Tea to follow coffee

Tea manufacturers are really in a sunny spirit with the year 2010. On the one hand, in the global market, according to Tea Board of India, tea exports have increased by more than 24 % in December, 2009 and such growth is extrapolated to continue in 2010 also. On the other hand, tea retailing in India is also showing a sunny spirit. And Indian Tea Association is gung ho to roll out exclusive tea retail stores. But can a tea café create a market when Coffee retailers (read Café Coffee Day) have hogged the limelight? Like ‘Passion - my cup of tea’, there are at least 25 regional exclusive tea retailing brands in this country and till now they have been thriving only in local markets. And most of them missed out big time in going to the national level. So can Indian tea brands create a national chain like CCD or Barista?”

Angshuman Paul

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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