Professional Documents
Culture Documents
Author: Research Direction: Research Co-ordinators: Research led by: Research Support:
Dr Savita Hanspal Viraf M. Mehta, Shatadru Chattopadhyay Onkar Singh, Saji M. Kadavil Savita Hanspal in New Delhi Bharathi Ghanashyam in Bangalore Sujatha Ganesh
Partners in Change 2010 Published by: Partners in Change C-75, South Extension Part II New Delhi 110049 Tel: + 11 441642348-51 Design and Layout: The Pen and Mouse, Bangalore
Contents
Preface
4
8 9 10 13 26 30
Foreword Executive Summary Chapter I Chapter II Chapter III Chapter IV Chapter V Chapter VI Chapter VII Appendix Bibliography Introduction and Review of Existing Literature Research Methodology Consumption and Purchase of Tea & Coffee: Individual Consumers
Consumption and Procurement of Tea & Coffee: Institutional Consumers 41 Attitude of Individual Consumers towards Sustainable Tea & Coffee Attitudes of Institutional Consumers toward Sustainable Tea & Coffee Summary of Findings 46 50 56 59 63
Tables
Tables
Table 1.1: Table 1.2: Table 1.3: Table 3.1: Table 4.1: Table 4.2: Table 4.3: Table 4.4: Table 4.5: Table 5.1: Table 5.2: Table 5.3: Table 5.4: Table 6.1: Table 6.2: Table 6.3: Table 6.4: Table. 6.5: Table 6.6:
Consumption of Coffee in India Volume Trends State-wise Consumption of Coffee in India (Urban+Rural) Changing Consuming Households Modes of institutional tea & coffee supply Factors influencing institutional purchase of tea & coffee Institutional procurement process for tea & coffee Employee feedback on tea & coffee Institutional sources of information for tea & coffee Consumer awareness about tea & coffee Information needs of consumers Conditions for paying extra for sustainable tea & coffee Problems in purchasing sustainable tea & coffee Institutional awareness about Tea & coffee Institutional role in promoting sustainable tea Institutional role in promoting sustainable Coffee Problems in purchasing sustainable tea Problems in purchasing sustainable coffee Potential benefits from introducing sustainable products
17 17 20 41 42 43 44 45 46 47 47 48 50 51 52 53 53 54
5
Figures
Fig. 2.1: Fig. 2.2: Fig. 2.3:
6
Gender composition of the sample Age composition of the sample Geographical distribution of the sample Educational qualifications of respondents Occupational status of respondents Family income of respondents Preference for tea & coffee Changing the brand/source of supply Frequency of consumption: Tea Frequency of consumption: Coffee Tea Consumption by Gender Coffee consumption by gender Tea Consumption among age groups Coffee consumption among age groups Tea consumption by geographical area Coffee Consumption by geographic area Tea consumption amongst differently educated Coffee consumption among different educational groups Consumption of tea amongst different occupational groups Coffee consumption among different occupations Consumption of tea among different income groups Coffee consumption by different income groups Loyalty to source of supply Supplier loyalty and demographics Type of supplier used for purchase
27 28 28 28 28 29 30 30 30 30 31 31 31 31 31 32 32 32 32 33 33 33 33 34 35
Fig 2.4: Fig. 2.5: Fig. 2.6: Fig. 3.1: Fig. 3.2: Fig. 3.3a: Fig. 3.3b: Fig. 3.4: Fig. 3.5: Fig. 3.6: Fig. 3.7: Fig. 3.8: Fig. 3.9: Fig. 3.10: Fig. 3.11: Fig. 3.12: Fig. 3.13: Fig. 3.14: Fig. 3.15: Fig. 3.16: Fig. 3.17: Fig. 3.18:
Figures
Fig. 3.19: Fig. 3.20: Fig. 3.21: Fig. 3.22: Fig. 3.23: Fig. 3.24: Fig. 3.25: Fig. 3.26: Fig. 3.27: Fig. 3.28: Fig. 3.29: Fig. 3.30: Fig. 3.31: Fig. 3.32: Fig. 3.33: Fig. 4.1: Fig. 4.2: Fig. 4.3: Fig. 4.4: Fig. 5.1: Fig. 5.2: Fig. 5.3: Fig. 6.1: Fig. 6.2: Fig. 6.3: Fig. 6.4: Fig. 6.5: Form of purchase Importance of price tea & coffee Importance of quality Importance of taste Importance of Flavour Importance of environmental concerns Importance of social concerns Importance of impact on health Importance of family Importance of peers Importance of familiarity with the supplier Importance of reputation of the supplier Importance of certification Importance of promotions and discounts Sources of information: tea & coffee Modes of payment for tea & coffee Quantity of tea & coffee purchased Institutional source loyalty Institutional sources of purchase Consumer awareness of sustainable tea & coffee Willingness to pay extra Extent of extra payment Institutional awareness about sustainable tea & coffee Extent of institutional willingness to pay extra Use of other sustainable products Intention to initiate purchase Duration for implementation 35 35 35 36 36 36 36 36 37 37 37 38 38 38 39 41 41 42 42 46 47 47 52 52 55 55 55
7
Chapter I - Introduction
CHAPTER I
INTRODUCTION
Background
t the World Summit on Sustainable Development (WSSD), held at Johannesburg, South Africa in 2002, changing unsustainable patterns of production and consumption was singled out as one of the main elements of sustainable development. WSSD called for fundamental changes in the way societies produce and consume goods and services and reiterated that all countries should promote sustainable consumption and production patterns, with developed countries taking the lead. Sustainable consumption affects demand as it is about the kind and quantity of products we consume. Consumers might be unwilling to decrease their consumption unless they are educated on the impact their consumption patterns have on future generations. Therefore they would have to be sensitized on the scarcity of resources and the consequences of wasteful use in production.
The UN Guidelines for Consumer Protection define sustainable consumption as meeting the needs of present and future generations for goods and services in ways that are economically, socially and environmentally sustainable. The principles required nations to: Respect the earth and life in all its diversity; to care for the community of life with understanding and compassion Adopt patterns of consumption and production which safeguard human rights and community well-being as well as the regenerative capacities of the earth and to ensure that economic activities at all levels promote human development in an equitable and sustainable manner Encompass the principles of moderation and sufficiency as means of curbing social, economic and environmental imbalances and of stimulating responsible consumption All members and organisations of society, including producers, suppliers, governments and consumers share responsibility for promoting
sustainable consumption and need to be involved in the process. The UN suggests, Governments should promote the development and implementation of policies for sustainable consumption and the integration of those policies with other public policies. Further, Governments, in partnership with business and relevant organisations of civil society, should develop and implement strategies that promote sustainable consumption through a mix of policies that could include regulations..1 Consumers should take responsibility for demanding information on sustainable products and services and choosing such products that satisfy these criteria. Implementation of sustainable development takes place most appropriately at the regional level. Regional sustainable development is influenced by the ability of enterprises, particularly small and medium entreprises (SMEs) to create strategies that confer sustainable competitive advantages on the local and global markets. Eco-labels can be useful tools to guide the consumers through their shopping behaviour. They provide information to consumers about product characteristics, particularly related to environmental factors. These might not be readily apparent. Environmental qualities are often experience or credence attributes. Consumers can verify given green products claims in some cases only after they have used the products. Further, they cannot verify if the claim the products make are true without consulting experts.
1 UN Guidelines for Consumer Protection, p.8; http://www.un.org/esa/sustdev/publications/ consumption_en.pdf
13
Certification of coffee
Certified coffees (Organic, Fair Trade, Bird-Friendly, Rainforest Alliance, Utz CERTIFIED and Starbucks C.A.F.E. Practices) make up only about 4 per cent or about 220,000 metric tons of worlds green coffee exports. The U.S. is a major importer of various types of certified coffee, which make up nearly 8 per cent of green bean imports. There are three certification labels that focus largely on ecological standards i.e. Organic, Rainforest Alliance, and Bird-Friendly.5
Sustainable coffee
Sustainable coffee is produced on a farm with high biological diversity and low chemical inputs. It conserves resources, protects the environment, produces efficiently, competes commercially and enhances the quality of life for farmers and society as a whole.3 Sustainable coffee is a melange of cultural, political, environmental, economic and agronomic influences. Many sustainable coffees are shade grown, meaning that a canopy of trees covers the actual coffee plants, allowing for a slower growing cycle and time for the sugars in the coffee beans to mature. These shade trees also provide a natural habitat for migratory and other birds, thereby working hand-in-hand with the environment. While some plantations employ forest-like conditions such as those found in untouched rainforests, other coffee growers use a combination of trees such as banana, citrus and timber for shade as well as income derived from the tree products.4
2 Golan et al., 2001, pp. 127-128 3 Smithsonian Migratory Bird Center, First Sustainable Coffee Congress overview paper 4 Sosa, Elaine Sustainable Coffee: The Road Back for Nicaragua? www.sallys-place.com
Indian coffee
Indian coffee is grown in a very narrow and restricted belt in the states of Karnataka, Tamil Nadu and Kerala. The area under coffee cultivation is around 3,40,306 hectares, with a ratio of about 50/50 of Arabica and Robusta coffee. The annual yield is approximately 300000 M.T. About 70 per cent of the produce is exported. Around 98 per cent of the plantations are owned by small growers who own less than 10 hectares of land.6
5 http://www.coffeehabitat.com/2008/07/what-is-the-market-share-of-certifiedcoffees.html 6 http://www.ineedcoffee.com/02/indian/Eco-Friendly Indian Coffee: A Profile
Chapter I - Introduction
Coffee plantations in India use traditional methods and cultivate shadegrown coffees under three-tiered canopies of wild and introduced trees. A lot of care is given to the selection of trees to be introduced. The primary shade or the lower shade is taken care of by nitrogen fixing Erythrina indica or by Glyrecedia maculata. These enrich the soil by harvesting atmospheric nitrogen and in turn give it to the coffee plant. The secondary shade is that of trees like silver oak, white and red cedar that shed their leaves in the monsoons and put forth a rich canopy during the summer. These trees are specifically selected because they act like biomass factories and thereby keep the soil temperatures low. Lastly, the tertiary shade is of the hardwood species, which attract rainbearing clouds. This three-tier shade system aids to filter harmful U.V. radiation. Further, the filtered sunlight enables the sugars in the coffee bean to caramelize uniformly and give it a unique taste. While growers are environmentally conscious at every step of cultivation, they are also beneficial, socially and economically to millions of farmers and allied households. Indian coffee is by and large associated with forest grown coffee and mechanization is kept to a bare minimum in Indian coffee plantations. Haphazardly arranged trees are characteristic of such plantations. The soil is virgin and efforts to mechanize the plantation are kept to a minimum in order to retain sustainable eco-friendly systems. The leaf litter from the trees acts like a sponge for the rainwater to absorb into the ground and this prevents runoff and soil erosion. This not only contributes to the soil fertility, but also protects the precious soil from weathering and other undesirable factors. Most coffee plantations are located in regions with average to heavy rainfall, yet even if there is a shower of 10 cms on one single day, there is no runoff inside the plantation because of the thick mulch, which acts as a blotting paper, allowing the water to slowly percolate downward. Mono-cropping is an exception in Indian coffee plantations and multicropping is popular. No other plantations in the world have the range of diversity that Indian coffee plantations have. This is owing to multiple, mixed cropping systems. Pepper vines are grown on shade trees, while cardamom, areca nut, ginger, citrus, vanilla and a few other spices are grown as multiple crops inside the coffee plantations. The matted roots of various crops that intertwine with one another culminate to give Indian coffee a spicy aroma. Indian coffees are often grown on terraced mountainsides. Indian arabicas (about half the crop) are known as plantation coffee, while the robustas are known as parchment coffee. Most coffee is grown in the Karnataka (Mysore) region, and Kerala and Tamil Nadu are the other main regions. Most of Indias shade coffee comes from Karnataka, but the majority of Indias arabicas are also shade grown. Another interesting coffee from India is monsooned coffee made from green beans left exposed to monsoon rains in open warehouses. The beans turn tan coloured, the acidity is reduced, and the beans are sweeter. Most of the coffee plantations are situated in remote and uninhabited areas, where crops have not previously been grown. Hence, plantation workers are mostly migrants. These labourers are often provided housing in the estates itself along with facilities for shops, services and community activities such as recreation and cultural expressions. The Indian coffee industry witnessed a major crisis caused by falling coffee prices in 1990s. The fall in coffee prices led to closing down of production by small and medium sized coffee plantations, resulting in loss of jobs for thousands of coffee workers. The crisis also impacted wages paid to the workers, resulting in loss of income, food and clothing and medical facilities. Workers children stopped going to school and began to work along with them to augment family income. Many small growers are debt-ridden and few have even committed suicide due to falling prices and indebtedness. 15
Chapter I - Introduction
Table 1.1: Consumption of Coffee in India Volume Trends 2005 Overall Urban Rural 2003 Overall Urban Rural Instant % 52 59 45 Instant % 51 53 47 R&G % 48 41 55 R&G % 49 47 53 had higher positive associations on key dimensions of family, health and status. In the North, East and West, coffee was largely a social drink. Coffee was associated with high status, modernity and antidote for cold weather suggesting it was a special and occasional drink.
