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

Purpose - This 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/approach - An 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. Findings - Smallholding 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/implications - Successful 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/value - This 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.