Tata Tea

INTRODUCTION We human beings need some triggering to boost our energy (or) for achieving our targets. But also a very few percentage of the worlds population may not require any such triggering who form the minute part of world if compared with the beings who generally require such triggering. This triggering may be obtained from many ways like some may boost their energy for whole day by just a morning walk, a morning exercise (or) may be just by reading morning news magazine starting from this type of triggering the mental power of man has became habituated to this, he feels he need something to open his brain which may also include consuming of hot (or) cold drinks (or) smoking etc.. Tea is the relaxing, refreshing and stimulating drink. It is the world s most consumed

hot beverage. Research in tea has sown that has flavored, which has excellent antioxidant properties tea is a natural health drink and does not contain any additive (or) preservative. Tea is the most consumed beverage in the world, and most popular non-intoxicating beverage enjoying by the rich and poor alike, thus greatly affecting the likes of many people in many countries. Tea is a very popular drink whose demand is relatively insensitive to price. This hot (or) cold drinks involves a main item which is beverage may be tea which has its dominant effect in boosting human bring. The maximum percentage of the worlds population depends on this, it doesnt categorizes the class (or) colour (or) creed of the people there is no communism, high class of people require this (or) the low class doesnt. If history is viewed it gives a glance that these beverages has made its successful travel from ancient times to now a days of course it has achieved a superior quality right now. Consuming these beverages may give a slight problem to the human health but as it is known a coin has a head and a tail and a weapon can be used for protecting (or) districting hence this beverage is used as a weapon for human health it can also be used both. Tea is a semiagricultural product made from drying and processing the leaves of the plant and its supply is sensitive to weather conditions. Tea plantation and production is highly labour intensive labour cost accounts for around 60% of the total cost of the production
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INDUSTRY PROFILE GLOBAL TEA OVERVIEW : At the turn of the century (2000/2001) the global tea industry reached a crucial threshold. In medium to long term projections, world tea production started outstripping world tea consumption, which was not good news for tea industry players. Global tea prices reached an unprotected peak in 1984, due to factors, such as the decline in world output, and an export ban imposed by India. But in the last 17 years, world tea prices have never reached that magic US $ 2.40 per k.g. mark whether at auction centers in Colombo, Kolkatta, Mombassa, (or) any other production destination. Demand and supply has more (or) less maintained equilibrium over the last decade, with an edge for production over consumption. Year on year performance fluctuated according to the extent of crop success in individual countries, and import demands by major buyers. PRODUCTION PATTERNS : Global tea productions of black tea and green tea went up by about 60% in the last 20 years, from 1.85 billion k.g. In 1986, to almost 3 billion k.g. by 2006. All major world producers increased output, except the former Soviet Union, which suffered a dramatic drop of 90%. China doubled its crop, and Kenya increased its output threefold. Production in Sri Lanka and India each grew by 50%. Sri Lankan gains were made since the 1992 privatization of state owned plantations, and their dominant low grown tea shows great promise. IMPORTS : U.K. began the period as the dominant importer but lost the position to the Soviet Union in 1980, the British purchased 210 million k.g. and apparently consumed about 180 million k.g. while U.K. imports have diminished to 155 million k.g. Today, the former U.S.S.R. had absorbed 192 million k.g. by 2000. The top 4 importers U.K., Pakistan, U.S.A., and Egypt

maintained intake at about the same levels, though rankings fluctuated. The other smaller importing countries increased their total imports from 60 to 110 million k.g.
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Ignoring the Soviet Unions figures, where a domestic industry in decline forced increased imports, the outstanding result has been Pakistans doubled needs. Since the 76 million k.g. purchase din 1986, Pakistan off-takes officially reached 111 million k.g. EXPORTS : Asia still dominates global tea, but their export share declined progressively. Tea exports from Africa have moved up from 19-25% between 1986 and 1996, upto 26% by 2006. South America and other regions have remained static at around 5-6%. Total world tea exports, including green tea, were 852 million k.g. In 1986, rose to 1,077 million k.g. by 1996, and

