In order to provide a new edge to the competition, Tata Tea, the world’s second-largest branded tea company, has decided to launch branded Darjeeling packet tea by the coming year.
Sangeeta Talwar, Tata Tea Executive Director (marketing) said that the Darjeeling tea would be procured from auctions, after which it would be sold in packets.
Recently, the company had backed out ‘Ceylon’ and ‘Nilgiris’ branded orthodox tea because of poor response from the market. The brands were launched in the south Indian market.
Talwar also said that Tata Tea has beaten Hindustan Unilever in terms of volume market share from April 2007 to February 2008.
But, in terms of value market share, the company was behind HUL, she added.
Besides, Tata Tea Ltd (TTL has also decided to increase the prices across all its seven brands.
Sangeeta Talwar, Executive Director (Marketing), TTL told, “This will be in line with the move being contemplated by the tea industry in general.”
A senior official said that the world’s second-largest branded tea company may raise prices of its brands to pass on its domestic auction prices of the beverage in 2008.
Domestic tea auction prices increased about Rs 67 per kg, industry officials said, adding rising domestic consumption has led to a shortage.