GUWAHATI: In a bid to prevent the production of poor-quality tea by the season’s end, the Assam government has decided to support the closure of tea production within November 30 this year.
This was stated by Assam Chief Secretary Ravi Kota while addressing the 10th Annual General Meeting of the Federation of All India Tea Traders Association (FAITTA) on Saturday in Guwahati.
Addressing the event, Kota called for concerted efforts of Tea Industry stakeholders to revitalise the tea industry by focussing on promoting quality over quantity.
He acknowledged the efforts made by the Tea industry bodies to ensure safe and quality tea and urged the stakeholders and packers to promote high-quality teas.
Expressing concern about the ongoing trend of selling tea products at low market prices, the chief secretary said the issue must be addressed immediately for the economic well-being of over lakhs of small tea growers and tea garden workers across the state.
The chief secretary said the Assam government has implemented several initiatives to ensure that tea as India’s national beverage remains safe and its sales processes transparent. These include routing 100% dust teas through a public platform for open testing and enhancing the overall integrity of the industry.
The state government remains committed to the tea industry and all associated stakeholders by implementing several measures to ensure its sustainability and growth for all, Kota said.
The chief secretary also stressed that Assam tea should be promoted and sold purely as Assam Tea
and not be blended with teas from other regions.
To educate and to captivate the consumers about the authentic flavour and Assam tea’s unique taste, this distinction must be mentioned on consumer packaging to highlight the quality and region of origin, he stated.
He also suggested that the selling of Assam teas through the Guwahati Auction Centre should be encouraged as the platform plays a critical role in increased transparency and visibility of the market, thereby creating jobs and stimulating economic activities within the state.
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Kota also urged the exporters and blenders to establish processing units in Assam to facilitate value addition within the state, which will not only enhance the value chain but also contribute to the local economy.
Highlighting the need to attract the younger generation to tea consumption, the chief secretary said that there is an urgent need for generic promotion and urged that FAITTA being in the industry’s front line should take this responsibility and work towards revitalizing tea’s appeal among the youth.
