The south Indian tea industry must change the traditional profiles of tea plantations and focus on quality improvement, according to industry experts.

Talking at the opening day of the two day `National Convention on South India Teas' here on Friday, key speakers pointed out the need for the industry to re-orient itself focussing on quality conscious markets. It was `Russia-exports' bashing at the worst with every speaker blaming overdependence on the erstwhile USSR market for all ills plaguing the South India tea industry today.

Profiling the South Indian teas, BK Sarronwala of MB Enterprises said the industry should make sure changes in the product mix and quality profile are acceptable to the domestic and international markets. "A lot more needs to be done to exploit the full potential of our locations, climate and high elevations. The present crisis would worsen once the WTO agreement comes in full force next April," he added.

The traditional image of the plantations have to change, with field and factory operations being considered as separate profit centres. "For meaningful control of quality and costs small, under-equipped factories have to give way to modern group factories with huge capacities. Small estates may survive as supply units. The Amul model needs to be adopted with some modifications for over 40 per cent of South Indian tea," he added.

He left a note of caution for the producers of CTC teas follow those who established in Gujarat and Maharashtra with grainy brokens with bright liquors and change style of manufacture with thrust on quality improvement or choke in your own special dusts.

President of United Planters Association of Southern India (Upasi), E K Joseph, felt the South Indian tea has immense potential in the domestic market. Domestic consumption this year is estimated to be around 650 million kg which is lower than the ninth five year plan target of 700 million kg, he said. (04/11/2000)

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