Improving the business and digital outreach of Nepali tea producers

The COVID-19 pandemic has confirmed the need to empower and enhance the need for investment in marketing and branding related activities.

About the project

The project builds on a pilot, deployed between October 2017 and October 2019 in Nepal and Cambodia, which provided online-visibility to close to 5000 tea, coffee, rice, ginger and kampot pepper companies. 

ITC ensured their business continuity under its USAID funded programme, by sending their tea samples to potential buyers in Europe, China and the US. Almost a dozen of sample boxes have been sent to international buyers like Schroeder and Hamann, Halson & Leon, Teegeschwender and Basu in China, Czechia, Germany or the United States. This intervention generated over €425,000 of business for the farmers since March of 2020 (read impact story).

Building on lessons learned and adopting to the COVID-19 impact, the second phase of the project focused on assisting project partners and tea gardens between 2020 and 2022 develop a good digital presence and build long term business partnerships with international buyers.

 

How did the project help beneficiaries?

See what they have to say
Rajesh Rauniyar, Aroma Speciality Tea
"With proper channels and digital marketing tools, we think we can take our organic tea to any European or American destination. Collaborating with ITC will hopefully help us understand and market our products better in these markets "
Urusha Chapagain, Gorkha Tea Estate
"Collaborating with ITC in this project has helped us keep our digital presence updated and will definitely help us in telling our story to the wider buyers in Europe and in the US."
Bikram Chemjong, Organic Nepal Tea Industries
"Our expertise is Tea Making and we are proud of what we produce. But, we lack marketing and outreach. We hope collaboration with ITC will help us in this regard in future."

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Due to the COVID-19 pandemic, the tea industry in Nepal faced unprecedented challenges in terms of cash flow, transport and sampling.

ITC ensured their business continuity under its USAID funded programme, by sending their tea samples to potential buyers in Europe, China and the US. Almost a dozen of sample boxes have been sent to international buyers like Schroeder and Hamann, Halson & Leon, Teegeschwender and Basu in China, Czechia, Germany or the United States. This intervention generated over €425,000 of business for the farmers since March of 2020.

Partners

Funding partner

Implementing partners