study of tea bands

“A Comparative study of tea brand’s in Ahmedabad” L.J.I.B.A

PROBLEM STATEMENT

After exploring various positive and negative aspects of different topics regarding the project, the group came to a consensus to make a project on COMPARATIVE STUDY BETWEEN WAGH-BAKRI, TATA TEA, RAJANI& BROOKE BOND TEA. We have carried out research on various aspects of TEA industry like the preference of consumers and different practices adopted by entrepreneurs. We have also conducted a research of potential consumers i.e. those people who are not availing the services of tea industry, this lead to identify the reasons why people do not prefer to go to the tea sector. Thus emerged the objective of our project:“COMPARATIVE STUDY BETWEEN WAGH BAKRI, TATA TEA, RAJANI & BROOKE BOND TEA IN AHMEDABAD”

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OBJECTIVE OF THE STUDY

The objective of our project has three aspects, which are as mentioned below.

The primary objective of our project is to identify the preferences of the consumers of industry of tea sector in INDIA. This will help the service providers to know the preferences of their consumers and help them serve in a more consumer friendly manner. Following are the factors which we have used to know preferences of the consumers:

Ambience Efficiency of the tea sector Extra facilities Schemes offered Proximity of the tea sector Variety of teas Crowd

The study focuses on the business activities of the owners of the tea industries.

In order to complete the circle of analysis we have also gathered primary data from the potential consumers. Here, the phrase potential consumer indicates that category of people who are aware of the service but do not avail them due to certain reasons. This data will help us in knowing those reasons which prevent some people from availing the services of tea industries. Our suggestions based on this data may be helpful to entrepreneurs to convert the potential consumers in to actual consumers. Following reasons are considered for knowing constraints of potential consumer:

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Lack of knowledge of teas Lack of interest Other means of entertainment Price charged Fear of getting addicted Waste of time Health related hazards because of teas

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HISTORY OF TEA

Tea is nearly 5,000 years old and was discovered, as legend has it, in 2737 B.C. by a Chinese Emperor when some tealeaves accidentally blew into a pot of boiling water. In the 1600s, tea became popular throughout Europe and the American colonies. Since colonial days, tea has played a role in American culture and customs. Today American schoolchildren learn about the famous Boston Tea Party protesting the British tea tax -- one of the acts leading to the Revolutionary War. During this century, two major American contributions to the tea industry occurred. In 1904, iced tea was created at the World's Fair in St. Louis, and in 1908, Thomas Sullivan of New York developed the concept of tea in a bag. Tea breaks down into three basic types: Black, Green, and Oolong. In the U.S., over 90 percent of the tea consumed is black tea, which has been fully oxidized or fermented and yields a hearty-flavored, amber brew. Some of the popular black teas include English Breakfast (good breakfast choice since its hearty flavor mixes well with milk), Darjeeling (a blend of Himalayan teas with a flowery bouquet suited for lunch) and Orange Pekoe (a blend of Ceylon teas that is the most widely used of the tea blends). Green tea skips the oxidizing step. It has a more delicate taste and is light green/golden in color. Green tea, a staple in the Orient, is gaining popularity in the U.S. due in, part to recent, scientific studies linking green tea drinking with reduced cancer risk. Oolong tea, popular in China, is partly oxidized and is a cross between black and green tea in color and taste. While flavored teas evolve from these three basic teas, herbal teas contain no true tealeaves. Herbal and "medicinal" teas are created from the

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flowers, berries, peels, seeds, leaves, and roots of many different plants.

STORY OF TEA began in ancient China over 5,000 years ago. According to legend, the ShenNong, an early emperor was a skilled ruler, creative scientist, and patron of the arts. His far-sighted edicts required, among other things, that all drinking water be boiled as a hygienic precaution. One summer day while visiting a distant region of his realm, he and the court stopped to rest. In accordance with his ruling, the servants began to boil water for the court to drink. Dried leaves from the near by bush fell into the boiling water, and a brown liquid was infused into the water.

As a scientist, the Emperor was interested in the new liquid, drank some, and found it very refreshing. Therefore, according to legend, tea was created. (This my maintains such a practical narrative, that many mythologists believe it may relate closely to the actual events, now lost in ancient history.)

Teas for our various brands are sourced primarily from our own estates spread across Assam, Dooars and Kerala. All surplus requirements are met through the Auction centres located at Guwahati, Calcutta, Siliguri, Cochin, Conoor and Coimbatore.

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HISTORY OF TEA IN INDIA

1815, when an Englishman had said to have noticed that people in Assam drank a kind of tea from a locally growing plant. It was later in 1823, Major Robert Bruce encountered with a Singpho King, where he was offered tea as a medicinal drink, he managed to send some sample of the plant to East India Company's Botanic Garden at Calcutta. The result of the identification was refused for some reason then. Again, Lieutenant Charlton was refused the identity when he sent some samples of the plant to Agriculture and Horticulture Society in Calcutta during his tenure in Assam in 1831. He confirmed that they tasted like Chinese Tea when dried. Finally, Charles Alexander Bruce, brother of Major Robert Bruce sent some samples in 1834, and during the same year on a Christmas Eve, the confirmation of Tea was declared, specifically called the Assam Tea, scientifically Camellia sinensis (var. assamica)

It was almost 175 years ago, the race for growing tea in India began. One of the major reasons was that the Assam Tea was much superior to the Chinese Tea and the English entrepreneurs could easily grow them here in India, to sell the finished products abroad. The plantation consisted of pure Chinese plants, pure Assam plants and also mixed plants producing the best of the Indian Tea. Within no time, tea, which was secret to the Singpho community, who went on elephants to sow the God gifted seeds and collect the leaves from tea trees in forest turned into huge plantations and a global business. There was no looking back for tea plantations in Assam, Dooars and Darjeeling.

In the process, a new kind of society developed based on these plantations. The owners and management force were called the 'Planters'. They were in those days mainly English, Scottish and Irish. They tried to create a small world of their own, which could be similar to their home, yet tuned with the local culture

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and atmosphere. They created a 'Bungalow Culture' which still can be experienced and a well trained local man power who could serve the Memsahib and Sahibs, the loyalty that still remains.

There are just two forces in the tea gardens or estates, the management and the labour force. The labour forces were mainly tribal people from Bihar, Bengal, Assam, Orissa and Nepal. The best part of the tea labourers is that the women folks are better recognized then the men in this industry.

A part of the profits were used to create shelter, medical services, children crèche and schools etc. The lives of the tea labour villages are most of the time better than most of the agricultural villages in this East and Northeast part of India. The labourers are popularly known as 'Bagania', mainly in Assam. Their original culture along with the tea culture has given birth to a folk practice which is very much a character of a tea plantation.

The history and culture behind the everyday cup of tea can only be discovered after living a couple of days in the tea gardens of Assam, Darjeeling and Dooars.

