Domestic consumer market for Indian tea : a survey report

Abstract

A survey conducted by the Indian Tea Board reveals that 89 per cent people take tea as their habit, 8 per cent for refreshing their mind and 3 per cent for appeasing hunger. Tea industry in India is directly responsible for economic and social development in farflung areas where almost no other economic activity exists. The industry gives a prestigious identity to India as well as Assam in the international platform. Due to weak international and national (auction) prices over last few years, a worldwide tea sector crisis had been observed, which is felt at its worst in India. It is not easy to cope up with the changing situations in the tea market. However, India has an alternative as far as India has a large domestic market, with an increasing trend. In this paper, an attempt to observe the present consumer market in India and behaviour of the urban non poor Indian tea consumers is made.