The Hindu Business Line : Nilgiris tea producers join hands; to launch Nilma brand

THE Nilgiris District Tea Producers Marketing Company Ltd is all set to launch its first ever branded product, Nilma Tea, under its banner in the market.

The company is a consortium of around 40 bought leaf factories in the region. ``All the quality conscious factories in the region have got together and decided on this alternative method of marketing Nilgiri teas,'' Mr M. Bhojarajan, Chairman of the company, said. Mr N.K. Krishnamurthy, who is also the President, Nilgiri Bought Leaf Factories Association, is the Managing Director of the company.

Nilma Tea will initially be distributed in 5 kg packs at an MRP of Rs 500. ``We will look at retailing Nilma Tea in small packages like 50 g and 100 g pouches at a later stage,'' Mr Bhojarajan added.

While the consortium had commenced test marketing of its teas across various cities in Tamil Nadu, it proposes to broadbase its marketing and distributing network in the long term.

``In the long term, we hope to negotiate with players like Nafed and Amul to sell our branded tea via their outlets,'' he said.

Nilma Tea will be first launched in Coimbatore on March 3. ``Thereafter, we will take the product to Madurai, Tiruchi, Tirunelveli and Salem,'' the company chairman said.

As part of its domestic marketing initiatives, the company proposes to target Government institutions like the Defence, Colleges or more specifically college canteens etc.

Mr Bhojarajan said the company would also be looking at exports initiatives. ``If we get any large export orders from any importing country such as say Pakistan, we will be ready to undertake it,'' he added.

According to him, the objective of the consortium is to see that the small growers in the region get a remunerative price by supplying quality raw material to these factories. ``The factories in turn will ensure that quality tea is provided to the end consumer at affordable prices,'' he added.

In a significant move, the company also proposes to induct small growers as shareholders of the company shortly.

With each member factory producing up to 5 lakh kg of tea per annum, the consortium is confident of undertaking quantum orders for anyone at anytime. The company's blending unit is to be located at Coonoor, near Upasi.

``Given that these 40 odd factories span across various elevations in the Nilgiris, we can also provide high grown to low grown teas or undertake any blend area wise,'' Mr Bhojarajan said.