Metros to get tea boutiques soon

KOLKATA: Tea Board has decided to set up tea boutiques in the four metros and tier-II cities as a part of its drive to promote tea consumption. The boutiques will be run on a franchisee basis and are expected to rake in handsome revenues for the board.

Talking to ET, Tea Board chairman Basudeb Banerjee said: “Few years ago, the board had set up a tea boutique in Mumbai. It is run on a franchisee basis. The boutique is generating Rs 18 lakh annually. The success of the Mumbai outfit has induced us to expand the boutique concept to other places.”

Accordingly, the board will set up the first boutique in Kolkata. “We are negotiating for space at the newly built Vanijya Bhavan (commerce department) on Wood Street for our Kolkata boutique. We hope to clinch the deal shortly. Once that is done, we will float tenders and invite bids to run the boutique.”

The proposed boutiques will serve some of the finest varieties like Kangra teas, premium second flush teas (which have the muscatel flavour), flavoured teas and others. “People can also buy teas from these outlets,” said Mr Banerjee. Tea Board is also on the lookout for spaces in Chennai, Delhi and Mumbai. “We have one tea boutique in Mumbai. And we do not rule out setting up another there. There is huge demand for quality teas in Maharashtra. Delhi and the national capital region (NCR) are also important to us,” he said.

According to Tea Board chief, the board will soon launch a campaign to spell about the properties of black tea. “There’s general idea among tea drinkers that green tea is good for health. But on the contrary, research has revealed that the medicinal value of black tea is much higher than green tea. We will also try to promote ice tea in the domestic market,” he added.