TEMI TEA TAPS US MARKET
Temi Tea, from the stable of The Temi Tea Estate located in the southern parts of Sikkim in the north east India, the only tea garden in the state established in 1969 which still owned by the state government, seems well set to tap the US tea market with its range of offerings.
The teas produced by the Temi Tea estate are packaged (0.250 kilograms (0.55 lb) packages) under many brand names. The brand name "Temi Tea" is of the best quality consisting of pure tea ‘golden flowery orange pekoe (TGOFP1)’. The next in quality is the popular brand of 'Sikkim Solja' followed by 'Mystique' and 'Kanchanjunga Tea'. It is also sold in the form of 'Orthodox dust tea'. The Tea Garden Employees Consumers' Co-operative Society Ltd. markets these products at a kiosk in the vicinity of the Temi Tea factory. Nearly 75 per cent of the tea produced in this estate is auctioned in Kolkata and the balance 25 per cent is marketed as packaged tea in the domestic market.
The Temi Tea Estate is now representing the Indian tea industry at The World Tea Expo, being held at Las Vegas, Navada, US from June 11 to June 13. Temi Tea Estate is part of the Commerce & Industries Department, Government of Sikkim, and Union of India. Temi Tea boasts of the finest teas the world has produced & has been sending representatives to Europe & Japan to participate in Tea Export on a regular basis.
This assumes significance in the wake of the fact that The World Tea Expo is one the most major and leading tradeshows and conferences in the world focused 100 per cent on premium teas and related products. The event aims at blending fresh ideas, the latest trends and new distribution channels with three days of focused buying, selling and education.
World Tea Expo is the epicentre of the North American specialty tea market and it serves the $8 billion American tea industry, which is expected to grow an additional $7 billion by 2018. Interestingly, it is the Specialty/premium tea, which is driving this growth and holds nearly 60 per cent of the market share today.
More than 260 highquality tea suppliers and related vendors from as many as 22 countries exhibit new products and innovations. Interestingly, more than 30 per cent of the exhibiting companies exhibit nowhere else. Attending the World Tea Expo is an exclusive opportunity to visit and therefore, TEMI Tea sees this expo as a lifetime opportunity to further its business needs and its social commitments, said Rahul Banerjee, consultant, The Temi Tea Estate, who is representing Temi Tea at Las Vegas this year.
Banerjee said that the TEMI Tea story dates back to the late 60s when the then King of Sikkim gave refuge to displaced neighbours along the Silk Route. The King also helped them set up a tea estate over a vast expanse of 376 hectare of land along elevations of 1400 to 2000 meters or 4800 to 6400 ft making some of the finest flavours of brew. TEMI whispers the story of Sikkim, its mysticism, beautiful landscape, stunning weather and sight! The Temi Tea Garden lies between Damthang and Temi Bazaar towards Singtam, it spreads over an area of 376 hectares.