Page

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INDIAN TEA

The Indian tea is an epitome of taste, warmth and happiness. Tea brings cheers and this
fact is well known to tea lovers all over the world being the largest producer of tea in the
world India also consumes large amount of tea. "Chai" as tea beverage is known in India
has become an essential part of daily life.
India produces finest tea leaf in the World and the Darjeeling, Assam and Nilgiri tea are
becoming very popular all over.
The range of teas in India consists of premium much in demand Darjeeling tea leaf from
Darjeeling tea estates in West Bengal, the strong Assam tea leaf and brisk Nilgiri tea from
Southern India. Each of the tea producing regions in India have their unique and distinct
taste of which the tea drinkers know best. The varieties in India are the white tea leaf,
black tea, green tea, and organic tea. Though consumption of the black tea leaf is wide
spread, the green tea is also becoming popular for its taste and healthy properties.

DARJEELING TEA ESTATE

Darjeeling is situated in the Himalayan ranges in North Eastern India at height of 30005000 ft. Among the most expensive in the world Darjeeling tea leaf has a high flavor and
quality. No wonder it is often referred to as the Champagne of Teas. Darjeeling also
produces the finest of green tea with many estates producing organic version of green tea
leaf for the health conscious as well. It is also the most preferred tea leaf in English tea
rooms.
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 ASSAM TEA
Assamese tea estates constitute the world's largest tea growing area. Assam tea leaf
produces top quality dark liquor with full bodied flavor and strength and is a favorite with
the Indian tea drinkers who prefer a good strong cup of tea in their daily lives.

NILGIRI TEA
Nilgiri hills are also known as the Blue Mountains range in Southern India. The tea
gardens are at a height of 1,000 to 3,000 ft. Nilgiri teas are mild and with characteristic
bright & brisk liquor and light clean flavors.

POPULAR TEA LEAFS

A single plant can give rise to mind boggling varieties of tea types. The main one are
green, black, white and pu-erh teas, these result due to the method of processing and
growing used. The region where tea is grown also plays and important part. The flavors
of tea leaf can be vastly different depending upon where the tea leaf comes from.
Darjeeling tea and Assam black tea are the most popular all over the World.
Other popular forms of tea leaf are pu-erh tea and oolong tea leaf while flavored tea and
spiced tea blends are also gaining popularity all over. The organic tea is simply any kind
of tea which is cultivated using organic manure without the use of pesticides and
fertilizers. Organic green tea and organic black tea are consumed for their health benefits,
but like all organic foods they are costly.
WHITE TEA LEAF

White tea does not undergo fermentation is less popular of the tea types. It is popular in
Fujian province of China. The tea leaf gives colorless liquor, a delicate sweet flavor 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
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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. In various countries different shapes are given to the green
tea leaf depending upon the popularity Green tea is light green/yellow in color, with a
subtle flavor that remind one of the aroma fresh green leaves. The health giving
properties of green tea leaf are well known.
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 color and the liquor is pale yellow and the
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 flavor and the tea leaf give dark brown liquor.
PU-ERH TEA LEAF

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Puerh
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 processes that go into making the
classic puers are closely guarded secrets. It is fermented, sometimes twice, and is often
pressed into cakes or bricks. This makes puer especially easy to store and keep for long
periods. Generally they are robust, earthy teas with a dark red or brown color and
distinctive, mysterious aroma. Puer is widely known in China to have major health
benefits, especially in reducing cholesterol and as an aid to digestion, which makes it the
ideal after dinner tea.
SCENTED TEA

Scented or Flower tea is either green or white tea that has been infused with certain
flowers, which impart a delicate and interesting taste, and of course a wonderful aroma.
As with black tea and milk or sugar, flowers were added to green tea originally to
disguise a less than favorable taste in the poorer varieties. This is still the case with many
commercially produced flower teas, which hide the taste of very cheap tea behind a
strong flowery presence. Flower teas, in particular the delicious jasmine, have gained
such a following both in Asia and the Western world, that many people only drink this
variety. The Seven Cups jasmine teas combine really fine quality green and white teas
with a subtle but distinct jasmine flavor, and are a real treat, especially for dedicated
jasmine fans. They are the best jasmine teas we've ever tasted.
These main types of tea leaves give rise to multitude of varieties that are a product of
specific cultivation methods and the regions where they come from. The season in which
the tea is grown also gives rise to difference in flavor and color.

