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Tea Board of India to launch major campaign to boost awareness of Indian Teas in the UK
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Saturday, 06 December, 2025, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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In a strategic move to strengthen India’s presence in one of the world’s most mature tea markets, the Tea Board of India is gearing up to launch a comprehensive awareness and promotional campaign in the United Kingdom. The initiative aims to highlight the rich heritage, diverse flavours, and exceptional quality of Indian teas, while positioning the country as a leading global supplier of premium and specialty blends.
The UK, historically a major consumer of Indian tea, continues to be a key export destination. However, with rising competition from countries like Kenya, Sri Lanka, and China, the Tea Board believes it is essential to re-engage British consumers and retailers with India’s unique offerings. The campaign will focus on India’s most iconic teas such as Darjeeling, Assam, Nilgiri, Kangra, and various artisanal and specialty categories that are gaining international attention.
According to officials, the awareness drive will include a mix of digital promotions, curated tasting events, in-store campaigns, collaborations with UK tea sommeliers, and partnerships with major retail chains and café brands. Plans are also underway to participate in key trade shows, conduct masterclasses, and organize “India Tea Weeks” across select cities in the UK.
The Tea Board aims to highlight not just taste, but also the provenance and sustainability efforts behind Indian tea production. Storytelling around tea gardens, climate conditions, hand-plucking traditions, and farmer livelihoods will be woven into the narrative to create a stronger emotional and cultural connection with UK consumers.
Industry experts believe the initiative is timely, especially as British consumers increasingly seek premium, ethical, and origin-specific teas. With India offering some of the world’s finest single-origin and speciality teas, the campaign is expected to revive interest and drive higher value exports.
By reinforcing its brand identity in a competitive market, India hopes to enhance export volumes, improve price realization for growers, and secure a stronger foothold in the UK’s evolving tea landscape.
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