further climbed to 1,322 million k.g. in 2006. Kenya almost doubled its export share with an increase from 9-16%. Chinas share also grow from 11-17%, green tea being its main strength. Sri Lankan and Indonesian market share have remained static at 21% and 8% respectively. RETENTION : As a percentage of the total world crop, the net volume retained for domestic consumption by all producer countries in 2006 (1620 million kg) was 55%. In the last 15 years, the total volume retained by growing nations as a percentage global tea output has changed little. So, more than half the worlds tea is consumed in producer countries. Analysis predict that domestic absorption in producer countries, such as India, China, Sri Lank, Bangladesh, and Indonesia will grow faster in the next decade. EXPORT REVENUE (VALUE) Value for the last 15 years have Sri Lanka ahead, with significant margins over India, Kenya, and China. Runner up Kenya short from US $ 198 million to 545 million between 1987 and 2003. However, the Kenyan total export value declined to US $ 49.9 million by 2005. In 2003, Sri Lankan total exports were 265 million k.g. compared with 263 million k.g. Exported by Kenya. Although export volumes of both countries were similar, Sri Lankan earnings were higher at US $ 747 million than Kenyas US $ 545 million returns. It proves the strength of Sri Lankan value added tea exports (bags and packaged), where were higher than all other producer nations.
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COMPANY PROFILE TATA Tea Ltd., is one of the largest integrated tea companies in the world and is among the best performing companies in the corporate sector in India. The company has achieved its current position of leadership through several innovative measures in its plantations, factories and the market place. The name TATA is well trusted by one and all and had established itself as a symbol of world class service, quality and reliability. TATA Tea has a 100% export oriented tea company, which is the largest outside the U.S.A. TATA Tea also operates as a blender marketer in the domestic packet tea market. The company also has a significant presence in spice and coffee. The company is recognized for pioneering the introduction of several enlightened labour management practices in the tea industry. The company is organized into several profit centers, each of which operates as an independent division. The packet tea division of the company is located at Yeshwanthpur. The packet tea division is in the business of marketing various brands of teas in an immensely competitive packet tea market. The packet tea division buys in the necessary teas for its teas, packs them at its factory and markets them in several states primarily in South India, Central and Western India. .BACKGROUND OF THE COMPANY : The TATA group entered the packet tea business in 1961-62. It started of as a joint venture with James Finlays of Scotland, who owned and managed several tea plantations in India at that time. The company started out with an instant tea factory at Munnar, Kerala and a blending and packaging unit at Bangalore. Sir. Johnmuir, Chairman of James Finlay, inaugurated the packet tea division at Bangalore on 4th March 1964. commenced only in mid 1964. Initially the company went through a difficult phase, as consumers no readily accepted its products. The years 1965-66 saw drastic reductions in the labour force and also the divisions loser rapidly eroded its capital bas.
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The situation stabilized in 1967-68 as the company received export orders from Iran, Iraq and Middle East countries. Domestic operations also began displaying an upturned and all accumulated losses were slowly but steadily offset. In 1972 the company received an export award form the Government of India for its outstanding performance on the export front. In 1983, the TATA group under the leadership of Mr. Darbari Seth acquired the tea plantations and other related interests of James Finally in India. Thus was born TATA Tea Ltd., a 100% Indian owned company. The Bangalore unit has never looked back since then and has moved from strength to strength. TATA Tea was the first tea company in India to set up processing and packing facilities at the tea estates itself. The company has a fully automated advanced tea factory at Madupatty in Munnar. This instant tea manufacturing facility for exports, located at Mannur, is the largest instant tea factory outside USA. Tata tea also has a factory at Chundavurri in Mannur, which is the largest Orthodox tea factory in the world. At the movement, tata tea is the leading plantation company in India and also perhaps the largest integrated tea producer in the world with more than 50 tea estates across the country. In fact, in the year 2005 the company produced approximately 58.5 million kilograms of tea. It was also in the same year that the company acquired the entire share holding (worth 271 million) of the worlds second largest branded tea company. Tetley group limited through its subsidiary, tata tea limited. The company expects to foreign markets following the acquisition. This take over has gained international recognition for the tata tea. The combined turnover of TATA and Tetley brands is expected to be 2800-2900 crores. Tetley Tea brands has over 22% share in the Canada Tea market.In the packed branded tea segment, Tata tea now is the second largest player in the country with 22 percent market share. The company has stated focusing on branded tea and has a number of regional brands in its portfolio. The acquisition of Tatley tea brands will surely make tata tea, a gain in the world tea market. The company is now considered introducing products under the Tetley brand name in India as part of expansion. VISION AND MISSION : VISION :Be an exemplary corporate citizen, upholding tata values with total commitment to our customers and all stakeholders for sustained growth.

