Tea industry banks on ‘KRUCIAL’ global support; draws up plans to intensify promotion across countries

KOLKATA: The Indian tea industry, in association with the Tea Board, has drawn up plans to intensify promotional activities in global markets like Kazakhstan, Russia, the United States, China, Iran, Egypt and Latin America — KRUCIAL, in short — to boost its annual exports.

It also plans to develop ‘single estate’ and marquee brands for the overseas markets and embark on promotion through tea houses and tea boutiques in prime overseas locations.

The aim is to take exports to 300 million kg in the next 10 years and achieve higher price through value addition and better product mix, said AK Bhargava, chairman of the Indian Tea Association and managing director of Apeejay Tea. The industry wants to adopt the ‘Make in India’ policy by procuring third-party packaging business from private-label brands for supermarkets in the West. Meanwhile, a delegation will visit Iran and Egypt next year to make greater penetration into those markets.

India’s tea exports in 2014 fell to 207 million kg from 219 million kg in 2013, owing to a loss of crop during the peak months. In 2015, while exports were initially sluggish in the first half, they started to improve since and are expected to cross 215 million kg.

In the domestic market too, the Indian tea industry is trying to beef up its presence to increase per capita consumption, which is languishing at 733 gms, which is lower when compared to neighbouring countries like Pakistan. “In order to boost our consumption, we have to attract the youth and make tea a lifestyle drink, fit for all occasion,” Bhargava said.