The Tea Promotion Division of the Sri Lanka Tea Board is responsible for establishing, promoting and safeguarding the global brand image and reputation of Ceylon Tea.
In addition to promoting Ceylon Tea as a national product and an internationally recognised brand, the Division conducts a range of domestic and international marketing and promotional initiatives. These activities complement and strengthen the marketing and promotional efforts of Sri Lankan tea exporters and brand owners, while contributing to the continued growth and recognition of Ceylon Tea in global markets.
The Division is the direct successor to the Tea Propaganda Board, an industry organisation that commenced its activities in 1932. When the present Sri Lanka Tea Board was established in 1976, the Tea Propaganda Board was incorporated into the new institution, bringing with it nearly four decades of valuable experience and expertise in promoting Ceylon Tea.
It was the Tea Propaganda Board that originally developed and established the distinctive global identity of Ceylon Tea, including the iconic Lion Logo, which became firmly associated with the product in the minds of consumers worldwide. Today, the Lion Logo is widely recognised as a symbol of the authenticity and high quality of Pure Ceylon Tea.
Activities
The Tea Promotion Division undertakes a wide range of activities to strengthen the global presence, reputation and market position of the Ceylon Tea brand, including:
- Conducting advertising, promotional and public relations activities on behalf of the Ceylon Tea brand in international markets.
- Supporting the advertising and marketing initiatives of Sri Lankan tea exporters and brand owners in overseas markets, as well as those of international importers, distributors and brand owners engaged in marketing unblended Pure Ceylon Tea.
- Representing Sri Lanka and Ceylon Tea at international trade fairs, exhibitions, industry events, conferences, and other important trade and professional forums around the world.
- Advising tea industry stakeholders on market information, international market developments, consumer trends and business opportunities relevant to Ceylon Tea.
- Coordinating and maintaining strong relationships with tea industry stakeholders worldwide, to strengthen international cooperation and market engagement.
- Managing the Board’s own sales outlet in Colombo to strengthen the presence and visibility of Ceylon Tea brands, with particular emphasis on promoting both premium and emerging brands.
International Network
A significant share of the Division’s international promotional activities is carried out through a network of promotional offices established in association with Sri Lankan diplomatic missions overseas.
This international network enables the Sri Lanka Tea Board to strengthen the presence of Ceylon Tea in key global markets, facilitate market engagement, and support the continued promotion of Sri Lanka’s world-renowned tea heritage.
