Kathmandu/Ilam, Sept. 23
As the orthodox tea produced in Nepal is
allowed to use the collective branding under 'Nepal Tea: Quality from the
Himalayas', entrepreneurs are geared up to improve the quality of the product
and launch the branding campaign in the domestic and international markets.
Quality of Nepali orthodox tea was never an
issue in the international market, but the country and entrepreneurs largely
failed to promote it accordingly. While Darjeeling tea, Assam tea and Ceylon
tea continued to get their space and demand in the international markets,
Nepali tea failed to make its presence in absence of proper branding and
advertising strategy.
It resulted in Nepal exporting more than 80
per cent of its tea to the Indian market, especially to Siliguri, with Indian
traders many times trying to label Nepal tea as substandard without any ground.
Export to India is happening under the generosity of the southern neighbour, it’s
not rule based, say the entrepreneurs.
However, nine years' efforts of
entrepreneurs and stakeholders materialised on Tuesday. With this, the
entrepreneurs and traders of orthodox tea who were discouraged by the
non-tariff barriers imposed by India are expressing joy as they can now explore
lucrative markets in Europe and Americas as well.
"This is our identity, it will
increase our access to the large tea markets globally. It is good for the
producers, traders and the country," said Udaya Chapagain, past president
of the Himalayan Orthodox Tea Producers Association (HOTPA), who is involved in
tea production and business for the last three decades.
Nepal produces about 6 million kgs of
orthodox tea and exports about 300,000 kgs which makes it one of the top
exporters of the produce.
More than 100 tea gardens in 14 districts across
the country produce tea in Nepal.
However, Chapagain said that Nepali tea is
not properly branded even in the domestic markets and many consumers haven't
heard about the Nepali orthodox tea products.
Director and Spokesperson of the National
Tea and Coffee Development Board (NTCDB) Deepak Khanal said that it was a
milestone in the tea business of Nepal that has a history of about 157 years.
In the first phase, 12 industries and
cooperatives meeting the standards set by the Nepal Orthodox Tea Certification
Trademark Directive (Measurement and Code of Conduct), 2074 are allowed to use
the logo.
The NTCDB had received 42 applications for
the logo use. "It is about branding and ensuring the quality of the
orthodox tea. Every producer meeting the criteria will be allowed to use the
logo. Therefore, it's a dynamic process," said Khanal.
The applications will be open periodically
and there will be continuous monitoring and inspection of the quality. Each
industry allowed to use the logo must maintain the quality throughout the year,
otherwise its permission will be revoked.
According to Chapagain, Nepali tea was sold
to the international market because of the importers’ and consumers’ confidence
in its quality but now the standard has been verified through a scientific way.
"However, we must not forget that using the logo is about climbing the
Mount Everest up to the Base Camp. We must reach the peak by continuously
meeting the quality standards," he said.
He suggested the government to immediately
run a publicity campaign in the international markets to make the buyers aware of
the Nepali tea. "I have urged the Minister for Agriculture and Livestock
Development Ghanashyam Bhusal to develop a clear roadmap about the publicity
campaign and participation in the international trade fairs," said
Chapagain.
The logo was launched in Ilam amidst a
programme on Tuesday. Most of the industries and cooperatives getting the
permission to use the Nepal Tea logo are from Ilam, with only two from
Terhathum and one from Sankhuwasabha district.
Executive Director of the NTCDB, Dr. Bishnu
Prasad Bhattarai, speaking at a programme in Ilam on Wednesday, said that the
board would work to enhance the quality of the remaining tea producers and
industries.
Speaking at the programme, Minister Bhusal
directed the board to work to develop favourable policy for the tea sector. He
said that the Ministry would extend its support in agricultural inputs,
electricity and technology.
According to Dr. Bhattarai, the
entrepreneurs using the logo must update the board about their production,
quality and quantity. There is a committee to monitor and evaluate the
production and trading of tea.
The board is trying to register the logo in
India, the United States of America and the European Union. However, since the
registration process is cumbersome and expensive the board is moving
cautiously, said Khanal.
Tea industries and cooperatives allowed
to use Nepali tea trademark
|
1. Sandakphu Tea Processors Pvt. Ltd. |
Maipokhari, Ilam |
|
2. Himalayan Sangrila Tea Producers Pvt.
Ltd. |
Sakhejung, Ilam |
|
3. High Hill Tea Producer Cooperative
Society Ltd. |
Deumai, Ilam |
|
4. Jasbire Tea Prasodhan |
Ilam -4 Ilam |
|
5. Sagarmatha Tea Estate Pvt.
Ltd. |
Dharmadevi, Sankhuwasabha |
|
6. Bokre Dada Orthodox Chiya Prasodhan
Udhyog |
Solma, Tehrathum |
|
7. Singhadevi Tea Producers Cooperative
Ltd. |
Laliguras -3, Tehrathum |
|
8. Gorkha Tea Estate Pvt. Ltd. |
Suryodaya -9, Ilam |
|
9. Nepal Green Tea and Speciality Tea
Pvt. Ltd. |
Suryodaya -3, Ilam |
|
10. Oasis Tea Industries Pvt. Ltd. |
Suryodaya -4, Ilam |
|
11. Taragaun Tea Estate |
Suryodaya -6, Ilam |
|
12. Sakhejung Hill Range Tea Processing
Industry |
Sakhejung -3, Ilam |
Source: NTCDB
Published in The Rising Nepal daily on 24 September 2020. With Kokila Dhakal from Ilam.
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