Staff Reporter
Guwahati: The Government of Assam successfully hosted an engaging session, “200 Years & Growing: Nurturing Assam Tea’s Vision for Global Leadership,” at Advantage Assam 2.0 – Investment & Infrastructure Summit 2025. The session, witnessed thought-provoking discussions on the future of Assam’s iconic tea industry, branding strategies, and avenues for maximizing returns for all stakeholders.
Minister for Industries & Commerce and Cultural Affairs, Govt of Assam Bimal Bora graced the occasion along with Minister of Labour Welfare, Tea Tribes and Adivasi Welfare, Home (Prison, Home Guard, and Defence), Govt of Assam Rupesh Gowala in this session. Opening the session, Honorable Minister Gowala reaffirmed the state’s unwavering support for sustainable growth in the tea sector, and highlighted various government initiatives aimed at empowering the tea industry including healthcare sector, education and more. He enumerated the rich history and legacy of the Assam Tea Industry and termed the large-scale tea production as the turning point of Assam’s economy. He added that Assam contributes about 50 percent of India’s total tea production.
Setting the context of the session as moderator Rudra Chatterjee, Managing Director, Luxmi Group, provided an insightful overview of Assam Tea’s illustrious legacy and its immense potential in global markets. His address set the stage for a dynamic discussion on the key branding opportunities ahead. Speaking about the challenges and opportunities in Assam Tea Industry, Chatterjee talked about the issues of diversification of tea products, exploring the cultivation of other Himalayan herbs, promoting tea tourism, challenges posed by climate change and tackling these bottlenecks.
Panel of distinguished industry leaders shared their expertise and insights on key growth areas and the industry’s future. Rohit Jawa, CEO & MD, President - South Asia, HUL, spoke about the significance of enhancing Assam Tea’s branding and expanding its global appeal. He mentioned that the branding should be such that that when people think of “authentic chai”, people must think of Assam tea, adding about its robust taste. Sunil D’Souza, CEO & MD, TCPL, emphasized strategies for optimizing returns and strengthening industry competitiveness. He mentioned that the TCPL group is in talks with government to being innovation in the tea sector. The groups foray into health and welfare of the tea sector in Assam was also highlighted.
Arijit Raha, Secretary General & CEO, ITA, stressed the need for collective industry efforts to bolster global recognition. He shed light on the value chain of policies in tea sector mentioning about the Investment Policy of Assam, Land Reform policies and incentivizing the tea industry which will help the industry grow and develop. Chand Gohain, President, ABLTMA, addressed key challenges and growth opportunities in Assam’s tea manufacturing sector, mentioning about the need of skill training of the small tea growers, while Upamanyu Borkakoty, Co-founder, Woolah Tea, discussed innovative approaches to market expansion and value chain enhancement and bring about an innovation in Assam Tea sector in general, including bag less tea. Shiva Krishnamurthy, Executive Director, Foods & Refreshment, HUL, underscored the importance for branding Assam Tea effectively for international audience. He talked about sustainable packaging, policy support and their groups commitment to work together with the government for development of the industry.
The session saw the tabling of the idea of developing Tocklai Tea Research Centre as a global research centre for tea industry. Use of the totality of tea plants including furniture making, commercializing tea essence, welfare of the tea workforce among other pertinent issues were also discussed.
Bringing the discussions to a close, Minister Bimal Bora delivered an impactful concluding address. He reaffirmed the state government’s steadfast commitment to positioning Assam Tea as a global leader and including promoting it as a wellness beverage. He emphasized that Assam’s tea industry is not just a legacy but a dynamic and evolving sector poised for international success. With focused branding, strategic investments, and collaborative efforts, Assam Tea is set to command a formidable presence in global markets. Mentioning about the Jhumoir Binandini performance on 24th February at Sarusujai stadium, he added that culture can also be part of promoting Assam Tea.
The session also featured special invitee comments, which enriched the discourse by providing additional perspectives on strengthening Assam Tea’s global standing. This landmark session marked a pivotal step in Assam’s journey toward reinforcing its global tea legacy while embracing new opportunities for growth and innovation.
Also read: Assam Transforming into a Leading Investment Destination: PM Narendra Modi
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