Campaign to create brand 'Assam Tea': Assam Minister

26 Aug 2018

Assam Industry Minister Chandra Mohan Patowary on Sunday said a campaign will be launched to popularize tea from the state by creating brand 'Assam Tea' in the international market and improve its quality.
Briefing reporters after his meeting with the tea industry stake holders in Guwahati, Patowary said tea industry giants, various tea associations and workers unions apprised him about the issues nagging the ailing Assam Tea industry.
The issues pointed out were high cost of production against low price of realization, excess production of Assam tea at 80 million kg, need for fixing supply-demand price, surplus production due to increased supply of green leaves by small tea growers, he said.
Noting the problems, the state government formed a committee headed by Additional Chief Secretary Industry and Commerce Ravi Kapoor with Tea Board of India Director and others as its members to address the industry's issues, the minister said.
The committee will work on how to create brand 'Assam Tea' and a logo for it, increase its acceptability in the international market through campaigns, besides getting geographical Indication (GI) tag for Assam tea like that for Orthodox tea, Patowary said.
With 80 per cent of Assam tea sold within the country, the committee will take forward the tea sector's suggestion for popularizing Assam tea among the large population of the country.
Reforms would also be brought about in the Guwahati Tea Auction Centre for improving sale of Assam tea, he added.
North Eastern Tea Association Advisor Bidyananda Borkakoty after the meeting told PTI that like Assam Tourism Department has engaged actress Priyanka Chopra as Assam's brand ambassador, a similar celebrity should be engaged to promote Assam Tea globally. PTI