Table 1.2: State-wise Consumption of Coffee in India (Urban+Rural) 2003 T.N Karnataka AP Kerala South Non-South Share (%) 0.35 0.27 0.20 0.18 0.92 0.08 2005 share(%) 0.34 0.30 0.20 0.16 0.80 0.20
Health was a big barrier to more frequent consumption among those who drank only one cup of coffee a day. Among occasional 17 coffee drinkers and non-drinkers, habit, nonconsumption by other family members and price were key barriers. Taste was an additional barrier among non-drinkers in North, East and West and Tamil Nadu. Coffee as any other drink was habit-forming. Family drinking was a key for early adoption; most regular and occasional drinkers started drinking coffee at the age of less than 10 years at home, and were introduced to it by a family member. The exception was the North, where most were introduced to coffee by a friend and started consuming it outside home.
Tea Sustainability8
Sustainable tea is the talk of the town, but sustainable is an over-used and abused word regularly taken out of context. Sustainable means to maintain or keep something going. In contemporary crop commodity terms, this means measured use of environmental resources. For commodities like coffee, cocoa and tea produced in tropical developing countries, the word is used in a broad term and context to describe a programme for boosting general livelihood and quality of life of tea growers and communities, while maintaining environmental integrity. Growers are only one side of the tea equation. Sustainable tea will work only if consumers keep on
8 Dr. Terry Mabbett (December, 2008). Environmentally Hot Tips Sustain the Price of Tea Tea and Coffee
Another study was commissioned by the Board on attitudes of consumers towards coffee with respect to quality, variety, price and additives especially chicory; positive and negative associations related to consumption as well as drivers and barriers to coffee consumption etc in 2006-07. It found that both coffee and tea enjoyed high spontaneous recall followed by plain milk and carbonated soft drinks. While 66 per cent of the respondents recalled tea, only 22 per cent recalled coffee as the first beverage. Top-ofthe-mind recall of coffee was higher in traditional coffee strong holds such as Tamil Nadu and Karnataka. Across the country top-of-the-mind recall for coffee was higher among SEC A, B & C than SEC D (the lowest socio-economic strata). The study revealed that in Tamil Nadu, coffee had moderate association as a family beverage but was strongly associated with special occasions and hence had a higher status association. In Karnataka, coffee was very strongly associated as a family beverage. Interestingly, it also had special/high status perceptions. In Andhra Pradesh, perception of tea was very close to coffee on key dimensions. Tea came across mainly as an evening cup. In Kerala, tea
Assam
Assam tea comes from the north-eastern region of the country. This heavily forested region is home to much wildlife, including the rhinoceros. Tea from here is rich and full-bodied. It was in Assam that the first tea estate was established, in 1837.
Indian Tea
Tea had been known for millennia in India as a medicinal plant, but was not drunk for pleasure until the British began to establish plantations in the 19th century. Darjeeling tea, from the Darjeeling region in West Bengal has traditionally been prized above all other black teas, especially in the United Kingdom and the countries comprising the former British Empire. The Chinese variety is used for Darjeeling tea, and the Assamese variety, native to the Indian state of Assam, everywhere else. The British started commercial tea plantations in India and in Ceylon. In 1824 tea plants were discovered in the hills along the frontier between Burma (Myanmar) and the Indian state of Assam. The British introduced the tea culture into India in 1836 and into Ceylon (Sri Lanka) in 1867. India was the top producer of tea for nearly a century, but was displaced by China in the 21st
Darjeeling
The Darjeeling region is cool and wet, and tucked in the foothills of the Himalayas. The tea is exquisite and delicately flavored, and considered to be one of the finest teas in the world. The Darjeeling plantations have three distinct harvests, and the tea produced from each flush has a unique flavour. First flush teas are light and aromatic, while the second flush produces tea with a bit more bite. The third or autumn flush gives a tea that is lesser in quality.
Nilgiri
This tea comes from an even higher part of India than Darjeeling. This southern Indian region has elevations between 1,000 and 25,000 metres. The flavours of Nilgiri teas are subtle and gentle. They are frequently blended with other, more robust teas.
Chapter I - Introduction
up under section 4 of the Tea Act 1953 was constituted on 1st April 1954. It has succeeded the Central Tea Board and the Indian Tea Licensing Committee which functioned respectively under the Central Tea Board Act, 1949 and the Indian Tea Control Act, 1938 which were repealed. The activities of the two previous bodies had been confined largely to regulation of tea cultivation and export of tea as required by the International Tea Agreement then in force, and promotion of tea consumption. The present Tea Board functions as a statutory body of the Central Government under the Ministry of Commerce. The Board is constituted of 31 members (including the Chairman) drawn from Members of Parliament, tea producers, tea traders, tea brokers, consumers, and representatives of governments from the principal tea producing states, and trade unions . The Board is reconstituted every three years and has its headquarters in Kolkata. The Tea Board of India is responsible for the assignment of certification numbers to exports of certain tea merchants. This certification is intended to ensure the origin of the tea, which in turn would reduce the amount of fraudulent labelling on rare teas such as those harvested in Darjeeling. Tea Board Indias tasks include endorsement of the diverse production and productivity of tea, financial support of research organizations and the monitoring of advances in tea packaging as it relates to health beneficial aspects. The export market for Indian teas is mainly in the Russian and CIS countries with 90 Million Kgs of the total exports in 1998 going to these countries. This is equivalent to 43 per cent of Indias tea exports. The other countries that import Indian tea include most of the European Countries, U.S.A., Japan, West Asia and the Asia Pacific region. In fact there is hardly any country where Indian tea is not exported The Plantation Labour Act, 1951 (PLA) applies to any land used or intended to be used for growing tea, coffee, rubber, cinchona or cardamom or any other plant which measures five hectares or more and in which 15 or more workers are employed on any day of the preceding 12 months. Despite various provisions related to workers welfare present in the PLA, 1951, it remains silent on two key aspects, i.e. environmental issues and occupational health and safety norms. It also legalizes working of adolescents (between the ages of 14 and 18 years) at a cheaper rate than adult workers. Also, many provisions of PLA have never been implemented or only partially implemented in the big company owned plantations. Moreover, the regulations do not cover small plantations employing less than 15 workers.
19
Social and Environmental Standards and Supply Side Interventions in the Indian Tea and Coffee Sector
The most significant legislation governing labour standards and working conditions in plantations is the Plantation Labour Act of 1951. The other relevant legislations are the Factories Act of 1948, Workmens Compensation Act, Industrial Dispute Act 1947, Minimum Wages Act of 1948, Employerss Provident Fund Act, Industrial Employment Act, Payment of Bonus Act, Maternity Benefits Act of 1961, and Employers Social Insurance Act. Among these, the Plantation Labour Act regulates employment, working conditions and working hours, and forms the principal basis of legal entitlement of the workers.
