While export prices remained robust, British India's Tea CessCommittee (TCC) made only sporadic, small-scale attempts to create demand for tea in India by giving away pre-brewed cups in selected locations and selling small packets of leaf fragments. Still, by 1930 only a fraction of the Indian population had tasted tea, and more than 90 percent of the crop was exported. The Great Depression decisively changed the picture, however. International tea prices plunged, and by 1935 growers faced an unsold surplus of more than a hundred million pounds. The prospect of a huge "uninitiated" market suddenly seemed appealing, and the TCC, reorganized as the Indian Tea Market Expansion Board (ITMEB) and provided with an expanded budget, began the largest marketing campaign in Indian history.