German fleet welcomes Assam brew on board
- Lufthansa to add orthodox, liquor-rich tea to list of beverages served on
flights worldwide PULLOCK DUTTA IN GUWAHATI & SANJAY MANDAL IN CALCUTTA
A Lufthansa fleet Oct. 28: More than a hundred years after the
British discovered the heady taste of Assam tea, a German airline is readying
to take it to the skies.
A Tea Board official said Lufthansa, the second largest airline in Europe,
had decided to include Assam Tea yes, that is the brand name on the list
of beverages to be served on all its flights.
It will be the first time that tea produced in that part of the world will be
served on international flights. The delicate flavours of Darjeeling and
Nilgiri teas had so far been preferred over strong Assam liquor,
Assam orthodox tea will be served along with Darjeeling and Nilgiri teas.
Discussions in this regard are on. We are expecting to introduce these brands
on the German airline very soon, the director of tea promotion in the Tea
Board, Anandita Rai, told The Telegraph.
A Lufthansa official based in Delhi confirmed the development. We are
delighted to have Assam Tea on our menu, the official said over phone from
Delhi.
The decision was prompted by the fact that Indian tea is very popular with
passengers all over the world, she added.
Prabhat Bezbaruah, a former chairman of the Assam Tea Planters Association,
said it was a very encouraging development and would help popularise Assam Tea
as a brand in the international market.
International flights are the one of the best modes to advertise Assam tea
throughout the world, he said.
The move to introduce Assam tea on international airlines as a branded
product comes at a time when orthodox tea manufactured in the state is close to
earning the coveted Geographical Indication certificate, equivalent to a
patent.
Darjeeling tea is the first Indian product to be registered under the
Geographical Indications rules. It earned that recognition in 2003.
Things would be much easier when Assam orthodox tea gets the Geographical
Indication certificate, said Chandrajit Saikia, the executive director of Tea
Board (north east zonal office).
Saikia said the Tea Board has also been looking for specific media promotions
in Germany, the United Kingdom, France and the United States. Attempts are
being made to popularise Assam tea in the Middle East, too, he added.
The commerce ministry has also been trying to set up tea marketing offices in
Cairo.
The chairman of the Assam Tea Planters Association, Raj Baruah, welcomed the
move but said steps should be taken to ensure that the best Assam tea is served
in these flights. Otherwise, the move will only boomerang, he said.
The Assam tea industry is keeping its fingers crossed.
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