Guwahati: Assam’s growing matcha industry could become a new bridge for attracting Japanese investment, technology and expertise into the state’s tea sector as the government explores deeper economic ties with Japan.
Assam Chief Secretary Ravi Kota on Friday held discussions with a delegation from the Japan External Trade Organization (JETRO), led by Deputy Director Toshiaki Sato, on strengthening Japan-Assam economic engagement and creating new avenues for Japanese businesses in the state.
While the talks covered a wide range of sectors, including semiconductors and electronics, compressed biogas, renewable energy, logistics, defence and aerospace, tea emerged as an area with a potentially distinctive Japan connection.
The successful introduction of matcha in Assam was highlighted as an opportunity to build stronger links with Japanese tea companies and investors, tapping into rising global demand for specialty teas while adding a new value-added segment to the state’s traditional tea economy.
Assam is already experimenting with matcha production, opening up possibilities beyond conventional black tea and potentially allowing producers to move higher up the value chain. For Japanese companies, the emerging segment could offer opportunities in technology, processing, branding and global market development.
The discussions also touched on Assam’s proposal to develop “Tea & Teeing” as a tourism product. With more than 18 golf courses located within tea gardens, the state wants to gradually bring these destinations onto the global golf circuit, combining tea, tourism and sport.
Another proposal under discussion is a possible state-to-state cooperation agreement between Assam and Japan’s Shizuoka Prefecture, one of Japan’s best-known tea-producing regions. Such an arrangement could provide an institutional framework for collaboration in tea, technology, tourism and other areas of mutual interest.
The JETRO delegation also included Senior Director Haruka Maruyama and Assistant Director Sandeep Kumar Singh of JETRO New Delhi.
The Assam government said it looks forward to JETRO facilitating stronger connections between Japanese enterprises and the state’s emerging investment ecosystem.
For Assam’s tea industry, the matcha connection could be particularly significant, with Japan potentially offering not just a market for Assam tea but also opportunities for technology, value addition and a new generation of premium tea products.