Tea in India.

 Branded Tea Market in India is 9500 Cr (95000 Mn) growing at

the rate of 5% CAGR.
 Tea is one of the most penetrated branded product in India with
more than 300 brands.
 Tea Market is divided into Black and Green Tea primarily.
 Green Tea market in India is 200 Cr (2000 Mn) growing @ 28% n
is 2% of the total tea sale.
 Innovations in terms of blends, fruit infusions, herbal teas are
new entrants in the category.
 Customer is moving to specialty tea, especially green as he is
education himself on the benefits, is travelling (India & abroad)
and has experienced the product, has more disposable income
and wants to experiment.
 Why Tea Culture Of The World
 TCOW has a unique product offering of tea using finest quality
ingredients at great price.
 India is a tea drinking nation where 75% to 80% population
drinks tea.
 Indian consumer spend 31% of his wallet on food & grocery.
 Opportunities- Educated customers, wants to upgrade and
experiment, has a disposable income, has travelled globally and
seen the products, wants to have a more healthy lifestyle.
 As tea is not glamorized we see more coffee chains emerging in
India, Starbucks being the latest entrant.
 If presented well the Indian concepts have good acceptance- we
have seen south India chain next to Mac D in food courts inside
malls and having good customers.
 We have large gap to fill by glamourizing tea .
 HyperCITY a case study.

 Tea business in Hypercity is 15 Cr (150 Mn) per annum.

 CTC Tea contributes to 65%, followed by Specialty 35%.
 TCOW has taken a share of 2% of store tea sales within a span
of 1 and half months of its launch on Malad floor. There is a good
acceptance of the brand and we need to capitalize on the same.
 Targeting an average of Rs. 4 lacs a month of only loose tea in
Malad.
 Retail packs & accessories to add another 2.5 lacs a month from
Malad.
 Way Ahead
 Building brand presence in Mumbai. Strengthening the foot hold
and moving ahead to other locations.

Focus Concepts
 Concept 1: Retail Packs(Pyramid Bags)
Activations
 MT - Hypercity, Food Hall, Nature’s Basket, ABRL, Total,
Nilgiris, Star Bazzar, Le Marche, Lulu, Gourmet West, Reliance,
Spencer's, Walmart, Easy Day, Ratnadeep.
 TT( GT)-Delhi (Khan Market, INA, Sadar Bazzar), Pune-
Dorabjee, Mumbai-Society, Rakhangi, Wellington, Alfa, Café
Galleria, Rajat, Regal, Premsons, Kings Plaza.
 Current 8 variants in tea bags, new variants can be added in tea
bags and also loose tea in tins.
For Customer
 Introduction to the brand.
 Quality tea with finest ingredients at great pricing.
 Trial pack if she/he does not want to spend more in terms of
buying the loose tea.
 Easy option of brand switch from his current tea bag brand.
 Details of website on the pack to know more.
 Concept 1:Retail Packs(Pyramid Bags)
For TCOW
 Introduction of our brand as tea bag concept is well accepted and
growing in India.
 Wider reach to customer base by penetration in Tier II and Tier
III cities.
 Initiate trials through sampling.
 Insights on customer feedbacks through loyalty programs of
retailers.
 50% of the total sales to be targeted through tea bags averaging
around 1000 tea boxes per day.
Investment
 Sales team of 5 in Mumbai (MT & TT) with a average salary of
Rs. 7000/- to 10000/- to start.
 Tie up with agencies proving promoters for sampling activity; to
be trained by TCOW.
 Set up of distribution network.
 30 bags per min
1800 per hour
12600 per 7 hours shift
630 boxes per shift

We need 2 machines to run 1 shift as of now

 Concept 2: Shop In Shop
Activations
 Presence in MT and few TT stores (Hypercity, Nature’s Basket,
Food hall, Gourmet West, Dorabjee, Sahkari Bhandar) , 5 Stars,
premium residential locality & Malls (Kiosk).
 Display entire assortment of loose tea, Pyramid bags, gifting and
accessories.

For Customer
 Showcase of entire assortment of tea, accessories & gifting.
 Customer can have a touch & feel of the product, taste teas and
learn brewing techniques.
 Browse our website & learn more on tea through touch screen
monitors.
 Avail benefits through Loyalty Program of TCOW (to be planned
in near future).
 Concept 2: Shop In Shop
For TCOW
 Brand building by showcasing the entire range.
 More personal touch, better chances of conversion, upselling &
getting gifting orders.
 Chain of tea stores 1st of its kind in India.
 30% of sales to be targeted at an averages of Rs. 3 lacs per store
per month.
Investment
 Sales team of 3 per store, with good communication skills and
excellent product knowledge.
 Billing through own cash tills in case of stand alone stores or
kiosk in malls.
 Software for own billing having provision to capture data for
Loyalty Program in future.
 SOP for billing through cash tills of retailers for SIS.
 TOT / agreement / contract with retailers where SIS will be
operational.
 Concept 3: HORECA
Activations
 All major Hotels
 Specialty restaurants
 High end caterings
 Weddings.