Tea garden of Assam

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HISTORY OF TEA

In the early 1820s, the British East India Company began large-scale production of tea in Assam, India, of a tea variety traditionally brewed by the Singpho tribe. In 1826, the British East India Company took over the region from the Ahom kings through the Yandaboo Treaty. In 1837, the first English tea garden was established at Chabua in Upper Assam; in 1840, the Assam Tea Company began the commercial production of tea in the region, run by indentured servitude of the local inhabitants. Beginning in the 1850s, the tea industry rapidly expanded, consuming vast tracts of land for tea plantations. By the turn of the century, Assam became the leading tea producing region in the world

"The tea cultivation begun there [India] in the nineteenth century by the British, however, has accelerated to the point that today India is listed as the world's leading producer, its 715,000 tons well ahead of China's 540,000 tons, and of course, the teas of Assam, Ceylon (from the island nation known as Sri Lanka), and Darjeeling are world famous. However, because Indians average half a cup daily on per capita basis, fully 70 percent of India's immense crop is consumed locally."

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http://en.wikipedia.org/wiki/Darjeeling

http://en.wikipedia.org/wiki/Sri_Lanka


http://en.wikipedia.org/wiki/Ceylon

http://en.wikipedia.org/wiki/Assam

http://en.wikipedia.org/wiki/British_East_India_Company


TYPES OF TEA

Black tea

Formed by withering, rolling, oxidizing, and drying the fresh leaves, black tea today hails largely from the mountainous areas of India, Sri Lanka, and Kenya. Enjoy the touch of honey flavor in Mighty Leaf Tea’s Organic Darjeeling Estate.

The History of Black Tea

The origin of tea brewing originated many thousands of years ago. The simple act of putting leaves into hot water has provided ancient societies with medicinal benefits, as well as a tasty beverage to enjoy by itself or with a meal.

Many attribute the discovery of tea to the Emperor ShenNung, a Chinese ruler in the 2700s BC. A leaf accidentally dropped into a glass of hot water, or so the story goes, and tea brewing as we know it was born.

By the 1800s, tea had spread across the world, from China to Europe, and from there to a New World full of tea drinkers in the far west, where the Boston Tea Party and other events in American history show the power of tea in the marketplace.

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Black Tea

As the ancient Chinese began to produce more and more tea, they realized that with a special fermentation process, tea leaves became darker. The tea made from these leaves was more potent, and the leaves could be stored for longer periods of time without losing their potency. These tea types were called black tea because of the change in coloration of the leaves through the fermentation process.

The fermentation in black tea brewing is really a process that oxidizes the tea leaves: it also increases the amount of caffeine by weight, making black tea a unique energy source.

Black Tea in Trade

Because of the way black tea is made, the finished product holds its flavor and potency well, making it a hot commodity for generations before our modern methods of food preservation.

The ancient tea sellers made black tea into compressed bricks and sent it on long journeys, trading it with foreign merchants for other materials. In some cases, black tea has even been used as a kind of currency, and over some parts of Asia, experts say, that persisted even into the 19th century. Black tea eventually made its way to the West, where today tea drinkers enjoy black tea in a variety of hot and iced specialty drinks.

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Green Tea

Green tea is made solely with the leaves of Camellia sinensis that have undergone minimal oxidation during processing. Green tea originates from China and has become associated with many cultures throughout Asia. It has recently become more widespread in the West, where black tea is traditionally consumed. Many varieties of green tea have been created in countries where they are grown. These varieties can differ substantially due to variable growing conditions, horticulture, production processing, and harvesting time.

Over the last few decades green tea has been subjected to many scientific and medical studies to determine the extent of its long-purported health benefits, with some evidence suggesting that regular green tea drinkers may have a lower risk of developing heart disease and certain types of cancer. Although green tea does not raise the metabolic rate enough to produce immediate weight loss, a green tea extract containing polyphones and caffeine has been shown to induce thermo genesis and stimulate fat oxidation, boosting the metabolic rate 4% without increasing the heart rate.

Green tea steeping in a gaiwan.

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http://en.wikipedia.org/wiki/Gaiwan

http://en.wikipedia.org/wiki/Green_tea

http://en.wikipedia.org/wiki/Thermogenesis

http://en.wikipedia.org/wiki/Caffeine

http://en.wikipedia.org/wiki/Polyphenols_in_tea

http://en.wikipedia.org/wiki/Heart_disease

http://en.wikipedia.org/wiki/Black_tea

http://en.wikipedia.org/wiki/Western_World

http://en.wikipedia.org/wiki/Asia

http://en.wikipedia.org/wiki/China

http://en.wikipedia.org/wiki/Tea_processing

http://en.wikipedia.org/wiki/Camellia_sinensis


Green Tea's beginnings

With its earliest reference dating back to the year 2737 BC, green tea history is long and fascinating. Green tea's roots lie with the Chinese Emperor Shennong, who accidentally drank water that had a dead tea leaf boiled in it. Green tea history, then, has an origin linked to the highest tier of Chinese society, which made it expensive and inaccessible to less-wealthy people. It was not until the fourteenth century that green tea became widespread throughout China for people from all walks of life who enjoyed for its taste and medicinal qualities.

Green Tea Goes West

While green tea has been enjoyed in China for around 5000 years, its history in the west is relatively short in comparison. One of the most interesting aspects of green tea history is its slow move from Asia to Europe and America.

European traders were first introduced to tea in the sixteenth century during trips to East Asia. The new drink so pleased the sailors and their homelands that it became an important commodity. Even now, Great Britain's national beverage is tea, though most British tea drinkers prefer black teas.

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Along with settlers, tea was shipped over to the Americas, where it enjoyed great popularity among the early colonists. In fact, tea was so popular in America that Great Britain imposed a Tea Tax in 1767 that infuriated the colonists and sparked the Boston Tea Party of 1773, where 45 tons of green tea (called "bullet" tea because of its shape during shipping) was dumped into the harbor.

Modern Use

While green tea history may have seen its zenith of historical importance in the Boston Tea Party, recent green tea history involves the steady increase in the drink's popularity and health benefits. In the past few decades, green tea has been subjected to a variety of tests to determine the health advantages the high level of antioxidants provides for its consumers. The more scientists learn, the more impressed they become with green tea.

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White tea

White tea is a lightly oxidized tea grown and harvested almost exclusively in China, primarily in the Fujian province.

White tea comes from the delicate buds and younger leaves of the Chinese Camellia sinensis plant. These buds and leaves are allowed to wither in natural sunlight before they are lightly processed to prevent oxidation or further tea processing. This preserves the characteristic flavour of the white tea.

The name "white tea" derives from the fine silvery-white hairs on the unopened buds of the tea plant, which gives the plant a whitish appearance

History of White tea

White tea originated in China; however, the history of white tea is contested and complicated. Finding adequate citation is not easy when discussing China's teas in general because the system of knowledge is often orally transmitted. Scholars and tea merchants generally disagree as to when the first production of white tea (as it is understood in China today) began. What is today known as white tea may have come into creation in the last two centuries. White tea may have first appeared in English publication in 1876, where it is categorized as a black tea because it is not initially cooked like a green tea, to deactivate internal enzymes and external microbes. It is worth noting that at this time Hanson only identified two types of tea, black and green.

