SUPREME QUALITY

The tea industry is poised to solidify its position in global markets – especially emerging markets. “Currently, Sri Lanka is the fourth largest tea producer and contributes around 3.8 percent to the global tea market,” Rajpal Obeyesekere notes.

However, he says that “we can truly leverage our strength through the unparalleled quality of our Orthodox Black Tea.” Known as the bastion of original Orthodox Black Tea production, Sri Lanka offers a unique labour-intensive process that produces a wide variety of tea grades.

“Emerging markets are becoming more discerning. Consumers are paying close attention to quality and production methods before making purchases. The reputation of Ceylon Tea plays a significant role in their decision making, even at a higher price point. Our legacy as the world’s leading producer of Orthodox Black Tea is key to capitalising on these markets,” Obeyesekere adds.

In addition to product quality, he points out that Ceylon Tea is also recognised as the world’s most ozone-friendly tea. He elaborates: “Sri Lanka’s tea industry with its 150 year old heritage combines agro climatic features in seven unique regions, each contributing distinct qualities to the tea.”

In distinguishing the features of Ceylon Tea from other tea producing nations, Obeyesekere emphasises that Ceylon Tea is an embodiment of national pride. “Ceylon Tea is not simply a product; it’s a symbol of our heritage. The lion, which graces our national flag, has been synonymous with Ceylon Tea for decades,” he explains.

The lion logo is the official trademark of Ceylon Tea. It is owned by the Sri Lanka Tea Board and serves as a mark of authenticity.

He notes that this branding is vital in differentiating Ceylon Tea from others in the market, as the logo signifies the premium quality of Sri Lankan tea and promises consumers that they’re buying the finest product.

“Consumers are paying close attention to quality and production methods before making purchases”

Moreover, the Sri Lanka Tea Board has undertaken several initiatives to ensure that Ceylon Tea is recognised as a premium product in the global market.

Obeyesekere explains: “Our role as the custodian of Ceylon Tea includes implementing a strict monitoring mechanism that spans the entire industry from leaf to cup. We have tea inspectors in every region to ensure quality and integrity of the tea production process, from cultivation to manufacturing and packing.”

To reinforce this commitment to premium quality, the Sri Lanka Tea Board is in the process of securing geographical indication (GI) status for Ceylon Tea, starting with the EU.

He adds: “This will protect the integrity of Ceylon Tea, prevent violations or infringements in overseas packers and ensure that connoisseurs worldwide continue to enjoy authentic Pure Ceylon Tea.”

Obeyesekere also highlights the board’s efforts in promoting value addition to the tea industry: “We offer incentives to encourage brand promotion campaigns whereby 50 percent of the cost is reimbursed. In addition, we have a five percent incentive scheme for value added tea exports, which rewards better performance in export markets.”

The Sri Lanka Tea Board also runs the ‘Ceylon Speciality Estate Tea of the Year’ competition to encourage exceptional teas to be produced.

Obeyesekere remains confident that with these measures in place, Ceylon Tea will continue to shine as one of the world’s most revered and sought after beverages.