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AN OVERVIEW OF INDIAN TEA

INDUSTRY

Tea is made from the young leaves and leaf buds of the tea bush Camellia sinensis.
Ancient Chinese and Japanese legends refer to a beverage made from an infusion of dried
tea leaves.
In 1833, the East India Company, after losing its legal monopoly of the tea trade between
China and Britain, began to look for other sources of supply. As a result, the cultivation
of tea in India began in 1834, with the planting of wild tea found growing in Assam in
1823.
The tea industry has an important and special place in the Indian economy.
Tea is the country's primary beverage, with almost 85% of total households in the country
consuming tea.
India is the world's largest producer and consumer of tea, with India accounting for 27%
of the world tea production. India's expenditure on beverages and processed foods
accounts for 8% of food expenditure in rural areas, and 15% in urban areas.
India is also an important tea exporter, accounting for around 12-13% of world tea
exports.
Further, certain varieties of tea (for example Darjeeling) are grown only in India and are
in great demand across the world. All Darjeeling teas possess the lightness of flavor and
fine coloring that set them apart from all other teas.
India's tea industry exports were estimated at Rs. 17.31 billion during FY2006,
accounting for 0.4% of India's exports. In value terms, tea ranks as the fourth-largest
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agricultural product export item from India, with exports of around US$410 million in
2004.
In terms of employment, the tea industry employs around 1.27 million people at tea
plantations and 2 million people indirectly, of which 50% are women.
The last fact is particularly important when we consider that tea industry, to a large
extent, drives the economies of the regions where the tea gardens are concentrated, for
example Assam. Tea is the prime beverage consumed in India, and private final
consumption expenditure (PFCE) on tea, coffee and cocoa aggregated Rs. 134.96 billion
in FY2005, accounting for around 2% of
India's PFCE on food and 0.7% of India's PFCE. The latest available data indicates that
tea accounts for 90.6% for India's consumption of stimulants (tea, coffee, and cocoa
beans), followed by coffee (7.7%), and cocoa beans (1.7%). Tea plantations in India are
mainly located in rural hills and backward areas of North-eastern and Southern States.
The North- Eastern region with 82% of area accounts for 76% of total tea production.
Major tea growing areas of the country are concentrated in Assam, West Bengal, Tamil
Nadu and Kerala. The other areas where tea is grown to a small extent are Karnataka,
Tripura, Himachal Pradesh, Uttaranchal, Arunachal Pradesh, Manipur, Sikkim, Nagaland,
Meghalaya, Mizoram, Bihar and Orissa.
The tea as an agricultural output earns more money for the country than as a
manufactured product. But this by no means indicates that tea manufacturing is a nascent
concept in India.
The only player that has crossed the seven seas to promote branded tea in form of Polypacks etc is Tata Tea. But the fact that there are no other major house which has promoted
itself as a tea manufacturing house provides enough scope to the houses themselves to
improve their status.
The Tea Industry in India is about 170 years old. It occupies an important place and plays
a very useful part in the national economy. Robert Bruce in 1823 discovered tea plants
growing wild in upper Brahmaputra Valley. In 1838 the first Indian Tea from Assam was
sent to United Kingdom for public sale. Thereafter, it was extended to other parts of the
country between 50's and 60's of the last century. However, owing to certain specific soil
and climatic requirements its cultivation was confined to only certain parts of the country.
Tea plantations in India are mainly located in rural hills and backward areas of Northeastern and Southern States. Major tea growing areas of the country are concentrated in
Assam, West Bengal, Tamil Nadu and Kerala. The other areas where tea is grown to a
small extent are Karnataka, Tripura, Himachal Pradesh, Uttaranchal, Arunachal Pradesh,
Manipur, Sikkim, Nagaland, Meghalaya, Mizoram, Bihar and Orissa.
Unlike most other tea producing and exporting countries, India has dual manufacturing
base. India produces both CTC and Orthodox teas in addition to green tea. The weightage
lies with the former due to domestic consumers preference. Orthodox tea production is
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balanced basically with the export demand. Production of green tea in India is small. The
competitors to India in tea export are Sri Lanka, Kenya, China, Indonesia and Vietnam.
There has been a dramatic tilt in tea disposal in favour of domestic market since fifties.
While at the time of Independence only 79 million Kgs or about 31 per cent of total
production of 255 million Kgs of tea was retained for internal consumption, in 2006 as
much as 771 million Kgs or about 81per cent of total production of 956 million Kgs of
tea went for domestic consumption. Such a massive increase in domestic consumption
has been due to increase in population, greater urbanization, increase in income and
standard of living etc.
Indian tea export has been an important foreign exchange earner for the country. There
was an inherent growth in export earnings from tea over the years. Till 70s, UK was the
major buyer of Indian tea Since 80s USSR became the largest buyer of Indian tea due to
existence of the trade agreement between India and erstwhile USSR. USSR happened to
be the major buyer of Indian tea accounting for more than 50 per cent of the total Indian
export till 1991. However, with the disintegration of USSR and abolition of Central
Buying Mechanism, Indian tea exports suffered a set back from 1992-93. However,
Indian tea exports to Russia/CIS countries recovered from the setback since 1993 under
Rupee Debt Repayment Route facilities as also due to long term agreement on tea entered
into between Russia and India. Depressed scenario again started since 2001 due to change
in consumption pattern, i.e. switch over from CTC to Orthodox as per consumer
preference and thus India has lost the Russian market. Another reason for decline in
export of Indian tea to Russia is offering of teas at lower prices by China, South Asian
countries like Indonesia and Vietnam.
The major competitive countries in tea in the world are Sri Lanka, Kenya, China and
Indonesia. China is the major producer of green tea while Sri Lanka and Indonesia are
producing mainly orthodox varieties of tea. Kenya is basically a CTC tea producing
country. While India is facing competition from Sri Lanka and Indonesia with regard to
export of orthodox teas and from China with regard to green tea export, it is facing
competition from Kenya and from other African countries in exporting CTC teas.
Tea is an essential item of domestic consumption and is the major beverage in India. Tea
is also considered as the cheapest beverage amongst the beverages available in India. Tea
Industry provides gainful direct employment to more than a million workers mainly
drawn from the backward and socially weaker section of the society. It is also a
substantial foreign exchange earner and provides sizeable amount of revenue to the State
and Central Exchequer. Presently, Indian Tea Industry is having

