The launch of four flavours of environmentally-sustainable tea here Tuesday has been termed as a step ahead for preserving nature.
"The four flavours - Classic Assam, English Breakfast, Gold and 24 Carat Leaf Tea - add a distinct variety to the existing 22 tea flavours like Typhoo Decaf tea, zero caffeine tea, coconut green tea and tulsi tea, among others," Britain-based premium tea company Typhoo Tea Limited said at the launch
The flavours are certified by Rainforest Alliance - a globally-renowned non-profit organistaion that works to conserve bio-diversity and ensure sustainable livelihood.
"Rainforest Alliance is one of the leading stalwarts in sustainable farming and environmental cause. It is a globally accepted seal which puts the stamp of authenticity," Subrata Mukherji, business head, Typhoo's India operations, told IANS.
The Rainforest seal is an internationally recognised symbol of environmental, social and economic sustainability that helps both business and consumers identify products that come from sustainable sources and vote with their money to help support a brighter future.
"Rainforest focuses on sustainable farming. We have been working with Typhoo for a long time. It was always exciting when a popular brand like Typhoo which is the first Indian brand to approach Rainforest Alliance seal for a good environmental cause," Dominique Gangneux, vice president (market transformation) at Rainforest Alliance told IANS.
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"Consumers play a big role in bringing a change by simply buying a environment friendly sustainable product. We want to change the idea when they buy tea. We want to change the consumer behaviour when they buy a certain product," Dominique added.
He said that Rainforest Alliance has plans to launch other environment-friendly products like coffee, spices, farm-oil and rubber in India.
"Consumers are going to be key driver as long as we are taking the responsibility of educating people regarding environment," Mukherji added.