Azeem Ahmed Khan

Pakistan has outlined a comprehensive domestic and export market development plan that includes the introduction of a national tea mark featuring the Markhor as a quality seal, alongside coordinated branding, promotion and buyer-engagement strategies, according to a strategy document prepared under the FAO Technical Cooperation Programme.

The document, available with Wealth Pakistan, states that Pakistan’s long-term tea development efforts cannot rely solely on cultivation and processing, and must instead incorporate a structured market strategy that positions Pakistani tea as a premium, specialty product.

The national tea mark is proposed as a certification system to assure buyers that tea produced in Pakistan meets internationally accepted standards on quality, hygiene and chemical safety. The Markhor, Pakistan’s national animal, has been recommended as the emblem to symbolize authenticity, traceability and national identity.

According to the report, the tea mark will be issued only to producers and processors who comply with specified cultivation and processing standards. These include the adoption of approved clones, adherence to plucking and pruning schedules, controlled use of agricultural inputs, conformity with ISO 3720 for black tea and alignment with the European Union’s limits on chemical residues. The mark will serve as a “Pakistan Tea Guarantee,” enabling both domestic and foreign buyers to distinguish certified tea from uncertified products in the market.

The strategy explains that introducing a national certification seal is particularly important because Pakistan intends to enter the global tea market with orthodox and specialty teas rather than commodity CTC varieties. These segments depend heavily on quality differentiation, terroir identity and consistent branding, making certification essential for buyer confidence. The report notes that several tea-producing countries, including Sri Lanka, Kenya and India, already operate national marks, and Pakistan requires a similar system to compete in high-value markets.

Beyond certification, the strategy proposes a multi-stage domestic marketing plan aimed at building consumer recognition for Pakistani teas. The report highlights that for several decades Pakistan relied almost entirely on imported teas, leaving consumers unfamiliar with locally produced variants. To address this, the strategy recommends structured promotional campaigns, tea-tasting events, partnerships with leading packers, and the establishment of regional tea routes linked to KP’s tourism corridors.

The goal is to introduce Pakistani tea as a premium product with a distinct flavour profile associated with its mountainous origin. On the export front, the report identifies China, the Middle East, Europe, North America, Japan and Russia as priority markets. It states that Pakistan’s orthodox and green teas can enter niche segments where buyers seek high-altitude, hand-plucked, specialty teas with unique origins.

The strategy recommends active participation in global competitions such as the “Leafies World Tea Awards” to raise Pakistan’s visibility in the specialty tea community. The document further stresses the need for coordinated engagement with international buyers, distributors and tea associations to establish commercial linkages.

According to the strategy document prepared under the FAO Technical Cooperation Programme, these branding and certification initiatives are essential for ensuring that Pakistan’s investment in cultivation translates into commercial success. Without clear market positioning, the report warns, the country risks producing teas that do not secure premium pricing or sustained buyer interest.

The strategy concludes that a national tea mark, combined with structured promotional activities and targeted export engagement, will form the backbone of Pakistan’s long-term efforts to build a sustainable, high-value tea industry.

Credit: INP-WealthPk