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The Coonoor Tea Trade Association (CTTA) has urged its members to adopt new strategies to meet global competition.
CTTA Chairman Nishant Vakharia told BusinessLine that at the 25th AGM of CTTA, concern was expressed over the increasing volume of tea in the world market.
“Strategies must be adopted to face the challenge. We need to promote the health benefits of tea and expand consumption. We should go for value-addition and diversification to balance the excess supply with demand. We need to consider sustainability in the context of global climate change”, he said.
“In India, rising population, increasing income, uplift in social status, health awareness and higher literacy have pushed up tea consumption so much that a major portion of production is consumed within the country”, he noted.
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