TEA

TYPES OF TEA

• CTC (CRUSH, TEAR, CURL)• GREEN TEA• ORTHODOX

HOW TEA IS MADE?

MARKET BOUNDARIES

BLACK TEA GREEN TEA RED TEA PUERH TEA WHITE TEA INFUSIONS FLAVOURED TEA

DEMAND

Hathikuli is known for its CTC, orthodox, green teas and black pepper with a total annual production of 600 metric tonnes.

The teas are being exported to Germany, the US, the UK and West Asian countries.

The demand for organic food and beverages in the country is huge and estimated at $129.3 million.

POTENTIAL MARKET DEMAND

The demand for organic food and beverages in the country is huge and estimated at $129.3 million and is expected to grow at a compound annual growth rate of 15 per cent.

The company’s net profit during 2013-14 reflected a growth of 56 per cent compared to 2012-13.

The company has recorded an increase of nine per cent in its own crop harvest as compared to the Assam Valley increase of six per cent.

CORPORATE VISSION, MISSION &GOALS

The APPL VisionTo be the most trusted provider of differentiated agricultural product supply solutions.

The APPL MissionBuilding enduring partnerships with customers and suppliersDriving agricultural productivity with North East India and plantations at the coreImproving the quality of life in the communities where we operateCreating value for all stakeholdersBeing an organization which fosters innovation and empowerment

Values at APPLAPPL’s relentless pursuit of purity starts at its roots.The values, that drive the company and its way of life.Fairness and respectCelebrate successes / Recognise achievementsReward meritocracyPromote work-life balanceClose to ground empowermentDiscuss, decide and then support

SWOT ANALYSISS- STRENGTHS• The demand for organic food and beverages in the

country is huge and estimated at $129.3 million and is expected to grow at a compound annual growth rate of 15 per cent. That means three years from now the demand for organic products will increase to $196.193 million.

• The company’s net profit during 2013-14 reflected a growth of 56 per cent compared to 2012-13.

• The company has recorded an increase of nine per cent in its own crop harvest as compared to the Assam Valley increase of six per cent.

• Retail outlets are now open thus increasing the customer touch points

• The product is also being made available online at http://www.infibeam.com/Grocery/i-Hathikuli-Organic-Tea-Orthodox/P-H-G-Hathikuli-Organic-AAOHAPLOR1.html

W- Weakness

• Shortage of workers.• The cumulative loss of going organic at Hathikuli has been Rs.16 crore, which is

mainly due to loss of production.

O- OPPORTUNITIES

• Rs. 100 crore budget provision granted from the government for promoting organic farming.

• They are in a oligopolistic market situation where there are a few number of sellers and many buyers.

• The demand for organic tea is increasing worldwide therefore the supply chain will also tend to increase.

T- THREATS

• Competition• The international or foreign companies are open to the market situation which

may be a threat for the company.