MTI selected to develop stratgey for ceylon tea

Feb. 8, 2010 - PRLog -- Sri Lanka Tea is the 2nd largest export earner next to Apparel, contributing 3% of the country’s GDP, with a global tea export market share of around 19%.Speaking at the contract signing ceremony the Chairman of the Sri Lanka Tea Board (SLTB) Mr. Hettiarachchi said “Tea is Sri Lanka’s key export and critical to our national economy. In a highly competitive and branded global market, the marketing and branding function are key drivers of the industry’s success. We need to scan the global markets, assess the challenges and formulate our strategies, which is the very purpose of this project.” He further stated that “The prime objective of the study is to enhance value addition for Ceylon Tea and formulate pragmatic strategies to support Sri Lankan brands”.

MTI’s Bahrain-based CEO outlined the process that MTI will use to develop the Ceylon Tea Strategy: “Our process starts with an intensive global scan that will cover consumers, the demand chain (HRIs), Channels, Supply Chain, Brand Owners and Tea Producers, including relevant cross-industry learning’s. Based on the scan, the strategy formulation process will begin, with active involvement by the industry and will evaluate all the strategic routes available to SLTB and Ceylon Tea. Sustainability as a Strategy Driver will be an integral part of this exercise.”
The Sri Lanka Tea Board, established in 1976, operates under the purview of Ministry of Plantation Industries and is the apex Government body responsible for the promotion and development of the Tea Industry in Sri Lanka. SLTB performs the duties as a non commercial service organization and manages the overall planning, direction, co-ordination and control of the functions, including the Tea Commissioner's Division and Tea Promotion Division - All matters connected with promotion of Sri Lanka Tea (Ceylon tea) locally and abroad.
MTI Consulting is a boutique management consultancy with operations in Bahrain, Bangladesh, Dubai, India, Malaysia, Pakistan, Sri Lanka and alliances internationally. Since MTI’s inception in 1997, MTI has worked on 350 client-specific projects in 35 countries across 5 continents.