while the world raises its cups to celebrate tea’s timeless charm, Bangladesh’s tea industry finds itself at a paradoxical crossroads: rich in heritage and quality yet overshadowed on the global stage by a glaring absence of strong national branding. Despite being one of the world’s top tea producers, Bangladeshi tea remains an undiscovered gem, struggling to claim its rightful place in international markets.
Bangladesh’s Export Reality: Lost in the Crowd
Bangladesh produces approximately 100 million kilograms of tea annually, ranking around 9th or 10th in the global tea export market. However, its global export volume is modest compared to giants like India, China, and Kenya. Bangladesh exports only about 2–3% of its total production, with the rest consumed domestically.
By contrast, India and Sri Lanka have masterfully branded their teas internationally. The names “Darjeeling” and “Ceylon” carry prestige, commanding premium prices and consumer loyalty worldwide. Bangladesh, rich in Sylhet and Panchagarh teas, has yet to harness such brand power.
The Urgent Need for National Branding
Despite Bangladesh’s quality tea and unique terroir, a lack of cohesive national branding and marketing strategy severely limits export growth and value addition. Without a recognizable “Bangladeshi Tea” brand, local producers compete primarily on price, struggling against cheaper imports and global commodity pricing.
Branding is not just about packaging but about creating a cultural narrative. Tea is embedded in Bangladesh’s social fabric—shared over conversations, in celebrations, and daily rituals. This cultural consciousness must be leveraged to tell an authentic story that resonates with global consumers seeking connection and quality.
Government Negligence and Missed Opportunities
Critics have long argued that successive governments in Bangladesh have demonstrated a significant negligence in promoting and investing in national tea branding. While the Bangladesh Tea Board effectively manages production and regulation, marketing efforts remain fragmented, inconsistent, and severely underfunded. There has been no sustained international promotional campaign to showcase the unique qualities of Bangladeshi tea.
Moreover, investment in essential quality certifications—such as Organic, Fair Trade, or Rainforest Alliance—that open doors to premium global markets has been limited. The lack of support for value-added products, including specialty blends, organic teas, and ready-to-drink formats, further constrains growth. Additionally, Bangladesh’s tea industry suffers from insufficient engagement in key global trade fairs and tea expos, missing critical opportunities to network, attract buyers, and build brand awareness. These gaps have left producers overly reliant on middlemen and foreign buyers, stifling Bangladesh’s potential to emerge as a respected and premium tea origin brand on the world stage.
A Call for Cultural and Economic Awakening
To reverse this trend, a multi-sectoral approach is urgently needed to awaken both cultural pride and economic opportunity around Bangladeshi tea. The government must take decisive leadership to develop a cohesive national tea brand backed by clear vision, adequate funding, and robust policy support.
Meanwhile, the private sector should innovate by creating diverse product lines and investing in appealing, modern packaging that attracts global consumers. At the same time, community engagement initiatives should celebrate Bangladesh’s rich tea heritage and empower tea garden workers to become authentic brand ambassadors. Complementing these efforts, cultural promotion through films, festivals, and storytelling can highlight tea’s deep-rooted place in the nation’s identity, strengthening the emotional connection with both domestic and international audiences. Together, these coordinated actions can help Bangladeshi tea carve out a distinct and prestigious niche in the competitive global market.
Tribute on World Tea Day: Brewing Hope for the Future
On this World Tea Day, we honor the hard-working tea workers who have nurtured this nation’s legacy and the entrepreneurs striving to keep it alive. Bangladesh’s tea has a story worth sharing—a story of resilience, flavor, and tradition.
But to transform that story into global recognition and economic opportunity, national branding is no longer optional; it is imperative.
Only then can Bangladeshi tea pour confidently into the world’s cups—not as an anonymous commodity, but as a cherished, celebrated brew.
BOB Post
