Assam Tea celebrated its 200th anniversary during the Summer Fancy Food Show

In honour of the 200^th anniversary of Assam Tea this year, the India Pavilion at the Summer Fancy Food Show 2025 in New York City (June 29 – July 1) featured a dedicated Assam Tea Lounge. The milestone honours the origin, global journey, and economic significance of India’s iconic brew and region.

Inaugurated by Ravi Kota, Assam’s Chief Secretary and the Consul General of India in New York and Ambassador Binaya S Pradhan, the Assam Tea Lounge in the India Pavilion was designed to engage visitors in Assam tea culture with live brewing bars, tastings, storytelling sessions – that traced the journey of Assam tea from the estates of Brahmaputra Valley to teacups around the world – and showcases on sustainability. An immersive display highlighted the sensory appeal of Assam tea as well as its commitment to sustainability and community livelihoods. Special attractions included a Masala Chai cart and collaborations with chefs and artisan brands. Exhibitors in the Assam Tea Lounge included: Luxmi Tea Co Pvt Ltd, Goodricke Group Ltd, Hindustan Unilever Limited, Tata Consumer Products, MK Shah Exports Ltd, and Rossell Tea (a division of Rossell India Ltd).

To further celebrate its 200^th anniversary, as well as the breadth and depth of Assam tea, was a buyers-sellers roundtable hosted at the Consulate General of India in NYC on June 30^th. The event aimed to foster meaningful B2B connections between US-based bulk and retail trade representatives and member companies of the India Tea Association, which included the companies that were exhibiting in the Assam Tea Lounge (see the names listed above) and underscore the US market’s growing potential for premium and specialty teas.

According to the India Tea Association (ITA), the origins of Assam tea date back to 1823 when Major Robert Bruce, a businessman, discovered the native plant (Camellia sinensis var assamica) in Assam’s Brahmaputra Valley, guided by Maniram Dutta Baruah, also known as Maniram Dewan, a minister to the last Raja of Assam. Dewan, per the ITA, connected Bruce with the Singpho tribe. By 1838, Assam tea debuted on the global stage with a consignment sent to London to auction, marking the region’s first export.

Assam tea is predominantly black tea ( the region also produces specialty teas like green and white teas) and is characterised by a strong, malty flavour, and a deep amber colour. Today, the Assam region produces between 650-700 million kgs of tea annually which is more than 50% of India’s annual tea production. The industry employs over 7,00,000 workers. More than 50% of Assam’s tea is produced by smallholder tea farmers.

Speaking with executives from several of the participating exhibitors in the Assam Tea Lounge, they were all pleased with the foot traffic in the lounge and the reception and feedback received there and during the roundtable discussion at the consulate.

• Vanessa L Facenda, editor, Tea & Coffee Trade Journal, [email protected]