Himalaya herbal teas make a come-back
The herbal tea range includes GreenTea, SleepTea, StressTea, LeanTea, LaxaTea, DigesTea and KofTea for specific health problems.
The entire tea market in India is about 1000 million kilograms of which the herbal teas barely accounts for 3 - 4 million kilograms -Himalaya has a 10% share in the herbal tea market and is currently the only company offer ‘problem solving’ concoctions. Unlike green tea, where brands such as Lipton, Brooke Bond and Society are present, Himalaya is the only brand available in the herbal tea range, barring the local players in Nilgiri and North India. Himalaya is positioning the product as a ‘health’ tea and not medicinal. It is available in pack-sizes of 20 for Rs 175 and 10 for Rs 95 and can be picked up from 90 Himalaya Exclusive outlets across the country.
The herbal tea range is also exported to countries like USA, Greece, Scandinavian countries and South East Asia. Talking about the herbal teas, Subrata Datta, business head - consumer products, Himalaya Drug Company says, “Since its launch two years ago, our herbal tea range has grown at 50% year-on-year and with the new flavours and packaging the growth will only be uphill.” Compared to India, the Himalaya herbal tea range is doing better abroad, as consumers there are willing to experiment more than Indians.