GUWAHATI: The Arsla Organic Tea Growers’ and Producers’ Cooperative Society is eyeing niche markets outside Northeast to promote its organic brand.
The specialty tea brand, Arsla, comprising black orthodox and green teas, was launched in Shillong in December last year.
Currently, the brand is being sold by about 11 retailers in the Meghalaya capital.
“We have received positive feedback about our brand from consumers in Meghalaya. Now, we are eyeing niche markets outside the Northeast. But since it’s a new brand, extending our market outreach beyond the region will be challenging and therefore take time,” KW Chyne, co-promoter of the cooperative society, told The Shillong Times on Monday.
The cooperative society is currently in the process of contacting exporters and buyers across the country.
“Samples have been sent to buyers/exporters in Kolkata, Siliguri, Mumbai, Pune and Bengaluru following enquiries and we are looking forward to striking deals in the coming days,” Chyne said.
The cooperative society, comprising 37 organic tea farmers in Ri Bhoi district, started production at its newly-set up factory in Umsning in October last year for about a month with the tea season coming to a close in November.
“We resumed production in the second week of April this year and have so far produced about 800 kg tea. Given that they are specialty teas, prime focus is on maintain quality and improving plucking standards,” he said.
The plant has a capacity to produce about 40 tonnes of organic tea annually.
The Arsla black orthodox and green teas are priced at Rs 800 and Rs 1,000 a kg respectively.
As it is, the society has stepped up promotion of the organic tea brand in Meghalaya.
“We are going strong on marketing our brand which is available in select stores in Shillong. Some of our teas are also available in the marketing outlets of the state,” Chyne said.
The plantations of Arsla, covering about 75 hectares in Ri Bhoi district, were certified organic in 2013.