• Tea consumption in India has remained stable, with tea being drunk as a vital component of the daily routine in over 90% of households. Coffee, on the other hand, has gained appeal among India's youth population as a result of the proliferation of coffee bars and structured cafe shops, as well as the country's broader spread of cafe culture.
• The Northeast (including Assam) and north Bengal are the main tea-growing regions (Darjeeling district and the Dooars region). Tea is also produced extensively in the Nilgiris region of south India. India is one of the world's top tea consumers, using around three-quarters of the country's total output.
• Between FY16 and FY20, the Indian tea market had total revenues of $7,656.8Mn, representing a CAGR of 12%. In comparison, over the same period, the South Korean and Chinese markets grew at CAGRs of 7% and 11%, respectively, to reach respective values of $2,195.0Mn. and $26.4Bn. in FY20.
• The growth of the tea industry is directly attributed to a decrease in the cost of raw materials, favorable market conditions, and the increase in the availability of labor for plantation activity.

Impact of Covid- 19:

• The bulk of India's tea growers had output decreases as a result of the COVID-19 lockout at the end of March FY20, which disrupted the supply chain. The continual precipitation makes things much more difficult. In FY21, the weather again had an impact on productivity, but this time there was a drought. Due to the decrease in availability, prices went substantially, forcing enterprises to contend with previously unheard-of tea inflation. Hindustan Unilever, one of the larger market players, held their product pricing unchanged in FY20, taking the rise into account.

• After Kenya (including neighboring African nations), China, and Sri Lanka, India ranks fourth in terms of tea exports. India is Asia's third-largest producer and exporter of coffee, as well as the world's sixth-largest producer and fifth-largest exporter.
• According to the Indian Brand Equity Foundation (IBEF), total tea exports were US$ 825Mn in FY20 and US$ 756Mn in FY21. Total coffee exports were US$ 720 Mn in FY21.

• Capitalization of Tea's Therapeutic and Medical Qualities: A variety of teas have therapeutic and restorative effects that soothe the body and mind. In the modern day, where many individuals, particularly young people, suffer from chronic illnesses of the body and mind, these are rapidly gaining favor. Shortly, it's anticipated that young people will become even more interested in Ayurvedic spices like Cordyceps and other functional teas like immune boosters, stress relievers, and teas for sleeplessness, inflammation that contains adaptogens, and teas for inflammation.
• Gourmet teas & teas for gifts - The market for gifts has recently seen a rise in the popularity of teas. Brands are also offering attractive gift packs of top strains. Teas with luxury and practical packaging, such as pyramid teabags, are chosen for giving and are thus anticipated to be in higher demand. More and more customers are choosing to present teas that have been produced in a very sophisticated way or new and contemporary tea varieties with infusions. Since tea is so widely consumed in India, it is anticipated that this trend will continue to grow.
• Tea shops and cafes are sprouting up: India is home to many tea booths, most of which are dispersed and disorganized. India is seeing the emergence of tea café chains that provide customers a choice between at-home consumption and the lowly roadside shop. Many businesses have popped up with tea shops resembling contemporary coffee chains, and they are gradually disrupting the Indian tea market. These businesses aim to attract young Indians by providing an improved version of the tea found in "Dhabas," and their efforts are bearing fruit. Some of these startups have grown into large, nationwide enterprises.
• Innovation in flavors of Tea: Teas are no exception, with today's tea industry demand focusing on exotic and mixed flavors of teas that are both novel and pleasant. As customer demands for innovation grow, RTD, sparkling teas, and flavored tea consumption habits are on the rise.
• Increase in auction price of Tea: An review of the most recent data available with the Tea Board shows that the prices of tea in the Indian auctions increased to 42.38% in FY20 over FY19.

• Peers of the company include Tata Coffee Ltd, Rossell India Ltd, Dhunseri Tea & Industries Ltd, and others.