Tel Aviv, Dec 22: India has launched a major promotion campaign of its tea here with the introduction of high quality "Masala Chai" targeting the seven-million-dollar Israeli tea market. Wissotzky, a premier Israeli tea company, introduced the aromatic beverage for the Israeli palate at a launch ceremony here recently at the residence of Indian Ambassador R S Jassal attended by a number of businessmen and prominent personalities.
Israelis of various hues, who would otherwise love to drink wine, were seen sipping cups of the hot aromatic tea while watching a short film highlighting the powerful and omnipresent tradition of tea in varied ambiences of India.
"Israelis deserve the best of everything and Indian tea is the best," Jassal told the gathering. Though Indo-Israeli trade has gone up over five times to 1.1 billion dollars since diplomatic relations were established between the two countries in 1992, India exports more coffee than tea to Israel, whose major part of seven- million-dollar tea imports comes from Sri Lanka. Bureau Report