Hotels
 Tea bags in rooms and on breakfast counter.
 Loose tea on breakfast counter and in restaurants (to be served
prepared).
 Exclusive partnership for High Teas, Conferences, weddings and
other such events.
 Feasibility of private label and co branding of tea bags.
 Tea counters at weddings and parties.
 Gifting options at weddings.
 Concept 3: HORECA
For TCOW
 New medium of introducing the brand to the customers.
 More trials from one location as people from all over the globe visit
different hotels.
 Trials of both tea bags and loose teas.
 More consumption leading to bulk buying.
 Trials in hotels will lead to secondary purchase through retail & SIS.
 12% of total sales to be targeted at an average of Rs. 12 lacs per month.
Investment
 Sales team of 2 executives with HORECA experience.
 Tie up with Hotel management institutes for Out Door Caterings
during parties and weddings.
 Inventory holding capacity for loose tea, tea bags and also gifting.
 Continuous follow up for closing the deals as approvals are through
multiple hierarchies.
 Will have to get into price wars with competition brands in order to
close the contracts.
 Concept 4: Gifting
Activations
 Gifting in India during festive season has been mainly dry
fruits, Indian sweets, chocolates.
 Customers are now looking for other options in terms of
hampers, art effects, aroma therapy gift set, gift vouchers, etc.
 Focus on gifting options during Diwali, Christmas for MNCs,
Banks, corporates (once a year).
 Focus on gifting options with wedding invitations, return gifts
for parties & weddings.
For Customer
 Unique gifting option for the company who is gifting & also for
the employee receiving it.
 Brand introduction and trials of more varieties through single
packs.
 Exclusive gifting through customization.
 Healthier gifting option.
 Concept 4: Gifting
For TCOW
 Wider reach through a single point billing.
 Bulk orders.
 Fast cash; also part payment can be taken as advance for order
confirmation.
 5% of sales to targeted through gifting at an average of Rs. 5
lacs per month.

Investment
 Sales team of 2 executives.
 Inventory holding capacity for tea as well as the packaging
material.
 Continuous innovation to stay ahead of the competition.
 Flexibility of customization.
 Concept 5: E Commerce
Activations
 Through our own website.
 Through other on line retail sites like Amazon, Big Basket, Local
Banya.

For Customer
 Convenient way of shopping for customers who have no time to
visit stores.
 Ease of home delivery relieving the customer to travel in the
maddening traffic.
 Giving customer a option to choose the time slot for delivery –
currently used by Big Basket.
 Browse more about tea on our website.
 Educational insights with regards to health benefits, brewing
methods, recipes, etc.
 Concept 5: E Commerce
For TCOW
 On line retail is expected to grow in food business over the next
5 years.
 Entering at the right time will help us tap the market.
 Gifting range can be showcased through our .
 Wider customer base.
 Reach to locations where TCOW has no presence through other
websites’ delivery options.
 3% of total sales to be targeted through E Commerce at an
average of Rs. 3 lacs per month.

Investment
 Team member with the technical know how.
 Strong distribution network for deliveries ordered through our
own website.
 Tea Culture Of The World 2016-17 Goals

