Experts at the India International Tea Convention 2025 have called for collaboration with all stakeholders in the industry to reshape the tea value chain from cultivation to consumption, in a way that is more resilient, inclusive and responsive to meet the demands of the future.
In his inaugural address, L.Satya Srinivas, special secretary, Commerce Ministry emphasised the need to accelerate the joint efforts of the government and the industry to swing the pendulum from the story of despair to the story of hope.
There are concerns in the industry with regard to cultivation, climate, sustainability, consumption, production cost and so on. It is important to address these concerns to retain hope, he said. “We need to prepare ourselves for a sustainable tea production with the help of innovation and technology”, he said.
Sustainable beverage
The government and the Tea Board have taken several initiatives for the benefit of the sector including the health of the workers. The government and the industry should go hand in hand to address all the concerns vis-a-vis climate change, global trade disorders, addressing the consumption pattern, he said.
UPASI president Mathew Abraham said that tea must be positioned not just as a conventional drink but as a sustainable beverage as a symbol of health and wellness and as an aspirational product for youth. By doing so, we can drive demand , ensure sustainability and secure the future of the industry, he said.
India’s per capita tea consumption averages 840 gm which is well below the per capita consumption of many predominant tea consuming nations. The way forward is continuous well funded domestic production and export market development, he said.
He pointed out that trade flows are also shifting with traditional buyers such as Russia, Afghanistan, Iran, Turkey, even the UK reducing imports significantly. At the same time new growth is emerging from China, Saudi Arabia, Iraq, Ghana, Malaysia and Africa. “India must reposition itself to capture these new opportunities while also trying to regain the lost ground in traditional markets”, Upasi president said.
“We produce more, but the world is buying less. Unless we innovate, add value and expand consumption, the imbalance will continue to strain the stakeholders across the entire value chain”, he added.
Published on September 19, 2025