When working loosely with sources, claims are made that white tea is the oldest type of tea for various reasons, though it should be noted that among university-appointed tea scholars in China, debate focuses on whether green or black tea (known as "red tea" in China) is the oldest form of tea, and white tea is conspicuously absent from this dialogue. Stories do appear referring to a "white" tea as the preferred tea of Chinese royalty,

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http://en.wikipedia.org/wiki/Emperor_of_China#Family



http://en.wikipedia.org/wiki/Redox


http://en.wikipedia.org/wiki/Bud

http://en.wikipedia.org/wiki/Fujian


http://en.wikipedia.org/wiki/Tea


where it was first produced during the Tang Dynasty (618 907 ‒A.D.). For some time, only the emperor and his courtiers would drink white tea as it was rare and expensive. However, this "white" tea was produced differently than it is today. At this time leaves were compressed into cakes. By 1200 A.D., around the time of the Song Dynasty, immature silver white leaf-buds were immediately steamed, dried, and ground into a powder. Another story discusses the need for those who pick white tea to be virgins so that their fingers will not crush the buds when they are harvested. It is likely that these stories do not refer to white process tea but rather to the picking of undamaged buds, which can then be used to make any of the six types of tea.

White tea has now become more widely available, often being sold as Silvery Tip Pekoe, a form of its traditional name, and now also under the simple designations China White and Fujian White.

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http://en.wikipedia.org/wiki/Courtier

http://en.wikipedia.org/wiki/Emperor_of_China

http://en.wikipedia.org/wiki/Tang_Dynasty


Herbal Tea

Aherbal tea, tisane, or ptisan is a herbal or plant infusion and usually not made from the leaves of the tea bush (Camellia sinensis). Typically, herbal tea is simply the combination of boiling water and dried fruits, flowers or herbs. Herbal tea has been imbibed for nearly as long as written history extends. Documents have been recovered dating back to as early as Ancient Egypt and Ancient China that discuss the enjoyment and uses of herbal tea. Among Chinese, herbal tea is commonly known as liong cha (Cantonese) or liang cha (Mandarin).

Composition

Herbal teas can be made with fresh or dried flowers, leaves, seeds or roots, generally by pouring boiling water over the plant parts and letting them steep for a few minutes. Seeds and roots can also be boiled on a stove. The tisane is then strained, sweetened if so desired, and served. Many companies produce herbal tea bags for such infusions.

Flavoured teas are prepared by adding other plants to an actual tea (black, oolong, green, yellow, or white tea); for example, the popular Earl Grey tea is black tea with bergamot (the orange oil, not the herb of the same name), jasmine tea is Chinese tea with jasmine flowers, and genmaicha is a Japanese green tea with toasted rice.

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http://en.wikipedia.org/wiki/Genmaicha

http://en.wikipedia.org/wiki/Jasmine

http://en.wikipedia.org/wiki/Bergamot_orange

http://en.wikipedia.org/wiki/Earl_Grey_tea

http://en.wikipedia.org/wiki/White_tea

http://en.wikipedia.org/wiki/Yellow_tea


http://en.wikipedia.org/wiki/Oolong_tea



http://en.wikipedia.org/wiki/Tea_bag

http://en.wikipedia.org/wiki/Mandarin_Chinese

http://en.wikipedia.org/wiki/Cantonese




http://en.wikipedia.org/wiki/Infusion

http://en.wikipedia.org/wiki/Herb


Medicinal concerns

Herbal teas are often consumed for their physical or medicinal effects, especially for their stimulant, relaxant or sedative properties. The medicinal effects of certain herbs are discussed under herbalism. The medicinal benefits of specific herbs are often anecdotal or controversial, and in some countries (including the United States) makers of herbal teas are not allowed to make unsubstantiated claims about the medicinal effects of their products.

While most herbal teas are safe for regular consumption, some herbs have toxic or allergenic effects. Among the greatest causes of concern are:

Lobelia, which contains toxins similar in effect to nicotine.

Herbal teas can also have different effects from person to person, and this is further compounded by the problem of potential misidentification. The deadly foxglove, for example, can be mistaken for the much more benign (but still relatively toxic to the liver) comfrey.

The UK does not require herb teas to have any evidence concerning their efficacy, but does treat them technically as food products and require that they are safe for consumption.

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http://en.wikipedia.org/wiki/Comfrey

http://en.wikipedia.org/wiki/Foxglove

http://en.wikipedia.org/wiki/Nicotine

http://en.wikipedia.org/wiki/Toxins

http://en.wikipedia.org/wiki/Lobelia

http://en.wikipedia.org/wiki/Allergy

http://en.wikipedia.org/wiki/Toxin

http://en.wikipedia.org/wiki/Herbalism

http://en.wikipedia.org/wiki/Sedative

http://en.wikipedia.org/wiki/Muscle_relaxant

http://en.wikipedia.org/wiki/Stimulant


Most of the ingredients used in Indian herbal teas are non-toxic in nature. However, according to Naithani&Kakkar (2004), "all herbal preparations should be checked for toxic chemical residues to allay consumer fears of exposure to known neuro-toxicant pesticides and to aid in promoting global acceptance of these products".

Depending on the source of the herbal ingredients, teas may be contaminated with pesticides or heavy metals

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Production of tea in different countries of the world (year 2008,09,10)

Country 2008 2009 2010

China 1,047,345 1,183,002 12,75,384

India 928,000 949,220 805,180

Kenya 310,580 369,600 345,800

Sri Lanka 310,800 305,220 318,470

Other countries 189,551 193,782 205,211

Turkey 201,866 206,160 198,046

Vietnam 151,000 164,000 174,900

Indonesia 146,858 150,224 150,851

Japan 91,800 94,100 94,100

Argentina 72,129 76,000 76,000

Iran 59,180 60,000 60,000

Bangladesh 58,000 58,500 59,000

Malawi 45,009 46,000 46,000

Uganda 34,334 44,923 42,808

Total 3,646,452 3,887,308 3,833,750

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http://en.wikipedia.org/wiki/Uganda

http://en.wikipedia.org/wiki/Malawi

http://en.wikipedia.org/wiki/Bangladesh

http://en.wikipedia.org/wiki/Iran

http://en.wikipedia.org/wiki/Argentina

http://en.wikipedia.org/wiki/Japan

http://en.wikipedia.org/wiki/Indonesia

http://en.wikipedia.org/wiki/Vietnam

http://en.wikipedia.org/wiki/Turkey


http://en.wikipedia.org/wiki/Kenya

http://en.wikipedia.org/wiki/India



Production of tea in different parts of India

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Production of tea in India

( Quantity in Million kgs )

Year North India South India Total

2004 631.75 206.72 838.47

2005 648.28 229.85 878.13

2006 662.19 230.78 892.97

2007 718.42 227.55 945.97

2008 753.24 228.56 981.80

2009 764.74 221.69 986.43

2010 733.92 246.90 980.82

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District wise Production of Tea in India

North India

(Figures in Thousand kgs.)

