Tripura Tea Auction Centre Launching Next Year; ‘Run for Tea’ Boosts Promotion

Tripura’s tea industry is poised for a major transformation. The state government announced the establishment of its first-ever Tea Auction Centre, slated to become operational next year. This strategic development will significantly boost the marketing and distribution of the high-quality tea produced in the state. Crucially, Tripura will officially become only the second state in India to establish its own Tea Auction Centre.

The establishment of the Agartala Tea Auction Centre addresses longstanding challenges. These include high transportation costs and lengthy sales cycles. Historically, tea producers in Tripura had to send over 50% of their produce to auction centers in Guwahati and Kolkata. Therefore, setting up a local e-auction centre, complete with a dedicated warehouse, is a pivotal step towards enhancing profitability and market access for local growers. The new centre will be set up at the former office of the Directorate of Industries and Commerce in Gurkhabasti, Agartala, with warehousing facilities in Badharghat.

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Boosting Profitability and Price Discovery

The decision to establish the Tripura Tea Auction Centre has several anticipated benefits for the state’s tea industry. The fifth-largest tea producer in the country, Tripura produces approximately nine million kilograms of finished tea annually.

• Reduced Costs: Sellers will experience enhanced profitability due to significant reductions in freight, warehousing, and sampling costs.
• Improved Pricing: The streamlined sales process is expected to lead to improved price discovery. This will result in better market valuations for Tripura tea, potentially increasing prices by 1-2%.
• Increased Working Capital: The sales cycle time is projected to reduce by up to 40%. Consequently, this frees up working capital for producers.

Chief Minister Dr. Manik Saha and the Tripura Tea Development Corporation Limited (TTDCL) have championed this initiative. They believe it will elevate Tripura tea to a global brand, leveraging its unique flavor and aroma. The government views this as a crucial step in transforming the state’s century-old tea sector, which has recently gained national attention.

Promoting Local Tea Through ‘Run for Tea’

To popularize and promote local tea, the Tripura Tea Development Corporation (TTDC), often in collaboration with the Tea Board of India, regularly organizes the ‘Run for Tea’ event. This colourful rally aims to boost the sales of tea by promoting and popularizing Tripura tea. Furthermore, it raises public awareness about the health benefits of tea consumption.

The ‘Run for Tea’ event sees participation from a wide spectrum of people, including ministers, sports personalities, tea growers, and officials. Such promotional activities are vital. They help enhance the visibility of Tripura tea in both national and international markets. The promotional activities, including branding and a unique logo for Tripura tea, complement the upcoming Tripura Tea Auction Centre. Together, they form a strategy to enhance the competitiveness and market reach of the state’s tea industry. This dual approach—infrastructure creation and aggressive marketing—is key to securing a more prosperous future for Tripura’s tea workers and growers.

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