Marketing of tea: strategies for Indian tea industry

Abstract

The Indian Tea Industry is facing a crisis in the context of the collapse of USSR, who were the major buyers of Indian Tea. This paper analyses the demand for tea in the domestic as well as international market. The export potential for tea is analysed regionwise for several groups of countries. Similarly, the domestic desmand is also analysed in terms of packaged and loose tea. Based on this analysis, strategies have been suggested for domestic and export marketing.