The Company aims to become one of the most recognized and respected tea brands in the world. The strategy used for this will be to consolidate the brand in countries where there is already a presence whilst increasing the market share elsewhere. In this regard an aggressive marketing campaign will be launched from the beginning of 2011 to attract new buyers/ agents particularly in new countries.
“HELADIV” brand, having been established in Russia and Ukraine will expand its reach in other CIS countries including Kazakhstan, Belarus, Azerbaijan, Uzbekistan, Georgia etc. Russia at present consumes approximately 240 million kilos of tea per annum out of which Ceylon Tea share is approximately 50-60 million kilos . It is the aim of the company to increase its market share by as much as 25% year on year in this region.
Neighbouring India is also a major tea consuming country. The FTA between India and Sri Lanka will be useful for establishing a joint venture particularly for a chain of tea cafes and boutiques.
In the west the American market has potential for tea variations, other than normal tea bag business. Ready-to-drink Ice Tea has the best potential in the USA . Tea variations with the inclusion of herbs and tea applications in the life style product category similar to the Body Shop will be pursued through showcasing the Company's products at strategic exhibitions in the US.
It is also the vision of the Company to have offices in strategic markets. With this in mind HELADIV has initiated a programme for joint ventures in India, Indonesia and Vietnam.