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MISSION : Customer is our universe. We will provide our customers with the type of tea they desire of consistent quality and high standard. By striving for exceptional performance and adding

value in every field of our endeavor we aim to meet expectations of all our stakeholders. GROUP PURPOSE STATEMENT : Our purpose in Tata is to improve the quality of life in India through leadership in sectors of national economic significance to which the group can bring a unique set of capabilities. Our past success in delivering such purpose provides the basis for our belief in the future and our role in it. Our group size and scale will provide management and financial resources to profitably cater to the emerging opportunities and to develop globally competitive skills to succeed in this endeavor. Our long term success requires us to considerably focus our portfolio, our management efforts and our investment priorities so that group synergy is brought to bear at the point of delivering value to the customer. The enormous group resources in people and finance needs to be re-architecture so that the whole is larger them the sum of its individual parts. Our heritage invokes trust among consumers, employees, shareholders and the community. This is a precious heritage, unique in India, and will not only be preserved, but also enriched by formalizing the high standards of behaviuor expected from our employees and the companies in the years to come. The Tata name is a unique asset representing leadership with trust. Leveraging this asset to unify our companies is the route to long term success and delivery of returns to the shareholders in excess of the cost of capital. CORPORATE PURPOSE STATEMENT : Our purpose in Tata tea is to continue to remain a dynamic force in the Tea industry in India and to take the steps for being a similar force in the global tea industry. We are committed to a sustained growth of the company along all dimensions. In this endeavor the core values of Tata tea will be our anchors and our energies. Customer focus,
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integrity. Tenacity, team work commitment to society and environment the basic purpose of Tata Company, set in the context of the tata groups leadership with trust will guide all the activities that tata under take in order to achieve our goals. THE VARIOUS BRANDS OF TATA TEA LIMTIED : TATA Tea Brahmaputra Chakra Gold Kannandevan Gemini Leo Lucky cup Agni Tata Tetley Temptation

THE MAIN COMPETITORS OF TATA TEA LIMITED : Brooke Bond Lipton India Limited Duncan Kasturi And others.

FINANCIAL REPORT OF THE COMPANY : A Tata company shall prepare and maintain its accounts fairly and accurately in accordance with the accounting and financial reporting standards which represents the generally

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accepted guidelines, principles, standards, laws and regulations of the country in which the company conducts its business affairs. Internal accounting and auditing procedures shall fairly and accurately reflect all of the companys business transactions and disposition of assets. All required information shall be accessible to company auditors and other authorized parties and government agencies. There shall be no will full omissions of any company transactions from the books and records, no advance income recognition and no hidden bank accounts and funds. TATA TEA SENIOR MANAGEMENT : Name Mr. P. Siganporia Mr. V. Venkiteshwaran Mrs. S. Talwar Mr. L. Krishnakumar Mr. D.K. Sen Mr. D. Borah Mr. S. Swaminathan Mr. K.N. Desai Designation Managing Director Executive Director Executive Director Sr. Vice President Finance & IT Vice President & Company Secretary Vice President NIPO Director Special Projects Vice President Tea buying and Blending and Bulk Tea Sales Mr. A. Sengupta Mr. A. Hazarika Mrs. A. Madeka Mr. B. Bordoloi Vice President HR C.E.O., Tata Tetley, Cochin General Manager Finance General Manager Guwahati Branch
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Mr. P. Dant Mr. John Mathai Mr. R. Sunder Mr. S. Ravi

General Manager Sales & Mkts, Bangalore Chief Internal Auditor Corporate Quality Head (CBE) General Manager ITO

PRODUCT PROFILE INTRODUCTION : Tea is a beverage, produced by steeping top leaves and buds of the tea plant in freshly boiled water. Tea is consumed as either a hot (or) a cold beverage by about one half of the worlds population. Yet it is second to coffee in commercial importance, largely because a significant portion of the worlds tea crop is consumed in the growing regions. Today tea is a grown and exported principally by India, Ceylon, Indonesia, and the central African countries. Smaller quantities are produced in Formosa, Brazil and Argentina. There are also some countries that produce large quantities of tea but use practically all they produce, so they have little to export. Among them are China, the Soviet Union, Japan, Pakistan and Turkey. Tea is used as a beverage in practically all the countries of the world. The United Kingdom is by far the greatest consumer. It imports more than fifty pound crore a year. This is almost four times as much as that imported by the United States, the second largest importer. Tea discovered possibly more than four thousand years ago, has become a drink known and used today in practically every comer of the globe.

