TEA

INDUSTRY
Presented by:-
Janardhan Srinivasan
Sushil Kamble
Shilpa Gomase
Prajakta Patil
Sonal more
About 170 years old.
Robert Bruce in 1823 discovered tea plants
growing wild in upper Brahmaputra Valley.
In 1838 the first Indian tea from Assam was sent
to United Kingdom for public sale.
Thereafter, it was extended to other parts of the
country between 50's and 60's of the last century.
India ---the largest tea producer and consumer in the world.
 India ---produces some of the world's finest teas.
 The famous specialty flavors are Darjeeling tea and Assam Tea from the north and Nigeria
tea from the south.
 Some of the features of Tea Industry are mentioned below:-
 Labour intensive
 Productivity and quality
 Long gestation period
 Perishable in nature and demand is relatively inelastic to price.
 Organized agro industry
• provides gainful direct employment to backward and socially weaker section of the society.
 Tea plantations in India -mainly located in rural hills and
backward areas of North-eastern and Southern States
 India has dual manufacturing base-produces both CTC and
Orthodox teas in addition to green tea.
Year Events
Till 70’s UK was the major buyer of Indian tea
Since 80s’-till USSR became the largest buyer of Indian tea
1991 accounting for more than 50% of the exports.
1992-93 Indian tea exports suffered a setback
Since 1993 Indian Tea exports to Russia/CIS countries
recovered from the setback
Since 2001 Depressed scenario again started
Year Events
As on 1655 registered Tea Manufacturers,
31.12.2006 2008 registered Tea Exporters,
5148 number of registered tea buyers,
9 tea Auction centres.
Green Tea
White Tea
Black Tea
Oolong Tea
Pu-erh Tea
Scented Tea
Per capita consumption in India India’s share in world exports
 Strengths:-
Old Industry-Experience, Manpower
and Technical Skills, Good Research
Opportunitie Support Threats:-
s:- Open Global
Quality and competition
Brand Equity, ,
Export SWOT Low Cost in
Potential, Big Analysis some
Domestic countries,
Market, Import of
Financial Tea,
Weaknesses:-
Institution Uncertain
Min dev investment, Stagnant
Support Price
Production,
No Effective Cost Management,
Declining Exports
Conclusion
 Potential
Entrants
-”Relianc
e”

Threat of new
Bargainin
g power entrants
of Industry
Supplie
suppliers Competitors Buyers
rs

Rivalry Bargaining
power of
among
buyers
existing
Threat of firms
substitute
products or
services
Substitut
es-”Coffe
e”
Taking into consideration the threat of new entrants,
threat of substitutes, bargaining power of suppliers and
bargaining power of buyers, our strategy would be:-