Rituparna Chatterjee – Mumbai
Madhu Jayanti International, an India-based tea exporter, has aggressive plans to expand in India as well as international markets. Their growth plans are mainly focused around increasing their product line and presence in India and expanding their geographical reach in overseas markets. As part of its expansion strategy in the India market, the company recently entered the tea bag category by launching TE-A-ME, a premium range of tea bags. Presently, the product is available in Mumbai, Pune, Goa, Bengaluru, Chennai, Hyderabad and Kolkata and by January 2015, the company has plans to enter Delhi followed by a simultaneous roll out amongst Tier II cities. “Our institutional sales team has already started supplies to a number of properties in Goa, Mumbai, Bengaluru and Kolkata. We aspire to achieve eight-10 per cent market share in this category,” stated Sumit Shah, executive director, Madhu Jayanti International. Over the next 18 months, the company also plans to launch five blends of wellness teas. The company has earmarked a budget of `15 crore towards brand building and promotional activities. Moreover, the company also has plans to diversify its presence in two of its export markets – West Africa and South America. “West Africa has delivered us a staggering growth from three countries (Burkina Faso, Nigeria and Mali). We now plan to enter the remaining countries in the region with special focus on Benin, Ivory Coast, Togo and Senegal. South America has developed a taste for alternate herbal infused hot beverages. We are hoping to bring in our expertise in creating region specific herbal blends to develop a product that fits the consumer taste profile of the region,” he added.
