Tata Tea Ltd is weighing the option of launching Tetley brands in India.

Abhijit Mazumdar, executive director Tata Tea, though refused to give the specific time of launch, it is likely to be in the early of the next financial year.

Mazumdar, however confirmed that the company is looking at the possibility of launching the brands, in view of the over-saturated tea market.

Tetley instant tea is available in a wide variety of flavour which are peach, lemon, earl grey, black currant and strawberry.

The company is eyeing a 26 per cent market share of the Indian packet tea market, in the current financial year. The packet tea division achieved a growth of about 51 per cent during the year.

Tata Tea has devised a three-pronged strategy to further enhance the Tetley brand. The company would be sourcing tea from India, 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 are plans to launch high quality packet tea and introduce new formats in packaging. Joint teams have been formed to work on it. Tata Tea is on a plan to promote tea as a health beverage.

Tata Tea's production at 58.4 million kg was marginally lower than previous year's 60.7 million kg. Though the south Indian estates produced close to last year's output but estates in Assam and Dooars lost 2.3 million kg.

However, Agni which was launched this year has managed to corner a four per cent market share with 12.6 million kg, in its segment.

(23/11/2000)

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