A recent article featuring insights from Ramakrishnan M, Managing Director, Primus Partners, mentions that India has a significant opportunity to increase the value of its tea exports by shifting from exporting tea as a commodity to marketing it as a branded, premium consumer product. The article highlights that strengthening traceability, sustainability practices, and direct consumer engagement can help India capture greater value from its existing tea production rather than simply increasing output.
The article further notes that premiumisation will be central to the long-term competitiveness of Indian tea in global markets. According to the analysis, India's unique tea heritage provides a strong foundation for premium positioning, but sustained investments in globally recognized brands, consumer experiences, and digital channels will be essential to build enduring value beyond traditional export promotion.