District/states

2003 2004 2005 2006 2007 2008 2009

Darrang 78224 75743 80291 80474 82281 83404 84976 Goalpara 6338 6031 6137 5665 5271 6327 6847 Kamrup 4588 4434 4333 4304 4021 3720 3982 Lakhimpur 9075 9079 8502 8280 8387 8993 9165 Dibrugarh 167047 159006 175339 178352 211376 223876 225321 Nowgong 11836 11696 11587 10981 11821 10742 12429 Sibsagar 119626 115243 100693 102192 113392 117231 118622 Cachar 49793 45569 41411 38757 44858 41832 44131 KarbiAnlong 1945 2186 2028 2012 1663 1682 1677 North Cachar

5115 4340 4438 4632 4417 4234 4735

Total Assam

453587 433327 434759 435649 487487 502041 511885

Darjeeling 9841 9180 9582 10065 11312 10854 10007 Terai (a) 49388 53606 59786 69239 77078 87064 87502 Dooars(b) 127611 125235 131267 135237 129156 139188 138835 Total West Bengal

186840 188021 200635 214541 217546 237106 236344

Tripura 6506 6632 8577 7168 7515 7128 7856 1098 231 769 110 82 5842 191 259

75 -

1005 1261 1130 1023 1122 1122327 272 141 246 427 427

1022 718 605 616 971 890 101 100 119 110 108 110 110 81 107 150 157 167

1047 950 1745 2219 2624 374875 206 195 190 190 191 41 35 81 99 99 139 41 45 78 72 73 75

105 100 105 101 101 99

Total North India

650807 631748 648277 662184 718420 753243 764742

(a) Including West Dinajpur (b) Including Cooch Behar.

(E) Estimated and subject to revision @ Break-up not available

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District wise Production of Tea in India

South India(Figures in Thousand kgs.)

District/states

2003 2004 2005 2006 2007 2008 2009

Kanyakumari

117 141 101 81 472 82 1226 2084 35291 124973

70 1360 2129 3218124783 1779 1692 1658 1454 1660

3152 1318 2036 2306 3098

31261 27124 29208 29417 30927

96092 112846

133569

129757

122680

Total Tamil Nadu

132401

143121

166572

163015

158837

163656 160531

Cannanore - - - - - -

Palghat 1898 2915 2444 2206 1887 2117 2012

Kozhikode - - - - - - -

Malapuram

- - - - - - -

Trichur 1668 1467 1002 1769 1864 1921 1594

Trivandrum

124 320 298 441 318 213 220

Quilon 364 349 322 237 232 227 166

Kottayam 245 257 645 557 357 165 177

Ernakulam - - - - - - -

Idukki 46439 40207 41848 44861 47048 43639 38484

Wynaad 14413 12257 11453 12075 11635 11180 13313

Total Kerala

65151 57772 58012 62146 63341 59462 55966

Chikmagalur

3606 3825 3563 3755 3619 3543 3541

Coorg 797 794 756 823 776 752 652

Hassan 1161 1214 949 1042 981 1149 995

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Total Karnataka

5564 5833 5268 5620 5376 5444 5188

Total South India

203116

206726

229852

230781

227554

228562 221685

Total All India

853923

838474

878129

892965

945974

981805 986427

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SWOT ANALYSIS

* Strength

Demand for tea has been growing @ sum 2% p.a and should accelerate further

Technical & manpower skill: due to huge population base in India technical & manpower skill is available in abundant

Good research support by tea growers has help industry grow further

* Weakness

No effective cost management system adopted by companies & other regulatory bodies

Supply from more efficient players like Kenya, China, Sri lanka

Decline exports of India over years

*Opportunities

Export potentials if India can increase its production capacity

To make tea more acceptable & fashionable like coffee Large untapped rural market for branded tea companies like

HUL & TATA tea

*Threats

Global competition Low cost in some countries like Kenya, China, Sri lanka Cost escalation on account of increase in the cost of

production

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HISTORY OF WAGH BAKRI

With blessings from Mahatma Gandhi, Sir Narandas Desai set foot on Indian soil in the year 1892 after gaining experience in tea business as an owner of tea garden in South Africa which then was mired in racial misgivings that made the continuity of his business a futile endeavour there.

He started Waghbakri Tea Company in the yr 1892, which then was represented by small company retail shop at kalupur Ahmadabad, Gujarat. Since then the growth of the endeavour has been phenomenal and presently Waghbakri Tea Company has an employee base of more than 400 professional managers and skilled personals with ever increasing space for more, to tend to the expanding group enterprise in India and abroad. Waghbakri tea house markets various tea brands in loose leaf cartons and tea bags for tea lovers all over the globe – the finest certified black teas from Darjeeling tea estates, Assam and Nilgiri. The company sells organic black and green tea for the health conscious.

The production base is at Dholka (Dist . Ahmedabad) in a impressive spread of 14 acres with a modern manufacturing plant and state of art production and packaging unit that conforms to International norms in producing, blending and packaging of the finest tea leaf for worldwide consumption.

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ACHIEVEMENTS

Year 1892, on call from Mahatma Gandhi, Sir Narandas Desai left India for South Africa. He procured a tea estate in the year 1915. But facing racial discrimination in South Africa he left that country and came back to India with a certificate of merit from The Mahatma Gandhi and few belongings, and years of experience as tea-estate owner to count on.

Year 1919, Sir Narandas established tea business in Ahmedabad. The firm was named The Gujarat Tea Depot Co. with first retail outlet for wholesale teas at Gandhi Road, Ahmedabad, India (erstwhile Richie Road).

Year 1925, Wagh Bakri brand was born now a favorite of millions of tea lovers.

Year 1944, the Good Morning brand of premium blended tea leaf was introduced for tea connoisseurs, a blend rich in full bodied taste and aroma. The tea cuppers discovered it to be the right brand to begin their morning’s fresh with a cup that cheers.

Year 1976, encouraged by the success “Wagh Bakri” tea house enters into large scale distribution of Good Morning.

Year 1980, the first to recognize the need for packaged teas, the group established Gujarat Tea Processors & Packers Limited to meet a growing demand for quality blends of branded teas and with the aim of selling quality tea products to the tea lovers in India and globally.

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Year 1986, the Standard Tea Processing Co. Limited was established with a view to avail the benefits of mechanized operations and meet with demands for bulk teas. The Company also started an office in Kolkata to oversee and check the purchase of tea at auction centres there.

Year 1989, D'ling Brand a pure certified premium Darjeeling Tea was launched especially for tea connoisseurs. Darjeeling tea is popular for its smooth mellow flavor and overpowering aroma.

Year 1991, the increased demand of packaged tea by professionals in the corporate segment initiated the launch of "Tea Quik" tea bags. The utility of tea bag is immense. It is travel, worthy, quick to make at home hygienically.

Year 1994,For the larger audience "MILI” tea" was launched. Being an affordable quality tea in carton and jar, it finds place in the hearts of tea lovers all over the world.

Year 1998, the Wagh Bakri brand launched in Rajasthan, India.Wagh Bakri Ahmedabad Management Association’s [AMA] Centre for Governance established.

Year 1999, the Wagh Bakri brand enters the central Indian state of Madhya Pradesh, India.

Year 2003, Premium brand of the Company “Wagh Bakri” secured its place among top 100 popular brands in India as per survey undertaken by AC. Nielsen’s in Brand Equity’s survey of India’s biggest FMCG Brands – 2002.

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http://www.buytea.com/tea_speciality.php


Year 2004, Company received ISO : 9001 : 2000 and HACCP Certification.

Year 2006,With a view to synergize efforts and operations Standard Tea Processing Co. Ltd. merged into Gujarat Tea Processors & Packers Ltd.

Year 2007, Company started office at Mumbai (India) to expand its operations. Company also shifted its Kolkata office with upgraded infrastructure and facilities.

Company entered into Maharashtra (India) state by launching “Wagh Bakri” Perfect Tea packets under different pack sizes.

