Though Assam is the world’s largest tea-growing region, its tea industry is in bad shape. Many owners sold their companies to foreign companies mostly in West Asia. Moreover, most of the tea sold at the Dubai Tea Park is from Assam but they have been branded with different names. The information coming itself from Assam Industry Minister Chandra Mohan Patowary is indeed surprising.
Assam tea is not getting the due price and recognition in the international markets due to lack of linkages. World-famous Assam tea is known for its body, briskness, malty flavour, strong, bright colour and is sold as ‘breakfast’ tea.
The government must initiate a plan to study the problems affecting the industry. A research institute can be roped in to find out why Assam tea is not able to compete in the international market. The government must focus on branding the tea and must give top priority to the quality.
In today’s age, a good branding wins you half the battle. Branding, a catchy logo, packaging not only creates a memorable impression on the consumer but also connects the company to the customer which gives a mileage to the business.
It is a good move that the government has decided to send a senior official to Dubai Tea Park to find out what steps were needed to be taken to rejuvenate the tea industry. The government must encourage research to revive the industry. As the government went all out to promote tourism by hiring global star Priyanka Chopra, something similar should also be done for tea.
Photo credit: traveltriangle.com