The critical pillar of the sustainability in the tea sector is enhancing global competitiveness. Competitiveness increases with the quality of the product and the profitability of suppliers. The higher unit price indicates the existing high quality of Sri Lankan tea.
Sri Lanka’s best opportunity in sustaining the tea sector is strengthening the unique brand of ‘Pure Ceylon Tea’. Sri Lankan tea already commands a premium price.
Improving quality and brand uniqueness are essential to continue the command in high price. Sri Lanka can also raise earnings from tea by integrating deeper into the global value chain. This can be achieved by increasing the share of value added tea production and exports.
Sri Lanka has a great potential to engage deeply in the global value chain with entrepreneurial strength of private firms and institutional support from the government.