A Self-Reliant Tea Economy Offering Inclusive Growth: A Case of Tripureswari Tea, India

Abstract

The tea industry is the second most organized industry after rubber in Tripura, India and is gravid with immense potential that can offer inclusive and sustainable growth to the state’s economy directly and indirectly. The industry went through a series of troubles ranging from insurgency to ethnic clashes over the last six decades. Despite the challenges, the Tripura Tea Development Corporation (TTDC) returned to the profit path in 2018. The marketing opportunities for the tea gardens have been rudimentary, depriving the tea growers of their due recognition and better returns on investments; however, TTDC’s Tripureswari brand of tea has successfully positioned itself with a strong appeal and quick acceptance by the masses. The public distribution supply chain supported by the co-operative societies helps reduce the shipment cost and ensures the availability of tea at affordable prices for common people. The purpose of this study was to explore the nuances of the tea industry in Tripura and to consider how re-engineering can turn this industry into a profit-making public sector. To understand the turnaround strategy of this research, the authors have used a mixed method approach where secondary data were collected, discussed, and gathered from interviews with area experts. The findings of this research indicate that the state-owned Tripura Tea Development Corporation Ltd. (TTDC) transformed itself through re-engineering the supply chain. Furthermore, coupling with branding exercises has instilled confidence, even among the small tea growers, thereby offering social security and inclusion. Further, TTDC has taken the socially excluded people under its ambit through plantation activities using the Mahatma Gandhi National Rural Employment Guarantee Act (MGNREGA).