Guwahati, Feb 25: Assam took a significant step toward reinforcing its global tea legacy with a high-impact session, “200 Years & Growing: Nurturing Assam Tea’s Vision for Global Leadership,” held at the Advantage Assam 2.0 – Investment & Infrastructure Summit 2025. The session highlighted Assam’s iconic tea industry, its evolving landscape, and emerging investment opportunities.
Graced by Minister of Industries & Commerce, Cultural Affairs Bimal Bora and Minister of Labour Welfare, Tea Tribes and Adivasi Welfare Rupesh Gowala, the session emphasized the Assam government’s steadfast support for sustainable tea industry growth.
Gowala outlined key government initiatives, including healthcare, education, and workforce welfare, to strengthen the sector. He reaffirmed Assam’s pivotal role, contributing 50% of India’s total tea production.
Rudra Chatterjee, chairman of Obeetee Carpets & managing director of Luxmi Group, set the session’s tone by underscoring Assam Tea’s rich heritage and vast global market potential. He steered the discussion towards branding, diversification, and value addition.
In his address, Rohit Jawa, CEO & MD, HUL advocated for a strong global branding strategy, ensuring that Assam Tea is synonymous with authentic chai worldwide.
Speaking on the occasion, Sunil D’Souza, CEO & MD, TCPL discussed strategies for optimizing returns, enhancing competitiveness, and driving innovation in the sector.
Addressing the programme, Arijit Raha, secretary general & CEO, ITA stressed the importance of investment policies, land reforms, and incentives to fuel industry growth.
In his speech, Chand Gohain, president, ABLTMA emphasized the need for skill training to empower small tea growers.
Speaking on the occasion, Upamanyu Borkakoty, co-founder, Woolah Tea proposed innovative market expansion strategies, including bagless tea and value chain innovations.
Shiva Krishnamurthy, executive director, Foods & Refreshment, HUL, highlighted sustainable packaging and policy support to enhance Assam Tea’s global appeal.
A major focus of the session was the proposal to develop Tocklai Tea Research Centre into a global research hub for tea innovation. Discussions also explored the utilization of the entire tea plant for furniture-making and commercial tea essence.
The discussion also outlined workforce welfare measures to enhance the living and working conditions of tea industry employees.
Cultural integration, with Minister Bimal Bora highlighting how cultural performances like Jhumoir Binandini at Sarusujai Stadium can be leveraged for tea promotion.
In his closing remarks, Bora reaffirmed the state government’s commitment to establishing Assam Tea as a global powerhouse, transforming it into a wellness beverage with strategic branding and investments. He underscored that Assam Tea is not just a legacy but an evolving industry poised for international success.
With a forward-looking vision, Advantage Assam 2.0 has set the stage for Assam Tea’s continued global ascent, ensuring it remains an integral part of India’s economic and cultural heritage while embracing new growth and innovation opportunities.
