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Market Promotion – Domestic and International

The component has the following six (6) sub-components covering the broad areas of market development and export promotion:

Sub-Component 3.1. Domestic promotion

The following activities will be undertaken under this sub-component:

  1. Generic campaign in print & electronic media based on wellness benefits & lifestyle aspects with a special focus on rural markets
  2. Promotion of single-origin teas jointly with Tea Associations are proposed to be undertaken in India through road shows, generic as well as speciality tea campaign, protection and promotion of various intellectual properties of the Board (Darjeeling GI, Assam (Orthodox) GI, Nilgiri (Orthodox) GI etc
  3. Viral advertising through established social networks like Twitter, Facebook for propagating the diversity & richness of Indian tea during domestic promotion
  4. Scheme for setting up Tea Boutiques in India for Domestic Promotion

Sub-Component 3.2. Overseas promotion

  1. Scheme for participation in International fairs and exhibitions with Tea Board
  2. Scheme for promotional support to Tea Associations
  3. Promotion Scheme for Packaged Teas of Indian Origin (Brand Support)

The following activities will be undertaken under this sub-component:

  1. It is proposed to promote Darjeeling, Assam, Nilgiri & Kangra teas and the respective logos among consumers with a view to building equity for Indian tea in international markets. Promotion would be undertaken with inputs and advice from the Industry
  2. Promotion of India teas are proposed to be undertaken in the overseas markets by the Board from the H.O. and three foreign offices through road shows, participation in trade fairs & exhibitions, generic as well as specialty tea campaign through Tea Council in U.S.A., participation in fairs & exhibitions, trade facilitation through arranging BuyerSeller Meets, exchange of trade delegations (inbound & outbound), information dissemination through gathering of market intelligence, protection and promotion of various intellectual properties of the Board (Darjeeling GI, Assam (Orthodox) GI, Nilgiri (Orthodox) GI etc). Membership through Tea Councils in USA and Canada also contribute to promotion of Indian tea in the respective markets
  3. Viral advertising through established social networks like Twitter, Facebook for propagating the diversity & richness of Indian tea during overseas promotion

Sub-Component 3.3. Project 5-5-5

In line with Government’s stated policy of laying emphasis on sustained export promotion in order to maintain supply-demand balance as well as earn higher price realization for the Indian tea industry, a promotional effort called “Project 5-5-5” has been conceived to facilitate significant brand recall for Indian tea in the five targeted highly potential markets. The programme would cover five strategically important markets viz. U.S.A., Russia, Kazakhstan, Iran and Egypt for extensive & intensive promotional intervention through implementation of five specific activities over five years through dedicated funding.

The above countries were selected based on the parameters of “Market Attractiveness & Potentiality” and “Ability to compete by the Indian Tea Industry”. The foremost objective of the entire exercise is to position “Indian Tea” as an over-arching umbrella brand under which five identified promotional activities would be designed, coordinated and implemented through reinforcing “Brand India” connect amongst the target trade and consumers. This is expected to result in prominent brand recall for “Indian Tea” over the short to medium term so as to translate into significant increase in value market shares in the targeted markets for years to come. The country-specific activities identified have been planned for implementation and an aggregate fund of Rs. 50 crores has been earmarked in the 12-th 5-Year Plan (2012-17) for the said purpose.

The following schemes are also the main instruments for executing the envisaged activities under “Project 5-5-5”:

  1. Scheme for participation in International fairs and exhibitions with Tea Board
  2. Scheme for promotional support to Tea Associations 50
  3. Promotion Scheme for Packaged Teas of Indian Origin (Brand Support)

Sub-Component 3.4. Trade-related activities

In order to facilitate export of quality teas in world class packaging, infrastructure like Integrated Tea Park consisting of common facilities such as processing, blending, packaging, warehousing & testing laboratories will be created through suitable mode. This will enhance the quality of tea being exported from the country thereby enhancing the unit price realization of tea and also establishment of brands in the world market.

Sub-Component 3.5. Incentives to exporters/Associations

The following schemes are the primary instruments for executing the envisaged activities:

  1. Scheme for assisting tea exporters towards meeting additional transport & handling charges being incurred for teas exported through ICD Amingaon
  2. Promotion Scheme for Packaged Teas of Indian Origin (Brand Support)

Sub-Component 3.6. Production of publicity material

Production of appropriate publicity material for trade and consumer education in various international languages including films, audio visual aids, gift items, publicity literature, posters etc depicting Indian tea as a brand will be done through empanelled agencies.

Sub-Component 3.7. Legal & Consultancy

Legal charges on account of retainer fees to the empanelled Legal Attorneys toward effective protection of a number of Intellectual Properties (Logos and words pertaining to each single-origin teas like Darjeeling, Assam, Nilgiri, Kangra and India Tea Logo) across various jurisdictions in the world.