Green Tea Market To Touch 400 Crore In FY'15: Tata Global

NEW DELHI: The green tea market in India is growing at about 50 per cent annually and is likely to be around Rs 400 crore by the end of 2014-15, according to Tata GlobalBSE 1.62 per cent Beverages Ltd.

To tap the market, TGBL recently launched a new variant, Tata Tea Acti Green, with focus on smaller cities and towns.

"As of now, the total tea market is around Rs 18,000- 20,000 crore, whereas green tea is around 1.5 per cent of the market which comes around Rs 250 crore," TGBL Vice President, Head Marketing - India & South Asia, Vikram Grover told.

Tata tea, he added, is a leading player with about 20 per cent market share. "With the launch of these new green tea variants, we are confident that the company will further consolidate its grip on the market."

He said the new product is priced and offered in smaller packaged quantities, targeting the first time, experimental consumers.

TGBL also offers green tea under the Tetley brand, which caters to high-end customers in big cities.

Grover said the per capita tea consumption in India is still quite low compared to the world average and there is a lot of potential in volume as well as value terms, specifically in green tea, that needs to be realised.
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