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A Project on

TEA INDUSTRY
PRESENTED BYSUBHALAXMI NAYAK(311SM1016) SUMALIN NAYAK(311SM1017) MADHAWI RAJAN(311SM1019) ARCHANA RAY(311SM1020)

INTRODUCTION
After water, tea is the most widely consumed beverage in the world. It has a cooling, slightly bitter, astringent flavour which many enjoy

India is the second largest producer of tea in the world, and produces around 955.9 million kilograms of tea, accounting for 27.1 per cent of tea produced worldwide It occupies an important role in the Indian economy not only due to its capacity to earn foreign exchange, but also because it impacts the livelihoods of scores of people employed directly and indirectly by the industry Tea is grown in 16 Indian States, of which Assam, West Bengal, Tamil Nadu and Kerala account for about 95 per cent of the total tea production

OBJECTIVE OF THE PROJECT


To understand all about this popular beverage and its market.

TEA PRODUCTION PROCESS


Picking only 2 leaves and a bud Remove as much moisture as possible from the Tea

Plucking
1

Withering
2

5
Leaf is exposed to hot air from air blowers

Drying

Rolling

Put leaf info roller machines which twist, turn & break it.

Oxidation
Leaf is oxidised by exposing it to air in large tray till it eventually turns Black

TEA MARKET OVERVIEW


Top Five Tea Producing Countries

Top Five Tea Consuming Countries

Others 25%

India 30%

India 23% Others 44%


China 21%

Indonesia 5% Kenya

10% Sri Lanka 9%

Japan 5%

UK 6%

China 16% Russia / CIS 6%

India is the largest tea producing and consuming country in the world.

TEA PRODUCING STATES IN INDIA


THE EAST AND NORTH-EAST: Assam valley and Cachar region in Assam; parts if the states of Tripura, Arunachal Pradesh, Sikkim, Meghalaya, Mizoram, Nagaland, Manipur, Orissa and Darjeeling, Dooars, Terai regions of West Bengal.
THE NORTH : Kangra valley in Himachal Pradesh, Dehradoon region in UttarPradesh THE SOUTH: The hilly regions and plains (Annamalai) of Tamil Nadu, parts of the states of Kerala and Karnataka.

TOP 10 TEA COMPANIES


Hindustan Lever Ltd. Tata Tea Ltd. Duncans Industries Wagh Bakri Ltd. Private Label Goodricke Group Ltd. Golden Tips Tea Pvt. Hasmukhrai & Co Girnar Food & Beverages P ltd Sapat Packaging Industries

TYPES OF TEA
WHITE TEA LEAF: White tea does not undergo fermentation is less popular of the tea types. The tea leaf gives colourless liquor, a delicate sweet flavour and a mellow creamy or nutty quality. White tea leaves are the whitish grey buds of the tea plant which are sun dried or steamed. GREEN TEA LEAF: The fermentation of green tea leaves begins with withering, the next step is pan-frying or steaming to prevent fermentation. Once the steaming process is complete, the green tea leaves are cut dried and cured. The health giving properties of green tea leaf are well known.

Contd
OOLONG TEA LEAF: Oolong tea leaves are among the top quality and expensive teas they are cultivated in China and Taiwan. The tea leaves are semi fermented going through a short stint of oxidation. The leaves are reddish brown in colour and the liquor is pale yellow and tea aroma is a fresh floral and fruity with a reminiscent of smoke. BLACK TEA LEAF: Black tea is the most extensively consumed form of tea all over the Globe. Black tea is fermented fully unlike the green tea leaf which is partially fermented. It has bitter sweet and astringent flavour and the tea leaf give dark brown liquor. PU-ERH TEA LEAF: Pu-erh tea is same as black tea, but this form of tea is fermented twice than regular black tea leaves and fermentation then followed by period of maturation till a thin layer of mold forms on the surface. The mold imparts a characteristic soil-like flavor and a strong earthy quality. Puer tea (also called pu-er or pu-erh) is an ancient and rare tea, much loved in China and the only tea for some 'hardened' tea drinkers.

The Brand War


Pricing / per Kg Hindustan Lever Tata Tea Ltd
Premium leaf tea market (Rs 200-220/ kg) Premium dust category (Rs 180-200 per kg) Medium leaf sector (Rs 140-180 per kg) Medium dust category (Rs 130-180 per kg) Popular or economy category (Rs 120-140 per kg) Taj Mahal, Yellow Label and Green Label Tetley Temptations

Chakra Gold Three Roses and Top Star Tata Tea Premium Red Label and Taaza Taaza, Super Tata Tea Premium, Kanan Devan and Gemini Agni Sholay

A-1 and Tiger

Tea Industry-SWOT Analysis


Strengths
Manpower and technical skills, good research support

Opportunities
Quality and brand equity, Export Potential, Big domestic market

Threats SWOT
Open global competition, Import of tea, Uncertain price

Weaknesses
No effective cost management,Declining exports

Porters Five Forces


Potential EntrantsReliance

Bargaining power of suppliers


Supplier s

Threat of new entrants Industry Competitors Rivalry among existing firms

Buyers

Threat of substitute products or services

Bargaining power of buyers

Substitute s-Coffee

Name

Age

Sex

Brand

Frequency

Liking for tea ?


Provides freshness
Just to give myself morning kick

Soumya

29

Lipton

3 times

Tapas

28

Tata Tea Premium

2 times

Animesh

26

Taj Mahal

Only because I have habits to drink Makes you feel energetic To start good morning Only because I do not like plain milk so I prefer

Arshad Amit Richa

29 24 25

M M F

BB Red Label Wagh Bakri Tetley

HEALTH BENEFITS
Antibiotic effects Anti-cancer properties Increases metabolic rate Possible anti-diabetes effect Boosts mental alertness Boosts immune system Lowers stress hormone levels Effects on bad breath Effects on bacterial and fungal infections Cardiovascular health Antidepressant properties Weight loss and cholesterol

CONCLUSION
Tea is an important part of the daily routine of every genuine from celebrity to low class labor every one need it at least once in a day. It is available in different prices,packs,sizes,flavours,so it is affordable by everyone.

THANK YOU