Industry leans on millenials to raise tea drinking

Kolkata: The Indian tea industry has set a goal to achieve 1kg per capita consumption within a span of 10 years to compete with neighbouring Pakistan, which has already reached the milestone.

Per capita tea consumption in India, the largest black-tea producer in the world, is 730 grams at present. The tea industry is targeting millennials to boost consumption in India. Much like the US, where people prefer tea in cold form, Indian millennials appear to like iced tea, and other non-conventional forms of the beverage.

Indian Tea Association (ITA) chairman Azam Monem said: “ITA has conducted roadshows to promote tea as a beverage among the young generation. More than half the people in the age group of 17-24 years drink tea less than once a day.

As India becomes younger, it will only be fair for us to reassess the way tea is being served today. Tea has to be promoted among the millennials as a lifestyle drink in both cold and hot forms. By 2030, 60% of the population will be below 35 years and that is a huge market for us.” The total production of tea in 2016 was 1,267 million kg, and the industry is estimating output of 1,280 million kg this year. Of this, 200-230 million kg is exported, while the rest is not entirely consumed in the country.

Much like the US, where people prefer tea in cold form, Indian millennials appear to like iced tea, and other non-conventional forms of the beverage.
Article courtesy of India Tea Asociation