North Eastern Tea Association Proposes MS Dhoni as Brand Ambassador for Assam Tea

The North Eastern Tea Association (NETA) has urged the Assam government to appoint MS Dhoni, the renowned cricketer, as the brand ambassador for ‘Assam Tea’ in a bid to boost India’s per capita consumption of tea and address supply glut issues. Kamal Jalan, Chairman of NETA, highlighted industry challenges during the association’s 21st biennial general meeting in Guwahati. The proposal aims at generic promotion of Assam Tea in the domestic market with Dhoni’s endorsement. NETA, comprising 172 member tea companies across Assam, Nagaland, and Arunachal Pradesh, anticipates significant benefits from this strategic move.