In a bid to strengthen India’s footprint in one of its most strategic export markets, the Tea Board of India has announced plans for a comprehensive digital and social media campaign aimed at boosting awareness and preference for Indian teas across the United Kingdom.

The initiative comes at a pivotal moment, with the UK emerging as the fifth-largest buyer of Indian teas in both value and volume. The Tea Board hopes the new campaign will broaden market reach and sharpen consumer engagement just as the recently concluded India–UK Free Trade Agreement (FTA) is expected to unlock fresh momentum for tea shipments.

To execute the outreach, the Tea Board has invited bids from agencies to run a two-month turnkey campaign spanning creative development, digital storytelling, and real-time media engagement. The mandate covers a full suite of assets—banners, infographics, animations, short videos (30–360 seconds), interactive quizzes, and graphical presentations—all crafted to showcase the diversity and heritage of Indian teas.

India’s tea exports to the UK surged 27 per cent in 2024–25 to $56.37 million, up from $44.43 million the previous year. Volumes rose 18 per cent to 12.71 million kg, reflecting the UK’s growing appetite for high-quality, origin-defined teas. Overall Indian tea exports grew 12 per cent to $923.85 million, according to DGCIS data.

At the heart of the campaign is a multi-layered strategy to position Indian teas uniquely in the UK market, with four core objectives:

Build a Distinct Positioning Platform: Present Indian tea—across its specialties and formats—in a modern, relevant, and differentiated way to spark trials and long-term loyalty.

Capture Consumer Mindshare: Use digital-first storytelling to create a preference for Indian teas over competing global teas and other beverages, reinforcing health benefits and cultural appeal.

Drive Enduring Awareness: Promote the richness, provenance, and versatility of Indian teas to cultivate a durable, positive image among UK consumers.

Deliver High-Impact Creative Content: Ensure all major updates, milestones, and developments are amplified through an engaging blend of text, graphics, videos, GIFs, and social bursts. The agency must also track UK media in real time and spotlight relevant positive coverage with Tea Board approval.

The campaign will spotlight India’s famed origin-specific teas—Darjeeling, Assam, Nilgiri, Kangra, Sikkim, Dooars–Terai, Tripura—alongside globally loved blends such as masala chai, lemon tea, iced tea, and Earl Grey.

With rising export demand, a favourable trade environment, and strong consumer interest in authentic, health-forward beverages, the Tea Board believes the moment is right to anchor a bold, digitally-driven “Brand India Tea” revival in the UK market.