20
Aspirants
48
32
33
Climbers
66
78
Consumers
55
75
The rich
3 180
6 209
Chapter I - Introduction
government, in cooperation with industry and other relevant groups, is encouraging environmental labelling and other environment related product information programmes designed to assist consumers to make informed choices. Market research suggests that sophisticated Indian consumers already place importance on whether products are sourced ethically and sustainably. A 2007 IMRB survey of 10,000 Indian socio-economic class (SEC) A, B, and C consumers showed that 30 per cent of consumers believe it is important that companies act ethically and 30 per cent would be willing to pay more for environmentally friendly products. A 2007 McKinsey and Co. study revealed that 42 per cent Indian respondents said that they would be more inclined to buy from food and beverage companies that developed more environmentally friendly products. A 2008 independent study identifies a greener apparel consumer segment, made up of 13 per cent Indian urban consumers, who are willing to spend more on certified, environmentally friendly clothing. Increasing cost of labour and lack of proper facilities for labourers working in the small holdings. Low levels of awareness among consumers and purchasing agencies on issues of social, economic and environmental sustainability. Economic growth and transfer of wealth through supply chains does not necessarily ensure fair distribution and hence does not help small holders and poor people in the lower end of the value chain. As a result the small holders in the tea and coffee sector are still vulnerable to unfair terms of trade. Trading relationships and the behaviour of buying organizations influence the flow and allocation of economic resources and have a very significant impact, both direct and indirect on poverty, social and environmental conditions and the development of economies. Buying organizations,by not understanding their role, are inadvertently accentuating inequality or damaging fragile social, economic and environmental resources. In its 4th report on Corporate Social Responsibilities (CSR) in India (06-07) conducted by Partners in Change (PiC), an increasing number of corporations responded with increased awareness levels and CR consciousness. 99 percent of the respondents displayed higher awareness levels and CR consciousness in 2006 as compared to 84 percent of respondents in 2003. Increased awareness was also reported on the social, environmental and supply chain management issues among the public, private and MNCs operating in India. Better governance of procurement and more transparency are required to secure the trust of the client, suppliers and consumers. Purchasing organizations must be aware of and accountable for the effect of their actions both directly and indirectly in the supply chain. Increasing levels
21
Chapter I - Introduction
care centres, heathcare, redundancy, protection against unfair dismissals etc have been the key issues which CSR policies have addressed. Women workers constitute the majority in both large and small tea gardens in India. Women are also stakeholders as customers, shareholders, suppliers, supply chain workers, and community members. Despite this, their role in decision-making processes is not frequently discussed. Whether from a social justice, stakeholder or business case perspective, CSR should systematically address the question of gender equality. CSR policies that are currently being practiced in tea gardens give rise to questions about whether the tea sector implements them for economic reasons or because CSR policies have intrinsic merit. As part of CSR trade initiatives big companies like Tata Tea Limited and Hindustan Lever Limited have initiated various projects for the welfare and economic benefits of their workers. There are other CSR initiatives by PDS (Peermade Development Society, in Kerala), USTPA (United Small Tea Producers Association, supported by Partners in Change in Nilgiris), JustChange (Gudalur, Tamil Nadu) and TEAMFCO( Assam) that promote CSR practices in the small holdings and help forge links between big companies and the small tea sector. There are problems in marketing organic tea in domestic as well as in international markets. Though there is a lot of potential in domestic market itself, the lack of different channels and options to expand the market are some constraints. Fair Trade and Ethical Trade Initiatives have impacted small growers positively, though it is more demonstrative in nature and may not be able to replace the normal trade of tea. It is important to emphasize that sustainability is a dynamic continuum and can best be perceived as an ongoing process rather than a static achievement. In South India, the United Nilgiris Tea Estates Co. and the Bombay Burmah Trading Corporation (BBTC) were among the first companies to convert some of their tea and coffee estates to the organic method of cultivation. More recently, some area under Tata Coffee and the IBC Group estates have been converted. The Poabs Organic Estate in Kerala, growing coffee and tea, is certified organic since 2002. It is now identified as the single largest multi-crop organic plantation in the world. Tea and Coffee Boards in India have also initiated several steps to promote organic coffee production in the country. In the coffee sector, Utz Kapeh certified coffee is growing fast and has reached a substantial size in the sustainable world coffee market. The Utz Kapeh certified coffee estates in India are ABC Group, Tata Coffee Limited, Ottumani Estate, BCK Plantations, B. Shettigeri, S. Kodagu, Bombay Burmah Trading Corporation Limited and Manamboli-Savamalai Estate. The Utz- Kapeh certification is given by the Indian subsidiary of the Netherlands based SKAL international. One of the biggest coffee producers in India, Tata Coffee has also successfully implemented the Social Accountability System (AS 8000: 2001) in their plantation division, the curing division and roasting and the grounding unit at Kushalnagar and received a certificate issued by the Det Norske Veritas. Apart from this, Tata Coffee is involved in activities through the Coorg Foundation, a charitable trust established by the company. Tata Coffee has also been engaged with the small coffee growers through its Small Growers Development Scheme, started in 1985. Recently, Solidaridad and Utz Certified have started working together for jointly developing and implementing the Utz Certified Global Tea Code. In India, Solidaridad is facilitating consultation with various stakeholders for the implementation of India specific Utz code in the tea industry. Solidaridad has initiated this process in close partnership with local NGOs and in close consultation with local stakeholders like producers, Trade Unions, auction houses, tea research institutes, academicians, government agencies and small holders. Utz CERTIFIED has initiated the move of developing a multistakeholder independent mainstream code to enhance responsible practices across the tea supply chain through its brand Pickwick. A draft code has been developed based on Utz Certified coffee code and Global GAP standards and after referring to several other codes. The code addresses sustainable production and sourcing in a broad sense, covering good agricultural practices, social and environmental issues, food safety, quality improvement and traceability. Since tea is produced both by smallholders and large estates, Utz CERTIFIED will implement a certification program that fits both the smallholders and the large scale producers situation. The current
23
24
Chapter I - Introduction
(vegetation, ants and birds) and economic (yield, revenue) aspects of coffee growing for eight cooperatives in Chiapas, Mexico. Farms were certified organic, organic and Fair Trade, or uncertified. Farmers with organic or organic and fair trade certification did not always have higher revenues than uncertified farms, partly due to the costs associated with certification programmes and the differing market prices between the two years of the study. When market prices increased, the premiums for organic coffee rose, but the premium for Fair Trade coffee did not. Linton, (2005) reasoned that the movement to promote coffee produced in a sustainable way was one of many efforts aimed at linking social responsibility and market capitalism. In 2008, he conducted a critical review of many sustainability projects and their outcomes, including two examples of smallholder farmer-NGO collaborations that had yielded positive results. Chakraborty and Srivastava(2008) discussed the key issues related to market access, particularly the impact of environmental measures on the access from an Indian perspective in case of marine products and tea. Fridell et al. (2008) found that capitalist agriculture was highly exploitative of the producers and the environment. The study revealed that the Fair Trade movement attempted to mitigate this exploitation, by baiting corporate actors into the arena of ethical production. In the coffee industry, major corporations discredited fair trade and branded themselves as ethical. While falling well short of addressing the real demands of the movement, the resulting proliferation of ethical labels threatened to destroy fair trades own ethical brand. Morgan and Birtwistle (2009) investigated young fashion consumers disposal habits. Seonaidh McDonald et al. (2009) compared sustainable consumption patterns across product sectors. Ayse and Uar(2008) studied the Turkish academic staffs perception of organic foods. MeiFiang Chen (2009) studied the attitude toward organic foods among Taiwanese as related to health consciousness, environmental attitudes, and the mediating effects of a healthy lifestyle. Peter Jones, et al (2008) focussed on sustainable food retailing. Baker and Ozaki (2008) focussed on the influence of pro-environmental products on consumer purchase decision and investigated if marketing and branding techniques could help establish green brands and introduce greener patterns of consumption into contemporary lifestyles in the current context. The paper reviewed consumer behaviour and advertising to identify how consumers could be persuaded to opt for greener products. Yates (2008) focussed on the consumer perspective of sustainable consumption. The study found that growing numbers of individuals willing to embrace sustainable consumption were finding it hard to translate this into action. It identified concerns around consumer behaviour and sustainable consumption that prevented sustainable consumption policies from achieving their aims. Mark Hidson (2008) advocated that Sustainable Public Procurement (SPP) improved the efficiency of public procurement and at the same time used public authority market power to bring about major environmental, social and economic benefits locally and globally. Neil Jones (2007) stated that getting into sustainable procurement was not easy. During research, he came across large companies tackling common obstacles -- many of which were also drivers of sustainable procurement, like establishing CSR targets, sharing knowledge with suppliers, working with non-governmental organizations and charities, making amendments to contracts, and improving processes, products, packaging, and personnel development. Some significant research on tea was published by the National Tea Research Foundation (NTRF) on issues related to the cultivation, soil conservation and quality improvement in India. A listing is produced in references. Thus, the above reveals that a lot of research has been undertaken on labelling, certification, and different aspects related to the consumption and marketing of sustainable tea & coffee in countries other than India. The emphasis on the marketing of certified tea & coffee in India is rather low and hence there is a need to focus on this aspect. 25
CHAPTER II
RESEARCH METHODOLOGY
he Nielsen Global Online Consumer Survey, by Nielsen Customized Research, was conducted in April 2008 among 28,253 internet users in 51 markets from Europe, Asia Pacific, North America and the Middle East to provide insight into the major concerns of consumers and consumers attitudes across the globe towards company ethics and corporate responsibility. The survey, for example, found that just over a third of New Zealand consumers (33%) considered it very important for companies to improve their environmental policies, compared to half the worlds consumers (51%) and only 22 percent of New Zealanders thought it was very important to improve other programmes that contributed to improving society when globally the average was a much higher 42 percent. According to Nielsen, Latin American consumers were the worlds most socially aware, while North Americans consistently lagged behind the global average. Four in five (81%) Mexicans thought its very important that corporations acted to improve the environment, and 54 per cent considered it very important that companies supported social causes. Mexicans (65%) also topped global rankings for believing it very important that groceries were not manufactured using unethical labour practices. The study emphasized the concerns world over in encouraging sustainable practices in production, consumption and procurement. In order to gauge the concerns of Indian consumers towards sustainable
26
Data collection
Primary data was collected with the help of a survey amongst individual and institutional consumers. The personal interview approach was selected to ensure that respondents could be individually approached and data could be collected speedily. Moreover, the nature of information being sought required a one to one approach. Two questionnaires were designed, one for institutions and another for individuals. The institutional questionnaire aimed at determining the institutional arrangements currently in place for supply of tea & coffee within an organization, its procurement policies, factors considered in selecting a brand for tea & coffee, awareness regarding sustainable tea & coffee, willingness on the part of organisations to purchase such tea & coffee and the problems they were likely to face in adopting it. The individual questionnaire sought responses from individuals to determine their existing consumption and purchase behaviour for tea & coffee, the factors influencing their purchase, levels of awareness regarding sustainable coffee and tea, whether they were willing to purchase sustainable brands of the two beverages and the problems they were likely to face in adopting them. Copies of the two questionnaires are attached in Appendix 6
Sample selection
It was decided to include respondents from two different cosmopolitan cities i.e. Delhi and Bangalore as respondents here were fairly educated and well to do. They were exposed to foreign brands and were expected to
Sample size
Though it was decided initially to obtain data from 25-30 institutions and 500 individual consumers through personal interviews, the survey revealed that many institutions approached did not feel that the decisions regarding tea and coffee were very significant. It was not easy to get appointments with the busy executives of institutions and therefore, data was collected from 20 institutions and 520 individual consumers, but not necessarily belonging to the institutions selected for the survey. A brief description of both the samples is provided below.
27
Data Analysis
The data was tabulated and cleaned. The analysis focussed only on obtaining frequencies and descriptive statistics. Cross tabulations were used to explore whether special relationships existed.
