The Tea Board plans to launch a Rs 50-crore promotional campaign in Russia to revive exports to the region. The campaign will be spread over three years and the focus will be on the logo. HTA has been entrusted with the campaign.
According to N K Das, chairman of the Tea Board, “The campaign is essential because of the dwindling exports to Russia from the country. Last year, exports to Russia declined by 16 million kg.”
Bharat Bajoria, chairman of ITA, said India’s share in the Russia market is mainly due to a significant shift in Russian buying pattern from CTC to orthodox, a trend which had worked in favour of Sri Lanka. The Tea Board is also in discussions with the Sri Lankan Tea Board for a joint study for futures trading in tea in Colombo.