Total Turnover of Rs. 10000 Crores.

31 per cent share in global production and 15 per cent of world trade.
Total net foreign exchange earned per annum is around Rs. 1847 crores.
9 tea Auction centers at Calcutta, Guwahati, Siliguri, Cochin, Coimbatore etc.
1655 registered Tea Manufacturers.
2008 registered Tea Exporters.
5148 number of registered tea buyers.
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The labour intensive tea industry directly employs over 1.1 million workers and
generates income for another 10 million people approximately.
Women constitute 50 per cent of the workforce.

Chart 1: Trend in Domestic Tea Prices

Chart 2: Trend in Indias Production, Consumption and Exports of Tea

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Chart 3: Monthly Domestic Tea Prices 2008

Chart 5: Trend in Indias Tea Exports

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Type

Private

Founded

Calcutta, India (1964)

Headquarters

Kolkata, India

Key people

Ratan Tata (Chairman)

Products

Tea

Employees

35,372 (2009)

Parent

Tata Group

Website

www.tatatea.com

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Tata Tea Limited, also known as Tata-Tetley, is the world's second largest manufacturer
and distributor of tea. Owned by India's Tata Group, the Tata Tea Limited markets tea
under the major brands Tata Tea, Tetley, Good Earth Teas and JEMA. While Tata Tea is
the largest tea brand in India, Tetley is the largest tea company in the United Kingdom
and Canada and the second largest in the United States by volume and JEMA is Czech
Republic's leading tea company.
Set up in 1964 as a joint venture with UK based James Finlay and Company to develop
value-added tea, the Tata Tea Group has now product and brand presence in 40 countries.
It is one of India's first multinational companies. The operations of Tata Tea and its
subsidiaries focus on branded product offerings in tea, but with a significant presence in
plantation activity in India and Sri Lanka.
The consolidated worldwide branded tea business of the Tata Tea Group contributes to
around 86 per cent of its consolidated turnover with the remaining 14 per cent coming
from bulk tea, coffee and investment income. The company is headquartered in Kolkata.
With an area of approx 159 km under tea cultivation, Tata Tea produces around 30
million kg of black tea annually. Instant tea is used for light density 100% teas, iced tea
mixes and in the preparation of ready-to-drink (RTD) beverages.
Tata Tea owns five brands in India - Tata Tea, Tetley, Chakra Gold and Gemini. The
company has a 100% export-oriented unit (KOSHER and HACCP certified)
manufacturing instant tea in Munnar, Kerala, which is the largest such facility outside the
United States. Tata Tea has subsidiaries in Australia, Great Britain, United States, Czech
Republic and India., the Tata Tea Group of Companies, which includes Tata Tea and the
UK-based Tetley Group, today represent the world's second largest global branded tea
operation with product and brand presence in 40 countries. Among India's first
multinational companies, the operations of Tata Tea and its subsidiaries focus on branded
product offerings in tea but with a significant presence in plantation activity in India and
Sri Lanka.
The consolidated worldwide branded tea business of the Tata Tea Group contributes to
around 86 per cent of its consolidated turnover with the remaining 14 per cent coming
from Bulk Tea, Coffee, and Investment Income. The Company is headquartered in
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Kolkata and owns 27 tea estates in the states of Assam and West Bengal in eastern India,
and Kerala in the south.

