Market Promotion Strategies: How Tea Board India Enhances the Global Appeal of Indian Tea

India’s tea industry stands as a testament to the nation’s rich cultural heritage and agricultural prowess. With a production exceeding 1,300 million kilograms annually, India is the world’s second-largest tea producer and the largest exporter of black tea.(Economic Times)

The Tea Board of India, established under the Tea Act of 1953, plays a pivotal role in promoting Indian tea both domestically and internationally.

Marketing Campaigns and Promotional Activities

To bolster the global presence of Indian tea, the Tea Board has implemented several strategic initiatives:

1. Digital and Social Media Campaigns: Recognizing the power of digital platforms, the Tea Board has launched comprehensive campaigns targeting key international markets. These campaigns highlight the unique qualities of Indian teas, such as Darjeeling and Assam, and position India as a premium tea producer. For instance, a six-month digital and social media campaign was initiated to promote Indian tea in designated global markets.

2. Tea Development & Promotion Scheme: In October 2024, the Tea Board announced a Tea Development & Promotion Scheme with an outlay of ₹664.09 crore for the period 2023-24 to 2025-26. This initiative aims to support plantation development, quality upgradation, technological interventions, research, and the promotion of Indian tea globally.

3. Participation in International Trade Fairs: The Tea Board actively participates in global trade fairs and exhibitions, such as the World Tea Expo, to showcase Indian teas and connect with international buyers. These platforms provide opportunities to engage with a diverse audience and expand market reach.

4. Geographical Indications (GI) Promotion: The Tea Board emphasizes the protection and promotion of GIs like Darjeeling and Assam teas. By highlighting the unique origin and quality of these teas, the Board enhances their appeal in international markets.

5. Organic Tea Promotion: With a growing global demand for organic products, the Tea Board has launched initiatives to promote organic Indian teas. This includes supporting certification processes and marketing organic teas to health-conscious consumers worldwide.

Impact and Achievements

These promotional strategies have yielded significant results:

• Export Growth: The Tea Board has set an ambitious target to export 300 million kilograms of tea by 2025, aiming for a nearly 50% increase from previous years.(Telegraph India)

• Brand Recognition: Indian teas have gained prominence in international markets, with increased demand for premium and organic varieties.

• Economic Upliftment: The promotional activities have contributed to the economic development of tea-growing regions, improving livelihoods and infrastructure.

How Altus Exports Can Assist Indian Manufacturers

For Indian tea manufacturers seeking to expand their global footprint, partnering with Altus Exports offers several advantages:

• Market Access: Altus Exports has established networks in various international markets, facilitating entry into new regions.

• Logistical Support: The company provides comprehensive logistical solutions, ensuring timely and efficient delivery of products.

• Regulatory Compliance: Altus Exports assists in navigating the complex regulatory landscapes of different countries, ensuring compliance with local standards.

• Brand Development: Through strategic marketing and promotional activities, Altus Exports helps enhance brand visibility and appeal in target markets.

By collaborating with Altus Exports, Indian tea manufacturers can leverage these resources to effectively penetrate international markets and achieve sustainable growth.

Collaborative Initiatives: Tea Board India’s Partnerships with Export Associations

Crisis Management: Tea Board India’s Response to Challenges Faced by Tea Exporters

Regulatory Support: Tea Board India’s Role in Simplifying Export Procedures

Training and Capacity Building: Tea Board India’s Efforts in Skill Development for Exporters

Research and Development: Tea Board India’s Contribution to Export Quality Improvement

Market Promotion Strategies: How Tea Board India Enhances the Global Appeal of Indian Tea

Financial Support and Incentives: Tea Board India’s Initiatives for Exporters

Quality Assurance and Certification: Tea Board India’s Role in Ensuring Export Standards

Navigating Global Markets: How Tea Board India Facilitates International Trade for Tea Exporters

Empowering Tea Exporters: An Overview of Tea Board India’s Support Mechanisms