Indian Tea Association organises a tea carnival festival in Kolkata

The three day carnival was inaugurated by A. K Bhargava, Chairman, Indian Tea Association, Azam Monem, Vice Chairman and Vivek Goenka, Additional Vice Chairman.

Talking to IBNS, Azaz Monem said: “ Youths of today’s generation are more prone to coffee and mocktails, they feel that tea is for the old age  people but such conceptions doesn’t make them realize that tea is an essential ingredient for health. So we have organized this carnival to give them the taste of tea in several mocktail forms, which they can prepare at their home.”

On being asked about the vision, of their attempt of generating this carnival festival in future, he said “I want Chaye Ho Jaaye in every Café Coffee Day outlets in the next after five years."

Indian Tea Association by their Chaye Ho Jaaye campaign, a B2Y (Business to Youth) aims to bridge the gap between the Indian tea industry  and the consumers especially the youth developing a larger scope of engagement with the populace, conveying to them the ways in which tea can be prepared.

The carnival brought with it a plethora of entertainment activities conceptualized on infotainment related to tea including flash mobs, games, competitions, interactive sessions, tea tasting and sampling.

The highlight of the carnival was the live demonstration of tea inspired mocktails by well known mixologists who rustled up some marvelous tea infused mocktails prepared with different flavours from Green to Darjeeling Tea, CTC and Orthodox teas namely- Green Peppermint Cool, CTC East Meets West, Darjeeling Honey Cooler and Orthodox Mojito.

Speaking on the occasion, AK Bhargava said, ”The Tea Carnival is an exciting engagement platform for the producers and connoisseurs, it will help us to create awareness as well as understand the consumers especially youngster’s reaction in a touch and feel environment. The arrays of activities from tea-infused mocktails to tea tasting sessions, are aimed to create a buzz that can sustain itself through word of mouth and social media interaction to carry the message of tea consumption far beyond the physicality of the event.”

“We aim to make this B2Y campaign a success and culminate into an interesting interaction with the college students where a student can experience what it is like to sip their cuppa tea quite like an English tea room, slurp their Chai at an Indian dhaba or attend a tea party. Along with engaging in on-ground activities we are also following it with social media via facebook, Twitter and Youtube,” he added,

(Reporting by Aninnya Sarkar)