Darjeeling tea exports are set to increase by volume and value, following its registration as a protected geographical indication (PGI) product from India.
S. S. Bagaria, Chairman of Darjeeling Tea Association (DTA) told The Hindu that the industry closed 2011 by registering a 10 per cent increase in total Darjeeling tea exports.
“In value terms, the rise has been 20 per cent. This will rise further following the GI registration,” he said. Exports of Darjeeling tea stood at around 6.9 million kg in 2011, when production was around 9.2 million kg.
He said Darjeeling Tea was the first Indian product to be recognised by the European Union as a protected GI. “This has been a historical achievement for all the stakeholders and consumers of this globally famous product.”
He said that the DTA would launch a campaign during the XII Plan to create awareness about this in international markets, especially Europe and the U.S.
Alongside, meetings are being lined up with senior EU officials and later with the trade to highlight this aspect.
It is said that more Darjeeling tea was sold in the international markets than was produced on the slopes of Darjeeling, as often only a small portion of the authentic product was put in a packet which contained blends of teas from many other origins. As per the new registration, now, the teas sold in the EU would have to be 100 per cent Darjeeling tea, a Tea Board official said. “We expect exports to increase as till now blends carrying very little of authentic Darjeeling was passed off as the unique brew,” Mr. Bagaria said.
The unique ‘muscatel' flavour of the Darjeeling teas is preferred by tea-drinkers across the EU, which now accounts for 60 per cent of exports of Darjeeling tea.
Only around 10 million kg of this premium agricultural produce is grown on the slopes of the eastern Himalayas in some 87 gardens spread over 17,500 acres with some gardens being located at an altitude of 5,000 metres above sea-level. The PGI covers agricultural products and food stuffs which are closely linked to the geographical area, with at least one of the stages of production, processing or preparation taking place in the protected area.
Germany and Japan are some of the most lucrative markets for Darjeeling tea, although the U.S. too is emerging as an important market riding on the wellness-beverage plank that many companies were positioning tea on.
Source : thehindu.com