Via subsidiary companies, Tata Tea manufactures 70 million kilograms of tea in India,
controls 54 tea estates, ten tea blending and packaging factories and employs around
59,000 people. The company owns 51 tea estates in India and Sri Lanka, especially in
Assam, West Bengal in eastern India and Kerala in the south. The company is the largest
manufacturer of Assam tea and Darjeeling tea and the second-largest manufacturer of
Ceylon tea.

Product and Brand

The company has five major brands in the Indian market - Tata Tea, Tetley, Kanan
Devan, Chakra Gold and Gemini -- catering to all major consumer segments for
tea. The Tata Tea brand leads market share in terms of value and volume in India
and the Tata Tea brand is accorded "Super Brand" recognition in the country. Tata
Tea's distribution network in the country with 38 C&F agents and 2500 stockiest
caters to over 1.7 million retail outlets (ORG Marg Retail Audit)in India.
The company has a 100% export-oriented unit (KOSHER & HACCP certified)
manufacturing Instant Tea in Munnar, Kerala, which is the largest such facility
outside the United States. The unit's product is made from a unique process,
developed in-house, of extraction from tea leaves, giving it a distinctive liquoring
and taste profile. Instant Tea is used for light density 100% Teas, Iced Tea Mixes
and in the preparation of Ready-to- drink (RTD) beverages.
With an area of approx 15,900 hectares under tea cultivation, Tata Tea produces
around 30 million kg of Black Tea annually.

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An important step for Tata Tea was the acquisition of the Tetley Group (based in the
United Kingdom) in 2000. It was a 271 million ($432 million) leveraged buyout. Tata
Tea reportedly outbid the American conglomerate Sara Lee in what was described as the
largest takeover of a foreign company by an Indian one to date. At the time, Tetley was
the world's second largest tea company after Unilever's Brooke Bond-Lipton and had an
annual turnover of 300 million. It was the market leader in Britain and Canada and a
popular brand in the United States, Australia and the Middle East.
Established in 1837, Tetley was the first British tea company to introduce the tea bag to
the UK in 1953. The tea bag was followed by the first round tea bag in 1989 and the 'no
drip, no mess' drawstring bag in 1997. Tetley now contributes for around two thirds of the
total turnover of Tata Tea.
From 2005 Tata Tea began a restructuring exercise to divest direct ownership of
plantations in India, a process facilitated by subsidized loans from the World Bank's
International Finance Corporation.
In 2007, Tata Tea launched the campaign Jaago Re! To awaken youth to social issues.
The campaign was extended into 2008. In 2009, their campaign revolves around the issue
of corruption with a new ad line 'Ab Se Khilana Bandh, Pilana Shuru'.
The international trade union IUF criticized the company in 2009 for not allowing
statutory maternity leave to pregnant tea pluckers, and for locking out 1,000 workers on
the Nowera Nuddy Tea Estate inWest Bengal for so long that the local government began
distributing food coupons for emergency rations to workers and their families.

Awards Won by Tata Tea

Year

Awards
Tea Board Awards

1989
1991
1992

Nowera Nuddy - Tea board award for highest yields.

Nahorkutia - Tea board award for highest yields.
Nowera Nuddy, Achabam, Velonie - (All India) - Tea
board award for highest yields.
Nowera Nuddy, Sagmootea, Achabam - Tea board
award for highest yields.
Nowera Nuddy, Sagmootea - Tea board award for
highest yields.
Nahorkutia - Tea board award for highest yields.
Nahorkutia - Tea board award for highest yields.

