Jitin Prasada urges innovation, new varieties to boost tea sales
Commerce Minister Jitin Prasada on Thursday called for a renewed push to brand and market Indian teas, aiming to reassert India’s leadership in tea exports.
Speaking at a convention in New Delhi to mark International Tea Day, Prasada emphasized the cultural and economic importance of tea in India and urged the industry to adopt innovation-driven strategies.
Prasada called for developing new varieties of tea that appeal to younger and niche consumers. He stressed the need to ensure that all stakeholders — from growers to end consumers — benefit from better infrastructure and support.
Commerce Secretary Sunil Barthwal underlined the need for enhanced “tea literacy” through awareness campaigns that showcase the unique attributes of Indian teas.
The event featured several panel discussions on themes such as “Organic Teas: The Sustainable Way Ahead,” “Global Consumption Patterns – New Age Teas and Youth Connect,” and “India Teas – Looking Ahead.”
In a statement, the Ministry of Commerce said the deliberations aimed at shaping “a brighter future for Indian tea through extensive branding and marketing initiatives in addition to quality control measures.”
A highlight of the convention was the India Tea Appreciation Zone, where producers, exporters, small tea growers (STGs), farmer producer organisations (FPOs), and startups showcased a diverse range of teas. Offerings included premium single-origin teas from Darjeeling, Assam, Nilgiri, Kangra, and Sikkim, as well as innovative blends and flavoured teas — from classic masala chai to modern infusions — curated to appeal to evolving global tastes.
