NEW YORK, June 25, 2025 — Assam tea, one of India’s most iconic exports, is celebrating 200 years of heritage and cultivation at the Summer Fancy Food Show 2025 in New York City. The bicentennial commemoration is part of a broader effort to boost global awareness and demand for the robust, malty brew that has become synonymous with the northeastern Indian state of Assam.
The event is being held at the Jacob K. Javits Convention Center from June 29 to July 1, where thousands of food industry professionals from around the globe are expected to gather. Assam’s participation at the show is seen as a strategic move to expand market reach, build global partnerships, and drive export growth, especially as international consumers seek premium, sustainably-sourced teas.
Central to the celebration is the “Assam Tea Lounge,” a dynamic space within the India Pavilion that offers visitors an immersive experience. Guests can sample freshly brewed tea at live stations, attend sommelier-led tasting sessions, and enjoy pairings with cookies, chocolates, and other delicacies. The lounge also serves as a cultural showcase, featuring Assamese music, crafts, dance performances, and storytelling that traces the history and future of Assam tea.
This year marks the 200th anniversary since Scottish explorer Robert Bruce’s 1823 encounter with native tea plants in Assam. That discovery laid the groundwork for the founding of the Assam Tea Company in 1839, launching what would become one of the world’s largest and most influential tea industries. Today, Assam accounts for over half of India’s tea production, employing more than one million workers across approximately 850 estates.
The Summer Fancy Food Show is the largest specialty food and beverage event in North America and a vital platform for international culinary innovation and branding. Assam’s presence underscores India’s larger commitment to elevating traditional agricultural products through global exposure and value-added marketing.
In addition to commercial aspirations, this year’s showcase also emphasizes sustainability and social equity. Features such as women-led cooperative spotlights and discussions on eco-friendly farming techniques reflect the evolving ethos of the tea industry, aligning with global trends favoring ethical and transparent sourcing.
The Assam showcase aims not only to capture the attention of gourmet food buyers and distributors but also to position Indian tea as a premium product on par with global luxury beverages. With rising consumer interest in wellness and artisanal goods, Assam tea’s legacy and quality offer a compelling narrative that blends heritage with contemporary appeal.
The Summer Fancy Food Show, organized by the Specialty Food Association, continues to serve as a critical junction for innovation, trade, and cultural exchange in the food and beverage sector. For Assam tea, the bicentennial milestone is both a tribute to its storied past and a springboard toward a more global future.
