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`Prudent strategies boost Lankan tea export'

L.N. Revathy

COIMBATORE, Sept. 17

FRIENDLY Government policies, good infrastructure, best packaging and transparent auction system have helped the Sri Lankan tea industry to stay in the forefront despite the country's dependence on exports, Mr Dickie Juriansz, Chairman of brokers James Finlay, said at session on tea at the recently-held UPASI annual conference in Coonoor.

During the past decade, tea exports had increased from 215 million kg in 1990 to 288 mkg in 2000, recording a 34 per cent jump.

Talking about the `Success of Sri Lanka's tea promotion campaign', Mr Juriansz said, ``we have both locational advantage and variety (to suit the requirements of every consumer in the world) to offer''. Over 600 sellers and 150 buyers participate in Lank a tea auction, he said.

Multiplicity both at the buying and selling ends has been the hallmark of the Colombo tea auctions, he said and added that the auction system was transparent and friendly and no single buyer could dictate or manipulate the market.

While conceding that the country was fast moving towards speciality teas and was on the look out for a niche market for these teas, Mr Juriansz said,``we will have to focus on quality enhancement issues, competitive initiatives and marketing aspects to m aintain our lead.''

He said the plantation sector was looking at reduction in transaction costs and trying to get the technology on-line. He hinted that the tea plantations in Sri Lanka were eyeing the French wine industry which had a lot to offer, particularly on the marke ting front. ``We intend to do a TV programme on the tea industry. Our logo and slogan - `Ceylon Tea - A Beverage like no other' has helped in establishing our brand image in the global arena', he said.