TAPAL TEA (Private Limited) Project

BRANDS IN DETAIL.

DANEDAR BLEND.             

Pioneer of the Danedar category in Pakistan, Tapal Danedar remains a favourite around the country with its grape-nutty appearance, rich golden colour and strong refreshing taste. In fact its popularity is such that other companies have launched their own versions of this blend, but Tapal's remains the original and ultimate Danedar because of its unique colour, aroma and taste. Also available in double chamber tea bags, today Tapal Danedar enjoys the position of the "No.1 Tea Brand" in Pakistan

TEABAGES.

 The unique flavour of high grown leaves especially selected from the finest tea gardens in the world make Tapal Special Teabags a treat at any time. The combination of an extra strong blend with the convenience of environmental friendly metal-free tea bags has made Tapal Special an instant hit with consumers.

 

JASMINE GREEN TEA.

Tapal Jasmine Green Tea is the most recent addition to Tapal Brands. Tapal Jasmine Green Tea is blended to perfection using the finest tea leaves and specially selected Jasmine to give a refreshing experience of light taste and soothing aroma. It is available

in metal-free tea bags specially enveloped for extra freshness.

FAMILY MIXTURE.

A unique combination of high-grown Kenya leaf and dust tea, Tapal Family Mixture is the pride of Tapal. Developed in 1947, it created a completely new category in the tea market. It gives a refreshing aroma of leaf and the strong taste of dust- together in one cup. It is the blend that started the Tapal success story and many other companies followed Tapal in introducing similar blends.

SAFARI KENYA LEAF.

Tapal Safari is made from the finest Kenya leaf teas and provides extra cuppage of great tasting tea to the consumer. Tapal Safari chai, with a safari theme, is aimed at adventurous people.

GULBAHAR GREEN TEA.

Green tea lovers around Pakistan regard Gulbahar as a special treat. Perfect as an after dinner option, Gulbahar remains a perennial favourite due to its refreshing flavour.

MEZBAN PREMIER DUST.

A full-flavoured dust that delivers high quality at a very economical price, Mezban Premier Dust is the blend for consumers who prefer tea with a strong flavour & taste. Originally developed for hot teashops, Mezban has become a favourite amongst household consumers as well. It is the most popular brand of tea in Sindh. The name of the brand itself is a characterization of the typical hospitality that is inherent to and a matter of pride for the people of Sindh.

CHENAK KENYA DUST.

Highly popular in Sindh, Chenak is known for its extra strong flavour, colour and taste. As a result of these features and high quality of tea it is No.1 in its category

TAPAL TEA (Private Limited) Project

4. PUBLIC RELATION.

                                      Over the years Tapal has not only provided quality products, but has also fulfilled its social responsibility of being a good corporate citizen by actively participating in community service activities. The company has continuously sponsored the arts, social welfare projects and sports within Pakistan.

The Tapal Cricket Club, started in 1988 has become one of the most popular and reputable sports clubs in Karachi and has many cricketers and professionals as its members. Tapal has also sponsored fund-raising events for the Pakistan Medical Association such as marathons, walks etc.

As part of its rural marketing program, Tapal conducts various welfare activities in towns on an on-going basis such as providing fans and furniture for schools, installation of litterbins for a cleaner environment and providing street lights to municipal committees of small towns where such infrastructure is not available. Tapal has provided support to communities at the time of crisis due to natural calamity such as the drought that hit Thar in the year 2000 during which the company distributed free tea to the affected people.

Tapal has also recently completed the restoration of the 100-year-old Jampur Gate in the town of Jampur in Punjab. This project is a symbol of Tapal's active participation in the country's development and preservation of its rich cultural heritage. This spirit is also evident on national days such as 14th August and 6th September when Tapal celebrates with the nation by taking out a cavalcade.

With the view that the younger generation will be Tapal's future customers, Tapal is actively supporting the fast developing music industry in Pakistan. It has sponsored the leading singers in Pakistan and actively participates in music concerts. Tapal also set a musical shows in public place.

5. THEIR BRANDS.

                                 A unique combination of high- grown Kenya tea leaves and dust, that gives a refreshing aroma of leaf and strong taste of dust all together in one cup. Tapal Chai Family Mixture is the pride of Tapal developed by the forefathers in 1947 and thus creating a new category of Mixture in the tea market.

It is the blend that started the Tapal success story, and now the other tea companies are following Tapal’s footsteps by entering the market with similar blends. Danedar Leaf Blend Pioneer of the Danedar category in Pakistan, Tapal’s Danedar remains a firm favourite around the country with its grape-nutty appearances, rich golden colour and a strong refreshing taste. In fact its popularity is such that several multinationals have launched their own versions, but Tapal’s remains the original and ultimate Danedar because of its unique colour and taste.

