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Think national, act local

Regional tea brands are expanding into other markets by creating blends that cater to local tastes

It's a tea-versus-chai battle between regional tea brands and multinational heavyweights who are vying for more market share in the Rs 15,000-crore Indian tea market. In the last eight to 10 years, the regional brands have seen huge traction, with many of them expanding their geographies. Industry insiders claim that these local players have not only held their own ground against multinational players like Hindustan Unilever and Tata Global Beverages (erstwhile Tata Tea), but have also managed to give them a serious fight in terms of gaining market share. According to Parag Desai, ...