Launching of a Tea house in Australian market!

Australia is the Sixth largest country in the world. Australia is an island, surrounded by water. It is located on the smallest continent in the world. Population: 22 million (2011 Survey). Geographic size: 2.97 million square miles Capital: Canberra Major cities and population: Brisbane, Sydney, Perth, Melbourne, and Adelaide.

Points of interests Great Barrier Reef (northeast coast), Opera House (Sydney), Kangaroos, Koalas etc. Major Industries - Australia's major industries are mining and farming. Climate - Continental climate, with little rain. Economy - A highly developed country, Australia is the world's thirteenth largest economy and has the world's seventh-highest per capita income. Second-highest human development index globally.

Since its days as a British colony, Australia has developed a complex national culture with immigrants from many parts of the world. Where once the Australian diet was based strongly upon its British & Irish heritage, by the end of the 20th century, Australians were regularly enjoying Italian, Greek, Chinese, Indian and Vietnamese cuisines cooked in restaurants and homes. Australians are among the world leaders in fast-food consumption. Burger and chicken chain stores are prominent in the suburbs, having displaced the traditional meat pies and fish and chips.

Due to the diverse mix of races and cultures in Australia since the 1950s, most cultural variations of tea are available these days. While Australians were long known as tea drinkers, coffee and wine have also become increasingly popular.

Tea arrived in Australia with the first fleet in 1788. By 1820, tea was the drink of choice. In early colonial times, the four imported staples were tea, sugar, wheat and flour. It has inspired much art, poetry and song and features in Australia's un-official national anthem, Banjo Patersons "Waltzing Matilda, as well as Victorian poet Keighley Goodchild's 1883 ballad "While the Billy Boils.."

Australian tea category was valued at A$437 million in 2008, and is forecasted to reach a value of A$473 million in 2013. In the tea sector, consumers are showing increasing interest towards specialty tea segments such as green tea and herbal tea due to its perceived health & wellness benefits. The current consumption of tea in Australia is about 17,000 t of black tea and 2000 t of green tea per year.

Lipton brand from Unilever, followed by Dilmah and Tetley, are the current favorite tea brands amongst Australians. Tea accounts for 18% of all drinks. Fruit/Herbal tea and Green tea segments are leading the growth in the tea market with around 5% growth over the past decade. Data-monitor predicts the Australian hot drinks market to be in the order of A$ 1.5 billion over the next 5 years.

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