Jitin Prasada demands innovation to revive Indian tea exports

On May 22, 2025, Indian Commerce Minister Jitin Prasada addressed a convention in New Delhi, coinciding with the observance of International Tea Day. The event served as a platform for the minister to advocate for enhancing the brand and marketing initiatives of Indian teas to reclaim the country's position as a leader in tea exports. Prasada emphasized the importance of tea as both a cultural and economic asset in India, calling for the industry to focus on innovative strategies to develop new tea varieties that cater to younger demographics and niche markets. He also highlighted the necessity of improvements in infrastructure to benefit all stakeholders involved, from tea growers to consumers. Commerce Secretary Sunil Barthwal joined him in reinforcing the need for greater 'tea literacy' through public awareness campaigns that highlight the unique features of Indian teas. Various panel discussions took place, notably on topics like 'Organic Teas: The Sustainable Way Ahead' and 'New Age Teas and Youth Connection,' all aimed at future planning for the Indian tea industry. A special feature of the event was the India Tea Appreciation Zone, which allowed small tea growers, exporters, and startups to showcase a wide array of teas, including both traditional and modern blends. The Ministry of Commerce underlined that the deliberations were focused on developing extensive branding and marketing efforts along with quality control measures to ensure a prosperous future for Indian tea. This initiative is essential for maintaining India's relevance in the global tea market amidst changing consumer preferences. Specifically, the adaptation of new tea varieties is viewed as crucial to attract younger consumers who are looking for diverse and unique flavors. The collective efforts of policymakers and industry stakeholders aim to ensure that the Indian tea sector not only thrives but also embraces innovation to meet the evolving tastes of consumers worldwide, ultimately fortifying India’s legacy as a tea producer. The discussions and exhibitions featured during the event were instrumental in projecting a united front in the effort to revitalize the Indian tea narrative on the global stage.