Assam: ‘Swarna Panam’ steals show on International Tea Day

Guwahati: Swarna Panam – the golden drink that has flakes of pure, edible gold – has stolen the show on the occasion of International Tea Day in Guwahati.

Launched by Aromica Tea, ‘Swarna Panam’ is a tea that promises “pure indulgence”. A specially-crafted tea blend that contains fine petals of 24 carat edible gold and a rare Assam Black tea with honey notes is made from the finest tender leaves of the best tea clones handcrafted to perfection.

Priced at Rs. 2,50,000 per kg, the limited edition of rare gold loose tea is ideal for connoisseurs of luxury. The tea was launched at Bipanan Khetro at Panjabari.

The rare Assam-Orthodox tea was handcrafted by Madhurjjya Gogoi, a tea maker from Upper Assam who has already created a name in the field of speciality tea.

Made from the finest tender tea leaves from the best tea clones, this special orthodox tea is withered in a traditional method. The tea imbibes notes of jaggery and cocoa flavour with dominant honey character, leaving a sweet after taste.

“Swarna Panam is an exotic combination of rare tea and edible precious gold and is sure to delight any tea lover’s senses. A sip of this special tea promises to be soothing and coax in pure indulgence of luxury,” said Ranjit Baruah, director of Aromica Tea.

Organisations both in India and outside the country celebrated International Tea Day with much fervor and enthusiasm.

The Tea Board India, in collaboration with Indian Tea Association, organized a seminar to commemorate the 3rd International Tea Day,  an annual event of the United Nations Calendar.

Chairman of Indian Tea Association, Nayantara Palchoudhuri said the goal is to strengthen the socio-cultural fabric and economic sustenance of the tea sector and work towards the collective growth and prosperity of all stakeholders.

“Sustainability of the tea sector is no longer just about profitability, but one that also takes into consideration the well-being of all stakeholders – be it preserving our natural resources in the face of climate change threats or meeting the growing aspirations and improving the standards of living of the workers,” she added.

Anupriya Patel, Union Minister of State for Commerce & Industry, said the day is an occasion to promote and foster collective action towards sustainable production of tea recognizing that globally the trend is moving towards better quality and organic teas. 

She further stressed on tea being made attractive as a beverage to the younger generation who would drive consumption in the future.

Saurav Pahari, Chairman, Tea Board India, said the tea industry needs to reinvent itself to keep pace with the changing consumer trends. “The image of tea should synergize  with current trends and appeal to the consumers, specially youth,” he said, praising the role of the industry for taking special care of health and safety of the workers during the COVID-19 pandemic and said the industry has shown remarkable resilience during the trying times.

Advertisements through newspapers, promotions through radio, SMS ( on mobile), tea sampling through stalls, displays, contests on social media platforms, ‘The India Tea Song competition’ and ‘My special cup of India Tea contest’ were the other activities which were conducted to mark the occasion and to increase awareness about tea.

Since quality is the prime parameter which upholds the name of India tea in the global market, a special tea plucking (limited edition) activity was also organised by the Tea Board India in various tea gardens to observe this occasion.

A special auction of these teas will be organised in the auction centres in June 2022.

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