Ceylon Tea Houses coming soon to popularise the cuppa among locals

Monday, 13 May 2013 00:07 - - {{hitsCtrl.values.hits}}

By Shabiya Ali Ahlam

To improve the brand perception of Ceylon Tea in the local market, the Sri Lanka Tea Board (SLTB) is in the process of opening a chain of ‘Ceylon Tea Houses’.

The first Ceylon Tea House will be established at the Race Course Grand Stand Building in Colombo 7, whereas the opening of two more houses will follow in Nuwaraeliya and Galle, according to SLTB Director Promotions Hasitha De Alwis.

While the campaign aims to promote a tea culture and appreciation of a cup of good tea among Sri Lankans as well as the tourists visiting the country, STB Director Promotions Alwis stated that the initiative is a part of the local marketing strategy.

He told the Daily FT that a fall in tea consumption amongst the locals has been noticed by the STB.

Attributing the downward trend to the switch in consumer preferences to other beverages, Alwis said: “the Sri Lanka Tea Board as well the industry felt that to address this we should have up-market tea centres in the country. Therefore the idea of Ceylon Tea House was conceptualised.”

With the ownership of the Ceylon Tea House brand, trademark, concept, interior design, and arrangements being held by the Tea Board, the SLTB is on the lookout for a company to take over the management of the chain.

For the same, the board recently invited expressions of interest from reputed companies that have experience in the hospitality trade for the operation and management of the tea centres.

The SLTB specifies that the role of the selected company will be to deploy suitable manpower, and supply consumables and equipments as required by the Tea Board.

Laying down four qualification criteria, the SLTB stated that applying companies should have at least five years experience in the hospitality trade, and must have handled business worth over Rs. 50 million per annum. While experience in running a tea house, café, or a restaurant at present will be considered as an added qualification, the company must prove itself to the satisfaction of the Boards in its capabilities for preparation and implementation of the said task.