Posted by: Sujoy Das | November 23, 2011

Tea Industry: Revamp Marketing Policy

The Telegraph North East
23rd November 2011
Tea industry stirs success recipe
Revamp marketing policy: UK scientist


Prof. Mark Kibblewhite of Cranfield University. Telegraph picture

Jorhat, Nov. 22: Assam tea has failed to capture the market in the very country whose planters made it a marketable commodity in the state 150 years ago.

The situation, however, can be turned around with a better marketing strategy, Mark Kibblewhite, an eminent tea scientist and a professor at Cranfield University in the UK, told The Telegraph on the sidelines of World Tea Science Congress which began at Tocklai Experimental Station at Cinnamara, on the outskirts of this town, today.

The professor said Assam tea had a considerable demand in the UK but was not easily available. While varieties from across the world are found on the shelves of shopping malls there and are picked up by buyers, the availability of Assam tea is very limited and one might find it only in a small corner of a shelf.

It is because of the lack of a proper marketing strategy that Assam tea has failed to make its mark among the British at present, he added.

Kibblewhite said Assam tea had a distinct quality, which had made it popular among the British. “One can easily recognise Assam tea by its exotic flavour and aroma even if one is drinking the beverage without knowing from where it has been imported. In case of other teas, except Darjeeling tea, it is difficult to identify the place of its origin.”

Moreover, he said, people in his country prefer to buy Assam tea even if the price is higher because of the “historic bonding” with Assam where British planters had started tea plantations.

However, with large quantities of teas, backed by a strong marketing policy, pouring in from different countries in recent times, Assam tea has been pushed away from the limelight.

“But people like me, who are particular about their taste, still search for Assam tea in a shopping mall,” the professor said.

He said a cup of Assam tea in the morning makes a day quite refreshing and after drinking it, a person would always opt for it.

Kibblewhite said if the Indian government revamps its marketing policy, Assam tea would definitely regain its popularity in the UK.



  1. I appreciate this article since it demonstrate the importance of distribution and the value of Geographical Indication ( This protects the right of knowing the origin for the consumer )

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s


%d bloggers like this: