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Doke tea images provided by Vivek |
After talking with Vivek Lochan recently about how social media group discussion goes, mostly on Facebook, I asked if he could fill in some background on the Indian tea industry in a Q & A form. These are the kinds of ideas that should come up in online discussion, but it's hard to get starting points to develop to that.
Most vendors and producers are posting online related to marketing, and tea enthusiasts might just show what they're drinking. Marketing is fine, and it's interesting hearing about different tea types, or preferences, but it tends to not extend to a deeper level.
This partly relates to me being the only moderator for a large Facebook tea group, International Tea Talk. There had been interesting discussions there about a range of themes in the past, but it has shifted to occurring more in other places now, as tends to happen. Reddit and Discord are active, for example.
For introduction Vivek is from a well-known tea producer family that owns and runs the Doke tea plantation. His father, a main founder, is Rajiv Lochan, who has been very familiar in specialty tea circles for quite awhile.
This is their Doke website; there is more background there, and it lists some related social media channel contacts. This blog post works as an intro to that background story. This is a review in this blog about their Black Fusion flagship product, or one version of it, from back in 2021.
There is always a chance that different people could see different aspects or shifts in local tea industries differently, but to me it's quite interesting to consider thoughts from someone with more local area exposure than almost any of us will ever have, even given that kind of interpretation concern.
I've discussed local tea industry themes in India quite a bit over the years, most in relation to discussions with Suzana Syiem, a close friend. We even talked to Rajiv once about related themes, back in 2021 when Covid disruptions made talking to people online seem like a helpful outlet. Most of this matches and extends what I'd heard before.
Vivek's input on tea industry status in India
How is specialty tea uptake going in India? Do you see differences in how preferences are changing in other places?
Specialty tea is slowing increasing in demand and interest with customer across the country. People are willing to experiment more and with better buying power, they can easily afford to try more than once. The increase in availability of teas with flavours – natural like fruits and herbs or like mocktails kind of stuff – also helps attracting a newer audience of tea lovers who can’t necessarily be called tea lovers.
Specialty tea quality development often seems to relate to two different factors, to small, private producers developing a more artisan approach to making tea, and to experimentation and development by larger producers. Is one of these inputs having the most impact, or others?
I think the abundance of small, private producers is having more impact. The larger producer is usually under economic pressure to produce more and sell more. The smaller producer usually doesn’t have as much pressure and is more open to experimentation to set himself apart from the crowd.
These small growers sometimes mimic styles from other countries / areas but that is only apparent to a person who is well versed with teas from foreign nations. Most people are appreciative of efforts to partially ‘copy’ production styles while keeping the end result unique. Something like our Black Fusion from Doke seems to be well appreciated.
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Black Fusion, from that earlier review |
In different places different approaches to promote awareness seem to work, eg. public tastings, or media articles. What seems to make a difference there, and what doesn’t work?
Media articles, semi private tasting sessions, food pairings and free sample distributions seems to be working quite well. We are trying to get more hotels involved with setting up tea tasting and food pairing sessions so we can attract more people to the tea world. Larger public tastings don’t seem to work because then it can be difficult to engage with people. Engagement is important to have both the drinker and the brewer understand what each other are looking for - kind of like wine tasting sessions.
Are cultivars in use continually evolving? Can you add a bit about that?
The TRA is always working to introduce new cultivars or better the current crop of cultivars available [the Tea Research Association, a government run institution under the Tea Board of India]. They have certainly come a very long way in the past decade or so in making the tea crops more pest / insect resistant and sturdier against drought. Constant evolvement of the cultivars is very important.
I seem to recall mention of a specially designed sprinkler system doubling as irrigation and offsetting high temperature impact on tea plants at Doke. Is that accurate? Can you describe this more?
Yes – we have a new government sponsored irrigation system at Doke which has been working wonders for us for the past couple of years. Upkeep has been a little bit expensive at the beginning with sprinklers failing and pipes bursting but overall, it has been a great addition. The new sprinkler system has all its piping underground, so they are permanently placed unlike the old system which needed everything moved as and when required. Set up time and wastage is almost nil now.
The older sprinklers had a larger coverage area per sprinkler with a stronger throw while the new system relies on smaller sprinklers creating an almost mist like situation. This results in better absorption of water in the leaves and in the ground. The sprinklers are situated according to a design generated by a computer program that takes into account terrain features like trees and elevation changes.
Are changes related to climate change impacting tea production?
Climate change has very severely impacted tea production throughout the country this year. A dry winter coupled with a very hot and dry summer had decreased growth very sharply up till May. The situation started getting better end May onwards with some rain showers. June and July has been much better with constant rain and some sunshine in between. The tea bushes are still under stress due to almost 6 months of rain deficiency, but the situation seems to be improving.
How many flushes or harvest periods can you harvest from tea plants?
In North India, the tea season usually starts in March and ends in November end. Old hands like to say that it starts with the Holi Festival and ends with the Diwali Festival. This is true as both festivals are based on the lunar calendar. When either festival goes up or down in the date range, the tea harvest season seems to follow. Of course it is not an exact science but has been pretty accurate.
Can you add some description of background on major plantations in Darjeeling transferring from family ownership to corporate ownership? Is this a concern for continuity of Darjeeling tea production?
Almost all the tea gardens in Darjeeling today are corporate owned with a head office in Siliguri or Kolkata and a managerial team at the garden itself. The only family owned and family run tea garden in Darjeeling today is Giddapahar. Both brothers look after all the aspects of the tea estate directly without employing any manager level employees. They make it seem easy to sustain a tea garden in the current economic situation but I know that it is anything but!
What factors are changing the local tea industry there most, among new themes like sustainability, fair trade, and safety (related to pesticide use and testing)?
The Food Safety Authority of India has recently highlighted the pesticide use but that is a very difficult situation to tackle. The Tea Board regulates what pesticides can be used in tea gardens and the dosage as well. A blanket ban is not possible as some pesticides banned by the Tea Board are allowed in other fields. Pesticide use also cannot be checked regularly at the field level. Soil testing takes time and labs are not very common. Made tea testing can be expensive and not every lot can be tested. People are becoming more aware about these things.
Are public sales platforms like Amazon—different variations of that—changing the tea sales landscape in India?
Amazon and other online platforms are certainly extremely helpful to market teas and find retail customers. We are seeing more and more of our customers moving online even if it is just to have an online presence. People are willing to purchase online and can find a wider range online compared to physical stores.
What potential changes or developments could best improve the lives of tea plantation workers?
The biggest change would be to increase the wages of the workers, but the producer is barely able to make ends meet at the moment anyway. The consumer, the middleman, the wholesale buyer is certainly not interested at all in increasing their prices or reducing their margins. The tea gardens already provide subsidized rations, medical facilities and housing facilities but those can be a bit basic sometimes. The government could do more to help – most of their programs don’t seem to be able to reach the right people.
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