Sri Lanka is hopeful that Ceylon tea exports would generate $ 1.3 billion inflows to the country this year despite the challenge in positioning Ceylon tea for its quality against fluctuating demand due to global prices, Colombo Tea Traders’ Association Chairperson Sanjaya Herath said yesterday (24).

Speaking at the media conference held for the Colombo Tea Convention 2024 at the Sri Lanka Tea Board premises, Herath said: “if we can get a higher value for Ceylon tea, we would be able to achieve approximate of $ 2 billion (in revenue).” 

Sri Lanka Tea Board Chairperson Niraj de Mel added that Sri Lanka is, in fact, “on a massive battle” in convincing that it is not the price but the quality should be concerned about in consuming tea. 

Therefore, Sri Lanka Tea Board also anticipates to conduct aggressive promotions similar to that was conducted in London, Scotland last year instead of selling merely through supermarkets.   

Meanwhile, prices at the Tea Auction have been the highest in the world, de Mel noted.

“Everybody wants Ceylon tea in the packs,” he highlighted.  

Responding to an inquiry raised by a journalist, Herath said that the tensions taking place in the Middle East would not impact tea exports.

According to him, 55% Ceylon tea is consumed by the Middle East while Russia’s consumption also contributes to a significant share of it.  

According to the statistics of Tea Exporters Association (TEA) Sri Lanka, in 2024 from January to February, the country exported 41, 076 MT while the production was 38, 532 MT. 

Meanwhile, the tea exports in 2023 was 241, 912 while production was 256, 039 MT. 

Sri Lanka’s tea, known as Ceylon Tea, is reputed for its taste while the island is the largest producer of orthodox tea in the world. Currently, Sri Lanka ranks as the fourth largest tea producer in the world.