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MARKETING OF TEA
IP7
Industry.
India despite its size is relatively minor player
in the world export market in recent times. It at present
accounts for less than one half of the one percent of the
total global export trade. Quite apart from developments in
other tea producing and consuming countries, which may had a
bearing on the pattern of tea disposal in India, several
other factors are relevant in decreasing share of Indian tea
trade. Given the fact that India's tea Exports have
fluctuated around a pivot of 200 m kgs in the last thirty
years, the entire increase in production has been absorbed
in the domestic market. The growth rate of domestic
consumption of tea in this country has out-strips the rate
of production of tea. This phenomenon has been observed in
the last 10 years. The demand for tea increases along side
the increase in national income but at a rate higher than
the growth of production, which reflects that the falling
share of Indian tea in world export is mainly due to steady
increase in the domestic demand. Table 6.1 & 6.2 shows the
Total world production & Exports of tea during the last 10
years,i.e (1985-86 to 1994-95).The statistical figures show
that world production has increased by 111.29 percent and
exports have increased by marginally 7.08 percent during
the last 10 years, which reflect that production has
increased at more rapid pace than exports.
R8
Table 6.1
iqq
Tible 6.2
2.00
Table 6.2 shows that share of India in tea exports has
declined during the last 10 years, where as Srilanka, China
& Kenya have gained in international tea exports. In 1985
India's share in the exports of tea was 22.53 percent which
stands at 14.42 percent in 1994, thus registering a fall of
31.85 percent during the last 10 years. Main reason for
fall of India's share in the international market has been
due to loss of Russian market and increased domestic
consumption. USSR & C.I's countries which were importing
around 80 percent of their tea from India in 1985 have just
41 percent share of Indian tea in 1994. Consequent on the
disintegration of the Soviet union and the absence of a
trade protocol between India & Russia, there was a 50
million kgs drop in tea export to Russia, however its share
of exports has increased to General Currency Areas (GCA)
particularly United kingdom, which made it possible to
compensate the 50 million kgs short fall by around 20
million kgs. However fact remained that the USSR was very
important market that need to be serviced side by side with
General Currency Areas country. Table 6.3 shows the position
of main importing countries of tea from India. It is evident
from the table that the major loss to India in the
international market has been reported from USSR, Arab
Republic and Iran, where its share has gone down by
70.68 percent . Exports can arise only from a strong and
growing domestic market with a capacity to generate an
adequate surplus. Viewed from this angle. Table 6.4
201
TABLE 6.3
EXPORTS OF INDIAN TEA IN 1965 md 1994
1995 1994
Country Qty % Valu? in Value Qty S Value in Value
•kg share thousand Per KQ nkg share thousand Per Kg
United Kinqdo* 25,276 11.81 6,52,055 25.70 28,013 18.59 131,02,31 46.77
Arab Republic 17,321 8.09 4,88,152 28.18 4,233 2.82 23,90,82 56.48
Arte Pica 1,736 .81 72,9)2 41.93 6,633 4.40 37,20,88 56.09
202
~V{Q>Lt 6-^
103
shows the India's production, domestic consumption and
exports during the period 1985-94. Table shows that though
India's production and domestic consumption have increased
by 13.35 and 34.24 percent but exports are showing a
declining trend and decreased by 31.85 percent. Fig 6.1
shows the trend in India's production,domestic consumption
and Exports, which shows that though production and domestic
consumption are rising but exports are showing decling
trend. According to one estimate 80 percent of all Indian
house hold drink tea, the average per capita consumption is
only .630 kgs per year, which is probably one of the lowest
among the tea drinking countries. Pakistan has a consumption
of .93 kg per capita, while Egypt touches a figure of 1.33
kgs. Turkey is among the highest consumer nations at 2.49
kgs.
An estimate shows that export earnings of the
traditional tea growing countries have fluctuated in
consonance with the cyclical movement in international
prices, but this has not been true in case of India, the
prices of Indian tea is higher than that of its rivals and
domestic prices. Average export price in 1985 was 41
percent more than domestic price (Rs. 45.73 and Rs. 32.24)
where as difference was 62 percent in 1994 (Rs.65.64 and
Rs. 40.51).
