Commercial production of tea was first introduced into India by the British, in an attempt to break the Chinese monopoly on tea. The British, using Chinese seeds, plus Chinese planting and cultivating techniques, launched a tea industry by offering land in Assam to any European who agreed to cultivate tea for export. Tea was originally only consumed by Anglicized Indians; it was not until the 1950s that tea grew widely popular in India through a successful advertising campaign by the India Tea Board.