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Homi Khusrokhan, MD, Tata Tea: Growth
is where Tetley is |
Bishop
Lefroy road in Kolkata is best known for being home to Satyajit
Ray. Not surprising, then, that the ochre-yellow, two-storey building
bang opposite the late filmmaker's mansion, rarely catches a passing
eyeball. If there's anybody distressed at the slight, it's not Homi
Khusrokhan. The Managing Director of Tata Tea is getting plenty
of spotlight, thank you. Reason: His company's three-year-old, $400-million
acquisition of British premium tea brand, Tetley-a deal that was
dubbed a costly disaster soon after it was announced-is proving
to be its smartest move yet. ''I guess I could say 'We always told
you so','' chuckles the 59-year-old Khusrokhan, who previously headed
Glaxo India, before joining Tata Tea in February of 2001.
That's not an empty boast. Dalal Street, which
punished the stock pushing it off its peak of Rs 632 in January
2000 just months before the deal in March 2000 to a low of Rs 116
in September 2001, is beginning to acknowledge the value of the
deal. Since the beginning of this calendar, the stock has risen
some 70 per cent to Rs 300-the highest in 30 months. (Just for the
record, Tetley was acquired via a special purpose vehicle, Tata
Tea GB, which continues to be separate from Tata Tea.) So what's
new about the story that has D-Street all ears?
A Heady Brew
Actually nothing. It's still the story of how
a struggling tea plantation company became, in one deft move, one
of the world's biggest branded tea players. Only that now the deal
looks much more convincing. The more immediate provocation, from
the earnings-hungry investor's point of view, is the debt restructuring
that took place last day of February this year. Under the new deal,
the £171 million (Rs 1,316.7 crore) of outstanding debt, which
carried an average cost of 10.22 per cent per annum, has been swapped
with £174 million (Rs 1,339.8 crore) of fresh loans (£3
million, or Rs 23.1 crore, covers the transaction costs), borrowed
at an average cost of 6.7 per cent a year. That translates into
£6 million (Rs 46.2 crore) of savings annually-not exactly
chump change.
Crush and Curl
Since 2000, the Tatas have put Tetley
through some major restructuring. |
»
Shut down the Australian plant and shifted
production to Cochin this year
»
Sold Tetley's private label business in the US last year
»
Closed three plants in the UK and US, retaining one in the former
»
Pruned workforce from 1,500 to about 1,100 currently
»
Swapped high cost debt for low cost debt at 6.7 per cent per
annum, early this year |
But that's only a small part of the story that
Khusrokhan and Vice Chairman R. Krishna Kumar, who put his reputation
at stake by championing what even today is corporate India's biggest
deal, are selling to their investors. The big story goes something
like this: Tea prices in India are falling (from Rs 76 to Rs 54
per kg over the past five years), loose, or unbranded, tea is muscling
out the branded players, whose marketshare has only of late inched
back to 37 per cent after dropping to 32 per cent in 1999, and per
capita tea consumption is stagnating at 650 gms. The only option
for a company like Tata Tea, which has seen its revenues and profits
shrivel (See The Big Squeeze) over the last four years, is to move
into markets and segments that are growing. Says Krishna Kumar:
''It was evident that Tata Tea had to move on and be a global player
if it was to continue on its growth path.''
As the world's biggest black tea bag brand,
Tetley-which the Tatas tried to acquire once before in 1995-brings
Tata Tea both volumes in the short term and greater opportunities
in the long term. In the UK and Canada, Tetley already leads the
market with 29.4 per cent and 43.4 per cent shares, respectively.
In Australia, it is the fastest-growing tea brand, and in the US
it has 11.5 per cent of the black tea bag market. And after moving
into Pakistan and Bangladesh, both big tea-consuming markets, Tetley
is getting its act together in the Middle East, Africa, and Russia,
where it is giving the final touches to a new distribution network.
The £6 million that it has freed up in annual cash flow will
no doubt help beef up Tetley's operations in the new and existing
key markets.
