India's Tata Tea Ltd. may sell most of its tea plantations and focus instead on marketing its tea brands, according to press reports.

Quoting a source, the Business Standard said that selling the assets could help the company cut costs in the wake of falling tea prices and rising costs of running the plantations.

"Although the final blueprint is not ready, the company could retain a few of its better plantations in northeast India," the source is quoted as saying.

Tata Tea has around 53 plantations in the northeastern states of Assam and West Bengal and in the southern states of Tamil Nadu and Kerala.

The report does not specify the time frame for any potential sale.

Since its acquisition of Tetley Tea of the UK in 2000, Tata Tea has shifted its focus to building and marketing its brands and may scout for more acquisitions after an eventual merger with Tetley, the report adds.