TAPAL TEA (Private Limited) Project

2. PACKING.

                          Technology is also harnessed at Tapal to benefit the consumer. From the very beginning, Tapal realized the importance of importing innovative technologies such as the soft packing process. A fully automatic facility was established where soft packs were produced for the first time in Pakistan. At this facility tea is blended and packed in hygienic conditions, untouched by human hands whilst the soft packing technology keeps tea fresh and packaging costs economical. The success of these soft packs has been such that other tea companies have also followed Tapal's lead and launched some of their brands in soft packaging.

Always on the move, Tapal Tea is honored to have taken the lead in a number of areas in the tea industry. Tapal has been:
• The first to introduce soft packs in the country.
• The first tea company to introduce metal-free tea bags.

·         The first tea company to be awarded the ISO 9001/2000 Quality Certification.

3. QUALITY.

The Management and the employees of Tapal Tea (Pvt.) Ltd. are committed:
• To produce products that meet the customer's requirements & expectations.
• To fulfill the requirements and effectiveness of the quality management system through continual improvements.
• By constantly reviewing / updating the relevant quality objectives of products & processes.
• To participate as teams or individually towards the improvement of processes, personnel, environment & ethical values.

"Never compromise on quality" has been the motto at Tapal since the very beginning. This commitment to quality has resulted in a high level of customer satisfaction and unflinching brand loyalty. In December 1997, Tapal Tea became the first Pakistani Tea Company to earn the ISO-9001 certification: a symbol of the highest international quality standards. Again in December 2000, Tapal acquired the ISO9001: 2000 certification, making it one of the first few companies in the world to achieve this milestone. In addition to the standard requirements, the ISO9001: 2000 certification system includes requirements for environment improvement, concepts of TQM (continuous improvement) with major emphasis on consumer requirements and satisfaction.

• The first to develop an entirely new blend and category-Tapal Family Mixture (the mixture of leaf & dust).
• The first to invent the highly successful brand Danedar Leaf Blend.

• The first to market Kenya teas in Pakistan.
• The first tea company to be awarded the ISO 9001/2000 Quality Certification

TAPAL TEA (Private Limited) Project

MARKETING.

STEPS INVOLVE IN MARKETING AND FOLLOWED BY TAPAL TEA

ARE:

1.      ADVERTISEMENT.

2.      SALES PROMOTION.

3.      PUBLIC RELATION.

4.      QUALITY.

5.      PACKING.

6.      THEIR BRANDS.

7.      PERSONAL SELLING.

1. ADVERTISEMENT.

                                         In recent years, memorable advertising campaigns on the electronic and print media using TV and film celebrities, have made Tapal a household name. Tapal's experienced "high voltage" marketing team has contributed over the years to the phenomenal growth of the brands and the company. The highly successful mix of great teas, modern marketing, proper distribution and promotional activities has resulted in overwhelming growth for Tapal over the last 50 years.

MEDIAS USED BY TAPAL.

·         TELEVISION.

·         NEWS PAPER.

·         INTERNET.

·         MAGAZINES.

·         RADIO.

·         PAMPHLETS.

TAPAL DIRECTLY INTRODUCE THEIR PRODUCT AMONG CONSUMERS.

The recently introduced Tapal Road Show has given rural marketing a whole new feel. Tapal has a huge fleet of beautifully decorated trucks conducting the road shows. These trucks are fabricated with a kitchen, a state of the art sound system and a side door, which converts into a stage. Vans are used for conducting merchandising activities and POS splash. Mobile Video Units are used for projecting promotional and entertainment films. Tapal's philosophy has always been "be as unique and innovative as possible in what ever we do"...and this is just one of the many examples.

TAPAL TEA (Private Limited) Project

TEA PLANT LEAVES

LEAVES FOR PROCESSING OF TEA.

For the processing of tea the top most three or five leaves are used for processing. There are too many types of tea plants and also have a different quality. The best quality or high quality plant produces the best leaves for tea processing. 

TAPAL TEA (Private Limited) Project

2. GREEN TEA PROCESSING.

For the preparation of green tea the same plucked leaves are used which are used for the black tea but the process of green tea is too simple from black tea process.

After the collection of leaves the plucked and weighted leaves are scattered on the table for 10 to 14 hrs to stop the Enzymatic activities. After this step the leaves are throw in hot pan of 100 degree in which the leaves are roast for 10 to 15 minutes during this process the moister is removed. After that the color of leaves are changed from green to yellowish. And then these leaves are grinded in Rolling Machine for 10 minutes to made mixture. After that the leaves are again heated at 75 degrees and grinded again during this the leaves changed their color. After that the leaves are scattered in table under fast air. At last again the leaves are roasted at 70 degrees and again grained after that process tha green tea is made.

TAPAL TEA (Private Limited) Project

2. REFINING PROCESS.

There are also too many steps involve in refining process these are

1.      Serrated roller.

2.      Circular sifter.

3.      Electrostatic fiber extractor.

4.      Tea winnower.

1. SERRATED ROLLER.

In the first step of refining semi made tea before refining tea first the tea is again grinded

In serrated roller.

