In A First, Tea Board To Host ‘Chai Jagruta Abhiyan’ In Guwahati

The campaign aims at increasing the per capita consumption of tea in Assam

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In a move to promote Assam tea in the domestic market and also increase its consumption among the youth, the Tea Board of India has come up with an innovative idea to organize a first-of-its-kind mobile van campaign cum roadshow in Guwahati.

The five-day campaign named ‘Chai Jagruta Abhiyan’ will take place in the city from October 21st, 2019 to October 25th, 2019. The programme will be flagged off at the Housefed complex in presence of KK Dwivedi, Commissioner & Secretary, Department of Industries & Commerce.

The awareness programme will hold interactive sessions with the public on Assam tea and its market in the global arena and also offer different varieties of the beverage to the people for tasting. The campaign aims at expanding the tea market in the region.

“This is for the first time in the region that such a programme is being organized. The awareness session will discuss Assam tea in a phase-wise manner. Free sampling, demo on the different varieties of the local produce will be made to the public,” said Ranjit Baruah, project head of the programme while speaking to Time8.

Baruah also informed that the campaign will continue in the coming days as well and in the next session they will cover Golaghat, Dibrugarh, Tinsukia districts including parts of Lower Assam.

“At present the per capita consumption of Assam tea in India is 780mm. If the consumption is increased to at least 100 grams per person, the demand for the product will increase automatically boosting its production. We are currently aiming at increasing the consumption of tea among the youth,” added Baruah.

Photo credit: The Nutrition Source (Representative Image)