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“Through our market research, we found that there is a great demand for tea amongst the middle and lower middle class, who have to pay more to get a quality brand. We could clearly see a market existing for tea that can be tapped, if the cost is made cheaper,” said William. As the quality of tea is determined by blending different varieties grown in several gardens, the know-how in blending them in necessary. The person who takes up the job of blending must also be aware of conditions existing in the gardens. Only such in-depth knowledge coupled with years of experience can enable a person to be adept at getting the right blend and taste.
The factory site in suburban Ambattur is spread over 5000 sq.ft. and equipped with automatic packaging systems. Production per day will be 2,200 kilos, i.e. 4400 packs. “As for marketing, we already have 16 dealers in Chennai, Chengalpattu and Thiruvallur. By this financial year, we will cover every super stockist district in Tamil Nadu. Our target is to capture the entire south Indian market by the end of 2004,” he said. In total, the company expects to increase production to 2,50,100 grams in the next couple of years.
According to him, their market research revealed that Tamil Nadu has 70 per cent of tea drinkers. Sixty per cent of them drink once and 40 per cent drink twice. They are targeting 60 per cent of the product at teashops and that would cover tea drinkers in factories, hospitals, bus terminals, railway stations etc. They also have 40 per cent of the produce at super markets and departmental stores. The tea, priced at Rs 130 per kg, will be available in the market by January first week.
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Copyright
2008, Chennai Interactive
Business Services (P) Ltd. |
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A new brand of tea called ‘Sooper Sun’ was launched in Chennai recently. It is the brainchild of William Caleb, who has five years of experience in production and 15 years in marketing tea products.
Sooper Sun Tea is strong and has an exciting taste and a small quantity is enough to make more cups. “Our taste will be different and we’re sure that people will like it. We hope they will also appreciate our objective of selling high low cost product,” he said.
