Tea Industry Sights Revival In Q4

Gautam Bhalla, chairman of the Export Promotion & Marketing Sub-Committee of Consultative Committee of Plantations Association (CCPA) said, "Of the additional 35 million kg targeted for the year, 12 million kg of the orthodox has already been achieved and the balance 23 also looks achievable. The export target of 225 million kg now looks like a reality."

However, while prices in all major tea auction centres registered an increase, India showed a reverse trend. "August-September are depressed months anyway. After September, the market is expected to revive and will see a very strong last quarter" said Bhalla.

A country-wise break-up of exports up to May shows that exports to Iraq are in excess of 5.1 million kg as compared to last year. The increment was possible despite the Iraq market being highly restricted.

 

UAE too has increased exports by 2.5 million kg. The market is crucial as it is entirely driven as a re-export market. It acts as a hub for other Middle East countries, Central Asian Republics and also reportedly Pakistan.

The generic promotion of tea is also likely to be launched in October, as part of the industry's endeavour to spruce up domestic consumption. The total adspend being Rs 25 crore, which is to be spent over three and a half years.

The industry is now looking for sops in the form of funds from the commerce ministry. The ministry will help bridge any gap that arises in the process.

There are mega plans for the launch of the promotion which is to take place in New Delhi. The launch will be in the presence of renowned scientists of the country as the emphasis of the promotion would be on health. Various components of the CCPA will also pitch in for the promotion.