2. ELECTROSTATIC FIBER EXTRACTOR.

In this step the tea is cleaned from fiber for this purpose the electrostatic extractor are used. In this machine the two rollers is used one called plastic roller and other is carpet roller. Plastic roller put the whole tea and the other carpet rollers put or remove fiber from the tea in this step the fiber and tea are separated.

4.TEA WINNOWER.

In this step the different sizes of tea quality is separated. For this purpose the Tea Winnower is used in which the fan is fitted fan is turn on when the tea is filled in machine. This machine consist of five parts, which are BOP, BOPF 1ST, BOPF 2ND, BOPF DUST AND BOPF DUST.

TAPAL TEA (Private Limited) Project

                                                                                                                                                                                     

5. CTC (CUTTING AND CRUSHING).

In this step the leaves are grinded and divides in small parts. Leaves are dropped in CTC through carrier belt.

6. CARRIER BELT 2^ND.

In this step the leaves are filled in carrier belt this machine automatically throw the leaves in Roll breaker.

 

7. ROLL BREAKER/SORTER.

In this step the grinded leaves are cleaned or the non-process able leaves are throw out. Leaves are dropped in the Roll BREAKER through the carrier belt.

8.CTC.

In this step the remaining leaves are again grained.

9.FERMENTATION ROOM.

In this step the leaves are scattered in trolleys and then heating.

10.TEA DRAYER.

In this step the leaves are heated at the temperature of 115degree. Machine used for this consist of room in which the leaves are scattered on rotating belts and heat is provided to leaves. At the end of this step leaves changed their colour from green to black so the semi made tea is prepared at the end after that the refining process is done.

TAPAL TEA (Private Limited) Project

                                       Leaves used for tea processing

                             

1.BLACK TEA PROCESSING.

For the processing of black tea the fresh leaves are collected before the processing first the plucked leaves are weighted. There are to many steps involve black tea processing these are.

1.      SEMI MADE TEA PROCESSING.

2.      REFINING PROCESS.

First we study the semi made tea process this part of processing tea also have many steps which are.

1.      Weathering troughs.

2.      Vibrating cleaner.

3.      Tea roller.

4.      Carrier belt.

5.      CTC (crushing and cutting of leaves)

6.      Carrier belt.

7.      Roll breaker.

8.      CTC.

9.      Fermentation room.

10.  Tea drayer.

1. WEATHERING TROUGHS.

This is the first step of processing black tea. In this step the plucked leaves are scattered in the tray for about 16 to 20 hrs to remove the moister from leaves. For this purpose the specific type of machine is used in which the fan is fitted. Fan is turn on when the leaves are scattered in tray.                                                                                                First step                      

2. VIBRATING CLEANER.

In this step the leaves are cleaned in vibrating cleaner. This machine consists of magnet. Magnet is used for cleaning the leaves from any small iron particles. Leaves are cleaned by vibrating.

                                                                                                                                                                                             2

3. TEA ROLLER.

In this step the leaves are rolled. Leaves are filled in the roller drum and then rolled.

                                                                                                                                              

                                                                                                                                                                                               3

4. CARRIER BELT 1^ST.

In this step the leaves are filled in the carrier belt this machine automatically throw the leaves in CTC machine.

TAPAL TEA (Private Limited) Project

PROCSSING OF TEA.

Both the black and green tea made from same tea plant but the process is different.

First the fresh leaves are plucked and these are weighted before processing.

After the collection of leaves the processing is done both the varieties of tea are made from these plucked leaves.

1.      BLACK TEA.

2.      GREEN TEA.

TAPAL TEA (Private Limited) Project

   VIEW OF PLANTATION IN SHINKIARI.

*** About 11 acres of land in the vicinity of National Tea Research Institute (NTRI) Shinkiari, Mansehra, will be used for tea plantation.

*** In the first phase the seedlings and technical assistance will be provided by the NTRI.

*** Tapal will help farmers get the land leased and bear all other expenses for cultivation.

*** The first crop will be ready for plucking after three years.

*** The tea will be processed at the processing plant to be set up by the NTRI.

*** After five years the leased and scientifically developed land would be ready to initiate tea growing.

*** Tapal will buy the raw tea to be processed at NTRI tea-processing plant Shinkiari.

*** After the successful completion of the first phase of the project Tapal will then add on to the land area for tea cultivation.

*** This will help save millions of dollars in foreign exchange.

*** At present a huge amount of Rs 10 billion is spent in foreign exchange on tea import. The project will certainly help reduce the tea import bill.

TAPAL TEA (Private Limited) Project

INTERESTING FACTS.

·         Has vast adaptability to grow in ecological systems ranging from 42N latitude to 30S latitude and on altitudes ranging from sea level to more than 2000 meters.

·         Is found an evergreen bush as well as evergreen tree.

·         Can be propagated by seed as well as vegetatively through cuttings.

·         Flowers twice a year, once in March and then in September/October.

·         It self-sterile and requires cross-pollination for viable seeds.

·         Is not palatable to any kind of animal.

·         Gives both green tea as well as black tea from the same plant.

·         Has an economic life of hundred years.