But it's unlikely that one common strategy
will work across these markets, even if they were on the same continent.
Take Europe, for example. In the UK, tea is a beverage of every
day consumption. But in France, tea is not only more expensive than
coffee but is also treated as a drink for special occasions. Thus,
while consumers in Britain may be more price sensitive, those in
France may want more exclusive products and may be prepared to pay
a premium for them.
The difference in consumption habits is no
doubt one big reason why Tetley wants to grow its non-black tea
bag business. Currently, its flavoured tea bags, fruit teas and
herbal teas fetch only 5-6 per cent (a market estimate that Tata
Tea would neither confirm nor deny) of its revenues. But Tetley's
Managing Director K. Pringle sees a huge market potential. In an
analyst conference call earlier this year, he cited the $5-billion
(Rs 22,500 crore) tea market in the US, where $3 billion (Rs 13,500
crore) of the market is for ready to drink tea, $1 billion (Rs 4,500
crore) for fruit and herbal, and only the remaining $1 billion,
for black tea. And Tetley currently only sells black tea in the
US. Therefore, to grow Tetley only has to do a good job of launching
new drinks.
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"Tata Tea had to
move on and be a global player if it was to continue on its
growth path"
R. Krishna Kumar/Vice Chairman/Tata Tea |
Payback Time
If things are looking a lot better at Tetley
today, it's because of some major decisive moves that the new management
lost little time in making. First off, Tata Tea decided to shutter
two of its manufacturing facilities in the UK, retaining just one.
In the US, where capacity was freed up after it exited the private
label business, it turned its facility in Marietta, Atlanta, into
a joint venture with Harris Tea. In Australia, it relocated the
Melbourne-based unit to Cochin. According to Tata Tea's Director
Finance Anil Goel, the move was prompted by not so much the fact
that Cochin was cheaper as the fact that the Melbourne facility
was constrained for capacity, and instead of investing in a bigger
plant in Australia, it made sense to relocate the unit to Cochin.
Many critics expected the acquisition to falter
because of the stark cultural differences. Tata Tea was more of
a sleepy plantation-dependent company, whereas Tetley did not own
a single plantation and sourced all its leaves. Then, there were
issues relating to compensation structures and overlap in functions,
among others, that could have proved a stumbling block. But surprisingly
enough, merging the two entities operationally (legally they are
still separate) did not throw up any major glitches. Says P.T. 'Percy'
Siganporia, Deputy Managing Director, Tata Tea: ''We had been working
actively with Tetley even before the merger, so I guess the culture
issues that generally plague mergers of this scale were non-existent."
Today, the Tetley and Tata Tea teams work closely.
There are management committees that Khusrokhan and Pringle head
jointly. Task forces have also been created in areas such as marketing,
supply chain, and procurement. (Boston Consulting Group continues
to help with the integration). Tata Tea has even transferred specific
skills, such as tea buying, sourcing, and blending from Tetley.
For example, it has moved from a ''heritage system''-an old-world,
touchy-feely system-to Tetley's uniform computerised rating system,
Broadbrush. Says Siganporia: ''With Broadbrush, you don't have to
be at the buying place physically, besides it is easier to assemble
recipes. Both yield a huge jump in productivity.''
But for Khusrokhan, there's plenty of work
to be done at home. Although his company straddles the entire market
spectrum from economy to premium, HLL is still the leader with a
33 per cent share (org data for April 2002-March 2003). Then there
are regional brands and a clutch of small, nimble unbranded players
who are undercutting their bigger rivals through aggressive pricing.
Having Tetley in the fold, then, enables Tata
Tea to ride out the market troughs much more evenly. But what Krishna
Kumar and Khusrokhan want of their ''big hairy audacious growth'',
as it is referred to internally in the company, is something as
simple as the cuppa their stuff makes: To make Tata Tea the world's
largest branded tea company. And as of now, things seem right on
track.
additional reporting by Shailesh
Dobhal
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