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Sushil Kamble Shilpa Gomase Prajakta Patil Sonal more
In 1838 the first Indian tea from Assam was sent to United Kingdom for public sale. it was extended to other parts of the country between 50's and 60's of the last century. About 170 years old. Robert Bruce in 1823 discovered tea plants growing wild in upper Brahmaputra Valley. Thereafter. .
. Some of the features of Tea Industry are mentioned below: Labour intensive Productivity and quality Long gestation period Perishable in nature and demand is relatively inelastic to price. Organized agro industry • provides gainful direct employment to backward and socially weaker section of the society. India ---produces some of the world's finest teas.India ---the largest tea producer and consumer in the world. The famous specialty flavors are Darjeeling tea and Assam Tea from the north and Nigeria tea from the south.
Tea plantations in India -mainly located in rural hills and backward areas of North-eastern and Southern States India has dual manufacturing base-produces both CTC and Orthodox teas in addition to green tea. Indian tea exports suffered a setback Indian Tea exports to Russia/CIS countries recovered from the setback Depressed scenario again started . Year Till 70’s Since 80s’-till 1991 1992-93 Since 1993 Since 2001 Events UK was the major buyer of Indian tea USSR became the largest buyer of Indian tea accounting for more than 50% of the exports.
9 tea Auction centres.Year Events As on 31. 2008 registered Tea Exporters.2006 1655 registered Tea Manufacturers. .12. 5148 number of registered tea buyers.
Green Tea White Tea Black Tea Oolong Tea Pu-erh Tea Scented Tea .
00% 1.00% 0.00% 1990-91 1996-97 1996-97 2001-02 2001-02 2006-07 2004-05 2009-10 2009-10 2014-15 Market Growth Rate (in %) .50% 2.50% 1.Market Growth Rate (in %) 3.00% 2.50% 0.
% share in world production 1 2 4 4 1 1 8 31 China India Sri Lanka Kenya Turkey 4 9 Indonesia Vietnam Bangladesh Malawi 9 26 Uganda Tanzania Others .
Per capita consumption in India Per Capita Consumption(Grammes Per Head) India’s share in world exports % share in world exports 720 700 2 680 660 640 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-2010 Per Capita Consumptio n(Grammes Per Head) 2 0.997 21 23 Kenya Sri Lanka China India Vietnam Indonesia 5 6 7 12 18 18 Argentina Malawi Uganda Tanzania Bangladesh Zimbabwe Others .003 3.
% of production 21 North India production South India production 79 .
Demographywise Market Segmentation(in %) Areawise Market Segmentation(in %) 19 45 55 Rural Urban 36 25 20 North East West South Market segmentation(%) 28 Domestic Export 72 .
Jayashree Tea Goodricke Group George Williamson Warren Tea Sterling Biotech AFT Industries Duncans Inds Assam co A. Thomas 11 64 .V.Share (%) Hindustan Lever Tata Tea 25 Others Other companies include:Eveaready.
Export Potential. Financial Institution Support Threats:Open Global competition. Declining Exports . Uncertain Price SWOT Analysis Weaknesses:Min dev investment. Import of Tea. Stagnant Production. Big Domestic Market. Low Cost in some countries. No Effective Cost Management. Good Research Support Opportunities:Quality and Brand Equity. Manpower and Technical Skills.Strengths:Old Industry-Experience.
Potential Entrants”Reliance” Bargaining power of suppliers Suppliers Threat of new entrants Industry Competitors Rivalry among existing firms Bargaining power of buyers Buyers Threat of substitute products or services Substitutes”Coffee” .
our strategy would be:- Survive Sell Serve .Taking into consideration the threat of new entrants. bargaining power of suppliers and bargaining power of buyers. threat of substitutes.