A Lufthansa fleet

Oct. 28: More than a hundred years after the British discovered the heady taste of Assam tea, a German airline is readying to take it to the skies.

A Tea Board official said Lufthansa, the second largest airline in Europe, had decided to include “Assam Tea” — yes, that is the brand name — on the list of beverages to be served on all its flights.

It will be the first time that tea produced in that part of the world will be served on international flights. The delicate flavours of Darjeeling and Nilgiri teas had so far been preferred over strong Assam liquor,

“Assam orthodox tea will be served along with Darjeeling and Nilgiri teas. Discussions in this regard are on. We are expecting to introduce these brands on the German airline very soon,” the director of tea promotion in the Tea Board, Anandita Rai, told The Telegraph.

A Lufthansa official based in Delhi confirmed the development. “We are delighted to have Assam Tea on our menu,” the official said over phone from Delhi.

The decision was prompted by the fact that “Indian tea is very popular with passengers all over the world,” she added.

Prabhat Bezbaruah, a former chairman of the Assam Tea Planters’ Association, said it was a very encouraging development and would help popularise Assam Tea as a brand in the international market.

“International flights are the one of the best modes to advertise Assam tea throughout the world,” he said.

The move to introduce Assam tea on international airlines as a branded product comes at a time when orthodox tea manufactured in the state is close to earning the coveted Geographical Indication certificate, equivalent to a patent.

Darjeeling tea is the first Indian product to be registered under the Geographical Indications rules. It earned that recognition in 2003.

“Things would be much easier when Assam orthodox tea gets the Geographical Indication certificate,” said Chandrajit Saikia, the executive director of Tea Board (north east zonal office).

Saikia said the Tea Board has also been looking for specific media promotions in Germany, the United Kingdom, France and the United States. “Attempts are being made to popularise Assam tea in the Middle East, too,” he added.

The commerce ministry has also been trying to set up tea marketing offices in Cairo.

The chairman of the Assam Tea Planters’ Association, Raj Baruah, welcomed the move but said steps should be taken to ensure that the best Assam tea is served in these flights. “Otherwise, the move will only boomerang,” he said.

The Assam tea industry is keeping its fingers crossed.