Wagh Bakri Tea looks to expand footprint; launch more variants in health segment

Ahmedabad-based packaged tea maker Wagh Bakri Tea Group is looking to reinforce its distribution footprint and roll out additional variants less than the health and wellness segment to expand its income. The corporation is also looking to set up tea lounges throughout the state to increase out-of-home tea intake.

According to Parag Desai, Govt Director, Wagh Bakri Tea, 2020 was a alternatively “challenging” yr as there was a mismatch concerning need and offer and that pushed up tea rates. Out-of-home intake of tea was also impacted on the back again of the Covid-19 pandemic.

“Our income were practically stagnant thanks to absence of availability of fantastic high quality tea and the lockdown. So, we are anticipating to conclude the existing fiscal additional or a lot less flat. But matters are bouncing back again, and if Covid-19 does not play out then we are looking to expand by about 20 for every cent in 2021-22,” Desai advised BusinessLine.

As for every generation estimates readily available on the Tea Board of India web-site, tea generation in North India in 2020, which incorporates the gardens in Assam and Bengal, was down by just about 137.18 million kg (mkg) at 1,033.seventy three mkg, compared with 1,one hundred seventy.ninety one mkg in 2019. Since North India accounts for just about 84 for every cent of the country’s overall generation, any drop in generation in the location adversely influences the offer of tea in the program.

The drop in generation pushed up rates. However, it was not probable to pass on the complete cost to buyers.

“As an business, rates went up by just about fifty for every cent but we were ready to pass on only about thirty for every cent the rest we had to take up. But rates at the existing level are rather secure,” he stated.

With need reviving and with improved traction on the ground, the tea business really should be ready to perform greater for the duration of FY22.

Packet tea business


Bakri Tea, which has an approximated turnover of about ₹1,500 crore, is viewed as to be the 3rd-largest packaged tea corporation in the state with in excess of 40 million kg of tea distribution.

The ₹10,000-crore packet tea industry accounts for roughly fifty for every cent of the country’s overall tea intake of one particular billion kg. The segment is now dominated by makes this kind of as Tata Tea, Brooke Bond and Wagh Bakri.

Packet tea, which is basically viewed as to be price-additional tea, assures larger margins compared to bulk tea.

According to a research conducted by the Tea Board of India, the need for packet tea is on the rise — it is most popular by shut to 80 for every cent of city and about seventy five for every cent of rural homes. The perception that packet tea is adulteration-no cost and has greater storage choices are the crucial factors driving its development.

Favourable demographic factors this kind of as an increase in disposable incomes and aspiration ranges and rising health consciousness have contributed to the shift from unfastened tea to packet tea, the research stated.

Wagh Bakri, which now has 15 tea lounges, is looking to incorporate fifty additional lounges in the up coming 15 months. These would be in the main metro cities.

“We are attempting to deliver tea back again in vogue. Persons have upgraded to larger high quality tea and are looking for additional price-additional offerings. We are planning to incorporate additional products and solutions in our wellness variety,” he stated.