Tea industry urged to tap domestic market

With the tea exports shrinking in a fiercely competitive market, the Indian tea industry was urged to tap the potential in the domestic market.

Speaking about 'Tea situation in South India' at the three-day Tea Carnival organised by the Tea Board, R D Nazeem, executive director of Tea Board, said that it was tough to compete in a fiercely competitive market. Though India was the largest producer of tea, it was no longer the largest exporter, he said.

India is the largest market for tea and its is high time we focused on the domestic market, he said, pointing out that the consumption of tea was increasing in the country.

If every Indian drinks one extra cup of tea every week, there will be no crisis in the tea market and all the production could go to meet the domestic requirements. If every Indian drinks one extra cup of tea every day, all the production in the world would come to India, he said.

He said that youngsters could be lured to drink more tea as it was natural, fresh, healthy, and far superior to other beverages.

He said that the country produced 850 million kg of tea every year, of which 200 million kg was from south India. Half the production in the south was exported. South India was the most ethical producer of tea as the industry in the region pays higher wages and provides educational and health benefits to the workers. "About 65,000 families are dependent on tea estates in Nilgiris," he added.

Speaking on challenges in the marketing of tea, Rakesh Koushik, head (Tea Excellence Centre), Hindustan Lever Ltd, urged the industry to think about marketing the product better.

"The industry should step out of the traditional focus areas like production and think about delivering the product in a format which connects better with the consumer," he added.

Tea Carnival, which concluded in Chennai on Sunday, was organised to project Nilgiris tea as a 'pure, natural and healthy drink'. About 20 tea factories from Nilgiris exhibited their products.

Tea Carnival was an initiative of the Tea Board to improve the image, quality and price of Nilgiris tea. Prizes were given away to winners in the competitions held in connection with the carnival.

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HAVE A CUPPA

Though India is the largest producer of tea, it is not the largest exporter

If every Indian drinks one extra cup of tea every week, there will be no crisis in the tea market

South India is the most ethical producer of tea as the industry in the region pays higher wages and provides educational and health benefits to the workers