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Newby Teas sees lots of potential in the HoReCa segment.

UK-based Newby Teas, which was until recently operating as an export oriented unit (EOU), has set up its India operation under the name of Newby Teas India Private Limited.

The teas and tisanes company known for its unique technique of fresh tea packaging and preservation has added a new facility at its Kolkata plant, to produce different blends of teas for the Indian as well foreign market.

The company is currently looking at catering to the Hotels, Restaurants, and Catering (HoReCa) segment, before gradually entering into the retail market. It has already got some hospitality clients which include InterContinental Eros, The Oberoi, New Delhi, Hyatt Regency New Delhi and Kolkata, and The Grand New Delhi. In the restaurant segment, it has Au-Bon-Pain, Bengaluru, and Azure, New Delhi.

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“We believe that the HoReCa market offers substantial opportunities for the development of Newby in India, and our range of teas is ideally suited for this market. In addition, tea as a beverage has been offering limited choice, but through Newby’s research, we have introduced a wide variety of teas and infusions to select from,” said Aniruddha Sen, chief operating officer, Newby Teas India.

The company offers over 50 different blends of teas and tisanes such as Rosehip Hibiscus, Rooibos Orange, English Breakfast, Mango Strawberry, Imperial Himalaya, Milk Oolong, Kailash, Gir, Kaziranga, Zamunga, Hakunda, and Masaiya, besides others.

Sen said Newby Teas entered the Indian market with the unique concept of ‘investment in freshness’ that takes an additional effort and extra step to retain the originality of teas and tisanes.

It selects teas plucked at the prime of the optimum picking seasons from gardens in India, Sri Lanka, China, and Africa “We are the only international tea company that opts for one-time seasonal purchases during prime time, and preserves them prior to packaging,” Sen added.

Analysing the response from major hotel chains in India, the company plans to capture up to 15-20% of the luxurious Indian hotel industry by the end of 2010.

With its optimum production capacity of 360-tonnes in a year, the Kolkata plant is planning to increase its capacity based on the growing market demand.

“We are currently in the process of framing a detailed investment plan in line with our objectives. There will be a gradual penetration from metros and semi-metros to Tier II cities very soon, and, within the first three years of operation, we plan to enter 28 major Indian cities,” Sen added.