value chain/ market analysis of the orthodox tea sub ... - Nepal Trade

conducted for its brand establishment. Some of the promotional and support activitiesthat can be performed within the programs lifetime are i) Support for participation ininternational tea fairs on regular basis e.g. World Tea Expo, Xiamen fairs, Hong Kongtea fair, Tea and Coffee World Cup etc., ii) Organize tea events at renowned sitessuch as world heritage sites, base camp of MT. Everest etc and bring the internationalimporters to the event, iii) Coordinate with Chambers of potential/importing countriesand to organize tea tours, iv) Organize visits of highly potential individual importersin tea estates and factories and provide them extra hospitality, v) Conduct interactionswith Tea Associations, Tea Boards and similar bodies in tea importing countries, vi)Coordinate with World Tea Media for promotion of Nepal Tea, vii) Assist in marketexpansion to USA, Russia, Middle East, EU, UK, Japan through market study andcoordinating with the respective countries chambers and concerned departments, andviii) Tap and expand the lucrative market of India. These activities should beconducted in partnership with HOTPA, HIMCOOP, NTCDB and FNCCI.· Development of Auction Market: An auction market needs to be developed to bringthe buyers and sellers at one point and allow competitive bidding. The auction marketcan be developed in Kakarbhitta at the proximity of Central Warehouse. The conceptof e-auction should also be launched for global coverage. The program should partnerwith experienced private auctioning company such as J. Thomas of India who can beinvited to conduct feasibility study and coordination the markets establishment.· Quality Needs Assessment: Support in assessment of quality requirement of tea inpotential export markets and technical assistance in obtaining such quality includingnew product development.· Upgradation of the laboratories: Supports can be provided to upgrade the existinglaboratories in order to capacitate them for conducting analytical tests on residuelevel, heavy metals, microbiological and other quality parameters. The program canwork together with MoCS for the accreditation of such laboratory in importingcountries. A review can be done of the support conducted by other donor agencies insimilar activities in order to avoid duplication.· Group branding for small processors: It is difficult for most of the smallprocessors to establish their own brand and conduct promotional activities due tolimitation of their business volume. Group branding can be done for such interestedsmall processors which will help in terms of economies of scale. Support can beprovided to devise a Group Brand by developing norms on quality standards, assistingin necessary documentation and packaging, conduction of promotional activities andmarket linkages. In order to brand tea, quality consistency is a must. This is possibleby establishing small scale tea blending units at local level on a cost share basis.· Domestic market promotion: In order to increase the domestic consumption oforthodox tea, market promotion can be important tool. For this, NEAT can assist inestablishment of special sales outlet at strategic locations such as Thamel. Theseoutlets will only supply pure quality tea. The outlets will have special packaging foreach estate tea in order to differentiate tea from various estates. Also, promotioncampaign can be conducted through print and electronic media as well as streetpromotional campaign such as placing stalls at various strategic locations, distributionof promotional materials, etc.5.1.4 Policy and InstitutionsStrengthening and capacity enhancement of HOTPA, HIMCOOP and CTCF:HOTPA, HIMCOOP and CTCF are active organization striving for the developmentValue Chain/Market Analysis-Orthodox Tea 39