Tea Industry
TEA PROCESSING
Cultivating Plucking Withering Rolling Oxidation
Leaves are Leaves are Leaves
Tea plant are
Skilled rolled to undergo
grown in spread out
laborers release oxidation;
plantations to reduce
essential the duration
primarily in
handpick moisture that
the tender content oils
regions with determines
leavesand influencing the type of
suitable
climates. buds flavor. tea
PackageTTEd tea isTETEA RTteato retailers
teaconsumers.
Firing Sorting Packaging
It involves drying After firing Finished tea is
the leaves ,this leaves are sorted packaged for
step is intended by size color and distribution
to stop oxidation quality
and bring the
leaves' moisture
content down
Market Size
Global Market Size
Tea Market Size was valued at USD
19.76 Billion in 2023. The Tea
industry is projected to grow from
USD 20.67 Billion in 2024 to USD
28.33 Billion by 2032, exhibiting a
compound annual growth rate (CAGR)
of 4.02% during the forecast period
(2024 - 2032). Increasing demand for
specialty and functional teas and
changes in consumer preferences are
the key market drivers enhancing
market growth.
Domestic Market Size
India is the second-largest producer of tea globally.
Indian tea is one of the finest in the world owing to
strong geographical indications, heavy investment
in tea processing units, continuous innovation,
augmented product mix, and strategic market
expansion. As of 2022, a total of 6.19 lakh hectares
of area was cultivated in India for tea production.
India is also among the world's top tea-consuming
countries, with 80% of the tea produced in the
country consumed by the domestic population. In
2023-24, India’s tea production stood at 1,382.03
million kgs, compared to 1,374.97 million kg in
2022-23.
Dominant
Global Players
Unilever PLC - A leading multinational with significant
share in the tea market ,having highest revenue in the
tea industry through brands like lipton
Tata consumer products- An indian
conglomerate with a substantial global prescense
in the tea industry
Associated British Foods - Operates in the
tea segment through brands like twinings.
Ekaterra - Formerly Unilever tea division ,with a portfolio of
34 brands ,including pg tips and T2, the company serves a
global marketoffering wide variety of teas and infusions to
consumers worldwide.
RC BIGELOWINC - A prominent player in the specialty tea
segment particularly in the USA.Bigelow offers over 50
varieties of tea ,including black ,green and herbal blends .
Domestic
Players
Tata Consumer Products - A dominant player in
the indian tea market known for its brands like
Tata Tea , Tetley and Chakra Gold. Revenue is 155
billion rupees for financial year 2023-2024
Hindustan Unilever- Well established tea brands
like brooke bond and lipton . They als operate in
other fmcg segments.Revenue is 615 billion for
year 2023 - 2024
Wagh Bakri Tea - It is one of the regional tea
players in india particularly strong in gujrat
,Rajasthan and Maharashtra . Revenue is 15billion
rupees as of 2021
Grinar Tea - Established in1978 , has expanded its oroduct range to
include teas, coffees ,cookies . Its revenues is approximately 500
crore
Society tea - Founded in 1933 , society tea is retail brand of
Hasmukhrai co based in Mumbai. Its has a strong prescence across
regions such as Goa ,Madhya pradesh ,Tamil nadu and Karnataka.
Key Consumer
Categories
Retail Consumers (Individuals):
These are end customers who purchase tea for personal
use, either from physical stores, supermarkets, or
online platforms. This group encompasses a wide range
of demographics, from casual drinkers to tea
connoisseurs who are willing to spend on premium
varieties.
Tea Brand Retailers & Supermarkets:
Retailers, both physical (grocery stores, supermarkets)
and online marketplaces, are major buyers of tea from
manufacturers and wholesalers. They stock various
types of tea to cater to the diverse preferences of
consumers, from budget options to premium or
specialty teas.
Foodservice & Hospitality Sector:
This includes hotels, restaurants, cafes, tea parlors, and
other foodservice providers who purchase tea in bulk to
serve to their customers. They often opt for both regular tea
blends and premium options for offering high-quality tea
experiences to their clients.
Export Markets:
Tea is a widely traded commodity, and many countries like
India, China, and Sri Lanka export large quantities. Exporters
to international markets (including bulk buyers, international
retailers, or tea distributors) make up a significant consumer
base for tea producers.
Corporate & Institutional Buyers:
Companies and institutions, including offices, airlines (as
shown in the example) educational organizations, and large
corporate cafeterias, purchase bulk quantities of tea for
their employees or customers.
Sources
www.marketresearchfuture.com
www.ibef.org/exports/indian-tea-
industry.com
khatabook.com/blog/tea-
manufacturing-process-explained
https://www.alamy.com/boxes-of-
tea-on-a-supermarket-shelf-
image326997558.html
https://www.maximizemarketresearc
h.com/market-report/global-tea-
market/19202
Task 2
Q2 Suggest a few tea Industry Experts in India who can talk about the competitive
landscape along with customer preferences of the above mentioned industry in India
and are approachable also Hint: You can use Linkedin as a source for finding the
profiles.
Rajah Banerjee: A renowned tea planter and environmentalist, Rajah Banerjee is
best known for his leadership of the Makaibari Tea Estate in Darjeeling. He
pioneered organic and biodynamic tea cultivation in the region, enhancing both
quality and sustainability. His expertise encompasses tea production, market
trends, and consumer preferences.
Atulit chokhlani : Founder of The Tea Shelf, Vikram Arora is considered one of
India’s most influential tea entrepreneurs. He shares valuable insights on beverage
market trends, particularly focusing on the growing demand for premium teas.
Shamol Ghoshal : Tea consultant expert, founder of tea consultants India . Have
46 years of experience of working as a tea professional
Task 3
Q3 Write an email body based on the following situation Clients need a specific expert
but that expert is asking for a huge sum of money. You have to negotiate and close the
deal. Write an email to an expert convincing him to take the project despite the budget
constraint.
Subject: Collaboration Opportunity
Dear Rohit,
I hope this email finds you well. I’m reaching out on behalf of ABC Enterprises, as we
deeply admire your expertise in [specific area of expertise]. Your reputation as a
leading authority in the field makes you the ideal candidate for this project.
We truly value the knowledge and insights you bring to the table. However, I wanted to
discuss the budget constraints we are currently facing. While I understand the worth of
your services, I believe there is an opportunity for us to negotiate a mutually beneficial
arrangement that could lead to a fruitful collaboration.
Our clients are committed to this project, and I’m confident that your involvement
would significantly enhance its success.
Our clients are committed to this project, and I’m confident that your involvement
would significantly enhance its success.. If we could explore a revised fee structure, I
believe it would facilitate a partnership that could also open doors for more projects in
the future.
We truly value your consideration and hope to work together on this exciting endeavor. Please let
us know a convenient time for a conversation to discuss this further.
Warm regards,
Gursahej Singh
Analyst
9811178979
