The next phase in the protection of Darjeeling tea involves monitoring the movement of green leaf and the extension of the certification system to overseas markets, which are currently self declaratory.
An online system is intended in order to encourage ease of use and minimize paper work. There is no doubt that it would be in the best interests of industry to export a value-added product.
The economies however require to make sense both in terms of value addition as well as import duty rates for packet tea vis a vis bulk.
The Tea Board has been partnering with tea importing communities like Germany and the United Kingdom in this venture.
These measures, though slow moving in a lot of cases, have had a cumulative effect. Today, worldwide, there is an increasing awareness of the name Darjeeling as a protected entity.
However, protection in countries like France, Japan and Russia still remains a problem. Member countries are operating in an environment where the multilateral Registry under the WTO is yet to take shape and Gls other than wines and spirits are seeking additional protection under Article 23 of Trips. The issue of registration in difficult jurisdictions and seeking redressal according to the legal requirements of each country remains a challenge that Tea Board has had to face.
In the meantime to promote Darjeeling tea and consolidate its equity along with increasing consumer awareness about Darjeeling as a geographical indication, the Tea Board is holding festivals in various export markets and running Darjeeling tea promotions together with retail chains and speciality restaurants. Public relations and educational communication materials are spreading the awareness of Darjeeling Tea worldwide as well as in India. |
