What is private labelling? Speaking to Imperial Tea Chairman and Managing Director, Colombo Tea Traders’ Association (CTTA) Vice Chairman, and former Tea Exporters’ Association (TEA) Chairman Jayantha Karunaratne, he shared that tea is generally sold via auction. He said it is also unfair to the consumer who is now expecting “fine Ceylon tea” but is given cheaper alternatives. He said that it is most unfortunate and that the tragedy of private labelling has long since plagued the industry. Therefore, if you look at private labelling, he does not feel that it is hugely impacting our brand identity.

Source: The Nation July 24, 2021 18:33 UTC