HUL eyes significant market share in 2011

FMCG company Hindustan Unilever (HUL) aims at garnering significant market share this year on the back of a huge response for its "Arogya" tea brand, a top company official said here today.

The company, which introduced the 'Arogya' brand in 2010, managed to garner 22 per cent market share across its brands in the country. Currently, HUL through its flagship tea brand Brooke Bond offers five flavours including 3Roses, Red Label, Taj Mahal, Taaza and Arogya.

"Arogya alone has managed to get one per cent across the country since the launch...," HUL Country Head Arun Srinivas told PTI here.

He, however, did not divulge the percentage of market share the company aims to garner this year.

He said the company has been witnessing "impressive demand" for "Arogya" brand and would also conduct a series of campaigns for promoting it among the youth.

"We will conduct awareness campaigns on encouraging to consume tea among youngsters," he said.

Srinivas and other officials were here to announce the setting up of Brooke Bond Tea Council, aimed at educating people on the benefits of drinking Tea.

Though tea has huge health benefits, 77 per cent in India assume it's bad for health, he said, citing a study by A C Nielsen across 12 cities covering 1,000 respondents.

"Sixty-one per cent of the respondents have said that tea is considered as traditional and preferred only for the older generation," he said.

The Tea council would take up steps to help identify issues, correct misconceptions and spread awareness to make tea a healthy beverage. It aims to encourage people to drink three cups of tea daily to help contribute to good health.