Experts call for the promotion of premium teas

S. Soundararajan (left), Director (Tea Development) at Tea Board India, Hariram Govind (second left) of Hindustan Unilever Limited, Ena Irino (second right) of Ishimiysu & Co., Japan and Marcus Wulf of Schroeder and Hanmann, Germany. | Photo credit: SATHYAMOORTHY M.

China’s tea production and consumption is three times India’s and most of it is premium teas, Hindustan Unilever’s Hariram Govind said at the UPASI Tea Research Foundation conference in Coonoor on Tuesday.

In a panel on ‘Sustainable Tea: Pathways for the Future’, moderated by S. Soundararajan, Director, Tea Development, Tea Board, Mr. Govind said that significant consumption of tea in China has shifted from ordinary to premium teas. Even the young generation consumes tea, creating the market of the future.

In India, the market penetration of tea is 90% and a person consumes three to four cups a day. So we should focus on increasing the consumption of premium teas, he said.

Furthermore, as the scale of sustainable and regenerative practices increases, it becomes economically viable.

According to Eno Irino, S. Ishimitsu and Co, Japan, commoditization of tea and climate change are the two main challenges facing the tea sector in promoting sustainable tea. Sustainability is all about balancing social responsibility with economic viability and creating value through innovation. In Japan, sustainability is a basic standard for teas, she said.

Commoditization lowers prices for producers and they are unable to reinvest, and climate change has hit productivity. To prevent this, the production of specialty teas and premium teas should be increased.

Marcus Wulf of Schroeder & Hanmann in Germany said that tea sustainability, which started three decades ago, has become more about consumers having a certificate on the product package. However, manufacturers should be able to realize more in order to get more into sustainable production practices. Countries like Japan, China and Korea produce artisanal teas, he pointed out.

Buyers are heading to countries that offer sustainable tea at lower prices. India should focus on reducing prices, he added.

Published – 22 Sep 2026 18:59 IST