Tea Advertisements Should be Telling Enough

摘要

The anchor of the live television programme asked me in the course of his interview as to what should be done by the Tea Board to get good prices for the industry. "Aggressive promotion of the positive health effects of tea", I said. "But, why shouldthe industry expect the Government body to do this? Why can't it do by itself?", he asked. I told him: "Anything the Tea Board does is again out of the cess collected from the industry. But, more importantly, the role of the Board should be the promotionof the industry and not just the control over it. Promotion is an expensive task. It comes in two ways - generic promotion which means telling people to drink tea as it does good to them. This can be done by the Tea Board. The other is a brand promotionwhich the individual brand owners should do and are already doing. In any case, this is a long-standingdesideratum which the Board is yet to do".