Twinings seeks to bring teabag culture to India
Famous British tea manufacturer Twinings has set its sights on conquering the tea market in India by means of teabags. Twinings hopes that evolving tastes and increasing sophistication among 1.2 billion potential consumers will prove lucrative in the long run. So far, the company concedes that sales have not been stellar. Despite securing a third of India's teabag market since introducing the brand in 1997, turnover from the country represents less than 1% of global sales. This is mainly due to the fact that teabags are not widely used in India, where tea is mostly brewed in loose form with milk and spices. The company plans to challenge this trend by highlighting its upscale positioning and improving the image of the teabag itself.