NETA brews youth tea culture on International Tea Day, targets Gen Z at Golaghat College

Syllad | The Rising MeghalayaMay 22, 2025

With the theme “Tea for Better Lives,” the North Eastern Tea Association (NETA) marked International Tea Day on May 21 by engaging directly with the youth at Golaghat Commerce College (Autonomous). The celebration aimed to spotlight tea’s cultural, economic, and health value while also stirring fresh interest among Gen Z toward tea consumption.

In a vibrant campus event featuring quizzes, speeches, and interactive dialogue, NETA members and students exchanged ideas on the future of the tea industry. The session was moderated by Director of NETA Tea Academy, Manoj Jallan.

In his keynote address, NETA chairman Ajay Dhandharia called International Tea Day “an opportunity to honour tea’s journey from field to cup,” stressing its 200-year legacy in shaping Assam’s socio-economic fabric. He emphasized the drink’s scientifically backed health benefits and concluded with a call to action: “Sip Tea and Savor Life.”

Highlighting a concern, Dhandharia noted that despite India being both the largest producer and consumer of black tea globally, the per capita tea consumption remains low. “That’s why we’re focusing on Gen Z. We need to build a new generation of tea lovers,” he said. Hosting the event on a college campus was a strategic move to connect directly with young minds.

Principal Dr. Utpal Sarma praised NETA’s efforts to bring tea awareness to the youth, calling it a smart blend of education, tradition, and innovation. The event also celebrated the 10th successful year of the Post Graduate Diploma in Tea Management, a joint venture by NETA and the college, which boasts 100% placement for graduates, according to faculty member Ranjit Mazumdar.

The celebrations wrapped up with a cake-cutting ceremony led by the Principal and Vice-Principal, with Dr. Manas Pratim Sarma steering the event smoothly as moderator.

Present at the event were NETA members including Ajay Dhandharia, Neeraj Jallan, Manoj Jallan, Nepul Saikia, Krishnakant Jalan, and several others committed to keeping Assam’s tea heritage alive—one cup at a time.