duncans tea ltd slideshare

Duncans Tea LimitedDuncans Tea Limited


INDIAN TEA INDUSTRY OVERVIEW INDIAN TEA INDUSTRY OVERVIEW

Production: India is the largest tea producer & consumer of tea in the world. The total tea production in India is around 945 mkg with slightly dip (1.05%) over last year.Tea is the most widely consumed beverage in India ( 90% of total beverage consumption).

Total tea consumption in India is 650 mn Kgs yearly and annual per capita consumption in India is low at 650gm compared to other countries like Pakistan (950gm), Sri Lanka (1.2kg), UK (2.5kg) and Ireland (3.16kg).

In India, there are two methods of tea manufacturing process 1. Orthodox 2. CTC(crush-tear-curl).

CTC contributed around 90 % while orthodox is only 10% of the total tea in India.Total Packaged Tea Indian market is 274000 MT (4000 Crores) with growth rate 8% over

the last year.


Premium12%

Mid -Premiuim

47%

Economy41%

All India : 274000 MT

PACKAGED TEA MARKET – BY PRICE SEGMENTPACKAGED TEA MARKET – BY PRICE SEGMENT

Duncans Brand :Super Premium – Double Diamond Gold, Kings Cup

Premium-Mid Premium - Double Diamond, Sargam, No.1 and Super ShaktiEconomy / Sub-economy – Shakti & Aaag

Super

Premium /

Sub-Economy


Leaf66%

Dust34%

All India : 274000 MT

PACKAGED TEA MARKET – BY TYPESPACKAGED TEA MARKET – BY TYPES


46438

42436

3029028162

18397 18351 17661

1440113079 12115

9130 8394

4774 44193102

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All India: 274000 MT

PACKAGED TEA MARKET – BY STATE (U& R)PACKAGED TEA MARKET – BY STATE (U& R)

All Figs in MT


Duncans Tea LtdDuncans Tea Ltd OverviewOverview

• In the business of branded “packaged tea”• Part of the Rs. 2000 Cr Duncan-Goenka group• Household brands like Runglee Rungliot, Double

Diamond, Sargam and Shakti• One of the largest National player in the industry


Geographic CoveragePresence in 21 states spread all over IndiaReach across 3600 towns and cities out of 5150 down

to 10,000 population5 times higher than most packet tea company

Market Coverage4 Factories23 sales depots & CFAServicing 1200 franchised distributors.Reaching 5800 markets and 400,000 retail outlets6 times higher than most packet tea company

Duncans Tea LtdDuncans Tea Ltd OverviewOverview


Duncans Tea LtdDuncans Tea Ltd

Business Model


Business Model – Supply SideBusiness Model – Supply Side

Tea AuctionsPrivate Garden

SourcesOwn garden sources

Blending Units

Factories

Depot / CFAs

Sales / Distribution Channels


Multi-Channel reach model

Co DepotCFAs

Distributors

Special Channels

ModernTrade

Custom channels

Bulk TradeChannel

RetailersDistributors

Special Channels

ModernTrade

Distributors

Special Channels

Custom channels

ModernTrade

Special Channels

Consumer


Duncans Tea Ltd

Current Brands


Runglee RungliotRunglee Rungliot(Thus far and no further)(Thus far and no further)

Connoisseur’s Choice

Darjeeling atits best


Double DiamondDouble DiamondFlagship brand

Finest blend of CTC Teas

Positioned around “Zara si Chai

Assar Dikhaye”

Seriyana AluvuSeriyana AluvuSeriyana VallaSeriyana Valla

1 kg = 1000g = 950g1 kg = 1000g = 950g250g = 245g250g = 245g

Current campaignCurrent campaign


SargamSargam

Strong tea withStrong tea withgood colour and tastegood colour and taste

LeafLeaf

DustDust


Shakti TeaShakti Tea

Stronger CTC Tea

Positioned at theEconomy segment


Sub-Economy

Economy

Mid-Premium

Super Premium

Premium

Shakti

Double DiamondSargam

Super Shakti


Duncans Tea Duncans Tea LimitedLimited

Brews Ahead . . .Brews Ahead . . .


The Taste of Life

Series

Duncans Tea Limited

Presents


Super Premium Segment - Leaf

Unique blend ofFinest Assam leaf teasand high grown orthodoxleaf tea

Lingering flavour

Rich in anti-oxidents

Attractive consumeroffer

The Taste of Life


Super Premium segment - DustSuper Premium segment - Dust

Finest AssamDust Tea

Strong tea, brightColour, excellentflavour

Attractive consumeroffer

The Taste of Life


Green teaGreen tea

High grown

100% Organic


High grown

100% Organic


High grown

100% Organic

The Taste of Health


Emergence of new brandsSub-Economy

Strong CTC Tea

Target – loose tea endof the market

Proposition – Value for Money


Mid Premium Segment

Strong CTC teaBlended withLong leaves

Unique flavour andStrong teacombination


Strategies and InnovationsStrategies and Innovations


Brand StrategiesBrand Strategies

• Complete product portfolio

• Consumer value above all else

• Target Super-premium market with “Taste of Life” series

• Target health conscious growing segment with “Taste of Health” series


Reach StrategiesReach Strategies

• Tie up with organisations like HPCL / BPCL to reach the consumers at her door step

• Tie-up with IRCTC*(Railways)• With organisations like CSD / CPC to

reach remote locations• Tie up with complementary products to

ensure reach through mutually beneficial programs


Corporate ObjectiveCorporate Objective

• Provide consumer value through innovation

• Quality above all else

• Introduce specialty products and help the market grow

• Promote tea as a health beverage


Channels of distributionChannels of distribution

Duncans Tea LimitedDuncans Tea Limited believesin creating the most innovative

channels of distributionand is open to exports to Small & Medium Retailers , Entrepreneurs

interested to enter into the tea category and enquiries from

consumers

duncans tea ltd slideshare

Business

packet tea companyduncans

shakti tea stronger

total tea consumption

mtpackaged tea market

sargam strong tea

total tea production

mt packaged tea market

duncans tea limited