Speciality tea model, Teamonk World, is trying to launch a slew of choices with ayurvedic formulations to faucet into the rising phase of health-conscious prospects, a pattern catalysed by Covid-19.
The corporate has launched 4 new premium ayurvedic tea flavours , together with Triphala, Ashwagandha, Kadha and Spice inexperienced tea.
Non-black tea segments
Based on Ashok Mittal, Managing Director, whereas consumption of black tea has remained roughly stagnant, speciality tea has been rising at round 30 per cent on a year-on-year foundation.
“Globally consumption of non-conventional teas has been rising over the past one decade with greater than 60 per cent of the consumption shifting in direction of inexperienced, natural and different speciality teas with infusions. This pattern has been additional accelerated within the wake of the pandemic. Although in India individuals had been used to tea with milk and sugar however after the pandemic it’s slowly altering with a major rise in consumption of inexperienced tea,” Mittal informed BusinessLine.
The overall marketplace for speciality tea in India is estimated to be near ₹3,500 crore and has been rising at round 30 per cent on a year-on-year foundation. The rising consciousness round well being and wellness is driving the shift in direction of extra wholesome drinks, he mentioned.
The corporate at the moment has over 50 variants of speciality tea together with Darjeeling, Nilgiri White, and Oolong teas. Aside from the present launch of 4 new flavours, Teamonk is trying to roll out extra choices underneath the Ayurvedic vary.
“Indians are very style acutely aware so we’re engaged on making the teas tasty with out compromising on the well being points. We count on our Ayurvedic vary of inexperienced teas to make up 10 p.c of our quantity shifting ahead,” he mentioned.
Teamonk, which registers over 75 per cent gross sales by means of e-commerce platform, has been witnessing a rising demand for speciality teas from the Tier II and Tier III cities.
The teas are at the moment out there on Flipkart, Amazon, Paytm, Snapdeal, LBB, Smytten, Bigbasket and Teamonk official web site amongst others. It’s going to additionally quickly be made out there on JioMart.
“As of now, near 60 per cent of our orders are from metro cities however after we take a look at the orders just lately we see lots of demand coming in from Tier II and Tier III cities. Shifting ahead we count on the gross sales from these cities to account for practically 50 per cent of our whole gross sales,” he mentioned.
Exports account for practically 40-45 per cent of Teamonk’s whole gross sales and among the key markets embrace the US, Canada, UK, France, Germany, Spain, Italy and Netherlands. The corporate is planning to launch a global model of its web site quickly to cater to rising world demand.