22 May 2025 : The government has asked its agencies, the Tea Board of India and the Spices Board of India to join hands in marketing Brand India globally, a senior official said on Wednesday.
Commerce secretary Sunil Barthwal on Wednesday said he has directed the Tea Board to evolve a strategy to market the domestic tea industry in a big way. He also spoke about promoting “tea literacy” through various promotional and awareness programmes so that people better appreciate the various specialities and nuances of Indian tea.
The two boards come under the commerce and industry ministry.
He also directed the Tea Board to explore the possibility of launching certification courses in tea tasting with an aim to skill the youth, and promote tourism in the sector.
“The Tea Board is trying to take steps to establish a centre for tea tasting certification courses in the country,” Barthwal said at the International Tea Day Convention held at Vanijya Bhawan. International Tea Day is observed on May 21.
The government is keen to promote the tea industry in a big way.
Commerce minister Piyush Goyal, who is currently visiting the United States, said in a post on X: “Most of us cannot imagine a morning without our cup of tea. I am one of them! The strong flavour, mixed with aromatic spices and just enough sweetness, will get you ready to face the day. We owe this morning’s magic potion to the countless hardworking tea growers across the country who have made India one of the top tea producers and key global exporters of tea. From our gardens spread across the north-east to the south, India’s tea tells a story of tradition and taste. This #InternationalTeaDay, we pledge to make Indian tea an indispensable part of homes globally.”
Summary:
The government plans to boost Indian tea’s global appeal by marketing it with local spices, launching tea literacy programs, and promoting tea tourism.