After a
long period of 120 years, the legacy old brand - Wagh Bakri Tea Group, the
country’s third largest packaged tea company has entered the Karnataka market.
With a turnover of over ₹1,000
crore and growing at a 15 percent CAGR annually has forayed into the southern
market after Andhra Pradesh and Telangana in December 2014.
The
company launched its flagship premium brand Wagh Bakri, premium economy brand
Mili and economy brand Navchetan in Bengaluru on Thursday and plans to launch
super premium brand Good Morning, its first international blend of teas from
Kenya, Sri Lanka and Assam next month.
“This city has been nostalgic since I did my
engineering in Bengaluru and now will play a very important role in our
strategy for South India. We are confident that the cosmopolitan population with
high skilled labour will accept our premium brand Wagh Bakri with great
fervour,” said Rasesh Desai, Managing Director, Wagh Bakri Tea Group.
The
company has established itself as a leader in Gujarat, Rajasthan, Madhya
Pradesh, Delhi and Hyderabad, recently entered Chhattisgarh and Goa.
Asked
when the company plans to launch its teas in Kerala and Tamil Nadu, Desai said,
“Once we consolidate our sales and distribution in Karnataka, Andhra Pradesh
and Telangana, we will enter the other two southern states.”
The
company sources its tea from India, SriLanka and Africa; distributes 45 million
kg of tea, of which 5 per cent is exported while the rest is for domestic
consumption across 11 states.
Desai said
that the company is considering setting up a second tea blending plant in
South India and is looking for land in Karnataka, Andhra Pradesh and Telangana
for the same.
The
company has a modern, eco-friendly tea blending plant spanning 90,000 sq metres
and an NABL accredited laboratory for quality control, 45 km away from
Ahmedabad.
To
popularise tea drinking among the youth and also educate consumers on how to
brew and serve tea as well as introduce the Indian palate to teas from around
the world, the company opened its first 5 Star Tea Lounge in Jaipur in 2005 and
has grown the footprint to 9 Tea Lounges in Ahmedabad, Mumbai, Delhi and Goa.
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