Experts call for promotion of premium teas

Experts are urging the promotion of premium teas globally, given China's production and consumption of tea is thrice that of India's, with the majority of it being premium teas, according to Hariram Govind of Hindustan Unilever. At the UPASI Tea Research Foundation's centenary conference, Govind highlighted that China's tea consumption has shifted from 70% premium teas to 90%, even among the younger generation.

In India, tea market penetration is already at 90%, with an average person consuming three to four cups daily. Govind suggested that the focus should be on increasing the consumption of premium teas. He also noted that when sustainable and regenerative practices scale up, it becomes economically viable.

However, Ena Irino of S. Ishimitsu and Co in Japan pointed out that the main challenges in promoting sustainable tea are commoditisation and climate change. She emphasized that sustainability involves balancing social responsibility with economic viability, creating value through innovation.

Irino suggested that the production of specialty and premium teas should increase to overcome these challenges. Marcus Wulf of Schroeder & Hanmann in Germany agreed, stating that sustainability in tea, which began three decades ago, has become more about a certificate on the product packet. He emphasized that producers need to be able to realize more value to adopt sustainable production practices.

Countries like Japan, China, and Korea are already producing artisan teas, with buyers favoring those offering sustainable tea at lower prices. Wulf added that India should focus on reducing the prices of premium teas to boost consumption and sustainable production.