14%
2% 19%
25% 4 postgraduate
28
6% 12% 40% 15% 1 18-25 2 26-35 3 36-45 4 46-55 5 55+ 27%
40%
5 prof essional
Occupation: 20 per cent were occupied as students; nine per cent as housewives; 32 percent were in private jobs; eight per cent were businessmen; 18 per cent were professionals and five per cent had retired from active service. Only one per cent worked with the government. (Fig. 2.5) Fig. 2.5: Occupational status of respondents
Geographical area: The respondents were almost equally divided between Bangalore and Delhi. (Fig. 2.3) Fig. 2.3 Geographical distribution of the sample
Geographical distribution
1%5% 18%
1 student 26% 2 housew ife 3 govt service 4 pvt job 5 business 6 profession 7 unemployed 8 retired
8%
9% 1% 32%
51%
49%
Banglore Delhi
Education: Out of the 520 respondents, most were well educated. Only twenty one percent were not graduates. As many as forty percent were graduates, another 25 percent post graduates and fourteen percent possessed professional qualifications. (Fig. 2.4)
Income: The respondents belonged to different income groups. A total of 68 percent were from families whose income was up to Rs. 5 lakhs . 15 per cent reported income ranging between Rs. 5-7 lakhs; another eight per cent reported family income between Rs. 7- 10 lakhs and only nine percent belonged to families with income above Rupees 1 million. ( Fig. 2.6)
29
32%
Sample description: Institutional consumers Twenty institutional respondents provided data for the survey belonging to the different sectors listed below: Hospitality Taj West End East India Hotels (Oberoi Hotel) ITC Gardenia TajSats
Airlines Kingfisher Airlines Banking and Insurance AXIS Bank HDFC Bank BPOs and software COMMITS California Software Zenith Software Wipro HCL Prime Site
Chapter III
Consumption and Purchase of Tea & Coffee: Individual Consumers
30
his chapter reports the results of the survey pertaining to individual consumers and identifying the existing consumption of tea & coffee and their purchase behaviour, their preference for the consumption of tea & coffee, frequency of consumption, sources of purchase, the factors influencing the selection of brands and the sources of information used by them in obtaining information about tea or coffee.
no
F r e qu e nc y
43%
5% 37% 1T e a 2 C o f f ee 3 B ot h 4 N o ne 27%
29% < 2 cups 2-4 cups 4 cups-6 > 6 cups
31 %
neither tea nor coffee. 64 per cent mostly preferred either tea or coffee and the remaining thirty one percent preferred both the beverages.
66%
The survey revealed (Fig. 3.3a) that 47 per cent of the selected consumers were drinking less than two cups of tea in a day and 43 per cent were drinking between two to four cups of tea per day. Only six per cent were
Chapter III - Consumption and Purchase of Tea & Coffee: Individual Consumers
heavy drinkers who consumed between four to six cups and four per cent consumed more than six cups of tea in a day. Similarly, 66 per cent of the individuals drank less than two cups of coffee in a day and another 29 per cent consumed two to four cups (Fig. 3.3b). Only four per cent reported that they drank more than four cups of coffee in a single day and one per cent drank more than six cups per day. Fig. 3.7: Coffee consumption among age groups (cups per day)
200
100
age
18-25
Consumption by gender
The survey revealed different consumption patterns of tea & coffee amongst men and women (Fig. 3.4 and 3.5). Fig. 3.4 Tea Consumption by Gender (cups per day)
200
26-35 36-45
Count
31
freq coffee
300
200
100
100
gender
Count
male 0 < 2 cups 2-4 cups 4 cups-6 > 6 cups female
gender
Count
male 0 < 2 cups 2-4 cups 4 cups-6 > 6 cups female
The largest consumers of tea and coffee were found in the age group of 18-36 years. Their consumption varied from less than two cups to a maximum of four cups per day. The survey also revealed that the consumption of both the beverages declined with age. More people in the age group of 45-55 years drank tea as compared to coffee. Very few people consumed more than four cups of tea & coffee.
frequency tea
freq coffee
Differences were found in the consumption of tea and coffee within and between genders (Fig. 3.4). More women consumed less than two cups of both tea and coffee than men; but more men consumed 2-4 cups of tea and coffee than women. Thus, men consumed more of both tea and coffee as compared to women.
age
18-25 26-35 36-45
100
city
Count
Count
frequency tea
frequency tea
Fig. 3.11: Coffee consumption among different educational groups (cups per day)
200
200
100
100
education
completed school
32
Count
0 < 2 cups 2-4 cups 4 cups-6 > 6 cups
city
Banglore
undergraduate graduate
Count
Delhi
freq coffee
Thus, the quantity of consumption in a particular area was dependent not only on the number of individuals consuming the two beverages but also by the actual quantity of the two beverages consumed by them.
freq coffee
An examination of the educational qualifications of consumers revealed that even amongst different educational groups the consumption of tea & coffee varied from being low (less than two cups) to moderate (2-4 cups). Most individuals consumed less than two cups of tea & coffee in a single day. More consumers drank 2-4 cups of tea than 2-4 cups of coffee.
120
100
occupation
student
80
education
60 completed school undergraduate
40
graduate
Count
Count
postgraduate professional
frequency tea
frequency tea
Chapter III - Consumption and Purchase of Tea & Coffee: Individual Consumers
Fig. 3.13: Coffee consumption among different occupations
140
120
occupation
student housew ife
100
income
<3 lakhs 3-5 lakhs
40
60 40
Count
unemployed retired
5-7 lakhs 7-10 lakhs above 10 lakhs < 2 cups 2-4 cups 4 cups-6 > 6 cups
33
Count
20 0
freq coffee
freq coffee
The individuals from all income groups consumed tea more frequently than coffee. Thus, the consumption of tea and coffee varied with demographic factors like gender, education, income, occupation and area of residence. These factors should be considered in segmenting the market and selecting appropriate strategies to approach them.
Source of supply
In order to assess whether the consumers purchased tea from a single supplier and were therefore loyal to the supplier, they were asked to specify whether they bought tea & coffee from a single source or from multiple sources. The survey revealed that, the consumers were divided almost equally into those using single source and those using multiple sources for purchasing tea & coffee. Fig. 3.16: Loyalty to source of supply
multiple sources
100
80
60
income
<3 lakhs
40
Count
above 10 lakhs
frequency tea
d) Education
70 60
The findings revealed that more women used multiple sources; and that while the young used multiple sources of supply for purchasing tea & coffee, this tendency reduced with age. People patronised a single supplier as they grew older. Another interesting indication was that more people in Bangalore used multiple sources as compared to those in Delhi. More consumers in Delhi visited the same supplier. The impact of education and income on supplier loyalty revealed that higher education positively influenced the use of multiple suppliers. Professionally educated, however, were found to be purchasing from a single supplier. The occupational status also influenced store loyalty. The findings suggested that consumers belonging to the categories of students, people in private jobs and professionals used multiple sources to purchase their requirement of tea / coffee. The unemployed and the retired, however, purchased more from a single source. This finding supported the findings on age. It was also observed that the use of single or multiple suppliers was not influenced by the income of the family except in case of consumers whose income was above Rs. 10 lakhs. Such consumers used multiple supply sources to purchase their requirements of tea & coffee.
34
50
50
40
40
30
education
30 completed school undergraduate graduate postgraduate professional single source multiple sources
20
20
10 male female single source multiple sources
single
Percent
Percent
gender
10 0
single
b) Age
80
e) Occupation
80
occupation
60
60
40
age
18-25 26-35
40
20
20
Percent
Percent
single
single
c) City
70
f) Income
120
Type of supplier
As expected, most individual consumers purchased tea & coffee from retailers (Fig. 3.18). Only about 6 percent individuals purchased from wholesalers. Thus, only those who needed to buy larger quantities were likely to approach wholesalers. Very few consumers purchased imported tea & coffee.
60
100
50
80
40
60
income
<3 lakhs
30
40
20
city
Percent
10 0 single source multiple sources
Count
Banglore Delhi
single
single
Chapter III - Consumption and Purchase of Tea & Coffee: Individual Consumers
Fig. 3.18: Type of supplier used for purchase
Import Manufacturer w holesaler
Price
Price is an important consideration in most purchase decisions. In case of tea and coffee, the results revealed that it was an important consideration for about 35-40 percent respondents (Fig. 3.22). A large number of consumers were indifferent to price in the purchase of the two beverages. Fig. 3.20: Importance of price tea & coffee Tea
not important at all not so important highly important
Retailer
Coffee
not important at all not so important highly important
35
Form of purchase
The consumers could purchase tea or coffee, in the following forms:branded packet, branded loose, unbranded, and retailers brand. The results (Fig. 3.19) indicated that a majority of the consumers purchased branded packet tea & coffee. Some also purchased branded loose tea & coffee but very few bought the retailers blends. Very few consumers purchased unbranded tea & coffee. Fig. 3.19: Form of purchase
retailers, brand unbranded branded loose
important
important
indifferent
indifferent
Only approximately 10 per cent respondents reported that price was not at all an important consideration in their purchase decision.
Quality
Quality of tea & coffee was ranked highly important by more than half of the respondents. None considered it as unimportant and only three per cent were indifferent to the quality of tea. (Fig. 3.23)
branded packet
Coffee
not so important indifferent
not so important
indifferent
highly important
highly important
important
important
Quality of tea & coffee in terms of whether it was full leaf, or small leaf or dust tea or coffee granules was important for all those who consumed it. A very insignificant number reported that it was not an important consideration. However, more people were indifferent to the quality of coffee than to the quality of tea. This was because the frequency of consuming tea and coffee differed.
Taste
Taste in terms of whether the beverages were strong or mild, also emerged an equally important factor in the purchase of both tea and coffee. Fig. 3.22: Importance of taste Tea
not important at all not so important
coffee drinkers. About 20 percent reported an indifference to the importance of the factor in their choice of the two beverages. Fig. 3.24: Importance of environmental concerns Tea
not important at all not so important highly important
not important at all not so important highly important
Coffee
Coffee
not so important indifferent
36
indifferent highly important
important
highly important
important
indifferent
indifferent
important
important
Social concerns
This factor was important for about 20 per cent consumers and highly important for only half out of them. An almost equal number reported indifference towards social concerns. Fig. 3.25: Importance of social concerns Tea
not important at all not so important highly important
A small percentage of respondents considered it not very important but none were indifferent to this attribute. More people were indifferent to the taste of coffee as compared to the taste of tea which was a more frequently consumed beverage.
