Indians priced out of Darjeeling tea as rupee's value slides
Producers in Darjeeling, India's most renowned tea growing region, face a dilemma when it comes to who will enjoy this year's harvest of the famous tea, known for its unique muscatel flavor. As India's national currency, the rupee, continues to decline against the US dollar and other major foreign currencies, Darjeeling tea is becoming increasingly expensive for local drinkers. This comes in spite of industry's recent efforts to attract increasingly affluent Indian consumers. However, recent rupee devaluation has forced producers to shift their focus back to foreign markets, where Darjeeling tea is experiencing solid popularity. Latest market entrant prepared to shell out a premium for Darjeeling tea is the US, a country traditionally dominated by iced teas, where interest in hot tea is on the rise.