The Indian Tea Association (ITA) is now aggressively focused to market has decided to promote Assam’s orthodox tea in Middle East countries.
As per the official of ITA that the orthodox tea from Assam has already been very well received in the country like Iran and record exports of 28 million kg was achieved in 2017. He said, “The ITA has strongly felt that preserving and promoting the orthodox tea brand of Assam, which is unique, hand-crafted and is also GI registered, must be promoted at domestic and international markets.”
He also added that promotion will help in promoting quality tea in India and abroad. He also hoped that such promotion will help in increasing tea consumption among new and younger generations.
There is difference between Orthodox tea and CTC tea. They are different by the styles of tea production or tea processing. Orthodox tea refers to lose leaf tea produced using traditional (orthodox) methods, which involves plucking, withering, rolling, oxidation/fermentation and drying. Whereas, CTC is a method of processing black tea in which tea leaves are passed through a series of cylindrical rollers with serrated blades that crush, tear, and curl the tea into small, even-shaped pellets.
Assam tea was never promoted like this in domestic and international markets. One of the planter said, “Increase in demand for Assam tea is crucial for survival of the sector. The Assam government must aggressively promote and brand Assam tea in domestic and international markets.”
The ITA official said they are also planning to promote tea by having an interesting exhibition in the halls of the National Archives of India, New Delhi.