Flavour
This emerged to be quite an important factor in the purchase of both tea and coffee (Fig. 3.23). Since coffee was consumed less frequently and generally outside home, flavour was less important in influencing choice of coffee as compared to the flavour of tea. Fig. 3.23: Importance of Flavour Tea
not important at all not so important indifferent
Coffee
not important at all not so important highly important
important
important
indifferent
indifferent
Impact on Health
Health was found to be an important factor in selecting tea & coffee for consumption. Fewer people were found to be indifferent to this factor.
highly important
Coffee
not important at all not so important indifferent
highly important
Coffee
not important at all not s o important highly important
important
important
highly important
Environmental concerns
The importance attached to environmental concerns shows that the factor found favour with 40 per cent of surveyed tea &
indifferent
indifferent important
important
Chapter III - Consumption and Purchase of Tea & Coffee: Individual Consumers
Family
Family plays an important role in developing a preference for consumption of the two beverages and initiates the members to the brands. The brand of tea consumed in the early years conditions expectations regarding taste, flavour and quality and through this, exercises an important influence on future consumption and purchase behaviour. The survey revealed that as many as 45 per cent (Fig. 3.27) of the respondents considered that the familys preferences were very important or important in deciding about the consumption of tea & coffee. For only 10 percent respondents, the family was not important and another 10 percent were indifferent to the role family played in decisions regarding tea & coffee. Fig. 3.27: Importance of family Tea
not important at all not so important highly important
Supplier familiarity
Familiarity with the supplier was not found to be very important criteria for the majority of those surveyed (it was considered important for about 15 per cent respondents only). This can be attributed to the fact that most people were buying only branded tea & coffee and that they were already aware of the brands and therefore, the retailer had only a limited role to play in recommending a brand. Fig. 3.29: Importance of familiarity with the supplier Tea
not important at all not so important highly important important
37
Coffee
not important at all not so important highly important
indifferent
important
important
indifferent
indifferent
Peers
Peers were found to be playing a less important role in the choice of tea & coffee as a majority of the consumers were either indifferent or did not consider them Fig. 3.28: Importance of peers Tea
not important at all not so important highly important important
Coffee
not important at all not so important highly important important
Coffee
n o t i m p o rta n t a t a l l n o t s o i m p o rta n t h i g h l y i m p o rta n t i m p o rta n t
indifferent
indifferent
i n d i ffe re n t
important
Coffee
highly important
not important at all not so important highly important
indifferent
38
not so important
Coffee
not important at all not so important
important
highly important
important
important
indifferent
indifferent
indifferent
Thus the suppliers do not appear to play a significant role in the purchase of branded tea & coffee. Tea certification The survey revealed that consumers in India were almost equally divided on whether certification of tea & coffee was an important criteria in their purchase of the two beverages (Fig. 3.31). Fig. 3.31 Importance of certification Tea
not important at all not so important highly important
The findings suggest that once a brand of tea & coffee is selected, promotional and discount schemes may motivate only a few consumers, if they promise substantial benefits. This again indicates that taste, quality and flavour are so important that promotional efforts of the sellers are unable to make a substantial dent in changing the choice of consumers. A summary of the importance assigned to each of the factors is presented in Table 3.1. Table 3.1: Summary of importance of factors* influencing choice of tea & coffee (percentage)
Tea 1 highly important 2 important 1 16 25 41 2 52 11 63 2 1 3 49 15 64 4 39 21 60 3 2 5 20 19 39 19 5 2 6 12 22 34 20 8 3 7 28 25 53 8 2 2 8 15 32 47 11 3 4 9 5 15 20 19 14 12 10 4 16 20 21 14 10 11 7 18 25 21 11 8 12 26 28 54 5 3 3 13 10 18 28 17 11 9
indifferent
Total
important
Coffee
indifferent important
Total
11
11
26
24
19
20
Chapter III - Consumption and Purchase of Tea & Coffee: Individual Consumers
Coffee 1 highly important 2 important Total 3 indifferent 4 not so important 5 not important at all Total 1 13 27 40 6 6 4 2 3 4 5 6 7 22 22 44 8 2 2 8 13 27 9 6 10 11 5 5 12 13
45 45 35 19 11 9 9 16 18 19 37 30 14 17 3 2 4 5
22 10 23 16 45 26 5 2 4 14 9 7
not important at all not so important
12 14 18
highly important
54 54 51 2 2 4 1
40 18 19 23 9 3 4 15 15 16 12 11 10 11 11 7
important
39
indifferent
Source of information:Radio
highly important
10
23 22 17
16
*Key to factors:
not so important
1. 2. 3. 4. 5. 6. 7.
Price Quality Taste Flavour Environmental concerns Social concerns Health concerns
indifferent
Source of information:Family
not important at all not so important indifferent highly important
The five most important factors in the purchase of brand for tea & coffee were taste, quality, flavour, certification, and impact on health. Family and price were also important considerations but the environmental or social concerns were not very important. Promotions and discounts, supplier familiarity, reputation of the suppliers and peers were the least important factors in the purchase decision.
important
Sources of Information
It is important to know what sources are used to obtain information on various brands of tea and coffee. The respondents were requested to identify the sources from the following alternatives- friends, family members, print advertisements, radio, television, web advertisements, promotional campaigns and events, case studies and research reports, and comparative testing reports. The results are reported in Fig. 3.33.
Source of information:Television
not important at all highly important not so important
indifferent
important
highly important
not so important
important
indifferent
40
Source of information:Internet
highly important not important at all important
indifferent
The survey revealed that family was the most important source of information on brands of tea & coffee, followed by television and print media. After these, came the advertisements and the more technical and reliable sources like comparative test reports, and research and development reports. Radio was the least important source of information in the consumption of tea & coffee. These findings have important implications for creating awareness campaigns. The next chapter examines the institutional consumption and purchase practices regarding tea and coffee.
important
indifferent
not so important
important
indifferent
CHAPTER IV
CONSUMPTION AND PROCUREMENT OF TEA & COFFEE: INSTITUTIONAL CONSUMERS
he survey of institutions revealed that though the two beverages, tea and coffee could be served both in hot and cold versions, only three organisations reported that cold coffee was served and two reported that cold tea was available. The remaining organisations served the two beverages hot.
41
No payment
Monthly contribution
Table 4.1: Modes of institutional tea & coffee supply Mode of supply By a canteen run by employees By an outsourced canteen Automatic vending machines Personal attendant Own arrangement Frequency 2 4 7 2 2 Percent 11.8 23.5 41.2 11.8 11.8
No of organisations
Total 17 100 automatic vending machines were the most popular followed by supply by an outsourced canteen as the second important way in which tea & coffee were made available to the employees of institutions.
Mode of payment
It was important to identify how employees paid for the tea and coffee consumed in the institution during working hours. The institutions were requested to select from the following modes.
Source loyalty
The institutions were requested to provide information on whether they purchased the two beverages from a single or multiple sources. A majority of the institutions were found to use a single source to obtain supplies of tea & coffee. Fig. 4.3 Institutional source loyalty
42
Tea
single multiple
4 39
5 25 50 75 25
6 17 50 67 33
7 50 50
10 8
11 42 42 84 8
12 8 23 31 31 23
80 57
71%
important 35 13 indifferent 55 7
29 39 14 15 8
42 25 25 8
38 38 38 15 9
33 41 33 17 8
40 93 86 78
100 42
Source of purchase
Majority of the institutions bought their supplies of tea & coffee from the wholesalers (Fig. 4.4) as these supplies were purchased in bulk. Figure 4.4 Institutional sources of purchase
manufacturer retailer
15
8 4 5 6 7 45 55 100
33 8
24 9
25 10 9
8 11 36 46 82 9
38 12 8 17 25 33 25
61 31 8
42 27 9 42 55 55 8 18 36
w holesaler
42 46 42 46 33 18 17 27
36 45 27 18
A small number of institutions also purchased from retailers and directly from the manufacturers.
100 92 84 82 64
10. Do you have to answer to the management or workers regarding the brands of coffee and tea purchased? The responses to the above are shown in Table 4.3 Table 4.3: Institutional procurement process for tea & coffee (percentage)
Tea 1 2 3 4 5 6 7 8 9 10
25 36
27
42
* Key to factors: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. Price Quality Taste Flavour Environmental concerns Social concerns Health concerns Peers Supplier familiarity Supplier reputation Certification Promotion Schemes
43
38 31 44 19 31
38 25 69 19 69 38 38 6 7 37 12 31 8 9 10
43 50 46 57 36 57 36 50 25 43 21 21 15 29 36 7 36 29 39 14 28 36 64 21 58 29 29 17 28
The least important factors were promotions and discounts, supplier reputation and environmental and social concerns.
The survey revealed that though about a third of the organisations had a procurement policy for the two beverages, very few institutions had a written code of conduct. Similarly, very few of them agreed that they rewarded the purchase teams for economical buying. None of the institutions reported that they specified to their suppliers what they would not buy or that the decisions or expenditure for supply of tea & coffee were open to public review. Most of the institutions did not therefore have a well formulated procurement policy for tea & coffee.
Employee feedback
The institutions were asked whether they received any feedback from the employees on the tea & coffee consumed by them. The following issues were listed and they were asked to select from three options: yes, no, and cant say.
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.
Communication from suppliers Advertisements in print media Advertisements on Television Recommendation from Administration department of the institution. Recommendation from the CSR department of the institution Recommendation from procurement department of the institution Internet Research reports Competitors choice of brands Recommendation from employee(s) of the organisation Any other
The results (Table 4.5) indicated that recommendations received by the administration department and employees and information received from suppliers were important sources of information. Television was the least important medium but print media was important. Table 4.5: Institutional sources of information for tea & coffee
Tea 1 21 29 50 21 14 14 7 7 57 21 14 2 3 7 17 24 31 31 14 7 7 4 7 57 64 29 5 7 39 46 46 6 21 36 57 29 7 7 7 7 57 21 14 7 8 21 21 42 36 7 14 9 7 40 47 25 14 14 7 10 14 43 57 36
Highly important Important Total Somewhat important Not so important Not important at all Total Coffee Highly important Important Total
The survey revealed that the feedback was received from employees on the time and the frequency with which tea & coffee was available, and the quantity and the price at which it was available. The employees were interested in knowing whether the brands used for the two beverages were certified. Very little feedback was received on the names of brands of tea & coffee to be used and the quality of tea & coffee supplied.
28 1 36 27 63
35 2 7 59 66
45 3 7 18 25
7 4
7 5 7
14 6 26 33 59
35 7
21 8 20
28 9 7 39 46
7 10 17 42 59
Sources of information
The institutions were also requested to provide information on the sources they consulted for information on the two beverages.
67 67
38 45
7 7
25 45
Total
18
45
34
14
23
19
45
In case of both tea and coffee, the three most important sources for information were communication from suppliers, recommendation from procurement department of the institution and research reports. The CSR department played an insignificant role in providing recommendation on using tea & coffee.
CHAPTER V
ATTITUDES OF INDIVIDUAL CONSUMERS TOWARDS SUSTAINABLE TEA & COFFEE
46
disagree and cant say on Activity, Interest and Opinion (AIO) statements related to their awareness about how tea & coffee is grown and processed, awareness about sustainable tea & coffee, willingness to pay extra for such tea & coffee; the availability and need for information and the conditions required to be fulfilled where consumers were willing to pay extra for such beverages. The findings are explained below.
The consumers themselves however were not sure whether they were empowered and could he data on the attitudes and opinions of institutional and individual play a significant role in improving conditions consumers was obtained on a three-point scale consisting of agree, around them to create a better world.
To begin with, the respondents were asked whether they had heard of sustainable tea & coffee. They were explained what sustainable tea/ coffee meant and they were informed that Awareness about Tea & coffee it could be available in many forms like, certified The AIO statements used to measure the existing level of consumer awareness by Organic, Fair Trade, UTZ CERTIFIED, about cultivation and processing of tea & coffee consumed by them and the SA 8000, ISO 9001, Rain Forest, etc. Fig. 5.1 shows that the sample of individual consumers responses are presented in Table 5.1. was equally divided into two groups consisting Table 5.1: Consumer awareness about tea & coffee of those who had heard of sustainable tea & coffee and those who had not heard of it.
