States » EastPosted at: Jun 25 2025 9:44PM


New York City food fest to get a taste of Assam's tea heritage

Guwahati, June 25 (UNI) The prestigious Summer Fancy Food Show 2025 at New York is all set to showcase Assam's most iconic brew -- the Assam tea.
To be held at the Jacob Javits Centre, New York City, from June 29 to July 1, the prestigious event will highlight the rich tea heritage of Assam.
The India Pavilion, which will house a specially designed “Tea Lounge”, will be jointly inaugurated on June 29 by Assam Chief Secretary Ravi Kota and Binaya S. Pradhan, Consul General of India in New York.
The initiative follows the success of Advantage Assam 2.0 held earlier this year. It aims to not only promote Assam’s rich tea heritage but also to expand trade and export opportunities in the U.S. market.
By bringing together established tea companies, small growers, and innovative startups, the event embodies a unified vision of heritage, entrepreneurship, and international collaboration, fostering deeper economic and cultural ties between the two largest democracies in the world.
The “Assam Tea Lounge” will offer visitors an immersive experience through thoughtfully curated live brewing bars, sommelier-led tasting sessions, and artisan tea pairings with cookies, chocolates, and more.
Visitors can explore the evolution of Assam Tea through engaging storytelling sessions, video interviews with tea growers, and showcases on sustainability, women-led cooperatives, and certifications like Rainforest Alliance.
A statement issued from the office of Assam Chief Secretary said the space will also be adorned with Assamese design elements — from visuals of tea gardens and local crafts to musical and dance performances that highlight the state’s rich cultural tapestry.
In celebration of the bicentennial, the booth will also feature a “Masala Chai Cart,” a tea passport giveaway programme, and collaboration with partners like “Kolkata Chai Co., Elements Truffles”, and celebrated Indian chefs for dessert and cocktail demos infused with Assam Tea.
"A special high tea will be hosted for media and social media influencers, helping to boost digital reach. Giveaways, including branded tea pouches, coasters, and "Brew Your Mood" cards, will invite attendees to explore Assam Tea in fun, memorable ways," said the statement.
It may be mentioned here that Assam’s tea journey began in 1823, when Scottish explorer Robert Bruce discovered the indigenous Camellia assamica plant with the help of the Singpho tribe. With the first commercial plantation starting in 1837 and India’s first Indian-owned tea estate founded by Maniram Dewan in 1842, Assam rapidly became a pillar of the global tea trade.
"Today, Assam remains the largest contiguous tea-growing region in the world, producing over 52 percent of India’s total tea output, including robust CTC, orthodox, organic, and GI-tagged teas," it said.
The event will also bring together major industry players, including the India Tea Association, Tata Consumer Products Ltd., Goodricke Group, Luxmi Tea, HUL, Woolah Tea, and Aromica Tea, among others, with active participation from the Indian diaspora and global food industry stakeholders.
The 200-year celebration of Assam Tea is more than a tribute to its past — it is a visionary step by the Consul General of India toward building its future. With strategic branding, global partnerships, and cultural diplomacy, Assam is strengthening its position as a premium tea exporter and tourism destination, ready to serve the next
generation of tea lovers across the world. UNI ANP SSP
Tags: #New York City food fest to get a taste of Assam's tea heritage
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