New Delhi: India’s tea industry, long regarded as a cornerstone of the nation’s agricultural and cultural heritage, is being urged to adopt more aggressive and diversified strategies to strengthen its global footprint. In its 194th report on “Performance Evaluation and Review of Some Commodity Boards,” presented during the current Parliament session, the Department-related Parliamentary Standing Committee on Commerce called on the Tea Board of India to focus on collaborations with international food and beverage chains, digital storytelling, and promotion of Geographical Indication (GI) and specialty teas.
India, which produces about 1,382 million kilograms of tea annually, ranks as the world’s second-largest producer and fourth-largest exporter. Despite its dominant position in cultivation, the Committee noted that Indian tea requires a coordinated global branding strategy to compete in high-value international markets. It highlighted the importance of leveraging the country’s rich tea heritage, diverse flavor profiles, and distinctive regional identities to create a strong global appeal.
The report emphasized the promotion of GI teas such as Darjeeling, Assam, and Nilgiris through comprehensive marketing campaigns, tea festivals, roadshows, and tasting sessions across metropolitan and Tier-II cities. Ensuring compliance with international safety standards, including residue testing and certification, was also recommended to facilitate access to premium global markets. The Committee encouraged tie-ups with international retail chains, hotels, and online platforms to increase visibility and sales abroad, while also urging the Tea Board to support small and medium exporters through financial incentives and simplified documentation processes. Strengthening market intelligence units to provide exporters with timely data on pricing, trends, and emerging opportunities was identified as another critical measure.
Domestically, the panel suggested engaging institutional buyers such as railways, airlines, and government departments while promoting specialty and value-added teas to health-conscious and premium consumers. While acknowledging the Board’s efforts in social media promotion, the Committee recommended larger-scale campaigns highlighting the health benefits, sustainability, and heritage of Indian teas to appeal to younger audiences. Integrating tea promotion with national campaigns such as Incredible India and organizing High Tea events through Indian Missions abroad were seen as effective ways to strengthen India’s tea profile internationally.
The report also stressed the need to diversify into emerging markets in Asia, Africa, and Latin America to reduce reliance on traditional buyers. Coordinated engagement with international stakeholders and collaboration with other government departments were suggested to enhance visibility. To improve the culture of organic certification and GI tagging, the Committee recommended grassroots awareness campaigns, simplification of certification procedures, and financial support to cover associated costs. Capacity-building initiatives, including training on documentation and compliance standards, regional facilitation centers, and organic resource hubs, were advised to strengthen producer capabilities. Regional workshops in tea-growing belts such as Darjeeling, Assam, and Nilgiris were proposed to foster pride in origin-based identity, while collective certification through cooperatives and producer groups was recommended to reduce individual burden and strengthen traceability.
The Committee concluded that region-specific marketing strategies highlighting cultural narratives, flavor diversity, and health benefits, combined with collaborations with international chains and digital storytelling through influencers and visual media, can help establish strong global brand identities for Indian GI and specialty teas. Such measures are expected to enhance both domestic appreciation and international recognition, ensuring Indian tea secures its rightful place in the global market.