Statement C a n t Disagree say 31 15 16 Agree 33 36
yes
I have really never thought of finding out where the 36 tea /coffee I consume, comes from. I am concerned that farmers growing tea & coffee are 49 paid a fair price for their produce I am concerned that the companies I buy tea/ coffee 43 from are sourcing raw tea & coffee from farmers following sustainable agricultural practices. I am concerned that the companies I buy tea/ coffee 45 from are following good labour practices in processing/ manufacturing tea & coffee
No
42
The results of the survey revealed that consumers desired more information on the methods of cultivation, safety standards used, I believe that my actions can create a better world. 53 8 39 the social issues involved and the environmental In case of almost all the statements, only about a third of the consumers reported impact of cultivating tea & coffee (Table 5.2). that though they had really never thought of proactively seeking information They agreed that they would appreciate if such about the geographical facts regarding the beverages consumed by them, yet they information was available on the internet.
11-25%
48
43
5-10%
50
11
39
47
49
42
49
14
37
No
I would feel good about the management of 49 my organisation if such sustainable tea & coffee was introduced for my consumption as part of their CSR policy
48
49
13
38
The responses are presented in Table 5.5 Table 5.4: Problems in purchasing sustainable tea & coffee
Problems Highly important 49 54 29 Important Somewhat Not so important 3 2 8 Not important at all
Employee Perception
Less than half of the consumers agreed that if their employers chose to provide them with sustainable tea & coffee, they would feel good about their organisations initiative and consider them to be following socially responsible practices.
Lack of Information Genuineness of quality claims Availability of continuous supply Acceptability by employees Availability of brands
40 36 43
8 8 20
16 20
29 44
31 26
17 7
8 3
44 36 39
15 8 10
The three most important hurdles in the purchase of sustainable tea & coffee by consumers were doubts regarding the truthfulness of quality claims, lack of information and the concern for such brands being value for money.
49
50
CHAPTER VI
ATTITUDES OF INSTITUTIONAL CONSUMERS TOWARD SUSTAINABLE TEA & COFFEE
n attempt was made to identify the attitude of the institutional consumers. The results are discussed below.
The institutions were asked to provide information on whether the following considerations were used by them in their purchase of tea & coffee. (Table 6.1) Table 6.1 Institutional awareness about Tea & coffee Statements Where the tea /coffee is grown How the tea & coffee is grown Cant say Tea 35 30 Cant say Coffee 40 34 29 33 20 27 27 33 Yes Tea 41 41 38 35 53 47 47 47 Yes Coffee 47 53 50 33 53 53 47 47 No Tea 24 29 38 35 29 29 29 24 No Coffee 13 13 21 33 27 20 27 20
Whether the cultivation of tea & coffee has an 25 impact on the environment Whether sustainable methods of cultivation are 30 being followed in growing the tea or coffee Whether farmers growing tea & coffee are paid a 18 fair price for their produce. The labour practices of companies you buy tea/ 24 coffee from Whether responsible practices are being followed 24 when tea & coffee is processed or manufactured Whether the way the tea & coffee is grown / 29 processed influences your health?
Coffee
51
Count
Count
In order to assess the institutional perceptions regarding the role they would be playing in promoting the production and consumption of sustainable tea & coffee, they were asked to respond to AIO statements. The results are presented in Table 6.2 and 6.3 respectively. Table 6.2 Institutional role in promoting sustainable tea
Statements I can contribute to the adoption of sustainable farming and manufacturing of tea /coffee I believe I can exercise pressure on the suppliers to supply sustainable tea /coffee I would refuse to buy tea /coffee from suppliers if they are irresponsible towards environment I would change the supplier if aware of unethical or socially irresponsible business practices. My organisation would be willing to pay more for purchasing sustainable tea & coffee. If a choice is available, would you like to purchase sustainable tea & coffee? Have you engaged in a dialogue with your suppliers for more sustainable versions of tea & coffee? Have you ever changed your suppliers because of their environmental or ethical behaviour? Cant say 31 65 59 65 35 65 18 23 77 65 6 No 13 6 Yes 56 29 41 35 59 35 6 12
whether their institutions would like to purchase sustainable tea & coffee, they felt that there would be no problem in paying more to purchase such tea & coffee. The survey also revealed that in practice, they had neither started a dialogue with their suppliers for supplying sustainable tea & coffee, nor changed their suppliers if their behaviour was irresponsible towards the environment or wanting on ethical grounds.
65
29
52
59
41
65
35
less than 5%
My organisation would be willing 59 to pay more for purchasing sustainable tea & coffee. If a choice is available, would you 35 like to purchase sustainable tea & coffee? Have you engaged in a dialogue with your suppliers for more sustainable versions of tea & coffee? Have you ever changed your suppliers because of their environmental or ethical behaviour? 6
35
65
5-10%
12
23
65
The institutions were also asked to provide information on the problems that they were likely to face in purchasing sustainable tea & coffee. They were requested to rank the listed problems as highly important, important, somewhat important and not at all important. The results are shown separately for tea (Table 6.4) and coffee (Table 6.5).
The institutions reported that even though they could contribute to the adoption of sustainable farming and processing of tea & coffee, they would not be able to exercise pressure on the suppliers to actually supply the sustainable versions of the two beverages. They were not sure that they would refuse to buy tea /coffee from suppliers if they were irresponsible towards the environment or would change the supplier if aware that he was following unethical or socially irresponsible business practices. Though they were not sure
53
The institutions felt that the most important problems they were likely to face in adopting sustainable tea & coffee were the lack of information regarding certification, the continuous availability of brands satisfying the sustainability criteria and the genuineness of quality claims made by the manufacturers. Potential benefits in adopting sustainable products
54
The results showed that the institutions failed to see that the consumption of sustainable products would improve their image in the eyes of the world or improve the company image in the eyes of the employees. However, the most important benefits they expected to achieve by introducing sustainable products were encouraging ethical practices and improving the health of their employees. Table 6.6 Potential benefits from introducing sustainable products
Potential benefits Improve company image in the eyes of the world. Improve company image in the eyes of employees Encourage ethical practices Improve employee morale Reduce adverse impact on health Encourage development of eco labels Encourage adoption of best practices Highly important 35 29 53 35 53 35 53 Important 24 53 29 24 41 47 29 Somewhat Important Not so Important 41 18 18 41 6 18 18 Not Important at All
47 41
29 53
24 6
can't say
within 6 months
Almost 50 percent of the institutions agreed that they would be able to implement purchase of sustainable tea & coffee within a year, a large number were still undecided and a small number expected that they would be able to do so within two years.
55
yes
cant say
yes
no
CHAPTER VII
SUMMARY OF THE FINDINGS
56
he findings of the survey are summarised separately for individual as well as institutional consumers.
Individual consumers
The survey revealed that most consumers drank both tea & coffee but men consumed more tea and coffee as compared to women. The consumption was generally less than two cups per day and rarely exceeded four cups per day. The consumption of coffee in cups per day was comparatively less than consumption of tea. The largest consumers of tea and coffee were found in the age group of 18-36 years, but the consumption of both the beverages declined with age. Consumption of tea & coffee was the highest amongst those who worked in the private sector, students and professionals. The consumption of tea was higher as compared to consumption of coffee even amongst consumers reporting high family incomes. Further, women bought tea & coffee from multiple sources; and that while the young used multiple sources for purchasing tea & coffee, this tendency reduced with age. People patronised a single supplier as they grew older. More people in Bangalore used multiple sources as compared to those in Delhi. Higher education positively influenced the use of multiple suppliers. Professionally educated, however, preferred to purchase from a single supplier. The occupational status also influenced store loyalty. The findings suggested that consumers
57
Institutional consumers
In institutions, automatic vending machines were the most popular followed by supply by an outsourced canteen as the second important way in which tea & coffee were made available to the employees. A majority of the institutions were found to use a single source to obtain supplies of tea & coffee and most of them purchased their supplies of the two beverages from wholesalers. In most institutions, the quantity of tea purchased was higher than the quantity of coffee purchased. The most important factors considered by the institutions in purchasing tea & coffee were the concern about impact of consumption of tea & coffee on the health, and therefore, concern for quality for both tea & coffee was high; the flavour in case of coffee and certification for both tea & coffee. The survey revealed that most of the institutions did not have a well formulated procurement policy for tea & coffee; very few had a written code of conduct. None of the institutions reported that they specified to their suppliers what they would not buy or that the decisions or expenditure for supply of tea & coffee were open to public review. Further, feedback was received from employees on the time and the frequency with which tea & coffee was made available to them as also the quantity and the price at which it was available. The employees were interested in knowing whether the brands used for the two beverages were certified. Very little feedback was received on the names of brands of tea & coffee used and the quality of tea & coffee supplied to them. In case of both tea and coffee, the three most important sources for information were communication from suppliers, recommendation
58
Appendix
APPENDIX
Table 1: World Tea Production (M Kg)
