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Jay Tea launches Te-A-Me, tea bags range with 17 variants in 5 segments
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Wednesday, 20 August, 2014, 08 : 00 AM [IST]
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Akshay Kalbag, Mumbai
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fiogf49gjkf0d The Kolkata-based Madhu Jayanti International Ltd, makers of Jay Tea (a green tea brand), launched recently , Te-A-Me, a range of tea bags comprising 17 variants encompassing five segments.
The natural green tea range comprises five variants - green tea (to purify); honey lemon green tea (to renew); mint green tea (to revive); Kashmiri kahwa (to uplift), and jasmine green tea (to soothe).
There are three aromatic spice teas - masala tea (to indulge); cardamom tea (to charm), and ginger tea (to charge), and three fruit and flower infusions - chamomile (to unwind); apple cinnamon (to embrace), and cranberry apple (to cheer).
The range comprises five black teas - Assam tea (to energise); Darjeeling tea (to elevate); English Breakfast tea (to wake up), Earl Grey tea (to inspire), and lemon tea (to refresh), and one wellness infusion (tulsi green tea [to restore]).
The company was represented by Sumit Shah, its executive director, and Sunil Parikh, its new business development head. Shah said, "The company was established in 1948."
"We were planters, and owned plantations in the 1970s and 1980s. We then commenced packaging, trading and value addition (from plain vanilla black tea to herbal infusion. Tea is our only product," he added.
When quizzed about the company's twin acquisitions, Shah said, "In early-2010, we entered the United Kingdom market through our sister company in the United States. We have also acquired Balmer Lawrie, a Kolkata-based firm."
"We have a presence in over 42 countries, and our largest market is Russia, which is the second-largest importer and consumer of the brew. Four of our brands - Golden Victoria, Gold Bond, Indus and Old England - have a 33 per cent market share in Eastern Russia,” he informed.
Shah stated that the tea bag market in India was growing at 30-35 per cent year-on-year, and was poised to grow into a Rs 1,000 crore market in the next five to seven years.
He also said that plans were afoot to expand the company's private labelling business as well. "We currently supply to Cafe Coffee Day, HyperCity etc., and are available at Tesco and Walmart," he added.
Shah added that Madhu Jayanti International Ltd's focus was to get people aged between 25 and 40 to drink tea, through social media campaigns (on Instagram, Facebook and Twitter) and the world's first online tea party (a nationwide initiative).
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