Can you pass the tea please?

Renowned Management Guru

Pakistan is the new potential market that India has in mind – to sell tea to, that is! Traditionally, Britain and Russia have been the biggest tea importers, but now the tea lobby has decided that it’s time to tap new markets. With this in mind, a 12-member team of tea officials, planters and traders had gone to Pakistan to market tea. There’s a huge need-gap that India can fulfil: In 2006, Pakistan imported about 100 million kg of tea from Kenya and only 16 million kg from India. India can easily supply more tea than that, right, given that the demand is so high? The Indian team visited the tea markets of Lahore, Peshawar and Rawalpindi, and the findings have been extremely encouraging. Other than Pakistan, countries like Egypt, Iran and Iraq are figuring prominently in the tea export list. The Indian Tea Association has set up marketing arms in Cairo and Tehran as part of a strategy to boost sales in the region. In November this year, the Ministry of Commerce will be organizing an International Tea Festival in Guwahati (because the state of Assam produces 55% of India’s total annual output). At the tea festival, the organizers are expecting delegates from Pakistan, Iran, Egypt, the United Arab Emirates and the United Kingdom.

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Source : IIPM Editorial, 2007

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POST GRADUATE COURSES, Professor Arindam Chaudhuri, Renowned Management Guru and Economist