Tea Industry’s Future Hinges on Innovation, Trend Adaptation: IITC

quick Summary

• The 8th India International Tea Convention was held in Kochi, focusing on the future of tea and innovation within the industry.
• Harish Bhat, Brand Custodian of tata Sons, spoke on making tea aspirational and accessible through premiumisation, technology adoption, innovative marketing strategies, and consistency. He suggested a joint campaign with government agencies to promote tea consumption akin to campaigns for milk and eggs.
• Growth challenges were discussed: tea consumption is increasing at only 2% per year compared to other beverages. Barriers like misconceptions about tea causing acidity or dehydration were highlighted as issues needing debunking.
• Experts emphasized evolving consumer behaviors towards convenience and health-conscious choices while advocating for new blends, elevated consumer experiences, market expansion strategies, and technological integration.
• Amuleek Singh Bijral (CEO of Chai Point) called for consistency in delivering quality experiences outside homes to meet customer preferences. He noted a drift from coffee consumption towards healthier options such as tea.

Image Captions:

1. Harish Bhat, Brand Custodian of Tata Sons at the Tea Convention: Image Credit – Thulasi Kakkat
2. Amuleek Bijral, CEO of Chai Point addressing participants at the convention: Image Credit – Thulasi Kakkat

Indian Opinion Analysis

The slow growth rate highlighted at the convention points to notable challenges facing India’s historically robust tea industry amid changing global beverage preferences and local patterns. From misconceptions about its health effects to adapting consumer expectations around convenience and premiumization-addressing these barriers will require multifaceted strategies combining conventional branding tactics with cutting-edge technological interventions.

Efforts like collaborative campaigns between stakeholders (industry leaders/government) could raise awareness around repositioning Indian teas in both domestic markets and global exports-perhaps reinvigorating demand by showcasing unique blends or promoting lasting practices synonymous with india’s rich agricultural heritage.

However, scaling solutions such as “aspirational” marketing must carefully ensure affordability so that indian consumers across socio-economic strata feel incentivized rather than excluded-a balance critical for retaining cultural relevance while tapping into newer urban trends.

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