Tata Global Beverages Ltd has entered a tie-up with e-commerce firm Alibaba to sell Tetley tea bags through the latter’s TMall business-to-consumer (B2C) marketplace. Tata Global Beverages’s Ahmed is banking on the convenience and aspirational aspects of tea bags for the modern Chinese consumer. “People are getting bored of that green tea and the hugely ritualistic aspect of making tea. The Britishness and the expertise of our blenders are the two hooks that we will use in China,” Ahmed said. China’s Da Yi Tea Group is the largest player in the Chinese tea market with a 6% share, as per a 2017 Euromonitor report.

Source: Mint March 28, 2017 19:18 UTC