Lanka must aim for 'The Tea Nation' status

Ramani Kangaraarachchi

Sri Lanka should aim to be 'The Tea Nation' of the world to get a higher dollar value as it has all the strength to occupy that position, Director Corporate Branding MAS Holdings Ravi Fernando said.

Addressing the Tea Convention workshop held at the BMICH on "Marketing to achieve higher dollar value," Fernando proposed six steps to achieve this objective firstly by changing mind-set from remaining as a commodity supplier of bulk tea to the brands of the world to building brands.

Secondly by creating two base categories as Blended Ceylon and Pure Ceylon Tea, thirdly through environmentally, socially and economically sustainable plantations, fourthly through product purity, by making Ceylon tea brands relevant to today's consumer and finally by developing strategic retail partnerships for pure Ceylon tea brands.

He pointed out that Sri Lanka should aim to be the best and most sustainable tea plantations ,best tea auction and blending base, best tea research and innovation base best tea tasting and value addition base. Sri Lanka has an excellent opportunity to stand up and say "We are sustainable Tea."

At present 65 per cent of Sri Lankan tea is exported as a commodity and only 15 per cent is pure Ceylon Brand but the day it could improve that percentage the dollar value of tea will dramatically increased, he said.

Only Dilmah Tea has come up to that position in 140 years of history by becoming the top tea brand in Australia and every company should go to a country and position Ceylon tea as an umbrella brand and then make Ceylon brands to gain much more value, he said.

Asked whether there is a possibility to approach the Indian market for tea he said it is possible and pointed out a number of advantages.

"India is our neighbouring country with a population over one billion who knows Ceylon tea is the best.

"The Indian Urban upper level consumer is interested in buying quality tea at a higher price and we should become the premium brand. It will reduce our cost and earn more foreign exchange as well," Fernando said.