Year 2008, Company imported Double Chamber Tea Bag Machine viz. IMA C 27 from Italy having capacity of manufacturing 250 bags per minute.

Company received EN ISO 22000:2005 Certification for Company’s Food Safety Management System for Blending and Packaging of Tea.

Company acquired the land admeasuring 25,748 sq.meters adjoining to existing Dholka factory and also 12,595 sq. meters at village Tundel, TalukaNadiad, Gujarat for the purpose of expansion / setting up of Tea Blending factory and storage facilities.

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Opened a Wagh Bakri Tea Lounge at Ville Parle [East], Mumbai,

which serves Ice Tea and all premium varieties of Tea manufactured / marketed by Wagh Bakri Tea Group along with snacks.

Year 2009, Company expanded its presence in the rural sections of Maharasthra like Kolhapur and Sangli. The company also launched itself in Delhi and NCR regions. The group also participate in Gulf Food held at World Trade Centre, Dubai

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PRODUCTS OF WAGHBAKRI TEA

Good Morning Assam Tea Bags - Individually Wrapped

Good Morning Tea Bags (Darjeeling) :-

WaghBakri Tea Quik Tea Bags

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Certified Organic Darjeeling Green Tea

Good Morning

Mili Tea Pack

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Wagh Bakri Tea Perfect

W aghbakri Leaf

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TATA TEA HISTORY

Tata Tea - Historical Milestones

1963 James Finlay

1964 Tata Finlay established to develop value added Tea

1976 Tata Finlay takes over tea production and marketing operations of James Finlay

1983 James Finlay sell their shareholdings to Tatas heralding the "Dawn of a new Era" - Tata Tea is born

1987 A wholly owned subsidiary, Tata Tea Inc, set up in the U.S.A.

1991 Acquisition of 52.5% shareholding in Consolidated Coffee Ltd (Tata Coffee Ltd.)

1992 Joint Venture in Sri Lanka, Estate Management Services (P) Ltd. formed.

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1993 Joint Venture alliance with Allied Lyons plc - Tata Tetley established.

1995-96 65% share Lankan JVC acquires 51% shareholding in Watawala Plantations Ltd.

Tata Tea acquires The Tetley Group Ltd., UK.

2000 Tata Tea acquires The Tetley Group Ltd., UK.

Mission & Vision of Tata tea

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PURPOSE & PRINCIPLES

Our corporate purpose states that to succeed requires "the highest standards of corporate behaviour towards everyone we work with, the communities we touch, and the environment on which we have an impact."

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SCIENCE & TECHNOLOGY

Innovation enables us to meet people's needs and aspirations in ways that engage and appeal.

ENVIRONMENT & SOCIETY

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HISTORY OF RAJANI TEA

Milestones of Rajani tea

1975 :- Late Shree Gordhandas Vitthaldas Rajani and his sons started With tea business (RAJANI GROUP) in JAMJODHPUR village of Jamnagar district with 250grams Tea packets.

1983 :-RAJANI GROUP started its office in Junagadh by forming Sole Proprietorship Named "RAJANI BROTHERS"

1989:-RAJANI GROUP shifted its blending and packaging Unit Junagadh and it was named as "BHAGYODAY TEA CENTRE".

1995 :- RAJANI GROUP launched RADHIKA and GIRIRAJ brands of Tea.

1999 :- RAJANI GROUP introduced wonderful consumer scheme inwhich coupons were given for 250g and above of Tea Purchase.

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2000 :- RAJANI GROUP launched BALAJI, GOPIKA and GULAB brands of TEA.

2002 :- RAJANI GROUP played host to "RAJAT JAYANTI MAHOTSAV"celebration of Gujarat Tea Traders Association (G.T.T.A.) and gave a warm welcome to all the members of G.T.T.A. Bypresenting momentotothem. RAJANI GROUP is an activemember of G.T.T.A. Since the formation of G.T.T.A. & also a member of Tea Board of India.

2002 :- RAJANI GROUP launched its “PREMIUM” brand Tea..

2004 :- RAJANI GROUP converted its sole proprietorship business into private limited companies.

2007 :- RAJANI GROUP launched their “EXTRA PREMIUM” brand tea.

2009:- RAJANI GROUP was certified as an ISO 9001 group.

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RAJANI TEA PRODUCT

MRP per kg 256/-

Extra PremiumCTC Leaf - CTC Fanning Tea - CTC Dust Tea

Size Packing

Bulk Packing

500g Pouch 500g x 20 Nos. = 10 Kg.250g Pouch 250g x 40 Nos. = 10 Kg.100g Pouch 100g x 20 Nos. x 5 Bandha = 10 Kg.50g Pouch 50g x 40 Nos. x 5 Bandha = 10 Kg.

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MRP per kg 204/-

PremiumCTC Fanning Tea - CTC Dust Tea - CTC Leaf Tea

Size Packing

Bulk Packing

1 Kg Pouch 1 Kg x 10 Nos. = 10 Kg.500 g Pouch 500 g x 20 Nos. = 10 Kg.250 g Pouch 250 g x 40 Nos. = 10 Kg.100 g Pouch 100 g x 25 Nos. x 4 Bandha = 10 Kg.50 g Pouch 50 g x 50 Nos. x 4 Bandha = 10 Kg

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MRP per kg 202/-

Premium LooseCTC Fanning Tea - CTC Dust Tea - CTC Leaf Tea

Size Packing

20 Kg Net Laminated Bag

MRP per kg 225/

Sp. Hotel BlendCTC Fanning Tea - CTC Dust Tea - CTC Leaf Tea

Size Packing Bulk Packing

1 Kg Pouch 1 Kg x 10 Nos. = 10 Kg.

500 g Pouch 500g x 20 Nos. = 10 Kg.

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MRP per kg 192/-

BalajiCTC Fanning Tea - CTC Dust Tea - CTC Leaf Tea

Size Packing Bulk Packing

1 Kg Pouch 1 Kg x 10 Nos. = 10 Kg.

500 g Pouch 500 gm x 20 Nos. = 10 Kg.

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BROOKE BOND HISTORY

Brooke Bond is a brand-name of tea owned by Unilever, formerly an independent manufacturer in the United Kingdom, known for its PG Tips brand and its Brooke Bond tea cards.

Brooke Bond & Company was founded by Arthur Brooke who was born at 6 George Street, Ashton under Lyne, Lancashire, England in 1845. He opened his first Tea Shop in 1869 at 23 Market Street, Piccadilly, Manchester, Lancashire. There was never a "Mr Bond"; Arthur Brooke chose the name simply because it sounded pleasing to his ears.

In the 1950s and 1960s, packets of Brooke Bond tea included illustrated tea cards, usually 50 in a series, which were collected by many children. One of the most famous illustrators of these cards was Charles Tunnicliffe, the internationally acclaimed bird painter. Most of the initial series were wildlife-based, including 'British Wild Animals', 'British Wild Flowers', 'African Wild Life', 'Asian Wild Life', and 'Tropical Birds'. From the late 1960s, they included historical subjects, such as 'British Costume', 'History of the Motor Car', and 'Famous Britons'. Complete sets and albums in good condition are now highly sought-after collectors' items. The inclusion of these cards in packets of tea ceased in 1999.

