HUL steps into e-commerce business with Premium Tea and Teaware

India Infoline News Service | Mumbai | September 27, 2017 09:45 IST

HUL claims that its first direct-to-consumer setup aims at gifting options. Under its umbrella, the company targets gifting with pricier products under the Brooke Bond Taj Mahal brand.

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Hindustan Unilever has ventured into the e-commerce space by planning to sell Premium Tea through its own portal. This will be its stepping into the e-commerce business in India. Until now, the company had been marketing its products online via existing marketplaces such as Big Basket and Amazon. The set-up of the portal will redefine its business line in India.

HUL claims that its first direct-to-consumer setup aims at gifting options. Under its umbrella, the company targets gifting with pricier products under the Brooke Bond Taj Mahal brand. The brand will be competing with Teabox - a brand backed by Ratan Tata.

Sudhir Sitapati, the executive director of Refreshments Section at HUL said, “The foray into e-commerce has been aimed at urging people to consider tea as a gifting option. Our range of gourmet teas and exquisite teaware has been specially curated to offer the finest gifting experience for every occasion and budget.”

HUL’s refreshments business, comprising of tea and coffee, accounts for 15% of its total sales. The company has emerged as a leader in the 10,000 Crore Tea Market in India. In comparison to other food and beverage segments, tea has not faced stagnation or decline and continues to sustain annual growth of 8 to 9%.

HUL aims to market premium brands only through its online venture, and still refrain from entering into the mass end of the segment.
 

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