The above analysis show that in order to be
Internationally Competitive Indian tea Industry has to
over come certain bottlenecks, like developing large scale
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domestic market which will back its march in overseas
market. Promoting new brands of tea in international
markets, with marketing of value added tea should be
encouraged. India has tremendous potential to in^rove its
position in the export of value added tea . According to the
Tea Board statistics share of India's value added tea in
1990 was about 6 percent of total world tea export, where
as Srilanka share is about 15 percent value added tea
realises premium price and serious efforts should be made
to increase share in this market segments.
204.
TABLE 6.5
STATE WISE SALE OF TEA IN INDIA DURI^<G 19B5 - 86 to 1994 - 95.
State 1985-86 1986-67 1987-88 1988-89 1989-90 1990-91 1991-92 1992-93 1993-94 1994-95
Assat 2,54,063 2,38,643 2,43,853 2,44,121 2,62,213 2,48,163 2,60,010 2,42,734 2,36,282 2,13,132
West
Bengal 1,21,140 1,09,677 1,18,310 1,29,709 99,299 1,08,064 1,03,953 96,723 87,887 95,9«
Tripura 1,179 1,652 2.161 2,338 2,805 2,417 2,737 3,202 2,755 2,612
Hisachal
Pardesh 187 430 422 219 445 370 521 541 514 527
Tatil
Kerala 44,388 90,697 79,660 1,27,547 1,11,929 27.540 38,723 28,548 29,215 29,657
Others* - 416 462 334 423 1,349 2,384 2,275 1,408 1,805
Total
Sales 4,95,726 4,41,515 4,44,8^ 5,04,268 4,77,114 4,82,111 5,00,626 4,48,144 4,40,521 4,25,962
aoT
fresh tea faster to consumers as against a delay of atleast
a month in case the commodity goes through the normal
auction procedure. However the declining trend in offering
caused a reversal to the up swing in price as evident from
table 6.6. There has been increase in average price of tea
per kg by 90 percent with annual increase of 6.62 percent.
In comparison to national average of tea sale & averge price
of tea in India, in Himachal Pradesh also the sale of tea &
average prices of tea have gone up, with the improvement in
the quality of made tea.
loQ
TABLE i.i
State 1955-66 1966-67 1987-S8 1966-69 1989-90 1990-91 1991-92 1992-93 1993-94 199#-95
AssatR 21.64 21.69 23.t5 23.01 35.53 41.25. 37.96 48.11 37.78
West
BenQil 30.77 31.56 36.05 40.19 56.63 62.74 60.97 72.03 77.77 48.81
Tripuri 14.53 17.11 21.34 19.73 29.K 49.14 28.85 31.20 43.58 33.63
Hisachal
Pardesh 15.61 16.02 16.61 19.45 39.90
South *
India Tea 20.59 16.00 20.97 19.52 27.23 27.38 30.90 31.00 40.51 39.90
Others* 15.77 18.36 30.66 40.52 33.13 31.45 39.88 35.21 44.61 34.80
Average 19.81 20.45 24.96 35.94 44.93 39.11 39.95 49.63 37.64
20 q
TABLE L.l
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combined effect of sale through auctions as reported in
table 6.9 shows that sale through auctions has decreased
in real terms by 15.58 percent and showing a declining trend
in Fig 6.4 . In case of sale of India tea through London
auctions, both share of North and South India has gone
down by 49.05 and 2.54 percent respectively, but trend is
otherwise rising as shown in Fig 6.5 . The decreasing
trend of sale through auctions is reported to be because of
marked shift change of sale towards value added tea sale
which is getting more popular among the consumers in the
forms of tea Bags & Instant tea.
2-H
Table 6.9
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achievements on the production side has been favourable and
encouraging but the exports have not increased with same
pace. The total exports have been stagnant around 200
million kg. The marketing efforts have not been at par with
our production efforts. For too long there has been much
dependence on the auction system.The auctions are necessary,
however now with the decreasing share of auctions sale, the
sale of packeted tea at reasonable prices should be
encouraged to obtain stable return in the capitive market,
which require direct marketing approach. In the open market
compitition, price is the prime consideration, in order to
improve the market share for Indian tea, cost should be
effectively controlled. So three way approach for its export
improvements production augumentation , quality improvement
and cost reduction are reqbired.
