Born from a passion for natural wellness and a commitment to sustainability, Otler has quickly carved out a niche for itself in the tea industry. Know more about how Otler is redefining the tea experience and what the future holds for this ambitious brand.
Otler is more than just a tea brand: It’s a promise of purity and excellence. Specializing in green, black, and herbal teas, Otler sources its ingredients from sustainable farms, ensuring that every cup is both healthful and environmentally friendly. The company’s dedication to premium quality and natural ingredients underscores its commitment to enhancing the wellness of its customers.
The brand caters primarily to health-conscious consumers — millennials, working professionals, and tea aficionados — in urban and semi-urban markets. With a strong presence in metro cities and a growing footprint in tier-2 cities, Otler is tapping into the expanding market for organic and natural tea.
Where Innovation Meets Tradition
Otler’s competitive edge lies in its blend of tradition and innovation. The company’s unique selling proposition revolves around its high-quality ingredients and diverse flavors. Recent innovations include the Turmeric Ginger Citrus Green Tea and Masala Cardamom & Saffron Black Tea, which blend classic flavors with contemporary preferences. Packaging is designed for convenience and freshness, and competitive pricing ensures accessibility without compromising quality.
Market Presence
The global tea market, valued at around $57 billion, is experiencing a surge in demand for organic and natural teas. Otler aims to capture a 2% share of the premium tea segment, with annual sales reaching 500,000 units. Over the next three years, the brand has set the target of capturing a 5% market share, driven by product range expansion, enhanced e-commerce efforts, and new geographic markets.
“Otler’s current sales distribution is well-balanced, with 40% from Modern Trade, 30% from General Trade, and 30% from online sales. The company plans to boost its online presence to 40% by next year, reflecting a broader shift towards digital retail,” informs Rohit Tekriwal, Director, SHR Tradecorp Pvt. Ltd, which operates the Otler brand.
Challenges & Opportunities
Otler faces challenges, including fierce competition, the need for continuous innovation, and the high costs associated with organic certification and sustainable packaging. Expanding retail reach and gaining customer acceptance in new markets are additional hurdles. However, Otler’s strategic focus on health and wellness trends, coupled with its commitment to organic products, positions it well to overcome these challenges.
Looking Ahead
“We envision Otler becoming a leading name in the premium tea market with a global presence. Plans include launching new products, expanding internationally, and strengthening market share through strategic partnerships and enhanced distribution,” says Tekriwal. The brand’s goal is to remain at the forefront of the health and wellness tea market by continuing to offer customers the finest in quality and taste.
Our journey from a niche tea purveyor to a prominent player in the global market illustrates the power of combining tradition with innovation. With its unwavering commitment to quality and sustainability, Otler is poised to make a lasting impact on the world of premium tea,” asserts Tekriwal.
