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India faces tough competition in tea exports

10 May 2012 Evaluate

India has been facing tough competition as a tea producing country despite maintaining supply of 200 million kgs of exports during the last five years. The world export scenario indicates that other principal producing countries like Kenya which produces primarily CTC variety, China which produces mainly Green tea and Sri Lanka which produces primarily Orthodox variety are the main competitors.

Considering this, to boost tea exports the industry has selected five strategically important markets to keep itself ahead of tough competitors in the world market. For the coming five years, these five markets USA, Russia, Kazakhstan, Iran and Egypt have been chosen for extensive and intensive promotional intervention through dedicated funding. Based on the criteria of ‘Market Attractiveness & Potentiality’ and ‘Ability of the Indian Tea Industry to compete’, theses markets have been selected. 

The industry is also looking for participation in international and/or specialized fairs and exhibitions, promotional support to the exporters and Tea Associations for participating in international fairs/exhibitions and/or organizing tea delegations BSM/Tea Tasting Sessions in the overseas countries.

Besides, Tea Board has instituted Darjeeling Tea Trade Chain Integrity System to ensure genuineness of Darjeeling tea for exports and to prevent misuse of Darjeeling name in the international market.

In addition to the above steps to boost tea exports, the industry is also eyeing Media publicity, Buyer Seller Meets and Public Relation (PR) activities to establish closer link between importers and exporters and exchange of tea delegations between India and Tea importing countries.

Further, the Tea Board has been assisting tea exporters towards meeting the additional transport and handling charges incurred for teas exported through I.C.D., Amingaon in Assam.

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