Tea Board India Celebrates Third International Tea Day

The Union Minister of State for Commerce and Industry Smt Anupriya Patel has urged to promote and foster collective action towards sustainable production of tea recognizing that globally the trend is moving towards better quality and organic teas.  While virtually addressing the programme organised by Tea Board India on Saturday (May 21, 2022), to celebrate the third International Tea Day,  the Minister reiterated on  making tea more attractive as a beverage to the younger generation who would drive consumption in the future. She emphasised on the need to make India a leading supplier of quality tea in the global market.

Shri Saurav Pahari, Chairman and Deputy Chairman, Tea Board India, in his address stated that the tea industry needs to reinvent itself to keep pace with the changing consumer trends. The image of tea should synergise with current trends and appeal to the consumers, especially youth, he commented.   He also praised the role of the industry for taking special   care of the health and safety of the workers during the COVID pandemic and said that the industry has shown remarkable resilience during the trying times.

Tea Board India in collaboration with Indian Tea Association organised a seminar (in hybrid mode) to commemorate the third International Tea Day on Saturday, an annual event of the United Nations Calendar.

Dr. K.N. Raghavan, Executive Director, Rubber Board and Chairman, MPEDA as well as former Chairman and Deputy Chairman, Tea Board India, in his address stated that India produces myriad varieties of tea. Indian tea is not just a beverage but an emotion and a lifestyle. He raised a cup in honour and acknowledgement of the tea garden workers whose relentless toil make us available our daily cups of tea.

The event comprised panel discussions over three sessions on-‘Sustainability challenges and business case for certification for the tea sector, domestic tea promotion and marketing challenges-way ahead and small tea growers-sustainability challenges.

The other guests present in the inaugural session of the programme included Smt Nayantara Palchoudhuri, Chairperson ITA and other dignitaries of Tea Board India and Indian Tea Association, Dr Krishna Gupta, Principal Secretary, Department of Technical Education, Training and Skill Development, Government of West Bengal, Mr Atul Asthana, MD Goodricke Group, Dr Shatadru Chattopadhyay, MD, Solidaridad Asia and the like.

Advertisements through newspapers, promotions through radio, sms ( on mobile) tea sampling through stalls, displays , contests on social media platforms ‘ The India Tea Song competition’ and ‘My special cup of India Tea  contest’ are the other activities which were done to mark the occasion and to increase awareness about the wonderful beverage – Tea

Since quality is the prime parameter which upholds the name of India Tea in the global market, a special tea plucking (limited edition) activity was also organised by Tea Board India in various tea gardens to observe this occasion. A special auction of these teas will be organised in the auction centres in June, this year.