Assam and Nilgiri Teas Rise as Premium Brands

The tea industry is witnessing a shift as regional varieties from Assam and Nilgiri are being marketed as premium products. These teas are being positioned with higher price points and premium packaging, appealing to discerning consumers. The move reflects a broader trend of niche branding within the Indian tea sector, where local heritage and unique flavor profiles are leveraged for added value. Exporters are also eyeing these premium segments to tap into global markets that favor specialty teas.