The Hindu Business Line : Tea industry `stumped' by Dubai fest response

Tea industry stakeholders, who have returned after showcasing the Indian teas at the International Food Festival in Dubai, have been overwhelmed by the response.

"The strategic location and size of the Indian Tea Board pavilion vis-à-vis the Sri Lankan stall could not be ignored. Visitors queued up to taste the unique teas from the South Indian gardens. We managed to make a mark, but have a long way to go. There is an urgent need to change our focus, particularly for the orthodox type of teas," says Mr Sriram of Contemporary Tea Auctioneers.

"Among the visitors was a German, who was very keen to place a bulk order. He asked for a quotation and the quantities that we will be able to supply. We were `stumped,' unprepared to take such a call," he told Business Line.

There was a need to go in for such "speciality teas", he said, and added that the production quantities were negligible at present.

He observed that the Indian producers were content to cater to the burgeoning internal demand than look at tea exports. "The trend is changing. Tea is no longer a commodity. It is a product. We have to change our production techniques to suit the market requirements."

According to the delegates, the Indian teas would match the requirements of West Asia and Iran, presumably bulk consumers. They further said Dubai had, during the previous year imported 65 million kg (mkg) of tea before re-exporting 54 mkg.

Industry sources also noted that the exports were being quantified, instead of assessing it in value terms.

Though the Dubai tea party is over, the taste appears to have cast a spell. . The industry is preparing for the next event — the National South Indian Tea Convention starting Saturday.