Harrisons Malayalam SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1620

SWOT Analysis of Harrisons Malayalam with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Harrisons Malayalam Ltd

Parent Company

RPG Group


Food Processing


Foods and Beverages

Tagline/ Slogan

Wake the energy within you(For brand Surya)


Quality, Consistency and colour



People preferring tea

Target Group

Targeting different segments with regular and premium brands


Tea available in two variants-CTC and organic

Product Portfolio


1.Mountain Mist

2. Harrisons Gold

3. Surya

4. Surianalle


6. Touramulla

SWOT Analysis


1.HML is one of the most diversified agro-based company having 150 years of experience in corporate farming

2.It is the largest producer of tea in South India and pineapples in India

3.In tea brands, it has regular brands as well as premium brands thus having a huge market share

4.It also produces smaller quantities of a variety of other exotic horticultural crops like Areca nut, Banana, Cardamom, Cocoa, Coffee, Coconut, Pepper and Vanilla


1.Lot of competitionmeans limited market share

2.Decline in company’s tea exportsis a concern

3.Highly fragmented market in India


1.Come with more flavours in tea

2.Postion tea as a healthy drink as compared to coffee

3.Increase its presence in rural market


1. Suppliers from efficient markets like Kenya. Sri Lanka, Vietnam, etc. entering the market

2.Competition from local and regional players

3.Youth does not prefer tea

4.Substitues like juices are becoming more popular



1.Tata tea


3.Waag bakri

4. Brooke-bond Lipton

The table above concludes the Harrisons Malayalam SWOT analysis along with its marketing and brand parameters.


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