India Pavilion Inaugurated in New York to Celebrate 200 Glorious Years of Assam Tea
The pavilion was jointly opened by Ravi Kota, Chief Secretary to the Government of Assam, and Ambassador Binaya S. Pradhan, Consul General of India in New York, in a vibrant ceremony highlighting Assam’s rich tea legacy.
200 Years of Assam Tea– The India Pavilion at the Summer Fancy Food Show 2025 was inaugurated on Sunday at the Jacob K. Javits Center in New York, marking a historic celebration of 200 years of Assam Tea, a global symbol of strength, flavor, and cultural heritage. The pavilion was jointly opened by Ravi Kota, Chief Secretary to the Government of Assam, and Ambassador Binaya S. Pradhan, Consul General of India in New York, in a vibrant ceremony highlighting Assam’s rich tea legacy.
The event, held from June 29 to July 1, 2025, showcases Assam Tea’s journey since its discovery in 1823 along the banks of the Brahmaputra River. The idea for this bicentennial celebration was conceived during a conversation between Ambassador Pradhan and Assam Chief Minister Himanta Biswa Sarma earlier this year, aiming to promote Assam’s tea heritage and expand trade opportunities in the U.S. market.
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“As we celebrate 200 years of Assam Tea, we do so not only with pride in our legacy but with a clear vision for the future,” said Chief Secretary Ravi Kota during the inauguration. He emphasized Assam Tea’s role as a bridge between tradition and innovation, spotlighting four innovative startups—Aromica Tea, Woolah Tea, Dorei Tea, and Earth Tea—that are creating exotic new blends to captivate global audiences. Kota also highlighted the critical contribution of small tea growers, who account for 40% of Assam’s tea production, and the transformative role of bought-leaf factories in the region’s tea ecosystem.
The India Pavilion features a specially designed “Assam Tea Lounge,” offering an immersive experience with live brewing bars, sommelier-led tasting sessions, and artisan tea pairings with cookies, chocolates, and desserts. Visitors can explore the evolution of Assam Tea through storytelling sessions, video interviews with growers, and displays on sustainability, women-led cooperatives, and certifications like Rainforest Alliance.
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The lounge is adorned with Assamese cultural elements, including visuals of lush tea gardens, local crafts, and traditional music and dance performances. A “Masala Chai Cart” and a tea passport giveaway program add to the festive atmosphere, with collaborations featuring partners like Kolkata Chai Co. and Elements Truffles, alongside Indian chefs showcasing tea-infused desserts and cocktails.
Assam Tea, renowned for its bold, malty brews and deep amber liquor, has been a cornerstone of global tea culture, anchoring breakfast blends and premium specialty collections. The Guwahati Tea Auction Centre, India’s largest by volume, trades over 250 million kilograms annually, facilitating transparent and regulated access to Assam’s diverse teas. In 2024-25, Assam exported over 100 million kilograms of tea to more than 90 countries, generating nearly $285 million, with key markets including the United Kingdom, Russia, the UAE, Germany, Iraq, and China.
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The pavilion also underscores Assam’s commitment to innovation and sustainability, with participation from major industry players like the India Tea Association, Tata Consumer Products Ltd., Goodricke Group, Luxmi Tea, and HUL, alongside startups and the Indian diaspora. Institutions like the Tocklai Tea Research Institute and the Guwahati Tea Auction Centre continue to bolster Assam’s global competitiveness through research and transparent trade practices.
This milestone celebration, supported by the Consulate General of India in New York and inspired by the success of Advantage Assam 2.0, aims to strengthen India-U.S. ties through strategic initiatives in trade, cultural diplomacy, and innovation. A special high tea event for media and influencers is planned to amplify the global reach of Assam Tea, with giveaways like branded tea pouches and “Brew Your Mood” cards engaging attendees.
The inauguration of the India Pavilion not only honors Assam Tea’s 200-year legacy but also positions it as a visionary brand for the future, blending heritage with modern innovation to captivate tea lovers worldwide.