2.21
TABLE 6.13
TREND IN SALE OF BLACK TEA OF BIR CO-OPERATIVE
TEA FACTORY 1985-86 TO 1994-95
1:^6
TABLE 6.14
TREND IN SALE OF GREEN TEA OF BIR CO-OPERATIVE
TEA FACTORY 1985-86 TO 1994-95
ixq
TABLE 6.15
TREND IN TOTAL SALE BIR OF CO-OPERATIVE TEA FACTORY
1985-86 TO 1994-95
250
sale of Bir co-operative tea factory has increased by 119.SI
percent during 1985-1994 with annual increase of 8.18
percent. Table 6.16, 6.17 and 6.18 shows the sale of
Baijnath co-operative tea factory, which shows that sale of
black tea has decreased by 95.62 percent with annual
decrease of 4.63 percent during 1985-1994. In case of green
tea sale of factory has increased by 196.19 percent with
annual increase of 19.83 percent. The total tea sale of
Baijnath co-operative tea factory has increased by 34.35
percent with annual increase of 5.04 percent during last 10
years. The main increase of sale in case of Bir and
Baijnath co-operative tea factories has been reported from
green tea, since these two factories are specializing in
production of green tea. Whereas in case of Palampur tea
factory 95 percent of the total tea production is of black
tea. The total sale of black tea as reported in table 6.19,
shows an increase of 150.27 percent with annual increase of
9.60 percent, whereas in case of green tea the increase has
been to the tune of 339.23 percent with annual increase of
15.94 percent.(Table 6.20) The total sale of tea produced
by the co-operative tea factories in Himachal Pradesh has
increased by 180.50 percent with annual increase of 10.86
percent.(Table 6.21) FIG 6.10 to 6.19 shows the trend in
sale of tea which shows that except for black tea produced
by Bir and Baijnath tea factories which are showing downward
slope, sale of tea is showing a rising trend.
In comparision to the rising trend in sale of co-
operatives, the average price of tea are more or less
fluctuating in real terms table 6.22 shows that average
:2^i
TABLE 6.16
TREND IN SALE OF BLACK TEA OF BAIJNATH CO-OPERATIVE
TEA FACTORY 1985-86 TO 1994-95
X31
TABLE 6.17
TREND IN SALE OF GREEN TEA OF BAIJNATH CO-OPERATIVE
TEA FACTORY 1985-86 TO 1994-95
2.^z
TABLE 6.18
TREND IN TOTAL SALE OF BAIJNATH CO-OPERATIVE TEA FACTORY
1985-86 TO 1994-95
rz4
TABLE 6.19
23 S
TABLE 6.20
Increase/ (339.23)
Decrease (15.94)
over 1985
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TABLE 6.21
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TABLE 6.22
TREND IN AVERAGE PRICE OF TEA OF PALAMPUR CO-OPERATIVE
TEA FACTORY 1985-86 TO 1994-95
2^9
price of tea in case of Palampur co-operative tea factory
increased by 157.98 percent with increase of 9.94 percent
annually during last 10 years, but trend in prices as
depicted in FIG 6.20 are showing a declining trend. In case
of Bir co-operative tea factories table 6.23, 6.24 shows
that average price of black tea and green tea has shown an
increase of 335.92 percent and 97.18 percent in real terms
during the last 10 years, but trend in prices as reported in
figure 6.21 and 6.22 is showing a decrease. In case of
Baijnath co-operative tea factory prices have increased by
6.64 percent since 1989-90. Figure 6.23 shows a upward
slope in the average price realised by Baijnath co-operative
tea factory. The combined average price of black tea have
increased by 13.25 percent annually during 1985-1994,
whereas the combined increase in prices of green and black
tea is 9.83 percent with rising trend as reported in table
6.25, 6.2 6 and figure 6.24 and 6.25.
251
TABLE 6.24
TREND IN AVERAGE PRICE OF GREEN TEA OF BIR CO-OPERATIVE
TEA FACTORY 1985-86 TO 1994-95
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TREND IN AVERAGE PRICE OF TEA OF BAIJNATH CO-OPERATIVE
TEA FACTORY 1985-86 TO 1994-95
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TABLE 6.26
TREND IN AVERAGE PRICE OF BLACK TEA OF CO-OPERATIVE
TEA FACTORY 1985-86 TO 1994-95
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TABLE 6.2 7
TREND IN COMBINED AVERAGE PRICE OF TEA OF
CO-OPERATIVE TEA FACTORY 1985-86 TO 1994-95
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