Guwahati: When Deckiajuli Tea Estate in Assam’s Sonitpur district fetched a record ₹1,103 per kg at the Guwahati Tea Auction Centre (GTAC), creating history in Assam’s tea auction market, the achievement reflected years of unwavering focus on quality, consistency and buyer confidence.
The record comes at a time when Assam tea is at its seasonal peak. Industry experts say the ongoing second flush season, which arrives during May and June, is widely regarded as the finest period for Assam tea, known for its boldness, richness and bright liquor. The price achieved by Deckiajuli is the highest ever recorded for a CTC tea at GTAC.
“This is the best time to buy Assam tea and stock it up,” industry experts said, pointing to strong demand from both domestic and export markets.
“Assam tea is generally known for its second flush, which comes in May-June and is characterised by its boldness and robustness. It is valued for its rich taste and bright liquor,” they added.
The strong auction prices being witnessed this season are largely being driven by high-quality second flush teas.
For Bhupendra Singh Deora, Associate Vice President of Deckiajuli operations under Parry Agro Industries Ltd of the Murugappa Group, the record-breaking price is the result of years spent building confidence among buyers.
In the premium tea trade, he said, quality alone is not enough — trust matters just as much.
“It all depends on the buyer,” Deora said while reflecting on the premium tea segment. “Placement of your product is important. Buyers must trust your quality.”
A Rajput from Rajasthan, Deora began his tea career with Parry Agro in South India in 1991 before moving to Assam in 1998. Over the years, he has built his reputation around one principle — delivering the same quality year after year.
“Consistency in the tea is our hallmark. Buyers can pick up our tea without any issue,” he said.
That strategy is now paying dividends in the auction market, where premium second flush teas with bright amber liquor and clean cuts are attracting strong interest from exporters and major tea packers.
Industry experts said the current market is rewarding teas that maintain reliable quality standards, particularly in the premium CTC segment.
Spread across nearly 660 hectares in Sonitpur district, Deckiajuli Tea Estate produces around 12 lakh kg of tea annually. Despite being located in a drought-prone belt of Assam, the estate has managed to sustain both production and quality through complete irrigation coverage.
“As it is a drought-prone area, there is 100 per cent irrigation,” Deora said.
He attributed the estate’s performance to careful field management and the right mix of tea clones suited to local conditions.
“We have a combination of clones,” he said, explaining that balancing quality, yield and climate resilience has become increasingly important amid Assam’s changing weather patterns.
But perhaps what distinguishes Deckiajuli most, according to Deora, is the management philosophy of Parry Agro.
“The biggest advantage in Parry Agro is that there is no interference. They have said, ‘You are the best man on the ground,’” he said.
That operational freedom, combined with strict manufacturing discipline and teamwork across the estate, has helped Deckiajuli maintain its place among Assam’s premium tea producers.
“Wherever the company sends me, I will set new benchmarks,” Deora said.
Joe Louis, Associate Vice President – Marketing & Retail Business, Parry Agro Industries Ltd, said Deckiajuli has maintained a strong focus on premium tea production in recent years.
“The prices achieved at the recent auctions are a direct reflection of the dedication, precision and hard work of every member of our team. We also extend our sincere gratitude to the buyer fraternity for recognising and valuing our commitment to excellence,” Louis said.
He added that rising global demand for high-quality teas encouraged the company to adopt a focused strategy centred on premium CTC manufacturing.
“Consistently producing tea of this calibre is an immense operational challenge. However, through strict quality control, disciplined manufacturing practices and sustained teamwork, we have successfully achieved our quality targets over the last two consecutive years,” he said.
Deckiajuli itself carries more than a century of tea history.
Established between 1906 and 1910 along the banks of the Dhirai River near Dhekiajuli town in Sonitpur district, the estate was originally developed by the English and Scottish Cooperative Wholesale Society. After Independence, ownership and management changed hands several times — from CWS (UK) Ltd to Williamson Magor before eventually becoming part of the Murugappa Group’s Parry Agro Industries Ltd in the early 1990s.
For Deora, however, tea estates outlive ownership cycles.
“The owners might change, tea will always remain,” he said.
Even as Assam’s tea industry grapples with climate stress, rising costs and market uncertainty, Deora remains confident about Deckiajuli’s future.
“If the tea industry has to drown, our Deckiajuli will be the last,” he said with a smile.
For Deckiajuli, the record is ultimately rooted in a simple formula: trusted quality, delivered year after year.
Also Read: Urban infernos: Assam’s cities are transforming into heat islands
Roopak Goswami
Reporter, EastMojo
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