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Use of Technology to Enhance Market Access

Explore the innovative use of technology to enhance market access in the tea industry, from production to retail. Discover how apps, QR codes, e-auctions, and e-commerce platforms are transforming the traditional tea market. Learn about the Chai Sahay mobile app and the integration of QR codes for traceability and transparency. Delve into the history of tea auctions in India and the shift towards e-auctions for improved efficiency and stakeholder benefits. Gain insights into the e-settlement process and end-to-end digital solutions in tea trading. Experience the enhanced cycle time and automation in the tea auction process. Embrace the potential of technology in the retail tea market, including e-commerce platforms and mobile app utilization for optimal sales monitoring and resource management.

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Use of Technology to Enhance Market Access

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  1. Use of Technology to Enhance Market Access S. SOUNDARARAJAN DIRECTOR OF TEA DEVELOPMENT TEA BOARD INDIA soundartea@gmail.com

  2. POINTS FOR DISCUSSION • Technology to link Production logistics Apps, QR code etc.. • Technology in Bulk Tea auction (e- auction) • Technology in Retail market, online e-commerce. • Technology in Liquid Tea Sales ( Tea vending machine, packaging … • Future technologies in Market Access

  3. Technology to link production, logistics, supply chain. Chai Sahay – The Mobile App for Tea • App would disseminate useful information on Good Agricultural Practices, Good Manufacturing Practices, District Average Green Leaf Prices, Plant Protection Formulations, traceability of green leaf, registration of small growers, receiving of applications for subsidy and regulatory activities. • The Beta version of the app would be released in MAJOR LANGUAGES and English and the full version would be available additionally in ALL REGIONAL LANGUAGES . • As a technological initiative and to bring traceability of green leaf Tea Board is issuing Small Tea Grower identity cards with a Quick Response Code feature (QR Code) which would be integrated into the app with the factories and ultimately with the auction platform. • The data captured by scanning the cards with QR Code can be used for recording transactions in the sale and purchase of green leaf making the entire system transparent.

  4. Agenda Technology in Bulk tea market History of Tea Auctions in India 1861 – Manual Tea Auctions started in India

  5. Need for e-Auction Agenda • No anonymous bidding • Longer time to receive Tea • Need to visit auction floor • Unsure about authenticity of Tea • Very small market (buyers) • Need to be present in auction floor • Longer time to receive money • Grower • Buyer

  6. Post-Implementation Experience Hammer to Mouse

  7. e-Auction – Highlights • Benefits across all Stakeholders • PAN India e-Auction platform enables: • Easy access for Buyers/Sellers for Tea Auction across India. • Easier access to various grades of Tea across India for Buyers • Improved pricing for Sellers • End to End digital solution. • Paperless document management –E-invoices. • Providing Complete solution • Buying /Selling • Clearing • Settlement • Delivery

  8. E-Settlement Process Payments 3 Top up via NEFT/RTGS Allocation of funds from E-Auction system 1 2 Balance Reconciliations Buyer A (HDFC Bank a/c) Buyer A static OEPSS A/c. Auction center 4 Settled Funds Refunds (Amount Refunded to respective buyers) Buyer B static OEPSS A/c. Buyer B (SBI Bank a/c) 5 Pay-out Information (eSettlements) Delivery Instruction/Advice Generation Buyer C static OEPSS A/c. Buyer C (INDUSIND Bank a/c) 7 6 Delivery Instruction/Advice Printing Tea board eAuction System Settlement Bank

  9. we are now moving to end to end ex-Garden e -auction Proposed Process : Jorhat Tea e-Auction 12 X 6 Centralized Help Desk Transit from Garden Tea at Warehouse Tea from Garden is received at Centralised WH & AWR generated 1st – 2nd day E-Cataloguing On the basis of AWR provisional E-Catalogue is prepared 1st – 2nd day Tea Production Inspection/Sampling/Sample Distribution Tea is inspected; Samples are drawn; and distributed to Buyers 1st-4th day Tasting & Valuation Tasting Report on Quality is uploaded along with Final E-catalogue 5th – 10thday 25 From the current 40days DAYS Online Auction Pan-India online auction; Knockdown of lots 11th day Dispatch of Tea Buyer Matches Transporter Online; Buyer lifts Tea from Warehouse; MJ to facilitate dispatch to reduce TAT +11thday Buyer Payment Buyer payment within 14 days  Bank (to be fixed by Tea Board) through Payment Gateway 11th-25thday Payment to Stakeholders Payment to Seller, MJ (Service Fee + WH Charges) Delivery Order Downloaded from MJ platform by Buyer Online 11th – 25th day Proforma Invoice Ready to be downloaded by buyers 11thday Improved Cycle Time due to automation mjunction services limited 9

  10. Technology in Retail market

  11. The technology in selling retail….. • E commerce. • Online sale of Tea – Reduces the delivery time. The e- Commerce story ……Over 100 Million Cups.To 117 Countries.( A particular Brand) Emergence of online e-commerce market places for tea (which offer various types of teas, from across regions, seasons, flavour) has enabled growers to find a platform for marketing and selling their produce  One week E-COMMERCE

  12. Geo – Location of retail stores and the sales team through MobleApp

  13. Technologyleverage at Retail level • Improved monitoring at retail level /Ensuring optimality of width and range selling • Better Demand estimation from Retail. • Helps improve planning sales and improving better service • Improved demand estimation and planning leading to better inventory management at distributor level • Better resource management • Better forecasting to optimise production • Improved efficiencies in production,planning,procurement logistics. • Can capture competitor operation real time, like consumer schemes, price, points etc. • Digital penetration ultimately will lead to insights on consumer behaviour, landscape mapping and identification of opportunities.

  14. Technology in Liquid Tea Market

  15. Technology in liquid Tea Market Channels Stores CoC boxC.in CPG Morning Chai Delivery @ Work Chai @ Pantry Evening Chai Chai @ Store

  16. Technology in brewing Tea Tea vending Machines Ease of making Tea at work- increases consumption Evolving consumer preferences: Emergence of use of technology enabled vending machines at institutional segments (offices, colleges, hospitals etc.). Various companies are focusing on this segment because of the changing consumer preference. While this is still explored by the organised institutional segments, various companies are trying to explore setting up vending machines at general trade level.

  17. Social Media also key….

  18. Good Packaging – flavour retention and keeping quality Way forward …. Value addition – niche products • Speaciality Teas • Flavoured teas. • Ice Tea • Ready to Drink Tea • Tea Wine • Floral teas

  19. Way forward …. Artificial Intelligence • World is rapidly moving into deep machine learning . • Most industrial processes are expected to be automated • Consumer preferences and behavior is being analyzed to provide tailor made products. • Huge potential of applying AI in tea in field operations, processing units and retail. • Development of instruments for mobile quality testing of teas and establishing traceability. • Better delivery, reliability and reduced costs.

  20. THANK YOU soundartea@gmail.com

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