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Indian tea to be showcased at London Olympics

Leading tea makers from India will showcase different varieties of tea during the July 27-August 12 London Olympics to promote the brew in Britain. Premium brands of Indian tea companies will be available for sampling at London's Southbank Centre, Harrods and Heathrow Airport during the event.

The Tea Board of India will also organise an exhibition on Indian tea on the occasion.

Goodricke Group's Managing Director (MD) and Chief Executive Officer (CEO) AN Singh said that the Tea Board has taken the initiative to promote all varieties of Indian teas in London Olympics.

Tea majors such as Goodricke, McLeod Russel and Apeejay Tea will display their best products.

"People from all over the world will be present during the Olympics. So, it is a very good opportunity for us to showcase various varieties of tea like Darjeeling, Assam, Orthodox and CTC," Singh told IANS.

He said that almost all Indian companies would be a part of the exhibition at Harrods.

"There will also be tea-tasting and buyer-seller meets. Leaflets on Indian tea will be distributed during the event," he informed.

The Darjeeling Tea Association has booked two stalls at the 'Indian Pavilion' at the Southbank Centre, the largest single-run arts centre in the world.

Association secretary Kaushik Basu said that the stalls would be used for tea-sampling and to display available brands.

"India currently exports less than one million kg of Darjeeling tea to the UK. However, we have to tap the market more. London Olympics is a big opportunity," Basu said.

Britain is an emerging market for Darjeeling tea, and India currently exports a total of about 5.5 million kg to six million kg of the world-famous tea across the world.

Darjeeling Tea Association Chairman SS Bagaria said that during the 15-day-long promotional exhibition from July 27 to August 12 at Harrods, special tea-tasting sessions would also be organised.

Renowned tea specialist, historian, writer and consultant Jane Pattigrew will also be present during the exhibition, Bagaria said.