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BRIEF EXPLANATION ABOUT VARIOUS PRODUCTS: A) GEMINI BRAND : The brand Gemini is a dust tea, sold in the states of Andhra Pradesh, Madhya Pradesh, Chattisgarh, Tamilnadu and Karnataka. However the focus of this brand is to be a strong regional player in the state of Andrha Pradesh. This bound has a high component of Assam tea, which lends to its unique strength, taste and colour. Geimini is the market leader in its price segment and has been re-staged twice since 1996. The brand has been successfully positioned as A strong tea for strong family relations. The brand caters to a wide spectrum of consumers in the socioeconomic category, primarily women in the age group of 25. The brand in its major re-launch effort in 1996 changed the packaging format to carton packs for the 500g and 250 g pack offerings. In 1997 the also introduced small pack sizes. The pack design and packaging underwent a radical change to a more contemporary design yet maintaining the brands visual elements that, the brands consumers, relate to in a very strong manner. The brand caters to a wide spectrum of discerning consumers and presently the brand has started to go away from soft packs using aluminum foil to a variety of laminates. The 1kg pack today is packed in standee packs with a zipper lock so as to ensure protection of the tea from external odors and moisture, yet allowing the user to use the contents as and when required. The soft packs are now packed in international standard luminates and are available in the 100g pack size and sales contribute significantly to Geminis kitty. B) KANAN DEVAN TEA : The Kanan Devan Tea story begins in the late 19th century when the First European Settlers came to the Kanan Devan Hills in the state of Travancore. Braving a inhospitable terrain the early planters started cultivating tea bushes in the fertile forest land of the western ghats. The tea they produced was exported to Europe and other countries throughout the world. By 1896 a society was formed among the 26 small holdings called the Kanan Devan Hills produce
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company. While a major portion of the produce was exported, in 1916 the surplus tea from the Kanan Devan Hills started being distributed in south and central India through the local tea sales department. A network of dealers was set up to distribute the tea, a major portion of this network is still intact in Kerala and others states. The Finlay and major company held control over most of estates till 1964 when James Finlay entered into collaboration with the TATAs for setting up an instant tea factory in Kanan Devan Hills. In 1976. The Tatas took over the tea production and marketing operations of James Finlay and a new company Tata Finlay Ltd., was born. Today 23 estates from the home of Kanan Devan Tea a heritage brand of Tata tea. Specifically soured from the Kanand Devan Hills, Kanan Devan tea is characterized by its unique taste preferred throughout south India. It is also perhaps Indias only single source Tea much akin to a fine single malt. The Kanan Devan USP. Today the brand is a leader in its own right throughout south India selling about 7 million kgs of tea.Kanan Devans market share in the south zone is 9.8% and the brand sells in Kerala, Karnataka, Tamil Nadu and Goa. C) TATA TEA PREMIUM : Tata Tea, the flagship brand of our company, was launched in 1987. The brand promises a cup of tea that gives asli taazgi (real freshness) to the consumers. Tata tea used tea leaves picked from our own gardens, packed then and there at the gardens, thus sealing in the real freshness of the gardens. The bagano ki taazi (Garden freshness). Proposition appealed greatly to our consumers and made our brand a huge success. Tata tea still maintains and delivers on its promise of bringing a refreshing cup of tea to the consumers, from the choicest tea leaves. Real freshness, Real fun : Through the years Tata tea has managed to communicate the freshness that it promises through the pep and zeal of its advertising campaigns. Catchy ad lines and memorable jingles have always been the hallmark of our communication with the consumers. In 2005, Tata tea has successfully positioned itself on the `asli taazgi, asli mazaa (real freshness, real fun) plat form.

