The global tea industry faces significant threats as climate change increasingly disrupts cultivation, a concern voiced by K. Mathew Abraham, President of the United Planters’ Association of Southern India (UPASI).
A governmental campaign on the lines of Operation Flood or Operation Silver can help the tea industry, says K. Mathew Abraham, President of United Planters’ Association of Southern India (UPASI).
“We are witnessing significant shifts in crop patterns, declining yields, and a surge in pests and diseases, all directly attributable to climate change. Our primary challenge now is to halt this decline in productivity,” explained Mr. Abraham during an interview with The Hindu on the sidelines of the 8th India International Tea Convention 2025 in Kochi.
Abraham further emphasized that the industry’s biggest hurdle is sagging consumption. He proposed that India urgently needs to cultivate new markets and suggested a government-led promotional campaign, similar to successful initiatives like ‘Operation Flood’ or ‘Operation Silver,’ to boost overall tea consumption. This strategy would involve tapping into emerging markets such as Africa and Ghana, while also reinvigorating traditional export destinations like Russia and Iran, where trade volumes have seen a downturn.
The consensus among experts at the three-day convention was clear: a confluence of climate change, evolving consumer tastes, and volatile trade policies is fundamentally transforming the global tea landscape. To thrive, the industry must prioritize innovation, adapt swiftly to these shifts, and devise creative strategies to enhance tea consumption worldwide.
International delegates at the gathering underscored the critical importance of strong branding and the ‘premiumization’ of tea. A key discussion point was how to make tea more attractive to younger generations. The convention itself was a collaborative effort, organized by UPASI with vital support from the Tea Board of India, various industry associations, and other key stakeholders.
L. Satya Srinivas, Special Secretary of the Ministry of Commerce and Industry and Chairman of the Tea Board India, served as the chief guest, offering a message of optimism despite the prevailing concerns. He remarked, “We are navigating a period of significant global trade and climate instability. Therefore, our collective energy must be directed towards intensified research, groundbreaking innovation, and a flexible approach to adaptation.” Echoing this sentiment, Ms. Kesang Y. Sherpa, Joint Secretary, Ministry of Commerce and Industry, further emphasized the strategic importance of branding.
“It’s imperative that we elevate Indian tea into a recognizable global brand. Our efforts should center on sustainability, expanding our export reach to diverse markets, and increasing the value of our products,” Ms. Sherpa urged. She also highlighted a recent success – the inaugural shipment of organic tea from Assam to Taiwan – and encouraged stakeholders to intensify their focus on developing the organic tea sector.
Throughout its duration, the convention is dedicated to hosting various sessions where delegates will delve into actionable strategies and innovative solutions to overcome the multifaceted challenges confronting the tea industry today.
Key Tea Industry Statistics (India):
- Over the last decade, India’s tea production saw a 0.7% Compound Annual Growth Rate (CAGR), reaching 1,303 million kilograms in 2024, with projections to hit 1,400 million kilograms this year.
- Exports increased from 207 million kilograms in 2014 to 256 million kilograms in 2024 (a nearly 2% annual growth), with export value soaring from ₹4,000 crore to over ₹7,100 crore during the same period.
- Domestic consumption also rose, from approximately 927 million kilograms to about 1,200 million kilograms.
- However, India’s per capita tea consumption averages only 840 grams, significantly lower than many other major tea-drinking nations.