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Each firm has a relatively small market share. The tea market is highly consolidated in In.dia, with HLL and Tata Tea accounting for almost half of retail value sales. According to the statistics available from varied different sources on net, HLL (Brooke Bond and Lipton) is the clear leader, holding over 24.5% of the market share, while Tata Tea (Tata) trails it with almost 20.5%. The remainder of the market is far more fragmented and shared between numerous small players. Marketers try to differentiate their offer from that of the competitors by varying their marketing mix. Firms strive to make their products and services appear unique to the customers...
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