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Campaign to make tea popular

Tea growers are planning to kick off a generic campaign on social media platform to promote the consumption of the beverage, targeting the 15-35 year old age bracket.

The body has approached the Tea Board of india for support to scale up the campaign on outdoor and other media platforms. However, it may not get any financial support before a new government takes charge in New Delhi.

An effort to promote tea comes at a time growers in the organised sectors are struggling to operate profitably because of the rise in production from small growers and tepid demand. Early price trend suggests CTC prices at the auction are down by Rs 20kg from last year, Vivek Geonka, chairman of ITA, said.

The association is now trying to educate the small growers to enhance the quality of tea in association with Solidaridad Asia, through a programme called Trinitea.

Arjith Raha, secretary-genereal of ITA, said the programme hoped to support the industrys initiative to increase the export of high-quality tea.