1993
1994
1995
1996

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1997
Powai - Tea board award for highest yields.
1998-2002 Awards yet MOHANI
to be announced
TEAby Tea Board.

Type

Private

Founded

Calcutta, India (1964)

Headquarters

KANPUR, India

Key people

Mr. K.P.Agarwal (Chairman)

Products

Tea

Website

www.mohanitea.com

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Mohani Tea Leaves Pvt. Ltd. (MTL) is synonymous with the finest tea company in the
industry. The company was established with the resolution that its reputation must be
based on the quality of its products. We maintain commitment to quality. It manifests
itself in the imaging, branding and packaging of its entire product range and has helped
us achieve sales target across several states in India and reach out to millions of satisfied
customers.

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In India "Any time is Tea time". Our mornings start with a cup of tea and our evenings
wind up with another. And in between, people out there discuss a lot many important
things over a cup of tea. Tea becomes a silent witness to major business deals. Tea
provides a sigh of relief after a hectic day. Tea forms an important partner in building up
relationship. Tea, in India , is all pervasive. It's an inevitable part of Indian lifestyle. And
we are proud to be a part of this important lifestyle of Indians. We are confident that with
the grace of Almighty, support of our people and associates, we, at MOHANI will
certainly achieve greater heights of success. Through out the endeavor since 1992, our
philosophy has been inspired by the Holy Geeta: "Karmanye Vadhikaraste, Maa Phaleshu
Kadachana" and we will stick to this philosophy forever
The company provides excellent value added quality tea to its esteemed customers. With
a combination of outstanding service to our business associates and value for money
products to our customers, Mohani Tea Leaves Pvt. Ltd. has rapidly gained faith of a
chain of highly supportive business channel partners and satisfied customers, enabling
our business to grow and flourish.

We are a nationwide company focused on manufacturing high quality and strong,

flavoured tea. Passionate about what we do, and how we do it, we have acquired the sort
of knowledge and expertise which we believe is second to none.
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Mohani Tea Leaves Pvt. Ltd. (MTL) is one of the Indias leading tea processing,
marketing and branding companies. Tea buying, blending, producing tea extracts and
packaged tea in various value added forms, bulk packaging, marketing, creating market
reports and forecasting trends - Mohani Tea Leaves Pvt. Ltd., prides in its ability to meet
its customer's needs to their utmost satisfaction, however diverse they may be.

Our Values.....
Continually challenging how we work with the environment, our people and our
communities, and scrutinizing day to day business decisions to make sure that we
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are accounting for long-term sustainability and not only for short-term profit.

Regularly working with all business associates who affect, or can be affected by
the company's actions so that we understand them and are sensitive to their views
and requirements.

Ensuring that we comply industry and international standards

Giving the environment, society and our own economic development equal share
in our strategic planning
Promoting good practice in our areas of expertise, in the community, amongst our peers
and throughout our supply chain management.

Achievements
Special National Recognition Award Winner (for Outstanding
Entrepreneurship)

Awarded by NSIC-CRISIL Rating (SE 1A) for "Highest

Performance Capability and High Financial Strength"

"Mohani Tea Leaves Pvt. Ltd. Awarded Three Star Category from
Directorate of Industries, Uttar Pradesh"

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INTRODUCTION OF TAJMAHAL TEA

The Tajmahal
Group is a multinational conglomerate
company headquartered in Mumbai, India. In terms of
market capitalization and revenues, Tajmahal Group is the
largest private corporate group in India and has been
recognized as one of the most respected companies in the
world. It has interests in steel, automobiles, information
technology, communication, power, tea and hospitality. The
Tajmahal Group has operations in more than 85 countries
across six continents and its companies export products and
services to 80 nations. The Tajmahal Group comprises 114
companies and subsidiaries in seven business sectors, 27 of
which are publicly listed. 65.8% of the ownership of Tajmahal
Group is held in charitable trusts.
Tajmahal companies operate in seven business sectors:
communications and information technology, engineering,
materials, services, energy, consumer products and
chemicals. Every Tajmahal company or enterprise operates
independently. Each of these companies has its own board of
directors and shareholders, to whom it is answerable. There
are 28 publicly listed Tajmahal enterprises and they have a
combined market capitalization of some $60 billion, and a
shareholder base of 3.5 million. The major Tajmahal
companies are Tajmahal Steel, Tajmahal Motors, Tajmahal
Consultancy Services (TCS), Tajmahal
Power, Tajmahal
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Chemicals, Tajmahal
Communications.