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Freshness in a new pack : In 1999 Tata tea changed its pack to make it more youthful and vibrant and launched the green polypack that it is currently available in Tata tea is sold in both the leaf and dust variants. The dust variant is sold in red poly packs in some regions. It is retailed in 1 kg jars, 500 and 250 gm jars/ poly packs, 100gm, 50gm, and 1 Re poly packs. Tata Tea - where it stands today : The target group for Tata tea cuts across all socio economic classes. High quality product offering at reasonable prices coupled with an effective communication strategy with the consumer has won the brand several thousand loyalists across the country. Little wonder then, that tata tea is today the single largest national tea brand in the country with a market share of 7%. The brand it self harmonized to stay contemporary and relevant through continuous efforts to rejuvenate it. This is corroborated by the annual brand equity study of the most admired brands in the country which ranks tata tea first among all tea brands and 30th over all, across the all categories. D) CHANDRA GOLD BRAND :

Golden taste : Chakra Gold tea is a blend of high quality Assam CTC Dust Teas. Chakra Gold is a strong No.2 bran din the high quality and high priced premium dust tea market of south India. The consumer communication of the brand centered on the Golden moments in the consumers life has been well received and the same theme of Golden touch and Golden woman have inspired millions of consumers across south India to be loyal consumers of Chakra Gold, Golden Taste. Consumer promotions have been an important part of the brand communication. The promos of Chakra Gold were unique. Starting from the school time table promo to golden future promo etc. The brand was promoted through many innovative activities geared towards bringing in more and more trials and visibility and loyal customers. Chakra Gold is available to household consumers in a sleek, trendy and extremely attractive, international guill packaging.

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E)

AGNI BRAND : Agni was launched in the economy segment of the packet tea market and within a few

months of launch over took the market leader, to become the undisputed No.1 brand in this segment. To meet the expectations of the economy segment consumers who wanted a strong cup of tea, Agni was positioned as Josh Se Bhari, Daam Me in Khari; Asli Kadak Chai (full of strength at an unbeatable prices, the real strong tea). All the packaging elements were

accordingly designed to reinforce the positioning of strength, namely; the brand name Agni, the pack colour red, and the pneumonic of tea leaves bursting into flames. Agni was launched in leaf form (in north, east and west India) as well as dust forms (south India and Maharastra). The brand positioning of Agni was epitomized through Sridevi, the actress, as the brand Ambassador. The Agni woman, as potrayed by Sridevi, was of one who wanted only the best for her family and one who was in command of her life. The association between Agni and Sridevi is so strong that even today, amongst many consumers, the 2 names are synonymous with each other. The launch advertisement campaign for Agni was unleashed amidst a high impact media blizkrieg in December 1998. The impact fully TV commercial (TVC), backed with extensive press releases and road shows created tremendous awareness. These were extensively supported with below the line activities and the brand becomes a runaway success over night. The impact of this launch was so high that the TVC not only registered the highest awareness levels among consumers, it also ranked as the most liked commercial of the tea category. Agni was tata tea limits (TTLs) largest national brand launch, after the successful launch of tata tea, the flagship brand, in the 1980s today Agni is the 2nd largest brand in TTLs portfolio in volume terms, with an all Indian market share of 3.4%. F) TEMPTATION BRAND : Tata tea is now offering consumers great value with the launch of Tata tea temptation a premium, orthodox leaf tea. Temptation will offer tea connoisseurs a rare flavor of Assam leaf that delivers a unique taste and aroma. Tata tea temptation is the first among many new products to come from Tata tea limited and can be attributed to the companys sharply focused philosophy. The customer is
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sovereign. The customer defines what they want, we refine it, keeping in line with this commitment towards consumers, Tata tea has always strived to give its consumers the tea they desire.Further, in keeping with this philosophy, the company also studies in depth the preferences of people in different regions and introducer new blends to satisfy varied regional tastes.Tata tea temptation is a superior blend of finest orthodox teas from select gardens in Assam. This process retains the leaves unique balance of taste and aroma. The company is convinced that tata tea temptation will fulfill the discerning consumers search for a tea that offers this perfect balance in their choice of brand. G) TATLEY BRAND : On 10th Tatley is the second biggest tea bag brand world wide, with sales in a number of key markets across the globe. Tatley is a brand leader in both the UK and Canada, is a well

