Branding of green tea leaf: a disruptive innovation for building market competitiveness of small tea growers in North East India

Abstract

PurposeThis study aims to explore the opportunities and methods for branding fresh tea leaves, currently sold as commodities in the B2B market, as an innovative method by engaging with a smallholder group. The purpose is to enhance the market competitiveness of the significant number of small tea growers in developing economies.Design/methodology/approachAn exploratory study was conducted comprising a qualitative survey of a farmers' group formed by the smallholding of tea gardens and the sourcing factories in the state of Assam, India. Relevant case studies on the branding of agricultural commodities were also analyzed.FindingsSmallholding farmers, through collective efforts and with adequate extension and marketing support, can comply with the standards expected from their buyer. Perishable farm produce sold in the B2B market can be differentiated by exploiting attributes beyond the physical product. Market linkages established through innovative practices can enhance the market competitiveness of smallholdings.Research limitations/implicationsSuccessful branding of tea leaves can encourage similar practice in other agricultural crops as well. This will improve the quality of produce, increase the earnings of smallholdings and at the same time enhance customer value and satisfaction.Originality/valueThis paper is the first of its kind to investigate the opportunities for branding tea leaves produced by smallholdings and sold in the B2B market. The findings will be useful to researchers, smallholdings, policymakers, and consumers at large.

Understanding the process of agricultural entrepreneurship: perspective from strategic movements and entrepreneurial families

“…For its part, the symbolic quality is subjective, not quantifiable and seeks to generate trust and connections of a civic and emotional nature with the consumer. The use of brands and geographical indications (Neilson et al , 2018; Mano Raj, 2021), socially responsible entrepreneurship (Monteiro Mello et al , 2020), sustainable production certifications such as Global GAP (Larsson, 2012), craftsmanship in the process (Escribano et al , 2020) and the association of the product with celebrities (Tantiseneepong et al , 2012), are forms of symbolic differentiation. Lastly, the relational or service quality derives from the experience offered during the purchase or consumption of the product; for example, some farms offer their customers the opportunity to harvest their products (Barbieri and Mahoney, 2009; Bruce, 2019).…”

Market participation among smallholder farmers in Tanzania: determining the dimensionality and influence of psychological contracts

“…In addition, various scientists have recognized and advocated for the importance of small-scale farming in maintaining food security, supporting competitiveness, improving the sustainability of rural economies, protecting the environment, maintaining rural populations, and providing a nursery for the development of new enterprises (Sawe et al, 2020;Wineman et al, 2020). Apart from that, to address poverty and improve livelihoods in developing countries, several studies have been conducted to develop small-scale agriculture and connect farmers to markets (Abdul-Rahaman and Abdulai, 2020; Iba and Lilavanichakul, 2021;Karing'u et al, 2020;Mano Raj, 2021;Orr and Donovan, 2018). This makes the commercialization of smallholding agriculture indispensable for rural and urban development.…”

“…Apart from that, to address poverty and improve livelihoods in developing countries, several studies have been conducted to develop small-scale agriculture and connect farmers to markets (Abdul-Rahaman and Abdulai, 2020; Iba and Lilavanichakul, 2021; Karing'u et al. , 2020; Mano Raj, 2021; Orr and Donovan, 2018). This makes the commercialization of smallholding agriculture indispensable for rural and urban development.…”