The Hindu Business Line : Wagh Bakri Tea to enter new markets

Mr Piyush Desai, CMD, Wagh Bakri Tea Group, with television star Smriti Irani at the launch of Wagh Bakri Perfect Premium Leaf Tea in Mumbai on Wednesday.

Our Bureau

Mumbai, Nov. 28 The Gujarat-based Wagh Bakri brand is entering Maharashtra with its premium leaf teas. Targeting a 15 per cent volume share in its first year of launch in the State, Wagh Bakri is adopting a 360 degree marketing strategy to tap into this market.

“We have to be more aggressive in the Mumbai market after being a strong regional player. Mumbai is the largest metro for the tea market and almost 22 per cent of Maharashtra’s volumes come from this city,” Mr Parag Desai, Director, Gujarat Processors & Packers, makers of the Wagh Bakri brand, said. With the tea category growing at 21 per cent, the company has decided to enter new markets. Strengthening its pan-India distribution network, Wagh Bakri also has a presence in the States of Rajasthan (20 per cent share) and Madhya Pradesh (10-15 per cent share). With an annual turnover of Rs 260 crore, the company has a production capacity of 6 lakh packets per day.

Mulls coffee launch

Besides, there are also plans of extending the tea brand to coffee in the future. “We might look at launching coffee at a later stage. Tata Tea and HUL have initially launched teas and then their coffee brands. We may go the same way,” added Mr Desai. With a 60 per cent volume share in Gujarat, Wagh Bakri is looking at having a pan- India presence and has roped in television actress Smriti Irani to endorse its brand.