More and more consumers globally are insisting that the products they pay for are sourced sustainably. This is no longer a western phenomenon. The Indian consumer is also becoming more aware and will soon demand that brands deliver sustainably sourced products. Many leading buyers of tea in India are moving forward with a structured and committed program to increase the sourcing level of sustainably certified tea. This trend indicates that being certified to the Indian tea sustainability program —trustea — will ensure highly a competitive market access for the trustea certified organizations.