Indian Tea Market: By Type: Black, Green, Oolong, White; By Packaging: Loose Tea, Plastic Containers, Paper Boards, Aluminium Tin, Tea Bags; By Distribution Channel: Supermarkets/Hypermarkets, Speciality Stores, Convenience Stores, Online Retailers; By States: Assam, West Bengal, Tamil Nadu, Kerala, Karnataka; Historical Production and Consumption (2014-2018); Production and Consumption Forecast (2019-2024); SWOT Analysis; Trade Analysis; Cost Analysis; Competitive Landscape

Tea Market in India Key Insight:

Market Outlook

The tea market in India is being driven by the healthy production and consumption of the beverage. In 2018, nearly 1.08 million tons of tea was consumed in the country. The market in the country is projected to witness a further growth in the forecast period of 2019-2024, growing at a CAGR of 4%. In 2024, the tea market in India is expected to attain 1.37 million tons.

India is the second largest producer of tea, globally, after China. The country is also a leading consumer of the beverage and accounted for nearly a fifth of the global consumption in 2016. India attained the highest exports of tea in 2017 in almost four and a half decade. However, the annual growth of the exports from the country was only moderate due to the high domestic consumption. Almost 80% of the total output in India is consumed domestically. The per capita consumption of the beverage in the country has witnessed a significant increase in the last decade.

North India is the leading region for the industry in India, accounting for over three-fourths of the industry. Assam is the major tea producing state in the country followed by West Bengal. According to the place of origin, Assam and Darjeeling types are globally the most recognised types of the beverage. South India accounts for nearly a fifth of the industry with the production concentrated in the Nilgiris. While the region has a significantly lower output than North India, the industry in the region is being driven by its production of premium varieties of superior quality. By types, black tea is the largest segment in the tea market in India. Between 2008-2017, the black variety of the beverage witnessed a moderate annual growth of 3.3%. The consumers are increasingly choosing packaged over unpackaged varieties, due to the perceived superior quality of packed tea. Currently, nearly 80% of the households in urban India and almost 75% of the households in rural India prefer buying its packaged product types.

Properties and Applications

Tea is usually made by the infusion of dried and crushed leaves of the tea plant in boiling water. Its most common types are:

• Black 
• Green 
• Oolong 
• White 
• Others

It is either available in loose packaging or in bags. It can also be packaged in plastic containers, paper boards, and aluminium tin. The major distribution channels for the product are supermarkets/hypermarkets, speciality stores, convenience stores, and online retailers, among others. Its applications sectors are widely bifurcated into residential and commercial. By processing, it can be bifurcated into CTC and Orthodox (Traditional). The report also looks in-depth into the various regional markets in India like Assam, Uttar Pradesh, Bihar West Bengal, Maharashtra, Gujarat, Tamil Nadu, Kerala, and Karnataka, among others.

Market Analysis

The tea market in India is being driven by the high penetration of the beverage in the country across socio-economic classes. India’s healthy economic growth and the subsequent rise in the middle-class population are also proving to be catalysts for the industry’s growth as the consumers are preferring premium brands. The rising demand for the packaged variety of the beverage in both urban and rural areas due to lesser chances of adulteration, convenient storage, and their superior quality is further aiding the tea market in India. The demand for packaged varieties with natural ingredients is also witnessing a growth.

The middle class is also willing to experiment more with tea blends, thus, providing an impetus for the growth of segments like fruit, herbal, and other speciality varieties. Green tea is expected to witness a robust growth in the coming years as its consumption is witnessing an increase as people become more aware of its health benefits. The market for green tea is being driven by the urban population, supported by the increased intake of the beverage without milk in these areas. Thus, the rapid urbanisation along with the rise in disposable incomes in the country is further aiding the tea market in India.

The growing popularity of cafes/lounges primarily serving variations of the beverage is expected to drive the industry in the coming years. The convenience of its distribution channels like local ‘kirana’ stores and supermarkets, along with the growing online channel, will also aid the industry growth. With busier lifestyles and a growing workforce, the RTD segment has the potential to witness a healthy increase as consumers seek more convenient foods and beverages. The tea market in India will also be driven by the increasing innovation in packaging and flavours in the coming years. The rural sector presents another segment for the expansion of the industry.

Competitive Landscape

The report gives a detailed analysis of the following key players in the tea market in India, covering their market share, capacity, and latest developments like mergers and acquisitions, capacity expansions, and plant turnarounds:

• Tata Global Beverages Limited
• Hindustan Unilever Limited
• Gujarat Tea Processors & Packers Ltd
• Amar Tea Private Limited
• Organic India Private Limited
• Pataka Industries Private Limited
• Others

The comprehensive EMR report assesses the market by analysing the Porter’s Five Force model. A SWOT analysis has also been provided.

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