Promote Indian tea as 'National drink' in international markets

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Pranab Kumar Das.

19 February, 2012

Speakers at the 122nd Annual General Meeting of Assam branch of Indian Tea Association, held at Tezpur have emphasized upon recognizing Indian tea in the international market as 'National drink'. Highlighting the fact that the tea exports have declined, the speakers told tea producers to stress on quality management and not the profits.

ASSAM TEA is maintaining its popularity in world market and the industry has existed in the State for last 180 years, employing about 10 lakh people with 50 percent of workforce being women and the single largest force in the industry. This was stated by MGVK Bhanu, Chairman of Indian Tea Board at the 122nd Annual General Meeting of Assam branch of Indian Tea Association (ABITA) held at planters club, Thakurbari, 20 km from Tezpur yesterday.

Mr Bhanu suggested producers should stress on quality control than looking for profits. He urged the Tea Industry to improve the quality of Assam Tea to compete in the International market with new plantation in their Tea gardens. “Although Tea producing countries like Iran, Ghana and Sri Lanka are also in the international Tea market yet Assam Tea had never come down in the field of better quality of producing tea,” Bhanu said.

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He also appealed the planters’ community to give extra emphasis to small tea growers so that they may add better quality of Indian tea. He said that Indian Tea Board had asked the government to cheek any anomalies, regarding quality control of Indian Tea and he added that amendment of the existing law to control quality of Tea at various levels is necessary. He also said a number of sealers of Indian Tea were legally punished due to marketing of low-end products like mixing iron and unexceptionable substances with the tea.

Presiding over the AGM of ABITA Zone 3, A Awasthi, Chairman of the Association said that the turnover of tea Industry in Assam is now Rs 5500 Cr, which is contributing to the economy and political stability of the region. He said Brahmaputra Valley production stood at 460 Million kgs. Mr Awasthi also said that average price of tea declined by about Rs 1.80 per kg due to higher availability of tea in the market. He appealed the Chairman of ABITA to develop and sustain a tea promotion campaign by the Tea Board with adequate budgetary support to promote domestic consumption of Tea.

Indian Tea Association Chairman C.S Bedi, delivering his speech said that in the year 2011, when reviewed, it was found that exports of Indian Tea have further declined to a level of 186m kgs as against 193m kgs in 2010 due to the discontinuance of the ACU settlement mechanism particularly affecting the export of Assam Orthodox teas. He observed that the macro strategy for improving exports has focused on correction of the product-mix of CTC and Orthodox, increase in the ration value added tea exports and broad basing export destinations for Indian Tea to reduce dependence on some countries. He also added that in recognition of the need for consolidation of Indian Tea Industry markets, the commerce ministry has proposed to fund Brand Indian initiatives in 5- focus markets - USA, Russia, Kenya, Iran and Egypt.

Both Chairman of Indian Tea Board and Indian Tea Association emphasized upon recognizing Indian Tea as "National Drink" in the International Market. The AGM of ABITA also felicitated three progressive farmers and another four small tea growers for their achievements in the field of agriculture production and under women welfare scheme.