Tea

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9 CHAPTER 1 FAST MOVING CONSUMER GOODS (FMCG): We regularly talk about things like tea, butter, potato chips, toothpastes, razors, household care products, packaged food and beverages, etc. But do we know under which category these thingscome? They are called FMCGs. FMCG is an acronym for Fast Moving Consumer Goods , whichrefer to things that we buy from local supermarkets on daily basis, the things that have highturnover and are relatively cheaper and there cost is relatively low.FMCG industry, alternatively called as CPG (Consumer packaged goods) industry primarilydeals with the production, distribution and marketing of consumer packaged goods. The FastMoving Consumer Goods (FMCG) are those consumables which are normally consumed by theconsumers at a regular interval. Some of the prime activities of FMCG industry are selling,marketing, financing, purchasing, etc. The industry also engaged in operations, supply chain, production and general management. This project helps us understand the Tea Markets as partof the FMCG industry. Key Segments: The FMCG sector consists of four product categories, each with its own hosts of products thathave relatively quick turnover and low costs: y Household Care y Personal Care y Food & Beverage H ousehold Care Personal Care Food & Beverage Fabric wash (laundry soaps andsynthetic detergents);Household Cleaners(dish/utensilcleaners, floor cleaners, toiletcleaners, air fresheners,insecticides and mosquitorepellents, metal polish andfurniture polish) Oral care, hair care, skincare, personal wash(soaps); cosmetics andtoiletries; deodorants; perfumes; femininehygiene; paper products.Health beverages;

Tea ; softdrinks; products (biscuits, bread, cakes); snack food;chocolates; ice cream; coffee;soft drinks; processed fruits,vegetables; dairy products; bottled water; branded
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FMCG INDUSTRY IN INDIA: The Indian FMCG sector is an important contributor to the country's GDP. It is the fourth largestsector in the economy The US$ 21.1 billion FMCG (fast moving consumer goods) sector inIndia is running full throttle and is expected to have a lot of action in 2010. As the fourth largestsector in the Indian economy, it is distinguished by a good distribution network and a strongcompetition between organized and unorganized segment. According to Financial Express, thesector will witness a growth of 15 per cent in 2010, compared to last year. The industry alsocreates employment for 3 million people in downstream activities, much of which is disbursed insmall towns and rural India.This industry has witnessed strong growth in the past decade. This has been due to liberalization,urbanization, increase in the disposable incomes and altered lifestyle. Furthermore, the boom hasalso been fuelled by the reduction in excise duties, de-reservation from the small-scale sector andthe concerted efforts of personal care companies to attract the burgeoning affluent segment in themiddle-class through product and packaging innovations.Unlike the perception that the FMCG sector is a producer of luxury items targeted at the elite, inreality, the sector meets the everyday needs of the masses. The lower-middle income groupaccounts for over 60% of the sector's sales. Rural markets account for 56% of the total domesticFMCG demand. Many of the global FMCG majors have been present in the country for manydecades. But in the last ten years, many of the smaller run Indian FMCG companies have gainedin scale. As a result, the unorganized and regional players have witnessed erosion in marketshare.The Indian FMCG market has been divided for a long time between the organized sector and theunorganized sector. While the latter has been crowded by a large number of local players,competing on margins, the former has varied between a two-player ±scenario to a multi- player one.

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TYPES OF TEAS: All true tea comes from the Camellia sinensis plant. But the different types of tea stem from the processing. Main varieties: Black, Oolong, Green, White, Loose teas and Tea Bags. Black teas are oxidized and fermented during processing, to give them their distinctive flavors¶. Black tea has a full, rich taste.This particular variety of black teais called Keemun Oolong Tea is tea that falls between a black and a greentea. It only undergoes a small amount of fermentationduring processing.The variety of oolong tea in this photo is infused with jasmine Green teas have undergone less processing than black teas,and have a much lighter flavour. The health benefits of green tea are seemingly endless. Since the leaves are notfermented, the taste is pleasantly fresh and herbal. W hite Tea comes from the Camellia sinensis plant. But theleaves are picked and harvested before the leaves open fully,when the buds are still covered by fine white hair. Hence thename. White tea is scarcer than the other traditional teas, andquite a bit more expensive.This variety of white tea is called Silver Needle

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