Small tea growers demand for brand identity to get a new boost

SILIGURI: Though in discussion for almost last two years, but it failed to gain attention of policy makers so far. It is the demand for a separate brand identity for tea produced by small tea growers in India, the sector that contributes around 30% to the national green leaf production. Next tea sector stakeholders meet with Union Commerce minister next 13th may become a launch pad for a fresh lift off of the demand.

Small tea growers, spread across the whole country cannot take advantage under Geographical Indications of Goods (Registration and Protection) Act, 1999 as it is being enjoyed by items like Darjeeling Tea.

But, “Produce from STGs comes with inherent features those make our produce well deserving for premium brand value,” said Mr. B G Chakroborty, president, Confederation of Indian Small Tea Growers' Association. "We are hopeful of some positive outcome on this point too at the stakeholders meet next 13th Oct," he added.

Near two lakh small tea growers of the country have so far remained entirely dependent on around 600 bought leaf factories to consume and process around 1500 Million kg green leaf output of the STGs. Giving the trend a new look, Indian tea Board ( ITB) has started supporting STGs to form Self help group and establish own factory. "This can bring them up for many steps in the value chain," said Mr. G Boriah, Director Tea Development.

"This upcoming swing in operational style has already proved itself as an effective one to cut down the overhead making us capable of ensuring higher level of quality with lower costing. That can be a USP of our product to utilize huge potential of price sensitive markets like Pakistan, Egypt, Iran etc," said Mr. Chakroborty.

"Government may consider developing a separate organized Brand promotion cell ( BPC) under the new Small Tea sector Directorate in Indian Tea Board for this purpose," he added.

Agreeing to the demand, Chairman National Federation of Small Tea Growers of India Mr. Samir Roy said, "The BPC can look after issues like rational pricing mechanism of green as well as made tea in addition to finding out different models of business development like branding, advertising, domestic & oversees trading etc for the STGs."