Financial Chronicle - - BRANDS - RITWIK MUKHERJEE ritwik­mukher­jee @my­dig­i­talfc.com

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.

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