Guwahati, May 21: Jitin Prasada, Minister of State for Commerce & Industry, urged the tea industry to innovate, particularly in branding and marketing, to strengthen India’s position as a global tea exporter.
Prasada spoke today on the occasion of International Tea Day in New Delhi, which brought key stakeholders of the Indian tea industry together for a day of panel discussions, tea appreciation, and forward-looking deliberations. The event aimed to spotlight the current outlook of the Indian tea sector and explore strategies to boost its global footprint.
“The Indian tea industry must reinvent itself with new and exciting varieties, particularly those that appeal to the youth and niche markets,” Prasada stated. He also highlighted the importance of ensuring equitable support for all stakeholders in the tea value chain, from growers to consumers.
In a special address, Commerce Secretary Sunil Barthwal shared personal insights from his visits to tea-growing regions, including Kangra, Assam, Darjeeling, and Uttarakhand. He underscored the need to boost ‘tea literacy’ among the public through educational and promotional campaigns. “The more people understand the unique qualities of Indian teas, the more they will appreciate and demand them,” he said.
A major highlight of the event was an exclusive tea tasting session led by a renowned professional tea taster. The interactive session introduced attendees to the finer aspects of tea tasting, culminating in a hands-on demonstration for the Minister and the Secretary, who enthusiastically tried their hand at tea evaluation.
Following the tasting, a series of panel discussions tackled pressing and forward-looking themes such as “Organic Teas: The Sustainable Way Ahead,” “Global Consumption Patterns – New Age Teas and Youth Connect,” and “India Teas – Looking Ahead.” Experts and delegates deliberated on strategic initiatives, including branding, product innovation, market diversification, and quality enhancement, all aimed at securing a stronger global position for Indian teas. The panels reflected optimism about India’s potential to become a leader in the evolving international tea market.
Running parallel to the convention was the India Tea Appreciation Zone, a vibrant showcase of the nation’s tea diversity. Featuring participants from across the tea value chain—producers, exporters, small tea growers, Farmer Producer Organisations (FPOs), and startups—the zone offered tea sampling and live displays of an array of teas. From prized single-origin teas of Darjeeling, Assam, Nilgiri, Kangra, and Sikkim, to innovative blends, masala chais, and flavoured infusions, the zone celebrated India’s rich tea heritage. The section saw high footfall throughout the day, a testament to the enduring appeal and variety of Indian teas. Numerous programmes were held all across the country on the occasion of International Tea Day.
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