Industry campaign to promote consumption

PS Sundar Coonoor | Updated on May 22, 2020 Published on May 21, 2020

The need for promoting tea on the strength of its health benefits was underlined by the tea industry on the occasion of the International Tea Day (ITD) on Thursday.

“The Intergovernmental Group of FAO as also the United Nations’ General Assembly which have been instrumental in designating May 21 as ITD from this year have laid stress on augmenting the per capita consumption of tea across the world, including in the producing countries,” L Vairavan, Vice-Chairman, Coonoor Tea Trade Association (CTTA), told Business Line.

“Ar present, the per capita consumption in India is around 720 gm per year. If each Indian drinks one cup more, it would be 2 gms more of tea per person per day which would be 730 gms per year and the per capita consumption would be about 1.45 kg a year. For the whole population of India, the requirement would be 1,813 million kg (mkg) whereas India’s production in 2019 was about 1,390 mkg which would mean we will have to import tea,” Vairavan explained.

“But, it will not be possible to make each Indian drink one extra cup daily unless the Tea Board leads the industry and trade with an aggressive promotion,” he added.

Tea promotion is to be undertaken on a three-pronged approach, with stress on health benefits and on environment and socio-economic strengths.

It is believed that tea strengthens immunity and after the Covid-19 spread, there has been an increase in demand for tea.

“We have good orders for turmeric green tea and are working on increasing the production to meet the demand. We are distributing liquid turmeric green tea to our workers and their families, most of whom are migrant labourers from the North,” Avataa Beverages Director Udayakumar said.

“Avataa Beverages’ tea holds the record for the highest price when its tea was sold by Paramount Tea Marketing in 2018 at CTTA auctions for ₹2,401 a kg – the highest price fetched by any tea in any regular auction anywhere in South India all these years,” Vairavan added.

Published on May 21, 2020

A letter from the Editor

Dear Readers,

The coronavirus crisis has changed the world completely in the last few months. All of us have been locked into our homes, economic activity has come to a near standstill. Everyone has been impacted.

Including your favourite business and financial newspaper. Our printing and distribution chains have been severely disrupted across the country, leaving readers without access to newspapers. Newspaper delivery agents have also been unable to service their customers because of multiple restrictions.

In these difficult times, we, at BusinessLine have been working continuously every day so that you are informed about all the developments – whether on the pandemic, on policy responses, or the impact on the world of business and finance. Our team has been working round the clock to keep track of developments so that you – the reader – gets accurate information and actionable insights so that you can protect your jobs, businesses, finances and investments.

We are trying our best to ensure the newspaper reaches your hands every day. We have also ensured that even if your paper is not delivered, you can access BusinessLine in the e-paper format – just as it appears in print. Our website and apps too, are updated every minute, so that you can access the information you want anywhere, anytime.

But all this comes at a heavy cost. As you are aware, the lockdowns have wiped out almost all our entire revenue stream. Sustaining our quality journalism has become extremely challenging. That we have managed so far is thanks to your support. I thank all our subscribers – print and digital – for your support.

I appeal to all or readers to help us navigate these challenging times and help sustain one of the truly independent and credible voices in the world of Indian journalism. Doing so is easy. You can help us enormously simply by subscribing to our digital or e-paper editions. We offer several affordable subscription plans for our website, which includes Portfolio, our investment advisory section that offers rich investment advice from our highly qualified, in-house Research Bureau, the only such team in the Indian newspaper industry.

A little help from you can make a huge difference to the cause of quality journalism!

Support Quality Journalism
  1. Comments will be moderated by The Hindu Business Line editorial team.
  2. Comments that are abusive, personal, incendiary or irrelevant cannot be published.
  3. Please write complete sentences. Do not type comments in all capital letters, or in all lower case letters, or using abbreviated text. (example: u cannot substitute for you, d is not 'the', n is not 'and').
  4. We may remove hyperlinks within comments.
  5. Please use a genuine email ID and provide your name, to avoid rejection.
You have read 1 out of 3 free articles for this week. For full access, please subscribe and get unlimited access to all sections.