Country India North India South India Bangladesh Kenya Indonesia (PTP only) Malawi Sri Lanka Tanzania Zimbabwe Uganda Total June June June June June June June June Jan to June 2009 333.9 222.4 111.5 14.2 139.3 42.2 34.4 130.5 19.0 5.7 21.1 740.3 2008 345.7 226.0 119.7 16.0 157.4 40.5 31.1 171.3 18.5 6.72 15.18 802.4 +/-11.8 -3.5 -8.3 -1.8 -18.1 1.7 3.3 -40.8 0.6 -1.0 5.9 -62.1 % -3.4 -1.6 -6.9 -11.4 -11.5 4.3 10.6 -23.8 3.0 -14.7 38.7 -7.7
59
60
Assam Valley Cachar Total Assam Darjeeling Dooars Tarai Total West Bengal Others Total North India Tamil Nadu Kerala Karnataka Total South India All India
Appendix
Jan to June M Kg Diff. 08~07 North India South India All India -8.2 -8.1 -16.2 Rs Cr 19.8 31.4 51.13 Rs/Kg 31.0 27.2 29.23 M Kg 1.8 -5.5 -3.7 April to June Rs Cr 51.2 11.0 62.26 Rs/Kg 14.2 32.3 28.61
Source: www.indiatea.org 61 Table 5 Destination-wise Tea Exports From India Country January to March 2009 M Kg Russia Kazakistan TOTAL CIS UK Netherlands Germany Australia Ireland Poland USA UAE Iran Canada Iraq Saudi Arabia ARE Turkey Afghanistan 3.53 25.74 72.92 5.96 2.16 8.47 2.64 0.37 0.84 1.18 0.22 0.57 2.02 7.13 1.55 0.49 1.16 1.33 1.17 ValueRs Crs 61.65 32.48 98.16 27.38 8.98 16.17 32.38 5.54 7.63 38.05 93.25 21.42 9.05 10.47 15.23 11.49 Rs/Kg 103.44 150.37 115.89 103.71 242.70 192.50 274.41 251.82 133.86 188.37 130.79 138.19 184.69 90.26 114.51 98.21 0.75 3.35 0.03 1.73 6.50 23.91 0.25 10.68 86.67 71.37 83.33 61.73 M Kg 13.05 3.62 17.18 2.11 0.40 0.81 1.20 0.21 1.05 2.42 8.62 3.92 0.30 2008 ValueRs Crs 114.28 38.63 158.18 17.27 5.54 12.12 20.99 6.65 10.11 32.51 82.31 40.32 3.73 Rs/Kg 87.57 106.71 92.07 81.85 138.50 149.63 174.92 316.67 96.29 134.34 95.49 102.86 124.33 +/M Kg -7.09 -1.46 -8.71 0.53 -0.03 0.03 -0.02 0.01 -0.48 -0.40 -1.49 -2.37 0.19 1.16 0.58 -2.18 -0.03 1.80
Source: www.indiatea.org
Bibliography
BIBLIOGRAPHY
Skolnick, Sharon and Ruth (2000), Tea for toucans, Earth Island Journal; Vol. 15 Issue 1, p5. Adams, M. A. , Ghaly, A. E.(2007) Determining barriers to sustainability within the Costa Rican coffee industry Sustainable Development;, Vol. 15 Issue 4, p229-241. Adams, M. A.,and Ghaly, A. E. (2007) The foundations of a multi-criteria evaluation methodology for assessing sustainability. International Journal for Sustainable Development & World Ecology; Oct2007, Vol. 14 Issue 5, p437-449. Adams,M. and Ghaly, A.E. (2007) Maximizing sustainability of the Costa Rican coffee , Journal of Cleaner Production; Nov, Vol. 15 Issue 17, p1716-1729. Anon. 2003. Guatemala Coffee Producers Cautiously Optimistic On Price Bounce, Volcafe Newsletter, Jan. 17023. Antony Barton. Turn the supply chain green Supply Management. London:Dec 14, 2006. Vol. 11, Iss. 25, p. 15 (1 pp.) Auroi, Claude (2003) Improving Sustainable Chain Management through Fair Trade. Greener Management International; Issue 43, p25-35. Ayse zfer zcelik and Asli Uar(2008). Turkish academic staffs perception of organic foods British Food Journal, Vol. 110, Issue 9, pp. 948-960 Bacon, Christopher M., Ernesto Mendez, V.Gomez, Maria Eugenia Flores, Stuart, Douglas, and Flores, Sandro Raul Diaz (2008) Are Sustainable Coffee Certifications Enough to Secure Farmer Livelihoods? The Millenium Development Goals and Nicaraguas Fair Trade Cooperatives. Globalizations; Jun, Vol. 5 Issue 2, p259-274. Ballestero,Victor,Ballestero,Edith and Cabezas, Felix (2007) Sustainability and Fair Trade Coffee: Perspectives from Growers and Producers Conference Papers -- North American Association of Environmental Education; 2007 Annual Meeting. Bitzer, Verena, Francken, Mara and Glasbergen, Pieter (2008) Intersectoral partnerships for a sustainable coffee chain: Really addressing sustainability or just picking (coffee) cherries? Global Environmental Change Part A: Human & Policy Dimensions; May, Vol. 18 Issue 2, p271-284. Bray, David; Barton, Snchez, Jose Lus, Plaza, Murphy, and Ellen Contreras (2002) Social Dimensions of Organic Coffee Production in Mexico: Lessons for Eco-Labeling Initiatives, Society & Natural Resources;, Vol. 15 Issue 5, p429-446, 18p Brown, Rachel (2008) Taking that extra step in sustainability NZ Business; Vol. 22 Issue 8, p101-101. Chakraborty, Pavel and Srivastava, Nidhi (2008) Environmental Standards and Indias Market Access Concerns ICFAI Journal of Environmental Law; Apr, Vol. 7 Issue 2, p11-21. Cliath, Alison Grace (2007) Seeing Shades: Ecological and Socially Just Labeling. Organization & Environment; Dec, Vol. 20 Issue 4, p413-439. 63
64
Bibliography
Ian Phau, Denise Ong.(2007) An investigation of the effects of environmental claims in promotional messages for clothing brands Marketing Intelligence & Planning. Vol. 25, Iss. 7, pp 772-788 Jaffee, D. (2007). Brewing Justice:Fair Trade Coffee, Sustainability and Survival, University of California Press. Jean Nicolas Wintgens(2004) Coffee: Growing, Processing, Sustainable Environment VCH, Weinheim, Germany: Wiley,. Pp. 976. ISBN: 3 527 30731 Josephine Pickett-Baker, Ritsuko Ozaki. (2008) Pro-environmental products: marketing influence on consumer purchase decision, The Journal of Consumer Marketing, Vol. 25, Issue 5, p. 281-293 Lewis, Jessa and Runsten, David (2008) Is Fair Trade-Organic Coffee Sustainable in the Face of Migration? Evidence from a Oaxacan Community Globalizations; Jun, Vol. 5 Issue 2, p275-290, 16p. Linton, April (2008) A Niche for Sustainability? Fair Labor and Environmentally Sound Practices in the Specialty Coffee Industry Globalizations, Jun, Vol. 5 Issue 2, p231-245. Linton, April (2005) Partnering for sustainability: BusinessNGO alliances in the coffee industry, Development in Practice;, Vol. 15 Issue 3/4, p600-614. Louise R Morgan, Grete Birtwistle. (2009). An investigation of young fashion consumers disposal habits International Journal of Consumer Studies. Oxford:Vol. 33, Issue 2, pp190-198. Lucy Yates (2008) Sustainable consumption: the consumer perspective Consumer Policy Review, Vol. 18, Issue 4, pp 96-101 Luxner, Larry (2006) Ground in the Galpagos. Americas; Vol. 58 Issue 6, p5-6. Lyon, Sarah (2009) What Good Will Two More Trees Do? The Political Economy of Sustainable Coffee Certification, Local Livelihoods and Identities.Landscape Research; Apr, Vol. 34 Issue 2, p 223-240. M J Boomsma (2008) Sustainable Procurement from Developing Countries KIT Publishers. Maria Elena and Martinez-Torres (2006) Organic Coffee: Sustainable Development by Mayan Farmers Athens, Ohio: Ohio University Press, 2006, xiv + 176 pp Maria Elena Martinez-Torres. Organic Coffee: Sustainable Development by Mayan Farmers, Athens, Ohio: Ohio University Press, 2006, xiv + 176 pp. Mark Hidson. (2008) Sustainability through procurement Summit. Ottawa:May/Jun. Vol. 11, Iss. 3, p. 4-6. Marsh, A. (2007). Diversification by smallholder farmers: Vietnam Robusta Coffee Agricultural Management, Marketing, and Finance Working Document No. 19. FAO, United Nations, Rome. Martin, Jerry (2004) Earth-Friendly Food, Restaurants & Institutions; Vol. 114 Issue 11, p13-13. McCook, Stuart (2008), Coffee and Flowers: Recent Research on Commodity Chains, Neoliberalism, and Alternative Trade in Latin America Latin American Research Review; Vol. 43 Issue 3, p268-277. Mei-Fiang Chen. (2009) Attitude toward organic foods among Taiwanese as related to health consciousness, environmental attitudes, and the mediating effects of a healthy lifestyle, British Food Journal, Vol. 111,Issue 2, p. 165-178. Misra, Mano Susanta Mohapatra, and Narasimharao Kondamudi (2009) Waste coffee grounds offer new source of biodiesel fuel. Engineering & Technology for a Sustainable World; Mar, Vol. 16 Issue 2, p25-25. 65
Bibliography
Umlauf-Garneau, Elyse (2000) Sustainable Sites. Professional Builder; Sep2000, Vol. 65 Issue 11, p43. Weber, Jeremy (2007) Fair Trade Coffee Enthusiasts Should Confront Reality Cato Journal, Winter, v. 27, iss. 1, pp. 109-17 Wiersum, K. F. , Gole, T. W. ,Gatzweiler, F. ,Volkmann, J. ,Bognetteau, E.,and Wirtu, Olani (2008), Certification of Wild Coffee in Ethiopia: Experiences and challenges Forests, Trees, & Livelihoods; Vol. 18 Issue 1, p9-21. Winkels, Alexandra (2008), Rural In-migration and Global Trade: Managing the Risks of Coffee Farming in the Central Highlands of Vietnam. Mountain Research & Development; Feb2008, Vol. 28 Issue 1, p32-40.
67
68
Marimuthu, S., Ramakrishnan, M., Joseph Lopez, S and Raj Kumar, R.2000. Exploitation of Agaricus bisporus for extraction, purification and characterization of polyphenol oxidase and its application in tea processing. National seminar on recent advances in plant biology, Kasaragod, Pp. 72. Marimuthu, S., Senthilkumar, R.S., Balasubramanian, S., Raj Kumar, R. and Aneetha Christie, S. 2000. Effect of addition of Biopectinase on biochemical composition of CTC Black tea. Recent Advances in Plantation Crops Research. Eds. N.Muraleedharan and R.Raj Kumar, Allied publishers limited, Chennai, India. Pp 265-269. Ramakrishnan, M., Swaminathan, K., Marimathu, S and Sinthilkumar, R.S. and Raj Kumar, R. 1999. Screening of microbes for tea processing enzymes. National conference on Biotechnology: Hitheroto & Henceforth. The American College, Madurai. Rakamrishnan, M., Raj Kumar, R., Marimuthu, S and Joseph Lopez, S.2000. Prediction of black tea quality by using fresh leaf constituents as indicators. Papers presented in International Conference on Plantation Crops, Hyderabad 12-15 December 2000. Abstract No. p-68, pp: 65. Senthilkumar, R.S., Swaminathan, K., Marimuthu, S. and Raj Kumar, R.2000. Micorbial enzymes for tea processing. Recent Advances in Plantation Crops research. Eds. N. Muraleedharan and R. Raj Kumar, Allied publishers limnited, India. Pp 273-276. Senthilkumar, R.S., Marimuthu, S., Raj Kumar, R., Joseph Lopez, S. and Ramakrishnan, M. 2001. Role of certain enzymes on the quality of CTC black tea. Bulletin of UPASI Tea Research Foundation. 54: 109-118.
Bibliography
Discipline Plant Nutrient Dynamics Publication Details V.Sudhahar, S.Venkatesan 2004 Influence of temperature and moisture onurea hydrolysis of tea soils. Journal of Plantation crops, 32 (Suppl.) 253-256. Venkatesan, S., Ganapathy, M. N. K. 2004 Nitrate reductase activity in tea as influenced by various levels of nitrogen and potassium fertilizers. Communications in Soil and Plant Analysis. 35 (9&10): 1283-1292. Venkatesan, S., Verma, D.P., Ganapathy, M.N.K. 2003. Targeted yield equations of nitrogen for clonal teas under south Indian conditions. Journal of Indian Society of Soil Science. 51 (2): 178-183. Tea Soil and Plant Synergy Venkatesan, S., Murugesan, S., Ganapathy, M.N.K., Verma, D.P., 2004. Long-term impact of nitrogen and potassium fertilizers on yield, soil nutrients and biochemical parameters of tea. Journal of the Science of Food and Agriculture. 84(14): 1939-1944. Verma, D.P., Venkatesan, S.2000. Evaluation of soil test methods of available nitrogen for tea in south India. In: Recent advances in plantation crops Allied Publishers Ltd., ChennaiL 191-198. Borah, D.K., 2005. Effect of time and methods of application on leaching loss of NH4 and NO3 Nitrogen. Indian Journal of Hill Farming, 17(2). Borah, D.K., 2005. Effects of mode and time of fertilizers applications on the extent of potassium leaching loss on tea soils of Assam, Journal of Potassium Research.