Tea, Indian Hotels and Tajmahal

About Tetley
Tetley, a fully-owned subsidiary of Tajmahal Tea Limited, is
the world's second largest manufacturer and distributor of
tea. Owned by India's Tajmahal
Group, Tetley's
manufacturing and distribution business is spread across 40
countries and sells over 60 branded tea bags. It is the largest
tea company in the United Kingdom and Canada and the
second largest in the United States by volume.
After Tetley was purchased by the Tajmahal Group in 2000,
most of its business in Asia has been integrated with
Tajmahal
Tea and the company plans to completely
integrate its worldwide business with Tajmahal Tea by 2006.
The new merged group, Tajmahal Tea Group, is the second
largest tea brand in the world after Unilever.
HISTORY OF TAJMAHAL
1980s
In the early 1980s, the tea industry in India was experiencing
rising input and labor costs and dwindling margins as well as
high taxes. India was facing competition on the world market
not just from China, but also from other countries entering
the business.
In 1983, Tajmahal Tea bought the stake belonging to the
James Finlay group to form the individual entity Tajmahal
Tea. In the same year, the company decided to move from
the commodities business to consumer branding. The first
brand Tajmahal Tea was introduced. This was followed by
other brands like Kannan Devan, Agni, Gemini and Chakra
Gold. In spite of being the largest market in the world, the
concept of branded tea took time to be accepted.
In 1987, Tajmahal Tea set up a fully owned subsidiary,
Tajmahal Tea Inc., in the USA.
1990s
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In the 1990s, Tajmahal Tea decided to take its brands into

the global markets. It formed an export joint venture with
Britain's Tetley Tea in 1992. Other new enterprises included a
majority interest in Consolidated Coffee Ltd. (Tajmahal
Coffee Ltd.) and a joint venture to manage agricultural
estates in Sri Lanka. Tajmahal Tea Inc. in the United States
processed and marketed instant tea from its facility in
Florida, based on sourcing of instant tea products out of
Munnar and Kerala. In 1993, they entered into a joint venture
with Allied Lyons PLC in the UK to form Estate Tajmahal
Tetley.

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Since 1869, Brooke Bond has brought you the perfect tasting tea
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Since 1869, Brooke Bond has brought you the perfect tasting tea experience with the best
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Ashwagandha, Mulethi, Ginger and Cardamom that are proven to improve immunity and
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Red Label Dust

RESEARCH OBJECTIVE
To know relative customer response towards product profile survey of Tata Tea and
Mohani Tea in the Tea Industry.

OBJECTIVE:
1. How people of different age group respond to product profile survey of Tata
Tea and Mohani Tea in the Tea Industry.Positioning strategies use by Tea
companies and their impact on customer.
2. To find out relative customer perception.
3. To find out which Tea company have good advertising and what type of
advertising subscriber like?
5. Role of advertisements on the buying behavior of the customer.

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RESEARCH METHODOLOGY
The research methodology that I undertook for the purpose of this study is enumerated
belowPRIMARY RESEARCH:
This consisted questionnaire and interaction from various people. A focus group study
will be conducted to design the customer survey questionnaire with a sample size of 40
respondents. The survey was conducted in Sagar.
SECONDARY RESEARCH:
Sources of secondary data were primarily the Internet , journals , newspaper, annual
report, database available in the library, catalogues and presentations.

RESEARCH DESIGN: DESCRIPTIVE

Descriptive studies are well structured, they tend to be rigid and its approach can not be
changed every now and then. Descriptive study can be divided in two categories:
(A) Cross sectional
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(B) Longitudinal
Descriptive study is undertaken in many circumstances:
1. When the researcher is interested in knowing the characteristics of certain groups
such as age, profession.
2. When the researcher is interested in knowing the proportion of people in given
population who have behaved in a particular manner, making projection of certain
things.

The objective of this kind of study is to answer the why, who, ,what ,when and how of the
subject under consideration.
I will be taking descriptive because my research includes the knowing the behavior of
customer towards advertisement. I will be working on to know how people of various age
group respond to different advertising or their perception towards advertisement. Also my
survey is related to two companies Tata Tea and Mohani Tea.

