US which has almost a 100,000-tonne market potential could prove worthwhile for Indian tea exports. Industry analysts contend that a heavy reliance on the American market may not be very conducive at one go as the Indian industry has to find out teas to suit the US beverage market.

Despite the unconventional tea-drinking habits, America happens to be one of the world's top five non-producing tea-consuming countries in the world. According to an industry observer, US represents a virtually untapped market for tea.

The American delegation was expected to tour the tea-growing areas of Assam, Dooars, Darjeeling as well as the south Indiangardens.

Industry sources said that the American Tea Council on its part has been trying to convert a section of the population towards tea from other beverages. The increasing importance of tea in the country could also be accounted for the increasing awareness for the health benefits associated with tea.

Creative selling propositions and significant marketing has been able to bring about an awareness in the tea drinking habit of the Americans. The American market it is noted is primarily tuned to the ready-to-drink teas, which are primarily instant teas, speciality teas with exotic tastes, including the flavoured variety.

Industry observers said that the Indian industry should try to encash on these preferences. It is however, a welcome move that the American population is definitely favouring tea to coffee on many occasions, said the industry observer.

According to industry estimates, India is said to export about 5 million kg to the whole of America including Latin America.