Promoting Sustainable Marketing in Tea-Estates of Cachar District, Assam: Challenges and Prospects

K N, Lokesh Kumar; Bhattacharjee, Jayeeta

doi:10.21608/pijth.2025.350352.1019

Promoting Sustainable Marketing in Tea-Estates of Cachar District, Assam: Challenges and Prospects

Document Type : Original Article

Authors

¹ Department of Hospitality and Tourism Management Jawaharlal Nehru School of Management studies Assam University

² Department of Hospitality and Tourism Management, Assam University ( A Central University), Silchar

10.21608/pijth.2025.350352.1019

Abstract

The paper focuses on the challenges and prospects associated with sustainable practices, along with their marketing, in promoting the tea estates of the Cachar district in Assam. It highlights the economic, environmental, and social aspects, as well as the technological advancements required for the management and development of the tea regions. Additionally, it emphasizes community engagement and awareness among the local populations in the tea estate regions. The paper also analyzes the importance of digitalization in the tea estates for the economic upliftment of these areas. It seeks to address the challenges and harness opportunities in the tea estates to achieve sustainability, contributing to economic growth, social well-being, and environmental preservation. Based on secondary data, the paper identifies the key factors that hinder the promotion of sustainable practices in the tea regions of the Cachar District.

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