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ITA to launch social media campaign to promote tea

The Indian Tea Association (ITA) is looking at launching a social media campaign to target the "young population" in the age bracket of 15-35 years. The campaign will aim to boost tea consumption along "coffee drinkers" which, in turn, will strengthen demand for the beverage and enhance prices.

According to Vivek Geonka, Chairman, ITA, the campaign will be rolled out on social media platforms such as Facebook, Instagram and Youtube.

Business line on the sidelines of the launch of Trinitea, a self assesment app for small tea growers to enable compliance locally and internationally

The estimated budget for the campaign could be upward of Rs 50 lakh. ITA is also in talks with the Tea Board of India to extend funding support to the campaign, besides holding talks with Central and State governments.

Solidaridad Asia, aims to provide year-round training to improve the agronomical, social and environmental practices of small tea growers.

Small tea growers account for nearly 47 percent of the countrys tea production, which stood at around 1326 million kg in 2018-19. Under the Trinitea programme, ITA has signed MoUs with major tea grower bodies in Assam & West Bengal. Solidaridad has developed an android-based digital training tool for farmers in local languages to continue training virtuality.