New flavours in ITA cuppa

The Economic Times
Kolkata, 23 June 2010
New flavours in ITA cuppa
WITH Kenya and Sri Lanka emerging as major competitors for Indian tea in the world market, the Indian tea industry is making itself stronger. The Indian Tea Association (ITA), the apex body of tea producers of Assam and Dooars, has opened the doors for Darjeeling and south Indian tea estates for joining them. This will enable the Indian tea industry to work together and make it more visible in the world market as ITA provides a major platform for promoting Indian tea globally as well as in emerging markets like Pakistan , Egypt and Iraq . The move comes at a time when Indian tea companies are making some headway in the African market through acquisition of tea estates. The likes of McLeod Russel India and Jay Shree Tea & Industries have already acquired gardens in Africa, while others like Rossell Tea and Dhunseri Group are scouting for gardens in Uganda and Rwanda . Nine tea estates from Darjeeling , including those fromGoodricke Group Ltd, have taken the membership of ITA though they will continue with the Darjeeling Tea Association as well. Darjeeling Tea Association (DTA) was formed in 1984, when Darjeeling tea producers decided to form a separate entity which will solely focus on operations of Darjeeling tea estates. Some premium tea estates of Darjeeling like Glenburn, Gielle, Margaret’s Hope, Castleton, Badamtam, Thurbo,Barnesbeg have become members of ITA. There are 87 tea estates in Darjeeling . Confirming the development, Monojit Dasgupta, secretary general of ITA told ET: “ITA’s national committee has taken an in-principle decision to allow Darjeeling tea producers to join our association. In fact, the general rules and regulations of ITA do not restrict any planters to join the association. Even south Indian planters can join us, provided we have the necessary infrastructure to support them. We have put in place the necessary infrastructure at our Terai branch to serve Darjeeling tea estates that have taken our membership. We feel ITA, which has emerged as the largest tea association in the country, will help these gardens in efficiently negotiating wage and bonus with workers, help them deal with land reform issues, suggest ways to reduce cost of production and actively promote Darjeeling tea in world markets.” Goodricke Group Ltd MD and CEO AN Singh said: “We feel ITA will be in a better position to give service to us. Moreover, ITA will also showcase our teas in world market and help in exports. For the time being, we will continue with dual membership of ITA and DTA.” DTA chairman Sanjay Bansal said: “We have heard about this new development. DTA will continue to exist and will provide service to its members efficiently.”