Tata Tea has devised a three pronged strategy to further enhance the Tetley brand. The company would be sourcing tea from India and Sri Lanka, and would also consolidate the Tetley brand in the Middle East and CIS countries

Tetley, though a known brand in the Middle-East and CIS, is not marketed there. There are also plans to launch high quality packeted tea and introduce new formats in packaging.

Joint teams have been formed to work on it. Further, Tata Teas are on a plan to promote tea as a health beverage. Meanwhile, Tata Tea is weighing the option of launching Tetley brands in India, in view of the over-saturated tea market.

The launch is likely to take place in the early part of the next financial year. The company is eyeing a 26% market share of the Indian packeted tea market in the current financial year.

The packeted tea division achieved a 51% growth during the year. Tetley instant tea is available in a wide variety of flavours such as peach, lemon, earl grey, black current and strawberry.

Tata Tea production at 58.4 million kgs was marginally lower than the previous year's 60.7 million kgs. Though the South Indian estates produced closer to last year's output, estates in Assam and Dooars lost 2.3 million kgs. However, Agni which was launched this year, has managed to corner a four per cent market share with 12.6 million kgs.

(Business Line)

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