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MTI selected to develop strategy for Ceylon Tea

The Sri Lanka Tea Board (SLTB), after a yearlong competitive evaluation process, has selected MTI Consulting to develop their Marketing Strategy for Ceylon Tea.

Sri Lanka Tea is the second largest export earner next to apparel, contributing three per cent of the country’s GDP, with a global tea export market share of around 19 percent.

Speaking at the contract signing ceremony, Sri Lanka Tea Board (SLTB) chairman Lalith Hettiarachchi said: "Tea is Sri Lanka’s key export and critical to our national economy. In a highly competitive and branded global market, the marketing and branding function are key drivers of the industry’s success. We need to scan the global markets, assess the challenges and formulate our strategies." He added: "The prime objective of the study is to enhance value addition for Ceylon Tea and formulate pragmatic strategies to support Sri Lankan brands".

MTI’s Bahrain-based CEO outlined the process that MTI will use to develop the Ceylon Tea Strategy: "Our process starts with an intensive global scan that will cover consumers, the demand chain (HRIs), channels, supply chain, brand owners and tea producers, including relevant cross-industry learning’s. Based on the scan, the strategy formulation process will begin, with active involvement by the industry and will evaluate all the strategic routes available to SLTB and Ceylon Tea. Sustainability as a strategy driver will be an integral part of this exercise."

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