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RURAL MARKETING PROJECT ONTEA
Presented byAditi GogoiJuthika Deori
Rituparna PhukanSakshi Bagaria
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CONTENTS History of Tea
Types of tea Tea Production Process Tea producing states in India Major players in India
Emerging 2011 trends in India Rural survey in dudhnoi , Assam Different tea brands in Dudhnoi
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History Tea is nearly 5,000 years old and was discovered, as legend hasit, in 2737 B.C. by a Chinese Emperor when some tealeavesaccidentally blew into a pot of boiling water. The East India company was the first to develop plantations in
north-east India. In 1839, the Bengal Tea Association was set upin Calcutta. the first company for growing and making tea in India, AssamCompany, was set up in 1839 In May 1855, indigenous tea bushes were first discovered inCachar district of Assam By 1862, the tea industry in Assam comprised 160 gardensowned by 57 private and five public companies.
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TYPES OF TEA1. Black Teas and Oolong Darjeeling: Refers to teagrown in this mountain area of India.2. Oolong: The elegant tea is sometimes known as the"champagne of teas".3. Green Teas: Green tea makes up only ten percentof the world's produced tea. The Japanese teaservice (in which green tea is used), is an art form
in and of itself.
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TEA PRODUCTION PROCESS
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TEA PRODUCING STATES ININDIA
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MAJOR BRANDS OF TEA IN INDIATata TeaBroke Bond
DuncansLiptonWagh BakriGoodricke
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Emerging 2011 trends in IndiaReverse migration
per capita domestic consumption is increasing steadilyPackaged teaGreen teaFlavored teaof iced tea
Small retail stores dominatelaunch on various product brandsTea bags are a growing category
Modern and user-friendly tea accessoriesTea-specific Retailers
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Reverse migration
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Tea specific outlets
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THE rural survey in Dudhnoi .The key findings from the field survey in the rural area are as
follows: Tea is available in all the Rashan Shops (Gallamal Dukan) of
the area
Tea is sold in bothpackaged form and loose form
Most of these shops keep one or two Brands of the packagedtea only
The Shelf-Life of tea is approximately 1 year The Sales of tea has increased over the last few years
Most of the people of the area consume milk tea
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Continued The frequency of consuming tea of the village people is
approximately 4 times a day
There is no local manufacturing of tea in the area The loose tea preferred by the retail stores comes from thetea-estates of Simitola and Guwahati
The most preferred brand of tea among the households ofthe area is Majbhaat
Packaged Tea is sold in different sizes: 50gm, 100gm,250gm, 500gm and 1kg For household purposes, the most preferred size of
packaged tea is 1kg A counterfeit Ujala of the most popular Brand Majbhaat
was also seen in the rural area
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No . Of outlets in the area
RETAIL STORES, 48
WHOLESALE STORES, 2
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Variety of Brands with theirpreference sold by the Wholesalers
0
5
10
15
20
25
30
35
40
MAJBHAAT NIRMALA HALEM MAHESHPUR ULLAH UJALA KRISHNA KAYPAK ROZA RANI BARI
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Variety of Brands with theirpreference sold by the Retailers
MAJBHAAT LOOSE NIRMALA UJALA GOROMPANI DALOWJAN
80
12
52 0.5 0.5
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Price per Kg of the Variety of Brands sold by theRetailers
MAJBHAAT LOOSE NIRMALA UJALA GOROMPANI DALOWJAN
250
110
140
100
170150
120
140
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Different Brands of Tea in the Dudnoi Market
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Today tea is the reigning beverage in over 45 countries and is
consumed in over 115 countries around the globe. The Irish
are the world's largest consumers, each person on an average
consuming eight cups a day. However, the largest producer
and overall the greatest consumer is India, where, at anytime
and anywhere, chai is an essential part of daily life.THANK YOU