On any given day in any Tea Tasing room , a taster/cupper has to meticulously sample on an average more than 500-600 cups , and that too teas from various regions, grades and also applying the myraid Tasters Jargon which for an average consumer is far too technical. Yet is is an important fact to note that due to this thorough procedure the teas are marketed to the end consumer, even if they are oblivious to the fact regarding the arduous exercise to get that perfect cup.
Just another day, we were at a reputed Tea Garden in Darjeeling, and it was interesting to note the comment of a veteran Tea taster and a Planter- “our objective is to get that perfect cup for the consumer when they brew our teas..” But then I was wondering how is it that we define the taste pattern of this so called “Consumer”. I am not talking about the connoisseurs, but general day-to-day people from all walks of life. Those who are not bothered about the cuppage, color, leaf, boldness…, but simply what fits their budget and what they have been accustomed to. A probable request at a local Tea Shop in Kolkata would be something like “Bhalo Darjeeling Cha Dekhi??”, or Let me have a look at some good Darjeeling Tea. Also it is interesting that the over the counter salemen do not push in much of the jargon that has been used but simply suggest the price range variations, and the Garden name as a highlighter! Most of the time this practice works and thye deal done and another item to strike off the grocery list! And moreover there are no suggestions or cross selling which makes the selling process easier. Many a times , at a lot of local Tea shops here in our city, face recognition is an important tool as the salesman knows his/her clientele and similar or same teas are packed as soon as they approach the shop. I have even experienced that the some of the shops do not even highlight the brewing instructions unless asked for, or seek information from the clients regarding the feedback of the Cup. For them perhaps the only challange to their regular customers is the “price” factor which if incresed needs a lot of justification, and many a times the consumer just choose a grade lower to match the price budget. In a nutshell, I feel that buying Tea in our city of Kolkata whcih is a Heritage point for this Beverage, is not an art form or an intense habit exept for a few. It is simply a part of their grocery and has to be brought.
To be continued…