Assam Tea is being prominently showcased at the Summer Fancy Food Show 2025, held from June 29 to July 1 at the Jacob Javits Center, New York City, marking the 200th anniversary of the world-renowned tea. The event celebrates Assam Tea’s historic origins, global journey, and economic significance.

Representing the Government of Assam, officials will join Binaya S. Pradhan, Consul General of India in New York, to inaugurate the India Pavilion on June 29. A major attraction at the pavilion is the specially curated “Assam Tea Lounge,” highlighting the state’s tea heritage and cultural richness.

The initiative, supported by the Consulate General of India and led by Assam Chief Minister Himanta Biswa Sarma, builds on the Advantage Assam 2.0 programme. It aims to promote Assam Tea in the U.S. market by bringing together established tea companies, small growers, startups, and trade partners.

The Assam Tea Lounge offers an immersive experience with live tea brewing bars, guided tastings, and artisanal pairings with cookies and chocolates. Visitors can engage with storytelling sessions, interviews with tea growers, and displays on sustainability, women-led cooperatives, and certified tea production practices. Assamese cultural motifs, traditional performances, and handicrafts are also on display.

Special highlights to mark the bicentenary include a “Masala Chai Cart,” a tea passport giveaway, and collaborations with Kolkata Chai Co., Elements Truffles, and Indian chefs for dessert and cocktail demonstrations. A high tea event will be hosted for media and influencers to boost digital outreach. Visitors will receive branded giveaways such as tea pouches, coasters, and “Brew Your Mood” cards.

Assam Tea’s origins trace back to 1823 when Scottish explorer Robert Bruce, guided by the Singpho tribe, discovered the Camellia assamica plant. With the first commercial plantation set up in 1837 and the first Indian-owned estate established by Maniram Dewan in 1842, Assam quickly became a key player in the global tea trade. Today, it accounts for over 52% of India’s tea production.

The event also features participation from key industry players including the Tea Board of India, Tata Consumer, Goodricke Tea, Luxmi Tea, Hindustan Unilever, Woolah Tea, and Aromica Tea. Institutions like the Tocklai Tea Research Institute and the Guwahati Tea Auction Centre are also represented, highlighting innovation and transparency in the tea sector.

The 200-year celebration of Assam Tea aims to strengthen global recognition, enhance export potential, and promote Assam as a leading destination for tea tourism and trade.