TYPES OF QUESTIONS:
OPEN ENDED:
They give the respondents complete freedom to decide the form , length and detail of the
answer. Open questions are preferred when the researchers is interested in knowing what
is upper most in the mind of respondents.
DICHOTOMOUS:
This type of questions have only two type of answer, yes or no. true or false etc.
MULTIPLE CHOICE QUESTIONS:
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In the case of multiple choice question the respondents is offered two or more choices.
The researcher exhausts all the possible choices and the respondent has to indicate which
one is applicable in this case.

DATA ANALYSIS
AND
INTERPRETATION

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DATA ANALYSIS AND INTERPRETATION

After the data collection, it was compiled, classified and tabulated manually and with
help of computer. Then the task of drawing inferences was accomplished with the help of
percentage and graphic method. Different suggestions given by me to the Company after
analyzing the views of every respondent are also given in the report.
Keeping in mind the objectives of the study, the survey was being done and following
interpretation was being drawn.

DEMOGARPHIC FEATURES OF REPONDENTS

1. Sex ratio of the respondents
S.NO.

PARTICULARS

NUMBER

%AGE

MALE

32

80%

FEMALE

20%

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INTERPRETATION: The graphical representation of the table shows that out of 40

respondents 32 were male and 8 were female.

2
S.NO.
A
B
C
D

AGE GROUP OF RESPONDENTS

PARTICULARS
15-25
25-35
35-45
45 above

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30

NUMBER
16
8
10
6

%AGE
40%
20%
25%
15%

INTERPRETATION: The graphical representation of the table shows that out of total
respondents 40% were of age 15-25, 40% 25-35, 20% , 35-45, 25% and rest were above
45.

3.
S.NO.
A
B
C
D

LITERACY RATE AMONG THE RESPONDENTS

PARTICULARS
MATRICULATE
INTERMEDIATE
GRADUATION
POST-GRADUATION

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NUMBER
4
12
16
8

%AGE
10
30
40
20

INTERPRETATION: The graphical representation of the table shows that out of total
respondents 4 were matriculate,12 were intermediate,16 graduate and rest 8 were
postgraduate.

4. Which Brand you prefer most ?

S.NO.
A
B
C

PARTICULARS
TATA TEA
MARVEL TEA
OTHERS
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32

NUMBER
24
12
4

%AGE
60
30
10

INTERPRETATION
The 24 person were used Tata Tea and 12 person were used Mohani Tea
and 4 were used other.

5. For how long you are using this Tea Product?

TATA TEA
S.NO.

PARTICULARS
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33

NUMBER

%AGE

A
B
C

Less than 1 Years

1-3 Years
Above 4 years

2
3
7

16%
25%
58%

Interpretation
Two person were used since one year and three were used since one to three
years and seven were used since above four year.

MOHANI TEA
S.NO.
A
B
C

PARTICULARS
Less than 1 Years
1-3 Years
Above 4 years
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34

NUMBER
4
5
7

%AGE
25%
31%
43%

INTERPRETATION
The four person were used since one years and five were used since one to
three years and seven were used since two year

OTHERS

S.NO.
A
B
C

PARTICULARS
Less than 1 Years
1-3 Years
Above 4 years

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35

NUMBER
4
2
8

%AGE
28%
14%
57%

INTERPRETATION
The four person were used since less than one years and two were used
since one to three year and eight were used since four year.

6. What were the reason for choosing this tea brand?

TATA TEA
S.NO.
A

PARTICULARS
Recommended by friends and

NUMBER
2

%AGE
15%

B
C
D

relative
Recommended by retailer
Brand image
Advertisement

4
2
5

31%
15%
38%

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INTERPRETATION
Two were recommended by friends and relative and four were by retailer
and two were by brand image and five were by advertisement.

MOHANI TEA
S.NO.
A

PARTICULARS
Recommended by friends and

NUMBER
1

%AGE
0.33%

B
C
D

relative
Recommended by retailer
Brand image
Advertisement

5
2
4

41%
17%
33%

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INTREPRETATION
One were recommended by friends and relative and five were by retailer
and two were by brand image and four were by advertisement.

OTHERS
S.NO.
A

PARTICULARS
Recommended by friends and

NUMBER
3

%AGE
12%

B
C
D

relative
Recommended by retailer
Brand image
Advertisement

10
8
4

40%
32%
16%

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INTERPRETATION
Three were recommended by friends and relative and ten were by retailer
and eight were by brand image and four were by advertisement.

