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Rs. 4.5b to project Ceylon Tea to global retail shelves


Minister of Plantation Industries Naveen Dissanayake said this week that a sum of 4.5 billion rupees was the single largest initiative by the state to market the brand Ceylon Tea globally.

'Ceylon Tea cherished by connoisseurs the world over during these past 150 years, faced rapidly growing competition internationally. Aggressive marketing by competing countries curtailed growth of the Ceylon Tea brand. To compete at such levels it was now essential that we project the image of the brand in vigorous competition and market the brand in sophisticated style to snatch the initiative . The brand continued to be a demand factor; but it was now clear that other tea growing countries were intensely marketing their tea products. Consequently, it could be deduced they gained greater market space than Ceylon Tea, he said.

'The Sri Lanka Tea Board awarded a Rs. 219 million media contract to Dentsu Grant, or 40 million dollars, to commence the global marketing campaign to re establish the premium position of Ceylon Tea in 12 priority markets, and strengthen the Lion Logo, Dissanayake explained.


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