Sri Lanka Tea Board will invest USD. 1.5 million (over Rs. 500 million) to promote the Ceylon Tea brand in 12 counties in the next two years, said SLTB Director promotions, Pavithri Peiris.
She said that for 2022 a sum of around USD 150,000 was used as for next year the first installment of USD 200,000 would be given to a local ad agency (Phoenix Agency) to carry out this promotion for the first quarter. “Thereafter it would be rewarded.”
She said that they will conduct this tea promotion in 12 countries to boost the Sri Lanka image of tea.
The funds for this would be taken from the Sri Lankan Tea CES fund which has over Rs. 8 billion plus. Chairman Sri Lanka Tea Board, Niraj De Mel said that in addition to global tea promotion done by the Sri Lanka Tea Board several private sector exports like Dilmah, Akbar and several others also engage in promoting Sri Lankan tea globally. “We will also financially assist them with their promotions via the Tea CESS fund.” The SLTB would be participating in over 30 trade fairs all over the world.
“We also hope to sponsor some of the Sri Lanka tea exporters by sponsoring them with 50%of their cost.”
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