11 January 2022 08:53 am
Relevant authorities must take urgent action to strengthen the Unique Selling Point (USP) of Ceylon Tea if Sri Lanka plans to retain and grow its global market share.
Asia Siyaka Commodities in its tea market outlook for 2022 stressed the need for renewed emphasis in Sri Lanka maintaining its offering of premium quality teas to the world.
“This cannot be achieved by promotion and marketing alone and protection of our GI - even though they are important activities that must be undertaken,” Asia Siyaka said in its report.
According to the tea broker, Sri Lanka must step up efforts in this regard since it is faced with a challenge where there is an increase in Orthodox tea being supplied to some of these markets by competing nations, especially India and Kenya.
“The price based competition is eroding value from the Ceylon Tea premium,” it stressed