Rise of Organic Tea!

The organic tea sector is a very miniscule and insignificant to be measured compared to conventional tea market.
Typhoo India
Subrata Mukerji

Typhoo, the British packaged tea brand now owned by Kolkata-based the Apeejay Surrendra group, is seeking its fortune in a set of non-tea infusions, including organic herbal tea mixes. Typhoo India business head Subrata Mukerji talks about their brand extension strategy, which they have created in line with the liking of the millenials.

 

Typhoo Tea being one of the prominent names in black tea and infusion tea categories, why you thought of getting in the organic green tea market? 

Typhoo is well known in the teabag category as a premium prominent player having a wide range of teas ranging from black teas, green teas, fruit and herbal infusions and flavoured teas. 

With a global experience of over 110 years Typhoo constantly innovates its range keeping pace with the consumer demand and market trends. The rising health consciousness in the market is driving demand for organic products. Consumers are seeking natural, pure and organic products. Typhoo captured the trend well in time and launched it’s Organic Herbal Teas. We have further upgraded our wide range of Green Tea to ‘ORGANIC’. Typhoo Organic Green Tea is organic certified hence chemical free, pure and natural and enhances the benefits of Green Teas multi-times more. We are confident that consumers will take to these upgraded blends of organic green teas as they offer the best combination of natural and healthy ingredients.

 

What is the current demand for organic green tea in India? Is this demand limited to the top 8 cities or is penetrating further?
The demand for organic green tea in India, thanks to its perceived health benefits, are on the rise.  A rise in the disposable incomes of consumers has enabled the tea manufacturers to introduce premium and health-oriented products. Many tea brands have started adding several healthy ingredients to their organic tea formulations in order to target some of the common health conditions. Therefore, a shift towards the consumption of organic tea acts as an emerging trend which is having a positive impact on the growth of the tea market. The demand is growing gradually beyond the top 8 cities with growing number of organic brands in various categories and hence creating awareness but the numbers are yet to pick.    

 

There were few brands those who are working in this specific niche of organic green teas only, what is your plan to take on them. What will be your differentiating factor?  
There are many tea brands mushrooming with organic tea offering. Some are too new and niche with limited distribution and reach. Bigger players are in the same health space of being organic but the product and positioning are very different. Typhoo’s positioning ‘For the Good of Me’ resonates the brand’s belief and consumer centric philosophy of offering the best, healthy, pure and natural to its consumer. Typhoo ingredients are certified organic, all pure ingredients mindfully blended to offer wellness in every cup. Each blend has a derived benefit for the consumer and not any particular ingredient is the base of the blend. We have used an amalgamation of varied natural Ayurveda based ingredients to bring a blend to you which is as true as the name suggests.

 

Which all the flavours you have introduced and what is the price range for the same?

Typhoo has upgraded four blends of the Green Tea Range into Organic: Pure Green Tea, Green Tea Tulsi, Green Tea Lemongrass & Green Tea Moroccan Mint. The products price range is INR 210 for 25 teabags.


How big is the current market of organic tea in India, what percentage of it you are looking at and by when you’ll achieve it?
The organic tea sector is a very miniscule and insignificant to be measured compared to conventional tea market. But the number of organic tea producers and the volume of organic tea traded in the world market have recorded high growth over the last couple of years. It is niche market, where the product sells at a premium price. We are the one of the category creators in the ‘organic’ green tea segment and would continue to remain amongst the top 2 in this category as the market progresses. The early shift following this trend would always be at our advantage.


What all channels you will be retailing at?
We are available in major modern retail chains such as Godrej’s Nature’s Basket, Foodhall, Spencers, Metro, Walmart, Big Bazaar. Our presence in Top SMT stores is significantly strong ans we are expanding the GT market now with our new range which is easily finding it’s way on shelves. We are also retailing online with Amazon, Big Basket , Flipkart. 

 

Going forward what will be your expansion strategy?

Typhoo would take from its positioning and expand the range in the ‘Organic’ segment, ‘Herbal’ segment and in the ‘wellness’ segment. Our blends will be unique, clutter breaker, relevant to consumers immediate need and demand. 

 

Subrata Mukerji
 
 
 
 
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