Guwahati, Assam's 125-year-old Adiobari Tea Estates has forayed into retail and launched two CTC variants in the state, its owner said on Friday.
The company unveiled the 'Rujani Tea' brand in Guwahati, while it was made available in Jorhat markets from mid-June, he said.
“We are bringing our 125 years of tea brewing experience and vast resources to sell premium quality tea in our home state. We will soon expand to other cities and towns of Assam, other parts of the north-eastern region and then beyond,” said Raj Barua, owner of Adeobari Tea Estates.
The company has been selling its tea through e-commerce since 2016 when its website was launched in India.
It began selling tea in Australia through online channels in 2019.
“This is the first time we are venturing into the physical retail market. Barua said, our tea will be available in shops from next month.
Marketing and expansion strategies will evolve over time, highlighting that the retail sector is highly competitive with tea as an 'individual commodity'.
“We conducted surveys in Guwahati and Jorhat before the launch. We are trying to bring the product as close to customer preferences as possible.”
Baruah said the need of the hour was to move out of their traditional role as growers and wholesalers, which is why Adeobarri Tea Estates entered into physical retailing.
“Tea is in high supply and price realization is low, especially in Assam where 60-65 per cent of the production cost goes into labor expenses. We felt that it was necessary to enter the frontal business to sustain ourselves.”
'Rujani Tea' will sell two variants of CTC tea, which will initially be available in 250 gram pack size. These will soon be available in 25-gram and 500-gram packs. It will also launch one kilogram worth packs
The company unveiled the 'Rujani Tea' brand in Guwahati, while it was made available in Jorhat markets from mid-June, he said.
“We are bringing our 125 years of tea brewing experience and vast resources to sell premium quality tea in our home state. We will soon expand to other cities and towns of Assam, other parts of the north-eastern region and then beyond,” said Raj Barua, owner of Adeobari Tea Estates.
The company has been selling its tea through e-commerce since 2016 when its website was launched in India.
It began selling tea in Australia through online channels in 2019.
“This is the first time we are venturing into the physical retail market. Barua said, our tea will be available in shops from next month.
Marketing and expansion strategies will evolve over time, highlighting that the retail sector is highly competitive with tea as an 'individual commodity'.
“We conducted surveys in Guwahati and Jorhat before the launch. We are trying to bring the product as close to customer preferences as possible.”
Baruah said the need of the hour was to move out of their traditional role as growers and wholesalers, which is why Adeobarri Tea Estates entered into physical retailing.
“Tea is in high supply and price realization is low, especially in Assam where 60-65 per cent of the production cost goes into labor expenses. We felt that it was necessary to enter the frontal business to sustain ourselves.”
'Rujani Tea' will sell two variants of CTC tea, which will initially be available in 250 gram pack size. These will soon be available in 25-gram and 500-gram packs. It will also launch one kilogram worth packs
