Tata Tea today relaunched the Kanan Devan brand in Kerala and is eyeing a market share of 30 per cent from the state in the next two years. With this re-branding exercise we are looking at a market share of 30 per cent in Kerala in the next two years against the current market share of 25 per cent’, Vikram Grover, Vice-President and Marketing Head – India and South Asia, Tata Tea Beverages, told reporters.
The current market share pan-India is 22 per cent and the company is targetting 25 per cent in next two years, he said. He added that what makes the brand reign supreme in Kerala’s tea arena is its matchless taste which is attributed to its source, the Kanan Devan hills in Munnar.
The elevation of the hills makes the product unique as it offers ideal tea growing conditions which gives the beverage its distinctive taste. The total market size for the beverage in India stands at Rs 15,000-Rs 20,000 crore. Per capita consumption of tea in India is 0.8 kg, which is much lower than in other countries.
The tea market continues to be robust but the Indian tea market is underdeveloped, Grover said. Malayalam actor Mohanlal, who is back as its brand ambassador, said it was nostalgia for him as he is again Kanan Devan’s brand ambassador after 13 years. Tata Global Beverages brands have presence in over 40 countries and is the world’s second-largest tea company.
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