6. While purchasing a tea brand does advertisement plays any role?

S.NO.

PARTICULARS

NUMBER

%AGE

Yes

32

80%

No

20%

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Interpretation
The eighty person were say yes and twenty were says no.

7. from where you watch the advertisement most?

S.NO.
A
B
C
D

PARTICULARS
Television
Radio
Newspaper
Magazines

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40

NUMBER
26
0
8
6

%AGE
65%
0%
20%
15%

Interpretation
The mostly people sees advertisement in the television.

FINDINGS
1. Maximum respondents were using tea product above
more than four year.
2. People like to watch advertisement on television
mostly.
3. Respondents like to purchase tea brand based on
advertisements and schemes.

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4. Maximum respondents were in favor of that, Tatas

advertising is better than other companies.
5. Maximum number of respondents was in favor of that,
they would like to become loyal for the product

LIMITATIONS

In every Research process, there is chance of errors and errors lead to

uncertainty. Errors, which have affected the study, were:
Due to lack of time, I could not cover all over Sagar so that my study
was restricted to South Sagar only.
Some time Co-operation from respondents was missing.
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 Most of the time respondents were not interested to answer the

Question, taking it as ordinary matter of the company.
Most of the times respondents were biased and having shortage of
time.

Conclusion

Any research without conclusion is aimless. So, reaching an unbiased and

unambiguous conclusion is our requirement. We have seen in the section two that
the comparison proved to be largely in favour of the Tata tea, no matter which
category is selected during the comparison. This compels us to conclude that
amongst the Tata tea and Mohani tea, Tata tea brand are a better choice because
they are better in terms of quality and Price.
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Tata tea & Mohani tea , Indias leading private sector tea industries product
providers are not largest only in the customer base segment but also are head of
its competitors when we talk about its promotional strategies. The project titled,
TO KNOW THE CUSTOMER RESPONSE TOWARDS ADVERTISING BY
-TATA TEA AND MOHANI TEA helped us to find out the attitude of people
towards advertisement and also the effect of advertisement on their buying
behavior.
Building of brand image plays a very important role in the eyes of the customer
for the future prospect.
Advertisement also plays a major role when it comes to buying a new product of
that company.

Recommendation/suggestions
All tea industry players should also focus on their new customers
apart of retaining old customers.
Company should focus on building of brand image so that they can
relate with the product.
Feedback should be taken from time to time.
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 Its true advertisement plays very important role but word of mouth
should not be neglected.
Tea industry players should communicate certain values in order to
build brand image apart of being informative.
Its true important to build the relation with the viewers so that they
can relate to the advertisements.

REFERENCES
BOOKS
Marketing Management

: Philip Kottler
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45

Marketing Research

: Philip Kottler & Others

INTERNET
www.tatatea.com
www.wikipedia.com
www.google.com
www.mohanitea.com

QUESTIONNAIRE
1. Name _________________________________________
2. Sex:

(a) Male

(b) Female

3. Age:

(a) 15-25

(b) 25-35
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46

(c) 35-45
4. Education:

(d) Above 45

(a) Matriculate

(b) Intermediate

(C) Graduation

(d) Postgraduate

5. Which Brand you prefer most?

a) Tata Tea

b) Mohani Tea

c) Any other

6) For how long you are using this Tea Product?

a) less than 1 years.
b) 1 to 3 years
c) Above 4 years
7. what were the reasons for choosing this tea brand ?
a)
b)
c)
d)

Recommended by friends or relatives.

Recommended by retailers.
Brand image
Advertisement

8. While purchasing a connection advertising plays any role?

a) Yes

b) No

9. From where you watch the advertisement most?

a) Television
b) Radio
c) Newspaper
d) Magazines
10. Which tea brand have good advertising?
a) Tata Tea
b) Mohani Tea
c) Any other
11. How quickly did advertisement of the Tata Tea catch your attention?
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a) Very well
b) Somewhat well
c) Undecided
d) Not at all.
12.How quickly did the advertisement of the Mohani Tea catch your attention?
a) Very well
b) somewhat well
c) undecided
d) Not at all
13. Do you think that advertisement made by company informs you about there products?
.a) Yes
b) No
c) Undecided
14) Based on advertisements made by company, would you like to become

loyal for the product?

a) Yes.
b) No.
c) Not decided.
Address __________________________________________
__________________________________________
__________________________________________
Phone no. ________________________________

Thanks for your valuable time and co-operation

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