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| Sunday, 24 February 2002 |
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Rs. 110 m budget to promote Ceylon Tea abroad The Sri Lanka Tea Board (SLTB) has allocated over Rs. 100 million to promote Ceylon Tea abroad during the year 2002. The Tea Board promotional work is conducted under three main categories - trade fair participation, uni-national promotion of Ceylon Tea and brand promotion. Under trade fair participation, SLTB together with some selected tea exporting companies will participate at 20 international food and beverage fairs during the year. Rs. 20 million has been allocated for this purpose. Media advertising and outdoor advertising are conducted to promote Ceylon Tea in selected markets under the uni-national promotion for which a budget of Rs. 25 million has been allocated. The board has granted Rs. 65 million to tea exporters for 35 brand promotion projects covering around 25 Ceylon Tea brands in international markets in 2002. The Ceylon Tea brands identified with the Lion logo have been selected for promotional assistance by the SLTB. Out of this, Rs. 6 million has been allocated for promotion of Ceylon Tea brands in India under the Indo-Lanka Free Trade Agreement. The financial grants given to tea exporters to India also cover market research in India as well. Men selecting brand promotion projects, the Board has given priority for high valued speciality tea products, tea bags and other prepacked brands. Pure Ceylon Tea brands owned by Sri Lankan companies were placed above tea brands jointly owned by exporters and importers. The brands fully owned by the Sri Lankan companies are funded by the Board on 50:50 basis while the other projects are funded either one third basis or 25:75 basis depending on the priority product and market categories. The prominent Ceylon Tea brands such as Dilmah, Imperial, Batik, Mlesna, Akbar, Heladiv, Alwazah, Al Gazalean, Layalina and Mabroc were the main beneficiaries of the SLTB brand promotion scheme. The projects have been approved in respect of Russia, Poland, Central Asia, UK, Middle East and some new markets in South East Asia. Sri Lanka exported 97 million kg of tea packets and 13 million kg of tea bags in 2001. Value added tea exports accounted for 40 per cent of the total tea exports last year compared to 34 per cent in 2000. The SLTB promotional grants are expected to help exporters to further increase the volume of value added tea exports from Sri Lanka. |
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