Guwahati: In a move aimed at strengthening consumer trust and improving quality standards in India’s domestic tea market, the Tea Board has introduced a new certification system—“Tea Mark”—to help buyers identify verified and traceable tea products.
Announced through an executive order issued on March 20, the initiative seeks to create a visible quality assurance mechanism while addressing long-standing concerns around traceability and inconsistency in the domestic tea supply chain.
The “Tea Mark” will function as a certification logo on tea packaging, indicating that the product has been tested and verified in line with existing control orders and the standards set by the Food Safety and Standards Authority of India (FSSAI).
The Tea Board has clarified that the scheme will be voluntary and will not impose any trade restrictions. However, it is expected to encourage higher quality standards and improve credibility in the domestic market.
Eligibility for certification will be limited to manufacturers registered under the Tea (Marketing) Control Order, 2003.
A central pillar of the initiative is its focus on digital traceability, enabling verification of the tea’s origin and movement across the supply chain.
The Board will oversee testing through empanelled laboratories, enforce compliance with quality norms, mandate clear display of the certification mark on packaging, and take action against misuse, false claims, or violations of traceability requirements.
In a significant push towards market integration, the Tea Board has also proposed a dedicated e-commerce platform for Tea Mark-certified products. The platform is expected to facilitate sales while preserving the credibility of certified teas, with a nominal participation fee for users.
The move comes at a time when India’s domestic tea market continues to grapple with issues of uneven quality, lack of transparency, and limited consumer awareness.
By introducing a recognisable certification, the Tea Board aims to standardise quality benchmarks, strengthen the branding of Indian tea, and improve transparency across the value chain.
Detailed guidelines and standard operating procedures for the rollout of the scheme are expected in the coming months.
Industry sources said that while the certification remains voluntary, it has the potential to become a key trust marker in the domestic tea segment if widely adopted by producers and recognised by consumers.