Ispahani, the trend-setter in tea market

- A Monitor Report16 Dec, 2017 | 4605 Views|-+
Dhaka : Ispahani has been the brand name in country's tea industry for a long time. The reputation of the company is such that when anybody has a cup of tea, the name "Ispahani' comes to the mind automatically.

It is the largest tea company in Bangladesh and pioneer in tea marketing. They are the first to introduce the laminated pouch, the double chamber tea bag, the "stand up" pouch, the food grade jar, the three layer pouch, the 10 gms easy pack and the "bag-in-bag" packet in the country.

It is also the largest tea trading company in the country and dominates the domestic tea market, with share approximately 50 per cent of the national branded tea market and 80 per cent of the branded tea-bag market.

The Ispahani Mirzapore Brand was introduced in the 1980s and today it is Ispahani's best­selling tea brand.

No wonder the leading tea brand of the country won the 'Best Local Brand' award across all categories in 'Best Brand Award-2017' and also won the 'Best Brand Award' in the hot beverage category for the third year in a row.

The prestigious 'Best Brand Award-2017' ceremony held at Le Meridien Hotel in the capital. The event was organised by the Bangladesh Brand Forum in partnership with Kantar Millward Brown and in association with The Daily Star.

In total, Ispahani Mirzapore won three awards; Best Hot Beverage Brand, Best Local Brand across all categories and the No. 4 Overall Brand amongst all local and multinational brands operating in Bangladesh.

"Our teas are known and appreciated throughout Bangladesh. After so many years of serving our customers, we are still dedicated to ensuring that you will enjoy fresh, aromatic and exquisite tasting tea," said SM Didarul Hasan, Senior Manager, Marketing, MM Ispahani Ltd.

Ispahani achieved ISO 9001:2008 certification for its quality management system.

"We consistently explore new sub-segments of the market, new territories to meet consumers' demands. In our recent campaigns we have promoted our Brand by the phrase "Tea means Ispahani Mirzapore."

Their most current campaign is that "the richer blend and great taste of Ispahani Mirzapore Tea lets you live every moment filled with love." The idea is to promote experiences of warmth and affection through the act of drinking Ispahani Mirzapore Tea with loved ones.

The company has an unrivalled distribution network of over 517 sales centres under 24 divisional offices in Chittagong, Dhaka, Dhaka North, Dhaka West, Pabna, Habiganj, Bogra, Barisal, Comilla, Khulna, Kushtia, Mymensingh, Rangpur, Dinajpur, Sylhet, Dhaka South, Dhaka East, Kishoreganj, Tangail, Chittagong South, Chittagong North, Jessore, Rajshahi and Faridpur.

"Our Tea Department selects, blends and packs the finest tea for both the local and international markets. It prides itself on quality and achieves a very high degree of customer satisfaction. The best-selling brands such as Mirzapore Best Leaf, Mirzapore Double Chamber Tea Bags, Blender's Choice and Zareen are market leaders and household names in Bangladesh," he added.

Ispahani Group employs approximately 10,000 people at the moment and creates job opportunity for the people of the country every now and then.

For export, Ispahani offers tea of Bangladesh origin. They are exporting tea in loose and packet form and in original or in blended form. In addition to export markets that include US and Middle East, MM Ispahani Ltd. extended the export of its tea to the most famous department store in the United Kingdom.

Mirzapore Best Leaf is produced by blending the best tea leaves of the finest tea gardens in Bangla-desh. The most modern packing is used, desig-ned to protect its excellent aroma and taste.

Mirzapore Tea Bags bring you the great Mir-zapore taste in a convenient tea bag form.

Green tea has been enjoyed in China for approximately 5,000 years. They made it popular here, considering its health benefit.

"Green Tea has some health benefits like weight loss, reduced risk of cardiovascular disease, a lower risk of cancer, improved brain function and many others. Now its demand is growing in Bangladesh market. So we introduced our quality green tea for our valuable consumers," he added.

MM Ispahani Ltd. owns four tea gardens: Mirzapore, Ghazipore and Zareen (all of which are based in Moulvi Bazar, Sylhet) and Neptune (based in Chittagong). These gardens produce approximately four million kilos of tea per annum, which is slightly over 6 per cent of the total tea production of Bangladesh. The average yield per hectare is over 2250 kilos; one of the highest yields achieved nationally.

Each of the tea gardens has factories equipped with modern tea manufacturing facilities. The tea produced is of high quality and sells at a premium at the Chittagong Tea Auction. There are 167 tea gardens in Bangladesh, and Ghazipore, Mirzapore, Zareen and Neptune are consistently in the list of the top ten tea gardens for the highest auction price achieved.

Both the Neptune and Mirzapore Tea Gardens have rubber plantations that produce approximately 120,000 kgs of raw rubber sheet (RSS) per annum, out of which 75 per cent is exported, earning valuable foreign currency.