The Indian Tea Association (ITA) is planning to launch a promotional campaign for children aimed at increasing domestic consumption, an official said here on Tuesday.

A study by the Tea Board showed that per capita tea consumption was a mere 786 gm, ITA Chairman Azam Monem told reporters here. "In India, we found a population of 350 million do not drink tea and they are all children," he said.
"We want to start promoting tea with children. We have done it with youths, colleges and now want do it through schools.
ITA is working out a strategy following the study and presentations by two advertising agencies. The industry will fund the promotion. The campaign will fit into school calendar, he added.