Tata Global's Vision: Aggressive Biz Models, Tie Ups Overseas

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pecialty teas and water

There are two other emerging areas on Tata Global Beverages’s radar. Around 70 per cent of Tata Global Beverages’s revenues comes from tea. But it is specialty teas, which make up 15 per cent of this 70 per cent pie, that the company has sets its eye on. Specialty teas include green and herbal teas.  

Tata Global Beverages, according to people who know of the company's plans, is looking at increasing its contribution from specialty teas to 30 per cent over the next few years. This comes as preference for green tea grows in India and across the world. 

According to experts, green tea constitutes 5 per cent or Rs 550 crore (Rs 5.50 billion) of the overall 800 million-kg tea market in India that is worth Rs 11,000 crore (Rs 110 billion). It is estimated that green tea will touch 20 per cent in the next few years.

Tata Global Beverages already has a portfolio of six variants under the Tetley brand name within its green tea portfolio in India, commanding a market share of 27 per cent. The company proposes to take this number up in the coming days by introducing new flavours to spice up its offering.

Similarly, in markets such as the UK and Canada, the company has been aggressively pushing its green tea range. It has market leadership in green teas in Canada and is number two after Twinings in the same category in the UK.

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Source : http://www.rediff.com/money/slide-show/slide-show-1-tata-globals-vision-aggressive-biz-models-tie-ups-overseas/20140314.htm

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