COIMBATORE: About two decades after losing the flourishing tea market in Egypt, the Indian tea industry has drawn up an ambitious plan to increase exports from two million kgs now to 20 million kgs in the next few years.Seeking to recapture its share in the Egyptian tea market, where India had a good share in CTC segment till the early 90s, the United Planters' Association of Southern India and the Tea Board have joined hands to set up an India Tea Promotion Centre in Cairo.

An UPASI team had already visited Cairo recently and held 'fruitful' negotiations with a government-run company there and the centre would possibly become operational by the year end, UPASI Secretary-General Ullas Menon told PTI.

With the festive season of Ramzan beginning next month, the company preferred to discuss further modalities later, he said.Stating that the Union Commerce Ministry and the Tea Board had identified Egypt, Iran and Pakistan as thrust areas for improving tea exports, Menon said India had a substantial market share in the CTC segment till the early 90's.

The Board was running a tea centre in downtown Cairo, but was wound up in 80's and even today the road, where the Centre existed continued to be known as 'Mamarr Al-Shay Al-Hindiy', which means 'The street of Indian Tea', he said.Based on a suggestion by the commerce ministry, UPASI had taken the initiative to re-establish the centre on a Public-Private Partnership involving the association and the Tea Board, Menon said.

What we propose is setting up of a marketing establishment for Indian teas under the supervision of a consultant there, he said. Establishment of the centre would provide a permanent contact address in Egypt through which the buyers there could be in touch with the Indian exporters and their teas could be showcased there for sampling, Menon said. On investment, he said UPASI was preparing a detailed report on the centre, including finance, terms and conditions and submit it to the commerce ministry, which would study, before sanctioning the project.

When asked about entering into partnership with the government firm in Egypt, Menon said the main advantage with this was that the country sold teas through Public Distribution System and supplied a minimum of 50 grams per card through ration shops.With six million cards, the quantity supplied through PDS could be nearly 35 to 40 million KGs, Menon said, adding that South India always got a major share in exports to Egypt.