Export Potential of Indian Tea

About this eBook

The book Export Potential of Indian Tea explores the possibility of further strengthening export markets of tea world. Indian tea has gained reputation for its quality in the United Kingdom, Poland, United States of America, Canada and South America. The value added teas also captured these markets. India has also identified suitable strategies to prevail upon more markets like Arab Republic of Egypt, Arab Republic of Syria, Arab Republic of Libya, Jordan and Iran. Her aggressive marketing ventures in popularising teas in the markets namely Singapore, Nigeria, Middle East, Mauritius, Taiwan, Japan, and South Africa are well acknowledged. The book outlines the importance of Britain in World Tea. The issues relating to production, propagation, funding development projects, financing, generic advertising, communication, tea and health, the world tea market, the UK tea trade have been addressed in the first UK Tea Convention (21-24 May, 1990). Indian tea constitutes major share (70 per cent) in total tea imports  or consumption in Poland. She not only exports bulk teas but also value added teas mainly packet tea. A small quantity of tea bags and instant tea is exported. The popularity of Indian tea in the United States of America is “Skyrocketing” as reported by Sir Joshep Simrany, the then President of Tea council, USA. More than half of the population is now drinking tea. A little over 48 million cups/glasses of tea is consumed. Tea is becoming more and more the beverage of choice because of its refreshing taste, and its “perfect fit” with desire for healthier life styles. “Served hot tea, is soothing and relaxing cold weather beverage choice perfect any time.” Changing consumer needs, connoisseurship to appreciate tea, the growth areas, liquid consumption trends, features of US market, chalking out well coordinated campaign, medicinal and health properties of tea are some of the areas, which draw attention. Canada occupies fifth position among the tea importing countries. India accounts for major share in total tea  mports for consumption in Canada since 1950. She could increase her exports from 8 million kgs in 1951 to 15 million kgs in 2006. Packet tea exports enhanced by 15 times. It was 6 thousand kgs in 1980-81 to 90 thousand kgs in 2006-07. Exports of tea bag and instant tea declined over the same period. Tea bags and instant tea fell from 206 million kgs to 10 million kgs and 55 million kgs to 11 million kgs respectively. This calls for introspection and identification of specific strategies to capture tea bags and instant tea markets. Tea Board has already taken various promotional measures to arrest slow growth of these value added teas.