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| Nasaruddin, Assam Apple Valley Tea, Kollam |
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Travelling 200 km to sell just 3 kg of tea did not dishearten the young man of 22 who wanted to know the market potential of packed tea way back in 1978. Nor did he lose heart when he had to sell off his house, land and buses for the quest. But after 12 years of hard work and research, Nasaruddin’s dreams came true with Assam Apple Valley tea, which is now a Rs.20 crores annual turnover business.
He analysed the top brands of tea available in and outside India in the laboratory at Kallumthazham, Kollam. He gave away free samples of tea to hotels to gather feedback from customers. The exercise was worthwhile as the performance of his then brand ‘Prince’ showed.
In 1997, he changed the brand name to ‘Assam Apple Valley’ and entered the market with elaborate advertising.
What began as a small firm with 8 workers now employs 212 persons directly and 480 indirectly. The business is now headquartered in Kollam with units at Thirumullavaram, Kadavoor, Kallumthazham and Kurippuzha. The company has branches in Tamil Nadu, Karnataka, Maharashtra and Assam.
The company sells organic tea cultivated without use of chemical insecticides. His products are exported to Muscat, Qatar, Mauritius and Saudi Arabia.
In the midst of business engagements, he finds time to spend with the family. His wife is Shamina and children, Shabana and Shabad. It is the hardwork and foresight of this post graduate in Economics that is the secret behind the success of Assam Apple Valley.
Courtesy: P.M.Regimon, Mathrubhumi, October 6, 2003
Contributed by: Administrator
