From Digital Experiment to Shutdown
In May 2020, amid the global pandemic, the Jorhat Tea Auction Centre (JTAC) launched as India’s eighth tea auction centre and the second in Assam. It debuted as the country’s first fully web-based tea auction centre, specifically built to serve the core tea-producing belt of Upper Assam.
Hitendra Nath Goswami, the then Speaker of the Assam Legislative Assembly and Jorhat MLA, inaugurated JTAC. It was also known as the Jorhat Tea e-Marketplace. To make this happen, the Tea Board partnered with MJunction Services Ltd, a joint venture of SAIL and Tata Steel, to design, develop, implement, and maintain the digital platform.
However, that chapter has officially come to a close six years later. Acting on a circular dated March 26, 2026, the Tea Board discontinued the Jorhat Tea Auction Centre with effect from April 1, 2026. Consequently, this sudden move has prompted strong reactions from tea growers and industry stakeholders across Assam.
What Was Actually Discontinued?
Official announcements state that the Tea Board “officially discontinued” the Jorhat e-Marketplace on April 1, 2026. Furthermore, the circular explained that maintaining a separate auction model at Jorhat was no longer feasible. This is because the Tea Board is shifting toward a new pan-India, web-based auction platform under a Build-Own-Operate (BOO) model.
In practical terms, the move does not mean authorities shut down a traditional, physical auction floor overnight. Instead, it ends the dedicated, mjunction-run Jorhat portal arrangement. Once that separate platform and its operating structure ceased to exist, the Jorhat centre could no longer function as a distinct auction model.
Why JTAC Mattered to Upper Assam
Before its discontinuation, JTAC served as a vital secondary auction node for Assam. In fact, reports suggest that sellers moved roughly 4 million kilograms of tea through Jorhat in the previous year. This volume effectively made it Assam’s second major auction platform after Guwahati.
Initially, mjunction designed the platform with a much larger ambition. At launch, they estimated the Jorhat e-marketplace could handle up to 200 million kilograms of tea annually. They also aimed to reduce the time between production and payment through faster digital workflows. Therefore, the platform was intended to improve logistics, aid price discovery, and modernize the auction experience for producers in Upper Assam.
Assam’s Tea Geography and the Auction Imbalance
Assam remains central to India’s tea economy because it produces roughly 55% of the country’s total tea output. Research and official data indicate that the state hosts around 845 tea gardens spread across more than 2,30,000 hectares, yielding an annual production of over 4,30,000 tonnes.
Upper Assam districts such as Jorhat, Golaghat, Dibrugarh, Tinsukia, Sivasagar, and Charaideo form the backbone of this ecosystem. Yet, JTAC’s closure leaves Assam with only one functioning auction centre: the Guwahati Tea Auction Centre. Meanwhile, West Bengal and South India continue to operate three centres each.
For this reason, many in the Assam tea sector view the closure as deeply unfair. A state that contributes more than half of India’s tea now relies on a single auction centre, while regions with lower production retain multiple hubs.
Why Stakeholders Are Concerned
Planters, small tea growers, and regional stakeholders argue that authorities made this decision without enough grassroots consultation. They believe the closure removes a local institutional support system built specifically to provide Upper Assam producers with an auction platform closer to their gardens.
The logistical impact is especially significant. For tea gardens in districts like Dibrugarh or Tinsukia, routing samples through Jorhat was far more practical than sending everything to Guwahati. Because Guwahati is much farther away, smaller producers now fear higher transport costs, longer turnaround times, and a risky dependence on a single auction centre.
The Shift to a Pan-India Digital Platform
The Tea Board’s larger strategy focuses on moving all tea auctions onto a unified, cloud-based national platform. According to BusinessLine, the Board engaged Tradeforge Technologies Pvt Ltd to build and run the new platform under a BOO model. This system will replace Dexit Global (formerly NSEIT), which operates the current Bharat e-auction portal.
The new system will retain both the Bharat Auction and English Auction formats. Additionally, it aims to offer a standardized interface and broader integration across India’s tea auction network. Supporters argue that this transition could improve transparency, simplify compliance, and widen access for buyers and sellers across all regions.
However, this transition also carries clear risks. Industry voices have raised valid concerns about technical reliability and digital readiness. Specifically, they worry whether smaller growers will receive adequate support in a highly centralized, technology-heavy environment.
What This Means for Assam Tea and Tea Buyers
For readers and tea drinkers, this issue is not just about auction policy. It is about the future of how Assam tea reaches the market and how growers in Upper Assam remain connected to fair price discovery and sustainable trade systems.
If regional growers face higher costs and weaker institutional support, the consequences may eventually ripple outward. Consumers might notice changes in tea quality, sourcing diversity, and access to distinctive Assam teas. Consequently, supporting authentic Assam tea producers and trusted regional tea brands matters now more than ever.
🍃 Experience the Deep Malty Legacy of Upper Assam
To truly appreciate the rich, caramelized molasses notes and complex flavors of authentic Assam tea, you need to step away from generic grocery store blends. If you want to experience a competition-grade, second-flush tea, we highly recommend exploring the estate-direct collections from Assamica Agro. Their loose-leaf Assam Orthodox teas are harvested precisely during the peak summer months to guarantee that signature, heavy-bodied malty backbone.
Note: By exploring Assamica Agro through our links, you directly support local, sustainable trade systems in Upper Assam. We only partner with growers who respect the real history and craft of the region.
If this story has reminded you why Assam’s tea heritage deserves attention, this is a good time to explore Assamica tea and support teas rooted in the region’s real history, craft, and growers. Choosing high-quality Assam tea from trusted sources is one small but meaningful way to stay connected to the legacy of Upper Assam while the trade landscape continues to change.
Looking Ahead
The discontinuation of the Jorhat Tea Auction Centre marks a turning point in the evolution of India’s tea marketing system. It reflects a decisive move away from region-specific digital experiments toward a centralized national platform.
Whether this shift becomes a success story or a cautionary tale will depend on how well the new system protects the interests of small growers, manages logistics, and preserves meaningful access for tea-producing regions like Upper Assam. For now, the closure of JTAC remains both a practical disruption and a symbolic loss for one of the world’s most important tea landscapes.
💬 Your Voice Matters
What are your thoughts on the Tea Board’s push for a single pan-India digital auction system? Do you believe regional centres like Jorhat should be preserved, even in a digital-first era, as institutional anchors for local growers?
Share your views in the comments below and, if you’re part of the tea ecosystem, tell us how this transition is affecting your garden on the ground.
A small note: To support our work in sharing these heritage stories, some links in this post are affiliate links for Assamica Agro. If you choose to buy through them, we may earn a small commission at no extra cost to you. We only recommend partners who respect the traditions of Assam tea.
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