Nilgiri tea producers to relaunch Nilma brand

Nilma Tea, the first ever branded product of The Nilgiris District Tea Producers Marketing Company (NDTPMC), will be relaunched by December end with a new flavour and packaging.

The brand that was launched in March 2004 in Coimbatore by NDTPMC, which is a consortium of over 36 tea companies, did not evoke a positive response and hence it will be relaunched.

M Bhojarajan, chairman, NDTPMC, said the trend in the tea market was very sluggish. "Also, tea producers face problems like steep fall in tea prices. However, the company will relaunch Nilma tea, priced at Rs 90 per kilogram, in its winter tea flavour during the month of December," he said.

NDTPMC is also planning to submit a petition to Kamal Nath, Union Minister for Commerce and Industry soon, he added.

Bhojarajan, who is also the president of Nilgiris Small Tea Growers Association, disclosed that NDTPMC was mulling to negotiate with players like National Agricultural Cooperative Marketing Federation of India, Amul, Self Help Groups and supermarket chains like Nilgiris to sell their branded tea via their outlets.

The company is ready to undertake any export initiatives also since the Nilgiris Small Tea Growers Association is capable of producing 80 million kilograms of tea per annum.

"We can also provide high grown to low grown teas or undertake any blend area wise,'' Bhojarajan said.

The company's blending unit is located at Coonoor, near United Planters' Association of South India (Upasi).