Indian Tea Association along with Tea Board has embarked on an initiative to promote tea consumption and generate awareness of different tea varieties in the Indian market. Youngsters are a primary focus market of the campaign. Under the initiative, the Association decided to organise Chai Ho Jaye, a series of tea carnivals across select cities in India.
The first carnival was organised at Ambience Mall in Gurgaon on August 23 and August 24. It had an interesting format for engaging visitors. It essentially compelled them to earn their tea, but not with money. Two game formats were provided – a dart game and a game where they would catch falling tea leaves on a monitor. If they succeeded in the game, they were asked the tea that they would prefer. The option was to go for a cup of tea from the English tea room or the Indian dhaba or also sample one among a range of tea based mocktails on offer. The space was beautifully laid out with tea paraphernalia and one quote stood out in particular, “Tea is liquid wisdom”. Beside tea tasting and sampling, the carnival also had flash mob performances and a mixologist session that provided people with knowledge on tea infused mocktails like Peppermint Green Cooler, CTC East meets West, Darjeeling Honey Cooler and ‘Un’Orthodox Mojito. Information was also given on the health benefits of antioxidants in tea against cardiovascular diseases, cancers, osteoporosis, diabetes mellitus , etc. Besides, people were informed of historical tea facts including the Boston tea party, the invention of iced tea, the Japanese tea ceremony, etc.
In a country accustomed to tea as a daily beverage at home and also at a variety of locations from the roadside tea stall to the five star hotel, the Tea Carnival comes across as an interesting and appreciable initiative to promote health benefits of tea as well as different varieties of tea and tea making recipes to a discerning audience.