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Products of Brooke Bond tea

TajMahal tea

Red label tea

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Mission of Brooke bond

Our mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people look good, feel good and get more out of life.

ENTHUSED WITH VITALITY

Whatever their personal definition, millions of people around the world use our products daily to add Vitality to their lives - whether that's through feeling great because they've got shiny hair and a brilliant smile, keeping their homes fresh and clean, or by enjoying a great cup of tea, satisfying meal or healthy snack.

HEALTH & NUTRITION

Our Vitality mission commits us to growing our business by addressing health and nutrition issues. We focus on priorities including children and family nutrition, cardiovascular health and weight management

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VALUES

Intangibility :

They should be honest and silent in all their work.

Commitment :

They should fulfil all their promises. They show should not given into and adversity.

Respect :

They should respect all their customers. The communication gap should be less and way of behaving should be excellent.

Quality :

They shall strive to achieve the highest quality in standard that are the hall marks of rebalance.

Performance Focus :

They should have a consistent achievement at the business and realise opportunity for ascending growth.

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VISION

Quality must always precede quantity. To be a leader in tea business. Leadership not as defined by the general norms of the market place, but as defined by the company itself. This means many things.

Such as establishing & maintaining leadership in quality, not necessarily quantity.

Continuing to earn the respect of consumers and business associates, through excellent products, fair trade practices and overall transparency.

Innovating continually, so that the company has something new to offer to its customers every season.

Diversifying into related areas of food industry, to offer customers more comprehensive taste experiences.

Fine-blending new technologies with market strategies.

And, by never taking the market for granted.

MISSION

“ Goodness, Truthfulness, Quality”.

The succeeding generations with the help of the company translates this axiom into a way of life and business. Only the finest ingredients go into the preparation of tea.

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OBJECTIVE OF THE STUDY

As tea has become booming sector nowadays we will get more knowledge and knowhow from it.

To know the public opinion, as which is the best in the market.

To know the craze and popularity of tea brands.

To know the tea drinking habits of the amdavadis.

To find out how all the tea industries are managed in such competitive world.

To know the best service quality and ambience provided by the tea industries.

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Comparative study of Tea brands in Ahmadabad city

Tata tea vs. Wagh Bakri vs. Brook bond vs. Rajani chai

N.B (Please follow the instruction given in the questionnaire)

The information provided by you will be used for the purpose of making research for the project report.

Secrecy will be maintained regarding data provided by you. We expect co-operation from your side.

1. Name:

2. Gender: Male Female

3. Age:

4. Occupation: Student Housewife Business man Service man

5. Phone No. : Address:

6. Annual Income:

7. Number of family member who drink tea?

8. Which tea brand you prefer?

Tata Tea Wagh Bakri

Brooke bond Rajani chai

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9. Since how long you drink tea?

1-3 years 3-5 years

5-7 years more than 7

10. How do like to drink tea?

Packets of tea Tea stalls

Tea bags

11. How frequent you take tea in a day?

Once in a day

Twice in a day

Thrice and more in a day

12. How much expense you in cared on tea in a month?

Rs.300-400 Rs.400-500

Rs.500 or more

13. Do you think market price of your tea brand is reasonable?

Yes No Can’t say

14. Why do you like to buy this particular brand of tea?

Gift packages.

Because of price.

Because of taste.

Because of packing.

15. Is the taste of your preferred tea brand better than others?

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Yes No can’t say

16. Do you find varieties in your tea brand?

Yes No

17. Do you think your preferred tea brand as a make of status symbol?

Yes No

18. Which tea brand according to you has the largest market share?

Tata Tea Wagh Bakri


19. Scale the following tea brand?

Brand Name Good Better ExcellentTata TeaBrooke BondRajani ChaiWagh Bakri

20. According to you which tea brand is best ambience?

Tata Tea Wagh Bakri


21. Are you satisfied with your tea brand?

Yes No

If no then please mention reason

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22. If you likely want to shift to other tea brand ?

Yes No

if no then mention.

23. Give your suggestion regarding tea brands.

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ANALYSIS OF THE QUESTIONNAIRE

Q2) GENDER

GENDER NO OF PERSON Analysis in %Male 89 60%Female 61 40%Total 150 100%

MaleFemale

0

10

20

30

40

50

6060%

40%

Interpretation

In above survey we observed that there are 60% Of Males i.e. 89 out of 150 and 40% of females i.e. 51 out of 150 in Ahmedabad who Drink tea every day.

Q8) which tea brand you like to prefer

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Brand name Analysis(no of person)

Analysis in %

Wagh Bakri 69 46%Tata tea 50 33%Brooke bond 25 17%Rajani chai 6 4%Total 150 100%

Wagh bakritata tea

brooke bondRajani tea

0

10

20

30

40

50

60

7069

50

25

6

Interpretation

In the above survey we come to know that out of150 tea consumers 62 prefers Waghbakri, 48 go for Tatatea, and 21 Brooke bond and 6 personConsumes Rajani tea this shows that Waghbakri is the most preferred brand in Ahmedabad.

Q9) since how long you drink tea?

No of years No of persons Analysis in %

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1-3 25 17%3-5 20 13%5-7 23 15%More than 7 82 55%Total 150 100%

25

20

23

82

Analysis

Interpretation

From above data we can say that 55% i.e. 82 People out of 150 Drink tea for more than 7 years & 15% i.e. 23People Consume tea for 5-7 years, 13% i.e. 20 consume tea for 3-5 Years, while 17% i.e. 25 consume tea for 1-3 year.

Q10)How do you like to drink tea?

Drinking style no of person Analysis in %

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Packets of tea 96 64%Tea bags 31 21%Tea stall 23 15%Total 150 100%

Packets of tea

Tea bags

Tea stall

0

10

20

30

40

50

60

70

80

90

100

96

31

23

Interpretation

In the above graphical representation we can see that there are 96 people out of 150 i.e. 64% goes for packets of tea 31 i.e. 21% for tea bags and 23 i.e. 15% take tea on tea stalls.

Q11) How frequent you take tea in a day?

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Frequency in a day No of person Analysis in %One time 28 19%Twice 70 47%Thrice or more 52 34%Total 150 100%

onetwice

thrice or more

0

10

20

30

40

50

60

70

28

70

52

Interpretation

The survey shows that70 persons out of 150 drink tea twice in a day n 52 drink thrice and28 out of 150 personsdrinks tea once in a day in the city.

Q12) How much expense you incurred on tea in a day?

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Amount (in RS) No of persons Analysis in %300-400 66 44%400-500 45 30%500 & more 39 26%Total 150 100%

300-400 Rs, 66

400-500 RS, 45

500& more Rs, 39

Interpretation

From the above data we observes that More then 66 person out of 150 spent 300-400 rupees in a month on tea and 45 spent 400-500 and 39 out of 150 spendsmore then 500 rupees in a month.

Q13) Do you think market price of your tea brand is reasonable?

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Pricing No of person Analysis in %Yes 83 55%No 41 27%Can’t say 26 18%Total 150 100%

Yes, 83

No, 41

Can't say, 26

Interpretation

In the above analysis 55% people are satisfied with the price of their tea brand. While 27%think their teabrand is costlier. And 18% people have not givenany suggestion regarding price of their tea brand.

Q15) Is the taste of your preferred tea brand is better than others?

