The Tea Trade Association of Cochin (TTAC) has proposed the introduction of a unified pan-India tea auction platform that functions as a seamless national marketplace, offering greater transparency and accessibility for all stakeholders.The present auction system is fragmented and highlighted the need for a single nationwide platform to improve price discovery, widen market access and reduce transaction friction across the country, Anil George Joseph, president of TTAC said while speaking at the high-powered committee meeting chaired by Rakesh Agarwal, Commerce Secretary.Representatives of all major tea associations participated in the meeting to present key issues affecting the Indian tea industry.Anil George Joseph emphasised that the proposed platform should provide real-time market information, analytics and integration with logistics and payment systems. It should also facilitate participation from small and bazaar buyers, who remain underrepresented in the organised auction system. Increased participation from these buyers would deepen the market, enhance competition and improve price realisation for tea producers.Challenge of adulterationTTAC also urged the Centre to declare tea as India’s national drink, recognising the brew as the country’s most widely consumed beverage and the second most consumed in the world after water. Such recognition should be supported by a well-funded national promotional campaign to increase domestic tea consumption and strengthen the global image of Indian tea.Highlighting the continuing challenge of tea adulteration, he said that adulterated tea undermines consumer confidence and damages the reputation of the Indian tea industry. He called for stricter enforcement against adulteration, coupled with sustained consumer awareness campaigns.Several key issues affecting the sector were also raised at the meeting, including enhanced funding for tea research, mandatory routing of teas through the auction system, deferment of the rollout of the new auction platform developed by TradeForge Technologies, establishment of an Atal Incubation Centre for Tea on the lines of the coffee sector to promote innovation and entrepreneurship and introduction of more developmental schemes for the industry.During the discussions, the Commerce Secretary emphasized that the implementation of any new auction platform should not cause inconvenience or disruption to stakeholders. On the issue of mandatory routing of teas through auctions, he said that the matter requires more detailed examination before any policy decision is taken.Officials also briefed stakeholders on the forthcoming developmental schemes for the tea sector. The proposed programmes are expected to focus on replanting, rejuvenation and mechanisation, with an outcome-linked approach aimed at improving productivity, sustainability and the global competitiveness of the Indian tea industry.Published on June 29, 2026