By: Staff Writer
November 30, Colombo (LNW): Sri Lanka’s Ceylon Tea, once celebrated as the world’s premier high-grown brew, is confronting a moment of truth. Global demand for premium teas is rising, but the country’s market share is steadily slipping as competitors move faster, brand smarter, and innovate more aggressively. While Kenya, India, and even emerging origins like Rwanda expand supply chains and build new markets, Sri Lanka is lagging—constrained by outdated practices, political indecision, weak marketing, and an administration struggling to communicate a clear industry strategy.
Exporters warn that Ceylon Tea’s biggest handicap is its declining visibility in global markets. Industry stakeholders say Sri Lanka has not run a major international promotional campaign in nearly a decade, and the once-powerful “Ceylon Lion” logo is losing currency among younger global consumers who prioritise sustainability, traceability, and wellness-oriented products. Competitors, meanwhile, are flooding shelves with organic, ready-to-drink and specialty teas—segments where Sri Lanka’s presence remains minimal.
The new NPP-led government has promised a revival plan, but insiders claim progress is slow. The Agriculture Ministry is yet to articulate a structured roadmap for replanting, modernizing processing facilities, or repositioning Ceylon Tea as a premium wellness beverage. Several senior planters privately express concern that the minister overseeing the sector lacks the communication skills, technical exposure, and international engagement capacity required to negotiate trade agreements, attract investors, or push Sri Lankan branding campaigns abroad. The challenge is compounded by lethargic bureaucratic machinery within the ministry, with files stuck for months and export approvals frequently delayed.
Yet, opportunities remain. Global tea consumption patterns show strong momentum in high-value niches such as single-origin luxury teas, organic varieties, wellness infusions, and sustainable plantation products. Sri Lanka is uniquely positioned to capture these segments—if the government can modernize the Tea Board, upgrade research institutions, introduce a national replanting program, and restore confidence among exporters through policy stability.
Industry experts say the government must urgently empower professionals, appoint skilled technical teams, and collaborate closely with private-sector exporters who currently account for over 95% of tea shipments. Without a diplomatic, English-proficient frontline capable of marketing Ceylon Tea in Europe, the Middle East, and East Asia, Sri Lanka risks becoming irrelevant in a market it once dominated.
Ceylon Tea’s future is not doomedbut it needs decisive leadership, global marketing firepower, and a functioning ministry. Without that, the world’s most famous tea may fade to a nostalgic memory while faster-moving rivals claim its place.
