rural population depended on agricultural products. Also, most of the advertisements were targeted
at the urban population living in cities, and very few advertisements targeted the rural market.
The Indian hot-beverage market was dominated by tea. India was the largest producer and
consumer of tea in the world and accounted for 29% of the total production and over 20% of the
total consumption globally.60 Most of the Indians consumed tea at least twice a day, in the morning
and in the afternoon. Tea, perceived as having health benefits, was extensively and easily
available, but more than half was available in unpacked or loose form. Milk followed tea as the
second-most-popular drink. Coffee was third in the hot beverage market. The total soft drink market
(carbonated soft drinks and juices) was estimated at US$1 billion per year. Mineral water market
in India was a US$50 million industry.61