CONTINUATION:

The other side of the coin is that fighting legal battles is expensive, especially on foreign soil. They are generally long drawn out affairs. If the publicity side is not taken care of, simultaneously, half the advantage would be lost. The brief will have to be exhaustive and most carefully prepared, so as to establish the mischief which is sought to be remedied.’ This is close to a Herculean task, as blenders have been marketing brands under the Darjeeling’ make for years unchallenged. A deep not through study will have to be undertaken concerning trade laws, interaction of the term fair competition’, length of usage nature, nature of usage etc in the country where justice is sought. Again it may be difficult to establish the exact percentage of Darjeeling and other tea in a blend.

The Darjeeling tea industry is desirous of more competition for its teas. There are, at present, only a handful of buyers who support Darjeeling teas. Even in India, the country of tea’s origin, the demand is limited. The few buyers who have publicised ‘Darjeeling’ tea should not be alienated. Marketing is a complex phenomenon. The buyers, through extensive and expensive advertising and promotion, have created a demand and an image for Darjeeling teas. Would it be wise to take them on?

Then, there is a question on consumer taste. We all know that in the 20th century, manufactures produces and blenders through high proficiency advertising shape consumer needs and demands. Are the Darjeeling producers prepared to take this colossal task upon themselves? In the event is a controversy, the suppliers of Darjeeling tea to the actual consumes may decide to back off and promote some other tea. No action should be take, which can lead to a reduction in demand. Once again will the consumer accept Darjeeling tea in its pure form when he has got used to that which goes for Darjeeling tea? Some years ago there was an enquiry about Darjeeling tea from, a chain stores in the West. A sample of the finest Darjeeling tea was promptly dispatched by air. Post- haste came the reply’ “send pure Darjeeling tea standard sample air freight”. Consumer taste will have to be shaped’, since some Darjeeling tea drinkers do not know the joys of drinking pure Darjeeling tea.

Again there is demand for light liquor flavoury teas in certain parts of the world where Darjeeling tea is unknown. For instance, all areas dominated by people of Chinese origin in South East Asia, have potential customers for Darjeeling teas. These people drink Oolong tea, which have light pale liquors and a high grown character of their own.

Champagne has an organized market system all over the world and the product is keenly sought after. The Darjeeling tea industry does not enjoy these marketing advantages. To establish Darjeeling tea like Champagne will cost money as well as time.

The Darjeeling tea industry’s grouse is legitimate. If they wish to wage a legal war, it is necessary to draw up an exhaustive plan of action and in the event of a victory; the future course of action must be carefully chalked out. The Darjeeling tea industry’s, at present, far away from the market place. The consumer is closest to the blenders who are established and trusted household names. The tea drinker relies upon them fully.

The answer perhaps lies in persuading, gently, the existing ‘Darjeeling’ blenders to market pure Darjeeling tea in their packets, unless of course, the Darjeeling tea industry feels equal to the task of marketing Darjeeling tea throughout the world, all on its own.

ACKNOWLEDGEMENT – VIJAY DUDEJA

(FIRST EDITION)

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