Domestic Consumer Market for Indian Tea: A Survey Report

Abstract

Tea, the world’s most popular and cheapest beverage, also known as ‘chay’ in many languages has a history more than 5000 years of cultivation. A survey conducted by the Indian Tea Board reveals that 89 per cent of the 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 far-flung areas where almost no other economic activity exists. The industry gives a prestigious identity to India as well as Assam in the international platform.

However, due to weak international and auction (national) prices over last few years, a worldwide tea sector crisis have 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; its large domestic market of tea consumers. In this paper, an analysis is made on present consumer market in India.