GOLDEN INFUSION

The tea industry stands at a critical juncture as global competition intensifies and strategies are needed to sustain its presence in traditional markets. Almas Marikkar attributes this to Sri Lanka’s unique terroir, which includes diverse altitudes, microclimates and fertile soils – they contribute to the distinctive flavours and aromas of its teas.

“Unlike competitors in India, China and Kenya, our seven tea growing regions each have a specific season that imparts unique characteristics to the produce, and creates a wide spectrum of characteristics such as colour, taste and aroma,” he explains.

Marikkar emphasises that “Ceylon Tea’s ethical practices extend to the welfare of plantation communities, social upliftment of workers and unwavering environmental stewardship. Together, these elements transform local tea into more than simply a beverage; it becomes a symbol of responsibility and excellence, and sets our tea apart from offerings by other major exporting nations.”

Sri Lanka must adopt a multifaceted strategy to maintain and grow its presence across the globe. Marikkar highlights several key areas for focus, beginning with restoring the superior leaf standard that has long defined Ceylon Tea.

“By emphasising these traditional strengths, Sri Lanka can reaffirm its reputation for producing teas of unparalleled quality,” he maintains.

Strengthening ethical practices and enhancing traceability will further build consumer trust, and position Sri Lanka as a global leader in sustainable tea cultivation. And as he says, brand storytelling is another critical component: “We must share the compelling narrative of Ceylon Tea by highlighting the heritage, innovation and sustainability efforts of each estate.”

Digital transformation plays a significant role in this effort with e-commerce, social media engagement and content marketing becoming vital tools for reaching modern consumers.

“We must share the compelling narrative of Ceylon tea by highlighting the heritage, innovation and sustainability efforts of each estate”

Innovation is also necessary to meet evolving consumer preferences.

“We need to develop unique blends and wellness focussed teas – such as organic and functional beverages. The availability of Eurofins standard labs in Sri Lanka or the region will support this effort and help us stay aligned with changing consumer behaviour, especially with regard to young consumers,” he suggests.

To ensure the tea industry’s continued global success, Marikkar stresses the importance of strong government support.

“Sri Lanka must position itself as a global tea hub and free zone, directly connecting buyers with tea growers and exporters through an online platform,” he proposes. This move will enable Sri Lanka to retain its status as a premier tea destination, and avoid the risk of losing ground to emerging hubs such as the UAE, Poland and Germany.

Marikkar also advocates for a world tea destination exhibition hosted in Sri Lanka, showcasing the country’s tea growing capabilities. Sustainability incentives are another crucial area where government support is needed.

“Providing tax benefits and subsidies for eco-friendly and climate smart practices will reinforce Sri Lanka’s image as a sustainable tea producer,” he asserts. Additionally, facilitating preferential trade agreements to reduce tariffs will enhance competitiveness in key export markets.

R&D must also be prioritised. “Investing in climate resilient tea varieties, sustainable farming techniques and innovative products will ensure that we stay ahead of global trends,” he posits. And government collaboration with the private sector is essential for global branding campaigns.

As Marikkar sums up, “the future of Ceylon Tea lies in differentiation. We must capitalise on our strengths to secure a place as a global leader in premium and sustainable tea.”