 To create a strong, sustainable and profitable brand. A brand

which is always in the minds of its customer, loved for the best
quality product offering and constant innovation delivering a
WOW effect.
 To build a trustworthy & knowledgeable workforce delivering
100% of customer and brand expectation.
 To establish alternate channels of business ensuring we do not
rely on 1 concept or segment for business.
 Servicing a customer database of 10 lacs customers.
 To create a robust loyalty program ensuring repeat purchase.
 Activities & Timelines
Timelines R et a il Pa cks
Activation across MT(Pan
India) & GT(Mumbai & Delhi)
stores. TOT closures. Setting
Apr'15
up distribution network. Team
recruitment & training. Target
finalisation.
Stock placement, sales focus
May'15 and follow up on
replenishment.
Support with sampling
June'15 activities. Penetrating GT in
new cities.
Revisit the current stores'
sales. Action plan & execution
July'15 for non performing strores &
slow moving SKUs. Sampling
activity to continue.
Driving sales with new action
Aug'15 plan. Introduction of current
gifting lines in select stores.
Look into addtion of new lines
in pyramid bags and loose tea Scouting for new SIS locations ourside
Sep'15
in tins. Range rationalisation if Mumbai.
required.
A ct ivit ies
S hop In S hop HOR EC A
Approach Nature's Basket, Food Hall,
Gourmet West for SIS in Mumbai Creating of list of clients and
Locations. Look at feasibility of SIS in GT initiating sales calls. Team
stores & Malls. Close on business models recruitment and training.
for SIS in store and in mall(Kiosk). Target Target setting.
setting.
Closure on at least 5 stores across Working on the current retail
Mumbai. Range finalisation basis the packs placement. Designing a
location finalised. Commence fixture fitout. loose tea range for breakfast
Team recruitment and training. and SOP for the same.
Concept design of tea counter
during weddings and catering
Sampling activity. Sales focus. Initiating
functions. Pitching of
more locations with the current partners
exclusivity during high teas,
and scouting for new locations in Mumbai.
weddings, confernces and other
such functions.
Closure on more 5 locations in Mumbai.
Revisit the current account
Commence fixture fitout. Revisting sales of
sales and addition of new
current stores. Action plan for non
accounts.
performing stores and slow moving lines.
Addition of new lines to the
Driving sales of current locations.
current accounts.
Initiating private labelling and
co branding options.
Gift ing E-C ommerce
Creating of list of
Team member on board with
clients. Developing of
required skill sets. Upgarding
sales plan and target
the current website.
setting.
Recruitment of sales Tie up with other on line
team and training. retailers for our product
Initiating sales pitch. placement.
Initating our website pop ups
Initiate wedding
on other sites related to
gifting range to be
fitness equipments, exercise,
ready for the wedding
weight loss, healthy lifestyle,
season.
gyms & food realted sites.
Finalisating the range
in terms of packaging, Addition of gifting range
design, no of SKUs. (coorporate and wedding) on
Initiating procurement our website.
of raw materials.
Initiating listing of gifting
range with other online
Aggressive sales call
retailers.
for both coorporate
and wedding gifting
range. Initiating loyalty program.
 Resource Planning (Manpower)
Regional (Zonal) M anager
Apr -Sep 15 1 5
Hotel Management
Skill Sets
Background
8-10 FMCG Experience.
Experince with SOP of both MT Experince with SOP of both MT, GT &
& GT. HORECA(2).
Currently interacting with MT Currently interacting with MT, GT or
& GT accounts would be an
added advantage.
Experince of handling a team of
atleast 20.
Fluency in English.
Team player.
Passionate.
Should be ready to take up any
resposibility without
hesitation.
E Commerce
S ales Executive M erchandis ers /Promoters Tea Connois eurs
executive
20 1 0
Hotel Management
Background- Preferred.
Hotel Management Background- Preferred IT professional. To be on board by mid year.
Graduates, degree, diploma
holders with retail experience.
Minimum 2 years experience
in sales, merchandising and
Currently working for
5 Years FMCG experience. sampling or cafes, restaurants
an E Commerce retail.
& fast food chains. Freshers to
be considered.
Should be well versed with Technical know how of
replenishment of stocks from website creation,
backstore to floor. upgrade.
Should be well versed with Worked on loyalty
HORECA accounts would be an added reordering process of both MT program to be an
advantage. and GT. added advantage.
Innovative inorder to
For SIS team cooking constantly upgrade our
Experince of handling a team of atleast 10. experience to be added web site and other link
advantage. giving us an edge over
competition.
Fluency in English. Fluency in English. Fluency in English.
Team player. Team player. Team player.
Passionate. Passionate. Passionate.
Should be ready to
Should be ready to take up any
Should be ready to take up any take up any
resposibility without
resposibility without hesitation. resposibility without
hesitation.
hesitation.
 Future Concepts
Café
 Can be stand alone in a premium residential locality, inside 5
stars, malls.
 Serving breakfast, savories, biscuits & cookies, muffins,
pastries, hot and iced tea (pitchers).
 Showcasing entire tea range ( loose & Retail), accessories,
gifting.
For Customer
 Showcase of entire assortment/ touch & feel/ brewing
instructions/ tea parties by invitation/ kitty parties/ B’day
parties/ Free wifi/ touch screen to browse our website/ learn
more on tea/ Best seller books/ Loyalty Program.
For TCOW
 Flagship stores/ brand building/ showcasing entire range/ more
personalized service/ gifting orders/ Chain of tea cafe 1st of its
kind in India.
 Future Concepts
Export
 Large market to be tapped & India being the tea producer has
an edge.
 Tea consumption especially the greens is a part of daily meals in
most of the Europe, USA, etc.
 Target all major retail chains globally.

For Customers.
 Best teas from around the globe under one brand.

For TCOW
 International brand presence.
 Bulk billing.

Private Labelling
 For International brands and retailers.