The Tea Board has drawn up a plan at an outlay of £1,52,500 (about Rs 1.17 crore) to promote Indian tea during the London Olympics.
This comprises £37,500 for branding inside the Olympic venue and Heathrow airport; £25,000 for events at South Hall; £10,000 for exhibition at South Bank Centre; £5,000 for the buyer-seller meet; £5,000 for publicity; and £7,000 for generic India brand promotion. “The Board is making arrangements for visitors to taste Nilgiris orthodox tea, Darjeeling, Assam and Kangra teas. Gift hampers of tea, coffee and spices will be distributed. Indian tea will be served to dignitaries at the Heathrow Airport by women wearing specially-designed Indian silk sarees and apron bearing Indian tea logos,” Tea Board member, Dr S. Ramu, told Business Line.
“The Commerce Minister, Mr Anand Sharma, will host the ‘India Tea Dinner’ for which heads of delegations and office bearers of Olympics Associations and important players in the tea market of the UK and Europe will be invited. Promotional films on Indian Tea will be screened during the event,” Mr P. Viswanathan, representing the Lok Sabha on the Board, said.
A buyer-seller meet has been arranged at the Crown Plaza on Aug 2. Indian tea will be displayed and served at the cultural programmes at South the Bank Centre on Aug. 1 and 2. The Board will conduct media campaign during the games.