Sri Lanka Tea Board Chief calls to re-establish tea as a ‘fashionable drink’ again

Sri Lanka Tea Board Chairman Niraj De Mel 

By Charumini de Silva

Sri Lanka Tea Board Chairman Niraj de Mel yesterday delivered a passionate appeal to a gathering of global tea producers, traders, exporters and value chain leaders to re-establish tea as a ‘fashionable drink’ and essential part of daily life. 

Speaking at the opening session of the Colombo International Tea Convention 2024, themed ‘Tea, a lifestyle and a livelihood’, he emphasised the dual significance of tea as both a beloved beverage and a crucial source of livelihood.

“Tea is more than a product; it is a symbol of economic opportunity and a way of life for countless individuals, particularly in Sri Lanka,” he stated, articulating a comprehensive vision for the tea industry’s future. 

Sri Lanka Tea Board Chairman stressed the importance of promoting tea as a lifestyle, celebrating its rich cultural heritage through events, festivals and educational programs. 

He suggested that innovation in production and preparation, such as introducing new flavours and unique packaging, could attract a wider consumer base and revive interest in tea.

He called for collective action, innovation and dedication to ensure that tea continues to be a source of joy, pride and prosperity for future generations.

He also asserted the importance of repositioning Ceylon Tea as a premium product on the global arena requires strong branding and strategic marketing.

“Ceylon Tea needs to be improved as a symbol of quality and luxury. Developing these elements can increase demand and enhance the industry’s global reputation,” he said.

De Mel called for global collaboration within the tea industry, encouraging the sharing of insights and joint efforts to achieve shared goals. 

He stressed that integrating tea into daily life as both a meaningful livelihood and an enriching lifestyle is vital for the industry’s sustainability and the well-being of those involved in its production.

“Tea industry workers play a critical role. Hence, their well-being is essential for maintaining the industry’s quality and success,” he added. 

He underscored the importance of improving working conditions, offering fair wages and ensuring access to essential services like healthcare and education. “Creating a supportive and safe environment not only enhances workers’ quality of life but also boosts productivity and tea quality,” he noted.

A significant step towards sustainability, according to de Mel was the implementation of the ‘Green Leaf Formula’, which guarantees smallholder producers a fair price. 

“This practice ensures that tea production aligns with global sustainability standards, demonstrating Sri Lanka’s commitment to environmental stewardship and ethical production,” he pointed out.

The Colombo International Tea Convention, he noted serves as a platform to share progress and insights from Sri Lanka’s journey toward transforming the tea industry to meet future demands.

Since its establishment in 1976, de Mel highlighted that the Sri Lanka Tea Board has played a pivotal role in the growth of the tea industry by regulating production, ensuring quality standards and promoting tea both locally and internationally. Through collaborative efforts with industry stakeholders, the Tea Board has implemented programs to enhance educational facilities, healthcare and sustainable agricultural practices in tea-producing areas.

De Mel stressed the importance of empowering the workforce through training and development programs, equipping workers with the skills and knowledge to contribute more effectively to the industry. 

He affirmed Sri Lanka’s commitment to strengthening Ceylon Tea as a symbol of excellence and sustainability.