Competition has started heating up in the organic tea segment. With consumers getting health conscious companies are launching new products in the segment, which is still at a nascent stage and is pegged at Rs 50 crore.
Organic India has allocated $10 million over the next three years for the development and the launch of 24 new products in organic tea segment. The company, however, refused to speak on the products in detail.
One of the leading brands in the organic tea segment, Organic India is aiming a turnover of $40 million over the next three years. The company would build greenfield projects, augment its manpower and increase the number of farmers to achieve capacity augmentation.The company has already launched 18 flavours of ?Tulsi Tea? in the US market. It has launched four flavours of the tea in India and is going to bring in five more flavours. Last month the company launched a few new flavours?sweet Lemon, tulsi sweet rose, India breakfast, or tulsi mulethi. The Kolkata-based Duncans Tea Ltd (DTL), which is also seriously looking at this segment will introduce more new products in the market over the next six months.
? It?s an emerging segment mainly patronised by the health conscious upmarket urban consumers. Currently we are working on different health related variants of organic tea,? MC Appaiah, chief operating officer, Duncans Tea Ltd said.