Innovative Iced Tea to Blend the Business Better

A Kerala-based beverage start-up has come out with an array of products for the nascent iced tea segment in the country. 

With the entry of major international beverage players over the last few decades, the market has evolved and has made way for many products, which have found an immediate, connect with Indian consumers.

The emergence of various brands in all segments has given an unprecedented thrust to the category over the last couple of years. Consumers can choose beverages of almost all flavours, colours, ingredients, health and nutritional values.

Eten Craft, known for its premium range of flavoured teas, is promoted by three management graduates with experience in the food industry, hopes to make a mark in growing iced tea sector in the country through innovative methods. To start with, the company imports Sri Lankan tea extract, processes and bottles it for the market.

Tea production is one of the main foreign exchange for Sri Lanka, making it one of the world’s largest producers of tea.
“Sri Lankan tea is known for its high quality. Besides, our tea branded Myte contains fewer calories as it uses only less sugar without compromising sweetness and taste,” said G Jainendran, director of Eten Craft. It has launched five different flavours of green and black tea in the iced tea segment including lime, strawberry and green mango tea.

“No company has launched green mango flavour in iced tea so far. Going on we will introduce more variants,” said Shanavas Bavu, director. The company has already launched the products in Kerala and will move to Maharashtra and Goa by November. In the current fiscal it will cover Karnataka, Andhra Pradesh and Tamil Nadu.

“We are looking at a turnover of about Rs 9 crore by March 2017-2018 and Rs 114 crore in the next fiscal, when we go pan-India and start exports to GCC, Europe and USA,” Calvin Rodrigues, the third partner and director said. It hopes to have a presence in 10,000 outlets by then.

Source: Economic Times

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