The Indian tea market continues to be robust, reporting 3 per cent growth in consumption on a long-term basis, according to Vikram Grover, Vice-President and Marketing Head (India & South Asia), Tata Global Beverages.
The all-India per capita tea consumption is 0.8 kg while it is 1.5 kg in Kerala, and consumption is expected to go up with balanced demand and supply. Though the market is under-developed and split as branded and unbranded, Grover said it has the potential to grow. The value of the domestic tea market is estimated at ₹15,000-20,000 crore.
Grover was here in connection with the re-launch of Kannan Devan Tea in Kerala in a new brand packaging.
The company has once again roped in actor Mohanlal as the brand ambassador, after a gap of 13 years.
With a strong presence in the Kerala market, Grover said Tata Tea is looking at a 30 per cent growth in market share, from the existing 25 per cent. Kerala is a tea-loving State, with consumption at 45 lakh kg each month. The company is aiming to achieve 25 per cent growth on an all-India basis against 22 per cent currently.
The company’s new campaign, ‘As you go higher, the tea tastes better’, is based on the high altitude the Kannan Devan Tea is grown at, and is targeted at younger customers. A survey carried out in this regard has received an encouraging response from customers, he said.
“The elevation of the Kannan Devan Hills makes the product unique, as the hills offer ideal tea-growing conditions, which give the Kannan Devan tea its distinctive taste,” he added.
Unveiling the product, Mohanlal said “it is nostalgic to re-associate with Kannan Devan Tea after 13 years. This is not a re-launch but an initiative to stimulate the taste buds of Keralites, as tea plays a major role in their lives”.