Cabinet nod to extend Pure Ceylon Tea brand promo to 2021/2022

The Cabinet nod has been received to extend the Pure Ceylon Tea Brand Promotion Scheme to the 2021/2022 period, encouraging the exporters to promote their individual brands in their respective markets under the Global Promotion Programme currently being implemented in 12 countries.

Plantation Minister Dr. Ramesh Pathirana sought the approval of the Cabinet of Ministers on Monday to continue the programme for the next one-year period.

The promotion was initially implemented by the Sri Lanka Tea Board, based on a budget proposal presented in 2015. Under the programme, an adjustment grant was provided to cover 50 percent cost of such promotion programmes abroad for exporters to promote the Pure Ceylon Tea brand, with the Lion logo registered with the National Intellectual Property Bureau.

According to the Government Information Department, in the 2015/2016 and 2018/2019 periods, 38 exporters have benefited from the programme. 

The programme is expected to promote private brands in key markets in parallel with the Ceylon Tea Global Promotion Programme.