Portes 5 Forces Model

Tata Tea Limited, one wing of Tata Group was established in 1962 as Tata Finlay Limited through technical and financial collaboration with James Finlay & Co. Ltd., Glasgow, U.K. The company made joint venture with James Finlay to develop value-added tea. James Finlay sells their shareholdings to Tatas heralding the "Dawn of a new Era" and the company changed its name to Tata Tea Limited in the year 1983. The company is headquartered in Kolkata and owns 27 tea estates in the states of Assam and West Bengal in eastern India and Kerala in the south; it represents the world's second largest global branded tea operation with product and brand presence in 40 countries. The company has five major brands in the Indian market such as Tata Tea, Tetley, Kanan Devan, Chakra Gold and Gemini catering to all major consumer segments for tea. Tata Tea has subsidiaries in Great Britain, United States and India. Also the company has a substantial interest in the Sri Lankan tea industry through Watawala Plantations, Sri Lanka and Kanan Devan Hills Plantation Company as associate companies. The company has a 100 per cent export-oriented unit (KOSHER & HACCP certified) manufacturing instant tea in Munnar, Kerala, which is the largest such facility outside the United States. Tata Tea decided to move from the commodities business to consumer branding in 1983. Its first brand was Tata Tea, followed this Kanan Devan, Agni, Gemini, and Chakra Gold. However, the concept of branded teas would be slow to catch on in the domestic market, which was the world's largest and also it covers overseas business, the Tata Tea and Tetley portfolios of branded offerings caters specifically to the Australian, Middle East, West Asia, North Africa, Poland, Russia and Kazakhstan markets. This is independent of the manufacturing and supply operations of its Tetley and other subsidiary companies. Tata Tea brand is accorded "Super Brand" recognition in the country. A wholly owned subsidiary was