Sri Lanka working to boost image of Ceylon tea
Growers and trade organizations are looking to improve the image of Sri Lankan tea by marketing it as a healthy luxury item. Some companies are highlighting supposed superior health benefits and aphrodisiac qualities of Ceylon tea in a bid to move its image away from the traditional perception of a poor man's drink. Others are seeking to reposition Sri Lankan tea as a luxury item, not a cheap commodity. This new initiative is based on projections indicating that the island will soon reach its maximum production capacity. Given the situation, industry insiders are forced to shift focus from increasing volume to improving value.