Financial Daily from THE HINDU group of publications
Friday, Apr 02, 2004
Financial Daily from THE HINDU group of publications Friday, Apr 02, 2004 |
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Marketing
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New Products & Services Tata Tea launches Select Finest Assam in UAE Our Bureau
Mr T. Damu (centre), Special Advisor, Tata Tea Ltd, at a press conference with Mr S. Laxmanan (left), Dy General Manager - Global Business Division, and Mr Asim Hazarika, CEO, Tata Tetley, in Kochi on Thursday. — K.K. Mustafah
Kochi , April 1 FOLLOWING the success of Kannan Devan in West Asia, Tata Tea has now launched its `Select Finest Assam' in the UAE and other West Asian and North African (WANA) countries. The product has been introduced in these markets after extensive research on quality and preference of customers, including Arabs as well as others. It is available both in tea bags and packets. With this, Tata Tea will have a significant presence in 47 countries worldwide, Mr T. Damu, Special Advisor, Tata Tea, said at a press conference here on Friday. The company is initially targeting 200 to 300 tonnes in the first year from the market whereas Kannan Devan, which has been present in West Asia for the last two years, is selling approximately 400 to 500 tonnes per annum, he added. Mr Asim Hazarika, CEO, Tata Tetley, said Select Finest Assam is produced from tea leaves picked from the tea gardens of Assam. Teas from the Assam gardens are known for their strong, full-bodied liquor and rich red colour compared to other teas. The company's operations span the entire value chain in tea, including research and development, tea cultivation, manufacture of black tea and distribution. It owns 55 tea estates in India, with an area of 26,500 hectares under tea cultivation and produces around 60 million kg of black tea and two million kg of instant tea annually, he said. Mr Hazarika said the company has taken up organic tea cultivation in Munnar on an experimental basis by converting the old tea plantations. It has the capacity to produce 400 tonnes per annum, and the company is initially planning to export organic tea to Japanese and European market in bulk form. Mr S. Laxmanan, Deputy General Manager (Global Business Division), said Tata Tea with its subsidiary company Tetley Group Ltd, UK, has a global branded business amounting to $620 million. The combined sales of the group would represent the second-largest branded tea portfolio in the world.
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