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Preference No of persons Analysis in %Yes 107 71%No 24 16%Can’t say 19 13%Total 150 100%

Yes

No

Can't say

0 20 40 60 80 100 120

107

24

19

Interpretation

From the above graphical representation we conclude that 71% people think that their tea brand is better than others. While 16% thinks that there aresome other Tea brand which is better than their brandand13% doesnot comment on their brand.

Q16) do you find variants in your tea brand?

Particulars No of person Analysis in %

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Yes 95 63%No 55 37%Total 150 100%

Yes

No

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

9555

Interpretation

63% i.e. 95 out of 150 people find verities in their tea brand while 37% i.e. 55 do not find any verities in their tea.

Q17)Do you think your preferred tea brand makes a status symbol?

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Particulars No of person Analysis in %Yes 111 74%No 39 26%Total 150 100%

Yes; 111

No; 39

Interpretation

As per our survey we can say that most of the consumers i.e. 111 out of 150 believe that there tea brand makes a status symbol while 26% do not find their brand as status symbol.

Q18) Which tea brand according to you has the largest market share?

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Brand name No of person Analsis in %Wagh bakri 59 39%Tata tea 58 39%Brooke Bond 25 17%Rajani tea 8 5%Total 150 100%

Wagh BakriTata tea

Brooke BondRajani tea

0

10

20

30

40

50

6059

58

25

8

Interpretation

Frome the above data we can conclude that 39% Ofpeople says that Waghbakri has the largest Market share while 39% says that Tata tea & 17%Says Brooke bond & 5% says Rajani tea has thelargestmarket share.

Q20) According to you which tea brand is best ambience?

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Brand name No of person Analysis in %Wagh Bakri 53 35%Brooke Bond 45 30%Tata tea 44 30%Rajani 8 5%Total 150 100%

Wagh bakriBrooke bond

Tata tea Rajani tea

0

10

20

30

40

50

60

53

4544

8

Interpretation

As per our survey we can conclude that 35% i.e. 53 out of 150 says wagh Bakri has best ambience among all 4 tea brands while 30%i.e. 45 people says that both Brooke bond &Tata tea has best ambience among all 4 tea brands& only5% i.e. only 8 out of 150 people says that Rajani tea has best ambience among all 4 tea brands.

REASERCH METHODOLOGY

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Marketing Research is the systematic design collection, analysis andreporting of the data and findings relevant to a specific marketing the industry.

Marketing research has proved an essential tool to meet all the needs of marketing management. These needs include information regarding products, prices, market conditions of demand and supply, consumer needs and desires, selling methods, physical flow of goods, competitive decisions, external marketing environment and other factors of Marketing Management.

Marketing Research process involves the identification of problems, research design, collection of the data, and interpretation of the data for reporting the conclusion to solve the specific problems. Each research process must be carefully planned, effectively coordinated and integrated.

MARKETING RESEARCH PROCESS

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1. Defining the research objective

2. Research design

3. Determining sources of information and data

4. Sample design

5. Analysis and interpretation of data

DEFINING THE RESEARCH OBJECTIVE

Determining the research objectives is the most important step in marketing research. It is essential to frame the ultimate and operational objectives of the marketing research which is decided considering costs and techniques of research. The more important objectives are those that describe the required data for the decision needs.

The group has defined its objective as to study the TEA industry in Ahmedabad, wherein the group has surveyed the consumers as well as the potential consumers of TEA sector. The group has also studied the practices of yhe entrepreneurs of TEA industries.

RESEARCH DESIGN

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A research design is a master plan or model for the conduct of formal investigation and survey. It may be exploratory, descriptive and experimental.

Exploratory Research design: is the design used to conduct a general exploration of the issue, gain some broad insights in to the phenomenon, and achieve a better “feel” for the subject under investigation.

Descriptive design: is the design used to describe a population, event, or phenomenon in a precise manner in which we can attach number to represent the extent to which something occurs or determine the degree in which two or more variables co-vary.

Experimental design: is a desidn used to attribute cause and effect relationships among two or more variables so that we can understand and predict the outcome of one variable (e.g., sales) while varying another (e.g., advertising)

DETERMINING SOURCES OF INFORMATION & DATA

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The sources of information are broadly divided in to below mentioned categories.

Secondary data:

Primary data:

Secondary data: consists of information that already exists somewhere, having been collected for some other purpose. They are already brought before the public in the form of published or unpublished information. Important sources of secondary information are commercial data sources, online database and internet data sources. The secondary sources used by the group are magazines and internet.

Primary data: consists of information coolected for specific purpose. It may be defined as those data that have been observed or recorded by the researchers for the first time. Primary data collection calls for a number of decisions approach, contact methods and research instruments.

a. Research Approaches

The two types of research approaches are as mentioned below:

Observational research – It is the collection of primary data by observing relevant people, actions and situations.

Survey research – It is the approach best suited for the collection of descriptive information. A research group that wants to know about people’s knowledge, attitudes, preferences, or buying behavior can often find out the primary data by asking relevant questions to the concerned individuals directly.

For the purpose of this project the group will use survey research approach.

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b. Contact method

it includes contracting people related to the area of study through mails, telephone or personal interview. The contact method used by the group is personal interviewing of respondents.

c. Research Instruments

In collecting primary data the group has used questionnaire as a research tool. The questionnaire can be prepared by the use of existing knowledge and secondary data.

The two forms of questionnaire are close-ended and open-ended questionnaire, from which we have used a combination of both close-ended as well as an open-ended questionnaire.

SAMPLE DESIGN

The group conducted a survey for the project. Population survey gives reliable and authentic information but due to time and cost constraints it was not feasible to undertake a population survey so the group has adopted a sampling method. The group has surveyed 200 consumers of taking different teas and 200 potential consumers of the same.

SAMPLE: A Sample is a subset of the population.

The method of surveying the samples is known as sampling method. There are many sampling methods like:

Probability Sampling Techniques

Simple Random Sampling

Strarified Random Sampling

Cluster Sampling

Systematic Sampling

Non- Probability Sampling Techniques

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Convenience Sampling

Judgement Sampling

Snowball Sampling

PROBABILITY SAMPLING TECHNIQUES

A.Simple Random Sampling

A probability sampling technique in which each element of the population has a known and equal probability of selection. Every element is selected independently of every other and the sample is drawn by a random procedure from a sampling frame.

B.Stratified Random Sampling

A probability sampling technique that uses a two-step process to partition the population into subpopulations, or atrata. Elements are selected from each stratum by using a random sampling.

C.Cluster Sampling

First, the target population is divided into mutually exclusive and collectively exhaustive subpopulations called clusters. Then, a random sample of clusters is selected based on a probability sampling technique such as simple random sampling. For each selected cluster, either all the elements are included in the sample or a sample of elements is drawn probabilistically

Systematic Sampling

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A probability sample technique in which the sample is chosen by selecting a random starting point and then picking ith element in succession from the sampling frame.

To be able to use any of the above-mentioned probability sampling techniques for the sampling, one need to have the exact figure of the population size, which we do not have, hence we have to resort to non-probabilistic sampling procedures. They are mentioned below.

NON- PROBABILITY SAMPLING TECHNIQUES

A. Convenience Sampling

Convenience sampling attempts to obtain a sample of convenient elements. A selection of sampling units is left to primarily the researcher. Often respondents are selected because they happen to be in the right place at the right time.

