Guwahati: As the tea industry grapples with challenges ranging from the impact of climate change to evolving consumer preferences, there is a pressing need for good agricultural practices and organic tea cultivation to rejuvenate the sector in Assam, prominent delegates stressed while speaking to Business North East at the Bi-Centenary Assam Tea International Conference (BATIC 2024) conference held here recently.

The BATIC 2024 was held to facilitate discussions on crucial issues such as climate change, sustainability, new technology, and innovation, with an emphasis on the promotion of Indian teas in new global markets. The conference also sought to discuss the possibility of repositioning tea as a trendy beverage, marketing tea as a wellness beverage, promoting regenerative agriculture, and exploring new sales formats like e-commerce. Stakeholders also sought to address policy issues affecting the industry. 

During the international conference, Business North East engaged with a host of important tea officials participating in the conference and gained insights into the broader tea industry. 

Ajay Jalan, President of the Tea Association of India, highlighted the importance of adopting new technologies, accessing new markets, and promoting tea consumption in India, especially among the younger generation. 

Saurav Pahari, IAS, Deputy Chairman of Tea Board India, expressed the government's commitment to elevating Assam Tea as a global brand. Pahari highlighted the importance of addressing climate change, low prices, and embracing new technologies and promotional campaigns to enhance the global visibility of the brew.

Dr. A. Babu, Director of TRA Tocklai, shared insights into the efforts to promote organic tea production in India. "The initiative involves collaboration with startups, introducing non-chemical control strategies, and providing training to small tea growers in Assam, he mentioned. He also shared that the aim is to boost production, maintain quality, and reduce reliance on pesticides, he said.

Joydeep Phukan, Principal Officer & Secretary of TRA Tocklai, mentioned that participants from 24 countries aimed to boost the visibility of Assam's tea and focus on increasing tea exports to Australia.

Sharyn Johnston, founder of Australian Tea Masters, highlighted the potential for Assam tea in the Australian market. Her presentation focused on innovative strategies to promote small tea producers, leveraging the unique terrain of India.

Dinesh Bihani, Secretary of Guwahati Tea Auction Buyers Associates, emphasized the importance of understanding the core of Assam tea to regain its quality status. "International representatives should collaborate and work together to address uncertainties in prices, surplus production, and reduced exports," he underlined.

The tea industry of Assam took center stage at the event, addressing critical challenges and charting a sustainable future for the world-famous brew. Assam's Commerce and Industries Minister, Bimal Borah, launched the event. "Small tea growers have contributed significantly to the tea sector of the state. There are 2.3 lakh small tea growers and 762 organised tea gardens contributing 51 percent of tea production in the global market, Borah observed at the very outset.

The conference drew more than 400 delegates, representing 24 countries, and domestic participants to discuss the future of the tea industry. It also became a platform for international tea enthusiasts, including Sangwani Hara from Malawi and Seungtae Park from Korea, who expressed interest in promoting Indian tea in their respective regions.

Additionally, the presentations at the conference covered data analytics, AI, and machine learning for enhancing efficiency in tea plantations as an innovative solution. This conference was jointly organized by the Ministry of Commerce and Industry, the Government of India, the Government of Assam, the Tea Board of India, and the Tea Research Association of Tocklai.