69
70
Selvasundaram, R. Muraleedharan, N. and Sachin, P.J. Kairomones for trapping shot hole borer infesting tea. Poster presented at the international conference Area wide control of insect pests: integrating the sterile insect and related nuclear and other techniques sterile insect technique organized by United Nations international atomic energy agency (IAEA), Food and agricultural organization (FAO) at Vienna, Austria. N.Muraleedharan, Evaluation of three entomopathogenic fungi for the control of red spider mites at International Conference on O-Cha (Tea) culture and science, Japan. N.Muraleedharan, Studies on the pathogenicity of Beauveria bassiana (Balsamo) a fungal pathogen of the shot hole borer of tea, Microbials in insect pest management. N.Muraleedharan, Morphology and pathogenicity of Paecilomyces fumosoroseus, fungal pathogen of leaf roller and aphids of tea, Placrosym XV. Mukhopadhyay, A, and Das, S and Sarkar, M. 2004 Laboratory rearing of Sycamnus Croceovittatus (Dohra) (Heteroptera: Reduviidac), a predator of red slug caterpillar on termite food. Journal of Applied Zoological Research, 15(2): 168-170 Bio-management of Pests...contd Das, S., Sarkar, M and Mukhopadhyay, A.2005 changing diversity of hymenopteran parasitods from organically and conventionally managed tea ecosystem, of North Bengal, India. Journal of Environmental Biology, 26(3/4): 1-5 Mukhopadhyay. A, Shepra, and P.W, Pradhan. B, 2002. Diversity of ground arthropod community at organic and chemically intensive tea plantation of Darjeeling terai, Journal of Environmental Biology, J. Environ. Biol, 24(4), 471 = 476
Bibliography
Discipline Management of Pesticide Residues in Tea Publication Details Manikandan, K.N., Muraleedharan, N., Selvasundaram, R. and Sudhakaran, R. 2000. Studies on the residues of certain pesticides and their persistence in tea, pp. 355-359. In: Recent Advances in Plantation Crops Research. Eds. N.Muraleedharan and R.Raj Kumar. Allied Publishers Limited, Chennai. Muraleedharan, N., Manikandan, KN. And Selvasundaram, R. 2000. Degradation of Pesticide Residues in Tea. pp: 159-162. In: Proceedings of the Indo-UK workshop of Innovative pest and Disease Management in Horticultural and Plantation crops. SPIC Science Foundation, Chennai. Manikandan, KN., Muraleedharan, N., Selvasundaram, R. 2001. Residues of deltamethrin in black tea. Bulletin of UPASI Tea Research Foundation 54 : 88-92. Muraleedharan, N., Manikandan, KN. 2001. Pest control and pesticide residues in tea. iStandards India 15(4): 10-13. Manikandan, KN., Muraleedharan, N., Selvasundaram, R. 2001. Residues and persistence of chlorpyrifos in processed black tea. Journal of Plantation Crops 29 (3): 35-37 Manikandan, KN., Muraleedharan, N., Selvasundaram, R. 20095. Degradation of quinalphos during processing of black tea. Journal of Plantation Crops 33 (2): 146-148. Shankar, A., Sood, C., Kumar, V and Ravindranath, S.D. 2001. Modified extraction and clean-up procedure for the detection and determination of parathion methyl and chlorpyrifos residues in tea. Pest Management Science, 57: 458-462. Singh, A. Kumar, V., Jaggi, S., Ravindranath, S.D., and Shankar, A.2001. Transfer of insecticide residue from made tea case study of book keeping between brew and spent leaves. Indian Journal of Applied Entomology, 15(1): 7-11 Medicinal Attributes of Tea Deb, S., Chakraorty, C and Chatterjee, R.N. 2005. Evaluation of anti stress effect of black tea (world blend) theaflavins and thearubigins in Drosophila system. Proceedings National Seminar on Molecule to Man. 29 pp.
71
Bibliography
Das, A.S., Mukherjee, M and Mitra, C. 2004. Evidence of prospective anti-osteoporosis effect of black tea extract (BTE) in a bilaterally ovariectomized rat model. Asia Pacific J Clin Nutr 13(2): 210-216. Das D., Mukherjee, S and Mitra, C.2002 Alcohol-induced hepatic oxidative stress. Prospective protective effect of Black tea extract. 21 Annual Conference of Society of Toxicology, India 4.
72
Das, D. Mukherjee, S and Mitra, C.2003. Protective effect of aquous extract of black tea (camellia sinensis) against ethanol-induced hepatic toxic effects. 15 Annual Conference of the Physiological Society of India. 78. Das, A.S., Mukherjee S, Mukherjee, M, Das A.S. and Mitra, C.2003. Aquous extract of black tea (Camellia sinensis) prevents chronic ethanol toxicity. Current Science, 88(6): 952-961. Das, A.S., Mukherjee, M., and Mitra, C. 2004. Evidence for a prospective anti-osteoporosis effect of black tea (Camellia sinensis) extract in a bilaterally ovariectomized rat model. Asia Pacific Journal of clinical Nutrition. 13 (2): 210-216. Sinha, D. Roy, M., De, S., Siddiqi, M and Bhattacharya, R.K. 2003. Modulation of arsenic induced cytotoxicity by tea. Asia Pacific Journal of Cancer Prevention, 4:233-237. Kundu, T., Bhattacharya, R.K., Siddiqui, M and Rot, M. 2005. Correlation of apoptosis with comet formation induced by tea polyphenols in human leukemia cells. Journal of Environmental pathology, Toxicology and oncology, 24(2): 89-102 Kundu, T.Subhabrato De, Madhuita Roy, Siddiqui, M and Bhattacharya, R.K. 2005. Induction of apoptosis in human leukemia cells by black tea and its polypheol theaflavin. Cancer Letters, 20: 1-11. Krishnan, R, and Maru, B. 2004. Inhabiroty effect(s) of polymeric black polyphenol fractions on the formation of [3H] B(a)P derived DNA adducts. Journal of Agriculture and Food Chemistry. 52: 4261-4269 Kriahnan, R, and Maru, G. 2003. Evaluation of chemopreventive effects of black tea thearubigins. Symp. On Arsenic contamination in ground water and its health effects 1: 24-25 Kriahnan, R, and Maru, G. 2002. Effect of black tea thearubigins on the formulation of Benzo (a) Pyrene [B (a) P] derived DNA adducts in vitro Environmental Genomics and Health Sciences. 64-65.
Bibliography
Discipline Medicinal Attributes of Tea... contd Publication Details Poddar, S. 2004. Dietary intervention with iron and black tea infusion in reducing cytotoxifity of arsenic Indian Journal of Experimental Biology. 42: 900-903. Poddar, S., and De, M. 2002. Black tea as dietary protectant in combination with milk and sugar against arsenic in mice invivo Applied Nutrition. 27: 11-15 Chattopadhyay, P, Besra, S.E., Gomes, A., Sur, P., Mitra, S. and Vedasiromoni, J.R. 2004. Anti-inflammatory activity of tea (Camellia sinensis) root extract Life Sciences, 74: 1839-1849. Bhattacharyya, A., Choudhuri, T., Pal, S., Chattopadhyay, S., Dutta, G.K., Sa. G and Das, T. 2002. Apoptogenic effects of black tea on Ehrlichs ascites carcinoma cell. Carcinogene:is, 23(1): 101 106. Bhattacharyya, A., Sa, G.., Das, T and Siddiqui, M. 2003 Black tea induced cellular survival: evidence for reduced toxicity and enhanced immunity in mice under stress. International Journal of Tea Science, 2:34-39 Bhattacharyya, A., Mandal, D.P., Lahiri, l, Sa. G and Das, T, 2004. Black tea protects imunocytes from tumor induced apoptosis by changing Bel-2/Bax ratio. Cancer Letters, 209:147-154. Mandal, D.P., Lahiry, L., Bhattacharyya, A., Bhattacharyya, Abhijit, Sa, G and Das, T. 2004. Pharmacotherapeutics of tea: proposed strategies and pharmacological studies. International Journal of Tea Sciences, 3:261-272. Chaudhuri, T., Sur, P., Gomes, A. Das, S.K.., and Ganguly. D.K. 1998. Effect of tea root extracts (TRE) on solid tumours induced by 3-methylcholan-threne in mice. Phytotherapy Research, 12:62-64. Banerjee, S., Misra, A., Chattopadhyay, D.J. and Chatterjee, I.B. 2005. Black tea as an antidote for cigarette smoke induced oxidative damage of proteins. In: Banerjee, B. and Chaudhuri, T.C. (eds): Medicinal Properties of Tea. Oxford & IBH, New Delhi: pp 113-131 Lahiry, L., Mandal, D.P., Bhattacharyya, A., Sa, G and Das, T. 2005. Cancer prevention by cancer regression and rejuvenation of hosts defense system; dual role of tea. In: Banerjee and Chaudhuri, T.C. (eds): Medicinal Properties of tea. Oxford & IBH, New Delhi (Ms 89 112). Shukla, Y and Tanya, P. 2002. Anticarcimogenic effect of black Tea on pulmonary tumors of Swiss Albino mice Cancer Letters, 176:37141.
73
74
Krishnan, Rajesh and Maru, G.B. 2006. Isolation and analyses of polymeric polyphenols fractions from black tea, Food Chemistry 331 340. Banerjee. Shuvjit, Maity. Pasas, Mukherjee. Subhendu, Sil, K. Alok, Panda. Kousthbh, Chattopadhyay. Dhrubajyoti, Chatterjee. B. I., Black tea prevents cigarette smoke-induced apoptosis and lung damage, Journal of Inflamation 2007, 4:3 doi: 10.1186/1476-925-4-3 Chattopadhyay, S., Mukherjee, S., Sanyal, A. K., Sen, D and Mitra, C. 2008. Working postures of tea pluckers and its interrelationship with their plucking efficiency. Occupational Ergonomics, 6: 143 157. Padmini, E., Prema, K., Geetha, V., and Usha Rani, M. 2008. Comparatuve study on composition and antioxidant properties of mint and black tea extracts. 2008. International Journal of Food Science and Technology. Electronic Bhattacharyya. Nabarun, Seth. Sohan, Tudu. Bipan, Tamuly. Pradip, Jana. Arun, Ghosh. Devdulal, Bandyopadhyay. Rajib, Manabendra. Bhuyan, Sadhapandit. Santanu. 2006, Detection of optimum fermentation time for black tea manufacturing using electronic nose, Sensors and Actuators 2006. Bhattacharyya. Nabarun, Seth. Sohan, Tudu. Bipan, Tamuly. Pradip, Jana. Arun, Ghosh. Devdulal, Bandyopadhyay. Rajib, Manabendra. Bhuyan. 2006, Monitoring of black tea fermentation process using electronic nose, Journal of Food Engineering.
75
PARTNERS IN CHANGE
www.picindia.org