Guwahati, June 26: Assam Tea—the robust brew celebrated worldwide—is set to take centre stage at the Summer Fancy Food Show 2025 from June 29 to July 1 in New York City’s Jacob Javits Centre. This year marks its bicentennial, honouring two centuries of heritage, economic influence, and global appeal.
On June 29, Dr. Ravi Kota, Chief Secretary of Assam, and Ambassador Binaya S. Pradhan, Consul General of India in New York, will inaugurate the India Pavilion, featuring a dedicated “Assam Tea Lounge”. Spearheaded by Assam Chief Minister Himanta Biswa Sarma and backed by the Consulate General of India, this initiative follows the momentum generated by “Advantage Assam 2.0” earlier this year.
The event aims to promote Assam’s rich tea heritage while expanding trade and export opportunities in the U.S. market. By uniting established tea companies, small growers, and emerging startups, the event reflects a shared vision of heritage, innovation, and global collaboration, deepening economic and cultural ties between the world’s two largest democracies.
The “Assam Tea Lounge” will offer visitors an immersive experience, featuring live brewing bars, sommelier-led tastings, and artisanal pairings that include cookies, chocolates, and more. Guests can trace Assam Tea’s evolution through storytelling sessions, video interviews with growers, and showcases on sustainability, women-led cooperatives, and certifications like Rainforest Alliance. The space will be enriched with Assamese design motifs- from tea garden visuals and local handicrafts to cultural performances that showcase the state’s vibrant traditions.
To mark the bicentennial, the booth will feature a “Masala Chai Cart,” a tea passport giveaway, and collaborations with partners such as Kolkata Chai Co., Elements Truffles, and renowned Indian chefs for dessert and cocktail demonstrations using Assam Tea. A special high tea will be hosted for media and influencers to enhance digital engagement. Branded giveaways, including tea pouches, coasters, and “Brew Your Mood” cards, will offer visitors a fun and memorable way to explore Assam Tea.
Assam today is the world’s largest contiguous tea-growing region, producing over 52% of India’s tea, including robust CTC, orthodox, organic, and GI-tagged varieties.
Prominent participants include the India Tea Association, Tata Consumer Products, Goodricke Group, Luxmi Tea, Hindustan Unilever, Woolah Tea, Aromica Tea, and others, alongside institutions such as the Tocklai Tea Research Institute and Guwahati Tea Auction Centre. These entities underscore Assam’s commitment to innovation, transparency, and global competitiveness.
Beyond celebrating heritage, the bicentennial initiative underscores Assam’s ambition to position itself as a premium global tea exporter and tourism destination, leveraging strategic branding, diplomatic outreach, and cultural bridges to captivate new markets.
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