Apeejay Tea Ltd SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1611

SWOT Analysis of Apeejay Tea Ltd with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Apeejay Tea Ltd

Parent Company

Apeejay Surrendra Group


Food Processing and Products


Food and Beverages

Tagline/ Slogan



High export quality tea



Various segments depending on the choice of flavor

Target Group

The Company has so far concentrated on selling bulk tea in auctions


Export quality products

SWOT Analysis


1. Long tradition in Tea industry of over 100+ years

2. Large workforce of 40000+ employees

3. Global presence in markets like UK, Germany, Russia, Iran, UAE and Pakistan

4. Premium tea supplied to Unilever, Tetley, Tazo and Typhoo, important supplier to Starbucks

5. Harrods, London has appointed Apeejay as its sole India partner for sourcing Indian Teas

6. Received HACCP (Hazard Analysis and Critical Control Points) certification for implementing a systematic preventive approach to safety throughout the tea cultivation and processing stages


1. Limited presence in the Indian markets

2. Attention concentrated only on exports


1. Vertically integrate the tea business as well as expanding in further international territories

2. Through improved field management, infilling, rejuvenation, inter-planting, drainage, better plucking techniques and a host of other state-of-the-art innovations, the company plans to increase production by 10%

3. Greater realization of the domestic market through increased per capita consumption


1. Highly seasonal industry

2. Most of the production coming from Assam, any calamity might affect the whole company in a single blow

3. Other beverages like coffee, juices and other regional traditional drinks and coolers



1. Tata Global Beverage

2. Mcleod Russell

3. Tata Coffee

4. Bom Burmah Trading Corp

5. Murugappa Holdings

6. Warren Tea

7. CCL Products (India)

8. Dhunseri Petro & Tea


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