Tea Board takes initiative to increase per capita consumption of tea

01 Aug 2016 Evaluate

Tea Board of India has initiated promotional efforts with an estimated expenditure of Rs 54 crore in order to increase per capita consumption of tea. The board has allocated Rs 29 crore for domestic promotion and Rs 25 crore for Tea Boutiques abroad. There is lack of awareness about the positive health benefits of tea. Tea is perceived to be an addictive beverage and in order to increase its popularity amongst the youth, the board is in the process of formulating massive domestic promotional campaigns. The promotional efforts are seen through participation in trade exhibitions, global seminars.

With an estimate of over 1,200 million kgs of output, India is the largest producer and consumer of black tea in the world, but not the largest per capita consumer. India ranks 43rd in the global ranking in average per capita tea consumption with 0.73 kg compared with 7.54 kgs in Turkey, 4.34 kgs in Morocco, 2.74 kgs in United Kingdom and 1.01 kgs in Pakistan.

India’s tea output declined by 18% to 99.56 million kgs in May after 14% slump was recorded at 67.21 million kgs in April.



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