In the beverage segment, the tea category has seen tremendous changes in the last 7-8 years, owing to both the industry's drive to introduce new products and consumers' urge to try them. The industry has seen shifting consumption patterns. This has been pushed by a particular customer base that is not only willing to test new blends in the category but also willing to spend money on them. Furthermore, the fact that the industry has seen new companies come out with new concepts, blends, and variations of the products has aided in increasing the concept of new blends, forms, and variants.
Nowadays, consumers are increasingly encouraging the development of newer and better items. With more items being introduced into the market on a regular basis, there will be constant demand to improve the products. So, in a way, it's a continuous endeavour to not only preserve but also improve the quality of the desired product, be it with the quality of tea, ingredients or packaging.
When it comes to varieties and mixes, Mystea has sought to keep it simple as a fresh and eager firm in an already competitive industry. It has four varieties: CTC, Black tea, Green tea, and Tisane, with an average of 6-8 variants in each section.
So, there are 6 black tea mixes, 13 green tea blends, 8 CTC tea blends, 2 white tea blends, and 6 tisane blends in all. “As the most preferred tea in India is still the CTC which is consumed in a traditional way, we have tried and developed some fabulous CTC blends for our customers. Then since orthodox tea is trying to recapture imagination among Indian consumers, it has encouraged us to develop some of our most preferred blends of black orthodox tea,” says Shiv Mishra, Director at Mystea.
“We wanted to keep it real and simple. At the same time, the thrust is on bettering our products to ensure the best possible tea drinking experience for our customers. With the kind of efforts we are putting in, we are sure that Mystea, as a brand, will build a space for itself sooner rather than later,” he adds.
A Team of Enthusiasts
Mystea is a small team of roughly 13 persons, all of whom have experience in fields other than tea. Shiv Mishra heads the team and oversees practically every element of the business, with the exception of research and development, which is overseen by some outstanding young professionals. It is a combination of experienced and youthful employees and professionals that are attempting to work together to help the company grow and accomplish its goals.
Improving product quality is a continuous process, which helps to expand the brand presence and acceptability of newer blends among consumers
“We believe that we are not here to compete, but rather to improve a customer's tea drinking experience. Not only do we focus on product quality, but we also make an effort to bundle our items in newer and best available packaging with a longer shelf life. We are not simply another corporation that has created variations and mixes in order to capture the attention of consumers. We have some really serious plans when it comes to developing products, enhancing their quality, and adding to our customers’ tea drinking experience,” concludes Shiv.
The tea industry has enormous development potential, and we will see significant changes in consumption habits in the coming year. Mystea's focus will be on acquiring new customers and retaining existing ones, as well as expanding geographically and gaining a share of key global markets with newer and better products.
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