Bengal Govt’s Initiative To Enhance Brand Value Of ‘Darjeeling Tea’


Kolkata: According to a report, the West Bengal government would draw up detailed plans to enhance the brand value of Darjeeling tea for higher realisation of exports.

“We are planning for enhancement of the brand value of Darjeeling tea along the lines of champagne, which has acquired iconic proportions across the globe,” MD of West Bengal Industrial Development Corporation Vandana Yadav told reporters on the sidelines of a CII event here.

West Bengal Chief Minister Mamata Banerjee earlier said that the ‘Darjeeling Tea brand’ has very good value and the ongoing first Darjeeling Business Summit has garnered Rs 1500 crore investment proposals.

“If peace continues in Darjeeling hills, investment will be there to boost the development process … There are so many areas including eco-tourism, tea tourism, horticulture, floriculture, cinchona cultivation where businessmen can think about investing. This will help in generating employment,” Banerjee said.

“The Darjeeling brand has very good value and needs to be nurtured for proper utilisaion to attract more tourists and investment. We are happy to receive Rs 1,500 crore investment proposals at the first Darjeeling Business Summit,” Banerjee said in her valedictory address at the summit.

“We want to package it into a very premium format to get highly discerning realisation in the export markets of UK, US, Europe and Japan,” Bengal CM Mamata Banerjee said. She said that at present, the Darjeeling tea, which had already got the GI tag and a special logo, was being sent to the export markets in bulk form.

WBIDC would work out the details and make the necessary investment towards this end. Yadav said that the matter came up for discussion at the business summit held in Darjeeling recently.