established major brand within both the USA and Australian tea markets, and has a developing presence in France, Poland and Russia, Tatley also holds brand leader ship (or) significant shares within a number of other world tea markets. The Tetley group has around 1100 employees world wide. Tetley currently has one manufacturing site in the UK, one in Australia, and two in USA and one, together with our joint venture partner, Tata tea limited, in India. For the year to March 1999 the Tatley group generated operating profit before exceptional restructuring charges of $25 m on (pounds) a turnover of L 323 m. March 2006 the sales of the Tetley group to Tata tea limited, one of the worlds largest integrated tea business was completed. H) TATA TEA LIFE Cup of life: The TATA tea company recently introduces a new product i.e., TATA tea life it is purely flavoured tea, the ingredients used are Tulsi, Brahmi, Cardamom, Mint and Ginger. This new product was introduced by Executive Director Sangeeta Talwar, and Tata Tea Managing Director, P.T. Siganporia to the market on March 12th 2007 with a hope of meeting customer expectations.

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CONCLUSION The Tata brand of tea is coming from the Tata Tea industries is known for quality and performance in the domestic and international markets. On the basis of the survey done, taking 50 as samples, it has been proved that there is a great demand for taste in the market and as the society has been divided into high and low class of people, all prefer for the good taste but the lower class of people want the prices should not be factor for rejecting the product and it should be compensated. Although people are changing the choice of selection for need of new taste but in case of Tata Tea the requirement is same (or) it can be said that the public demand is increasing, this is only because the Tata Tea Ltd., has also given importance for the need of the people and is fulfilling for their demand all the way from past to the present.

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BIBLIOGRAPHY News papers THE HINDU BUSINESS LINE

Reports and Records of the Dealer Websites www.tatatea.com www.tatateaindia.com www.google.com

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Balance Sheet of Tata Tea

Mar '13 12 mths Sources Of Funds Total Share Capital Equity Share Capital Share Application Money Preference Share Capital Reserves Revaluation Reserves Networth Secured Loans Unsecured Loans Total Debt Total Liabilities 25.94 25.94 0.00 0.00 -3.19 0.00 22.75 0.00 9.00 9.00 31.75 Mar '13 12 mths Application Of Funds Gross Block Less: Accum. Depreciation Net Block Capital Work in Progress Investments Inventories Sundry Debtors Cash and Bank Balance Total Current Assets Loans and Advances Fixed Deposits Total CA, Loans & Advances Deffered Credit Current Liabilities Provisions Total CL & Provisions Net Current Assets Miscellaneous Expenses Total Assets Contingent Liabilities Book Value (Rs)
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------------------- in Rs. Cr. ------------------Mar '12 12 mths Mar '11 12 mths Mar '10 12 mths

Mar '0

12 mt

25.94 25.94 0.00 0.00 -1.89 0.00 24.05 7.23 0.00 7.23 31.28 Mar '12 12 mths 90.15 73.01 17.14 0.00 0.00 17.29 7.57 0.21 25.07 7.32 0.00 32.39 0.00 16.12 2.12 18.24 14.15 0.00 31.29 2.00 9.27

25.94 25.94 0.00 0.00 -1.39 0.00 24.55 4.00 5.00 9.00 33.55 Mar '11 12 mths 93.13 78.95 14.18 0.05 0.00 22.93 12.91 5.42 41.26 5.63 0.00 46.89 0.00 25.22 2.33 27.55 19.34 0.00 33.57 2.02 9.47
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25.94 25.94 0.00 0.00 -2.20 0.00 23.74 0.00 0.00 0.00 23.74 Mar '10 12 mths 88.82 76.24 12.58 0.00 0.00 14.52 9.07 5.90 29.49 4.49 0.00 33.98 0.00 20.55 2.27 22.82 11.16 0.00 23.74 2.08 9.15

25. 25. 0. 0. -3. 0. 22. 0. 1. 1. 24.

Mar '0

12 mt

87.41 75.24 12.17 4.79 0.00 7.36 24.26 7.49 39.11 7.68 0.00 46.79 0.00 30.96 1.04 32.00 14.79 0.00 31.75 2.06 8.77

87. 74. 12. 0. 0. 11. 7. 3. 22. 9. 0. 31. 0. 17. 2. 19. 11. 0. 24.

2. 8.

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