Home / / Ceylon Tea aims for niche markets

Ceylon Tea aims for niche markets


Comments / 1025 Views / Tuesday, 31 January 2012 00:00


At a press briefing held adjunct to the inauguration, Sri Lanka Tea Board Promotions Director Hasitha De Alwis noted that Sri Lanka as a high quality producer does not prioritise on volume. “If you look at value, Sri Lanka despite exporting 300 million kilos and becoming a main exporter has earned much more foreign exchange than any other country in the world.

As a high cost, high quality producer, the priority going up the ladder is to target the niche market. Priority is not to become the biggest exporter but to become the biggest revenue earner, which we are at the moment. We need to maintain it and go higher up the ladder in value addition and brand marketing.”
De Alwis added that in general, Ceylon Tea still maintains the premium and is half a dollar ahead from other auctions. However when going deeper into the market, things have begun to change, he said. “Countries in Middle East, Gulf and N. Africa still demand Ceylon tea and are willing to pay higher prices. Similarly Russia and CIA despite all obstacles still demand Ceylon tea. Things have however changed in the western world. Europe and North America among others cannot pay high prices. We move towards markets that can pay for the premiums.” Sri Lanka’s main target is tea bags and other speciality teas.
Speaking about US going for low quality tea, De Alwis stated that 80% of all tea consumed in US are taken as ice tea which are consumed in Ready To Drink (RTD) form.
 


Share This Article


COMMENTS

Today's Columnists

When winners lose out to runners-up

28 August 2015

Now it looks as if the next two years at least will be a much more but still compromised benevolent oligarchy in which ‘national government’ means precious little in terms of accountability to the people   ...


The fallen king?

27 August 2015

Former President Mahinda Rajapaksa   After a double whammy of electoral defeats this year, will spoiler-in-chief be the only role left for Mahinda Rajapaksa to play on the political stage? The small village of...


13 August 2015: A day we knew nothing much about!

27 August 2015

For us Sri Lankans, many a destiny would have changed for better or worse on 17 August. That day most certainly has left an indelible mark on this year’s calendar and we may have not yet stopped discussing what happened or what did...


Transforming your business via Managed Services: Overcoming common fears

27 August 2015

Managed Services is where an external entity also known as a Managed Service Provider or MSP, is engaged to provide measurable Service Level Agreement (SLA) driven IT services to a company for a fixed or variable fee While many C-...


Columnists More