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Mohani Tea starts exports to untapped West African markets

India Blooms News Service | | 26 Sep 2014, 01:17 pm
New Delhi: Sept 26 (IBNS) : Mohani Tea, the renowned tea manufacturing company in North India, and a pioneer amongst regional packet tea brands, has broken new grounds in the Indian tea market by becoming the first regional tea company to reach to previously untapped West African markets.

The brand that has created a niche for itself in the domestic tea markets, now seeks to expand its horizon and enhance its global presence thus becoming a strategic international player, said a release from the company.

 "The prominent tea brand has already started business in the challenging Sub Saharan West African Region comprising of countries like Mali, Burkina Faso and Niger amongst others and seeks to make more tactical inroads into these untouched markets," it said.

These predominantly tea consuming markets which today are serviced majorly by Sri Lankan Black Tea brands and Chinese Green Tea brands, have amongst the highest per capita consumption of tea in Africa and thus are critical focus markets for Mohani Tea.

 In these markets, total tea imports regularly exceed 100 containers per month where Mohani has decided to introduce Indian pure black tea labels as well as flavoured teas to the market. A challenging market to service owing to factors like landlocked area serviced only by the nearest Tema Port in Ghana located over 2000kms away, low per capita income, French & local dialect prominence leading to communication gaps, poor banking networks, highly unorganized distribution infrastructure and entrenched tea brands which are hard to displace; Mohani has taken upon itself to introduce eclectic Indian flavours in these markets and thus create greater demand for high-quality Indian teas.

 To overcome the local challenges, Mohani Tea has posted its own representative in the region to explore the market, build customer base, secure private labels and develop brand business. The brand has also utilized its go-to market expertise to secure orders and establish itself as a competitive exporter in the region, thus exporting finest Indian teas to the three major tea consuming countries.

Arranging tea exports from its own ICD in Kanpur that also exports several manufactured products including Leather, Carpets and other goods to several countries; Mohani has become the first company to ship tea from this ICD, and is committed to continue shipments from this particular ICD to West Africa and other countries in the future as well. On a significant expansion spree, the brand will also utilize services of its Kolkata export division to start exporting bulk shipments to other tea importing markets in the coming times.

Ramesh Agarwal, Managing Director of Mohani Tea said, “At Mohani we are constantly at the lookout of expanding horizons and taking our products all across the tea consuming world. Today with a positive outlook of the Indian tea industry, we are focusing on increasing our international base, as going forward exports will become a major thrust area for Mohani tea. Also with a new pro-business government at the centre we strongly believe that with the current policy stability, exports manifestations will happen particularly in the value-added products sector which will get a big boost with the governments pro-active measures. With this paradigm change in the country’s business environment, Mohani tea wants to be at the forefront of this initiative by the new Government, and thus become a leader in engaged business outreach.”