Assam’s Chief Secretary, Ravi Kota, has called on the state’s tea industry to shift its focus from quantity to quality in a bid to rejuvenate the sector. Speaking at the 10th Annual General Meeting of the Federation of All India Tea Traders Association (FAITTA) on Saturday, Kota emphasized the importance of ensuring safe and high-quality tea for consumers.

He urged industry stakeholders, including producers, traders, and exporters, to take proactive measures to elevate the standard of Assam tea, which has long been renowned globally for its distinct flavor and quality. “The focus must now be on maintaining the highest standards of tea production, rather than merely increasing output,” Kota said, stressing that quality is the key to long-term sustainability and profitability in the global market.

Kota also expressed concern over the current trend of selling tea at low prices, a practice he warned could harm the livelihoods of lakhs of small tea growers and workers. “This issue must be addressed immediately to safeguard the economic well-being of Assam’s tea workforce,” he added.

With Assam being one of the world’s largest tea producers, the tea industry plays a crucial role in the state’s economy. However, rising competition, fluctuating prices, and changing market demands have led to increased pressure on producers to cut costs. Kota’s call for a focus on quality is seen as a step towards regaining Assam tea’s competitive edge in both domestic and international markets.

The meeting brought together key figures from across the tea industry, including planters, traders, and policymakers, to discuss strategies for promoting sustainable growth. Stakeholders expressed their commitment to working towards a shared goal of enhancing the reputation of Assam tea, which remains a symbol of India’s rich heritage and agricultural strength.