B.Judgement Sampling

Judgement sampling is a form of convenience sampling in which the population elements are selected based on the judgement of the researchers. The researcher exercising judgement chooses the elements to be included in the sample because he/ she believes that they are representative of the population or are otherwise appropriate.

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C.Snowball Sampling

In snowball sampling the initial group of respondents in selected, usually at random. After being interviewed respondents are asked to identify others who belong to the target population of the interest. Subsequent respondents are selected on the base of the referrals.

The group has used convenience-sampling technique for the consumers and the potential consumers. For the purpose of data collection from the entrepreneurs the technique used is snowball sampling, as that method will help bring out special characteristic pertaining to the sample group.

ANALYSIS & INTEPRETATION OF DATA

After the collection of data, the task of research process is the analysis and interpretation of the data. The questionnaire is processed to make sure that aa the questions answered are recorded. The resulting data should be logical and consistent. After editing, the data is tabulated and analyzed. Data analysis includes the statistical tests, which may involve coding, tabulation and interpretation.

We have analysed each question of our questionnaire by using following methods.

Mean`

Mode

Correlation

Graphical Method

Hypothesis

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MEAN

The mean is the most commonly used measure of central tendency, because it uses each data item in its computation. The arithmetic mean is the average of group of data and is computed by summing all data and dividing them by the number of observations. Because the arithmetic mean is so widely used, most statisticians refer to it simply as the mean.

MODE

The mode is the most frequently occurring value in a set of data. In case of a tie for the most frequently occurring value, two modes are listed. Then data are said to be bi-modal. If a set of data is not exactly bi-modal, but contains two values used that are more dominant than others, some researchers take the liberty of referring to the data set as bi-modal even without an exact tie for the mode. Data sets with more then two modes are referred to as multi-modal. The mode can be used to determine which category occurs most frequently.

CORRELATION

Correlation is a measure of the degree of relatedness of variables. When there are simultaneous changes in the value of two variables, we observe that there exist some cause and effect relationship between the two variables. When the changes in the values of two variables are simultaneous and where there is cause and effect relationship between two variables, they are said to be correlated variables. Correlation is a statistical tool with the help of which the relationship between two variables can be studied. Thus, if the changes in the values of two variables are simultaneous and when the changes in one are due to the changes in other, the variables are said to be correlated.

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TYPES OF CORRELATION:

The correlation between the two variables can be of the following two types:

Positive correlation: Sometimes the changes in the values of two variables are in the same direction i.e. when the values of one variable increase, the value of other variable also increase, the correlation between them is said to be positive.

Negative correlation: When the changes in the values of two variables are in the opposite direction i.e. when the value of one variable increase, the value of other variable decrease, the correlation between them is said to be negative.

HYPOTHESIS

Hypothesis is a tentative explanation of a principle operating in nature. There are various types of hypothesis, how to test them, and how to interpret the results of such test so that useful information can be brought to bear on the business decision making process.

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LIMITATION OF SURVEY & REPORT

1. We have done only convenience sampling for our research due toless availability of time.

2. We stick only to the convenience sampling because, we can

Easily get the relevant and proper data for our research.

3. We have covered only a limited area of Ahmedabad as it was

Not possible for us to cover whole Ahmedabad.

4. There is limitation in resources used due to limited studies as

Wecan’t go depth of it.

5. We have not included the repaid advertisement sector in our

Project we have repaid limited up to brand preference.

6. Teas have consumed by various sectors like kettivalas,

Parlours,Malls but we have taken the major sector that is

House holdSector.

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OBS ERVATI ONS

On the basis of survey done of the different attributes such as quality maintainer,Price, Taste has been given vital preference.

Wagh Bakri is found is most commonly consuming tea among the consumer of Ahmadabad because of its favorable price, quality and taste.

The brands like Tata Tea, Brooke Bond, are very famous in national market but the people of Ahmadabad are not much found of them.

The other reason We have searched as the people of Ahmadabad prefer hot tea & that is why the tea like nestle ice tea are not much in aware among the people.

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FINDINGS

During this survey we come to know that most of the people of Ahmedabad used to drink tea.

We also found that people are very particular about their tea brands

We also come to know that people are very much aware about their tea brand.

During this survey we also come to know that 60% of males used to drink tea which is higher than female which is only 40%.

Through this survey we come to know that majority of population of Ahmedabad used to drink Waghbakri tea that is 46% and least number of people prefer Rajani tea

We found that more then 55% people are drinking tea for more then 7 years.

During our survey we also come to know that a large number of people are satisfied with their respective brands and they don’t want to change it and they take it as status symbol.

The other reason We have searched as the people of Ahmadabad prefer hot tea & that is why the tea like nestle ice tea are not much in aware among the people

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SUGGESTIONS

The companies like Rajani chai n Waghbakri should focus more on advertisement in order to increase their market share.

Companies should try to focus on getting new customers as well as emphasize on retaining present customers.

They should try to reduce their prices as majority of customers are from middle and lower class.

Customer’s feedback should be taken so that companies can know what exactly people want in their tea.

The companies like Rajani chai n Waghbakri should try to bring awareness among people of other parts of country about their brand.

The companies should introduce more gift schemes to attract more number of customers.

They should try to focus mainly on improving the taste of their tea which should be their first priority.

Packaging is also an area where they can improve by make it more attractive.

The companies can show the speciality of their respective teas on the tea packets.

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They can also distribute free samples of new launched tea in order to make aware people about it.

They should target the middle and lower class market as most of the customer’s come from these classes.

Profit should not be their aim there first priority should be providing best products to the customer’s.

It is the duty of the companies to stop the duplicasy of their products.

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CONCL USION

We found that Tea market is one of the biggest markets in India.

We can conclude that Waghbakri has the largest market of tea in Ahmedabad that is 47% which is higher then Tata tea 33%, Broke bond 17% and Rajani chai 4% respectively.

A large number of people drinking tea for more then 7 years.

We also found that a large number of people prefer to buy tea packets instead of tea bags.

A large part of the customers use to drink tea for more then twice in a day.

We also found that tea prices are very reasonable and more then 55% of the customers are satisfied with the prices of their tea.

We conclude that a very large part of customers that is 71% buy tea on the basis of their good taste.

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www.waghbakri.com

www.rajanichain.com

www.tatatea.com

www.brokebond.com

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http://www.brokebond.com/

http://www.tatatea.com/

http://www.rajanichain.com/

http://www.waghbakri.com/


D ECLA RA TION

We, hereby declare that the grand project titled “Comparative study of tea brand’s in Ahmedabad” is original to the best of our knowledge and has not been published elsewhere. This is for the purpose of partial fulfilment of Gujarat University requirement for the award of degree of the bachelor of Business Administration (B.B.A)

Name of group Member Roll No Signature

Rohit Singh 158

Adil Pisuwala 145

Burhan Dalroty 092

Zikariya Garbadawala 096

Mohammed Ratlami 147

Shabbir Hussain Mawawala 120

Mayursinh Vala 170

Anand Yadav 179

Prashant Patel 140

Narendra Khacher 111

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study of tea bands

Documents

boston tea

nestle ice

ctc dust tea

probability

district wise

largest market

brooke bond

simple random