Board urges stakeholders to promote consumption

PS Sundar Coonoor | Updated on May 20, 2020 Published on May 20, 2020

Tea Board has urged the stakeholders in the industry to use the International Tea Day (ITD) on Thursday to promote the consumption of tea.

“We appeal to the stakeholders to observe the ITD in a creative and impactful manner by conducting innovative promotional activities aimed at raising public awareness on the importance of tea,” Tea Board Executive Director M Balaji said.

On its part, the Board is focussing on attracting the younger generation. “Tea Board is trying to create awareness among the younger generation on the goodness and benefits of tea consumption and to increase the consumption of tea across the country. This can improve the economic situation of tea producers, manufactures, other key stakeholders in the supply chain and tea garden workers. This will ensure the sustainable development of the industry and ensure safe and healthy tea to the consumers,” Balaji said.

“The declaration of May 21 as ITD will provide a much-awaited push to generate more awareness on tea consumption. This is particularly significant for India, as it is the second largest tea producing country in the world which also has been witnessing various issues in tea production and marketing,” he added.

Stressing the need to promote per capita consumption of tea, Balaji observed that the United Nations General Assembly has designated May 21 as ITD based on the proposal moved by India at the FAO Intergovernmental Group (IGG).

Balaji listed the various schemes operated by the Tea Board for the benefit of the various segments of the tea industry.

Published on May 20, 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.