KHETI BARI

Indian Tea to get new logo

The existing logo depicting Indian Tea, a lady in black & white carrying a wicker basket of three tea leaves strapped to her head, the 34 year old India Tea logo may soon going to be replaced with a new one, to give it a more contemporary look. Related with the same Jyotiraditya Scindia, Union minister of state for commerce has recently set up a task force to improve the brand image of Indian tea, with a new logo.

The current logo incidentally was introduced as a marketing symbol and is protected under copyright as well as certification trade mark. Mr Scindia already has had a round of discussions with producers, merchant exporters and Tea Board of India. The minister plans to create an umbrella brand for Indian tea, which is more vibrant, youthful, exciting and visually connects the rich heritage of Indian tea. He has asked all the stakeholders of the tea industry to hold brainstorming sessions and come up with suggestions. Tea Board is likely to appoint an advertising agency, which will help the industry to give a shape to this new logo. Adman Piyush Pandey, who was a tea taster in Kolkata before joining Ogilvy & Mather India in 1982, is expected to help the commerce ministry and Tea Board of India in this exercise.

The move to change this age old traditional logo has thrown open a vigorous debate. While a section of the industry feels that the current logo does not visually connect to Indian tea, there are others who feel that the logo, which has become synonymous with Indian tea should not be completely changed, since world markets have come to accept the logo for over three decades. The new logo will have to registered in all the export markets so that it is not be misused by unscrupulous traders.