HLL Enters Japan With Tea Bags

Mumbai, Nov 9: | Updated: Nov 10 2003, 05:30am hrs
Japans traditional tea ceremony would now have a new flavour with the introduction of popular tea brands by Hindustan Lever Ltd (HLL) in the land of the rising sun.

HLL, the fast-moving consumer goods major, has added Japan as its new market for tea exports and some orders have already been dispatched, company spokesperson told PTI here on Sunday. We have exported Lipton Brisk, Brooke Bond and Brookebond Red Label tea bags to Japan, he said.

In the last 18 months, HLL has also added to its customer base the US, Australia, China, Hong Kong, the Philippines, Singapore, Vietnam and Thailand markets, he said.

However, the spokesperson, who refused to divulge the exact quantum of exports to these countries, said for tea exports, HLL has established a dedicated global sourcing base comprising factories in Pune, Kochi, Etah and Kolkata. During the third quarter ended September 30, 2003, the total exports of the company stood at Rs 294.43 crore. The beverage business also recorded a nine per cent growth in the period under review. Brook Bond master brand grew by 22 per cent on the back of successful re-launch, the spokesman added.

Apart from these markets, the company, which is a major player in tea segment, has historically been exporting branded and value-added tea to European countries and West Asia, the HLL spokesperson said.

The brands exported are Lipton, Lipton Yellow Label, Lipton Brisk, Brooke Bond, Brooke Bond Red Label, Taj Mahal, Chinese Rickshaw, he said. All of them are in the tea bag format, apart from the West Asia business where the format is packet tea, he said. In addition, HLL also exports instant tea and Lipton 3-in-1 pre-mix (tea, milk and sugar) to some of these countries, the spokesperson added.