Market For Nepali Tea

At a time when the nation is faced with the challenge of narrowing down the ever-widening trade deficit, tea growers are seeking to expand the market for this popular brew. Tea can serve in Nepal’s trade advantage a lot if we are able to explore potential market and entice the taste of the customers by exporting the quality product. However, in order to make a desired boost in tea export, we first need to turn a new leaf in cultivation and quality maintenance. The government needs to provide financial incentives, technical facilitation, input supply and other stimulus packages with priority to boost first grade tea production. It is necessary to keep the organic standard of the product to win the trust and loyalty of the customers. Demand from customers come not only for the quantity of products but they also develop their higher preference on unique taste and uncompromised quality standard. 

Only then comes the promotional part which involves attractive packaging, unique branding and trade marking. Winning the taste of the buyers is not easy but once they develop a taste for a product they hardly change their brand loyalty. On the part of the growers and exporters, it is very important never to compromise on the matter of quality. But we often see a bad tendency of ignoring to maintain quality after market penetration and business success. A product of good repute is an unfailing trademark forever. Nepali tea cultivated in the eastern hill estates have a potential to earn fame with niche quality and can have a competitive edge as an export item of the country. But for that business potential to materialise, there is the need of entrepreneurial seriousness, government priority and support. 

Nepal’s tea possesses unique aroma and taste but it needs stimulation in cultivation, processing, packaging and export. Political stability, government policy, settlement of labour issues, product promotion and access to market are crucial for tea export. 

Nepal’s tea export markets include Germany, Russia, Japan, the UAE, China, Denmark, Norway, Canada, Switzerland, the Netherlands and the USA. However, tea exports to these countries are limited to smaller quantities though they have huge number of buyers. Entrepreneurs active in tea cultivation and trade say they are exploring the possibility of market expansion in these countries so that increased amount of tea could be exported. Among Nepal’s tea market, China has a great potential because the number of customers is vast there. China borders with Nepal in the north and Nepali tea is growing popular among Chinese tea lovers. Nepali tea has won gold medal in China which in itself creates an advantage for brand promotion. 

Now Nepal needs to approach the northern neighbour for export facilitation of this popular drink. Similar trade diplomacy initiatives are also called for regarding other countries mentioned above which hold ample tea market potential. Executive Director of Nepal Tea and Coffee Development Board Dr. Bishnu Prasad Bhattarai says that National Tea Day is being held shortly followed by tea festival as part of tea promotion activities. The planned tea festival will offer an opportunity for tea lovers to come and taste Nepali tea. The tea tasting event to be held in the tea producing hub in Ilam district in the eastern part of the country is expected to draw tea aficionados from India and other countries. The tea lovers will also be provided opportunities to visit tea gardens to see how the product is cultivated and processed.