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There exists insufficient literature on classification and taxonomy of tea leaves supply chain (TLSC), so the purpose of this paper is to study the existing TLSCs and classify them accordingly. Apart from this, the paper also focuses on identification of key decisions issues in the supply chains (SC) and developing a TLSC decision framework for the state of Assam in India.

The paper is based on a two-year detailed study on TLSC in Assam which encompasses 22 Tea Estates, 41 Small Tea Gardens (STGs) and a Research Institute (Tocklai Tea Research Institute). Secondary data were collected from relevant websites of various government organizations of India, company’s websites, annual reports, official statements from the companies, tea market reports, annual reports of the Indian Tea Association, the Tea Board of India, Tea Research Institute and published reports, etc.

The “point of origin” of TLSC is a tea garden, “point of consumption” is considered as a tea factory and green tea leaves (GTLs) forms the basic raw material. This SC includes mainly three players: Tea leaves growers, manufacturers of made tea and tea leaves agents. This study identifies the three types of TLSCs existing in Assam: TLSC1, TLSC2 and TLSC3. Among them, only TLSC1 is both responsive as well as an efficient chain, while the rest are only responsive chains. Later two SCs can be made efficient with the proposed TLSC4.

There is an insufficient literature on classification and taxonomy of TLSC, therefore the study (considerably the classification and taxonomy of TLSC) was developed from the primary data which were collected from the 22 Tea Estates and 41 STGs of four districts of Assam, because of limited time (two years). The study should have involved more tea estates and small tea gardens for better classification and taxonomy.

The proposed model suggests that small tea growers may create a co-operative whereby smaller tea gardens (STGs) (members of the co-operative) unite to act as a single large garden, set up their own co-operative factory and recruit permanent tea plucking laborers. This up-gradation of TLSC2 and TLSC3 to TLSC4 may enable a group of STGs to work in a manner similar to a Tea Estate.

To the best of authors’ knowledge this is one of the first studies to classify the TLSC in Assam.

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.

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.

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.

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.

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.

The purpose of this paper was to determine total polyphenols (TP), total flavonoids (TF) and (-)-epigallocatechin gallate (EGCG) in five commercial tea extracts and in their infusions at various temperatures (95-60°C) and brewing times (5-30 min).

TP was determined by the Folin–Ciocalteu method, TF by the aluminium chloride colorimetric method and EGCG by HPLC method.

The results showed that White tea – Silver needle had the highest content of TP and EGCG when extracted, but its infusions had very poor concentrations of these compounds. Green tea infusion was better source of TP and EGCG than white or black tea, although its extract did not contain a very high amount of TP compared to the latter two types. Black tea extract had a relatively high content of TP and TF in its extract. Its infusions as well contained higher concentrations of TP than white tea, but lower concentrations of EGCG than all studied teas.

Increasing infusion time and temperature does not necessarily increase the concentration, according to the results. To the authors’ knowledge, this is the first report on comparing these types of tea, especially the white tea, with other well-known teas under various infusion conditions. The extraction of the white tea leaves was also not found in previous works.

Throughout history, tea garden workers are treated as slaves of employers and live an inhuman life in modern society. This paper aims to provide an account of the deplorable community (workers) of the tea garden in Bangladesh.

The authors used a mixed-method research approach to conduct this study. In the first stage, using a semi-structured questionnaire, Focus group discussions (FGDs) were done by forming two groups from two districts to get a clear picture of the tea garden workers’ living standards in Bangladesh. Based on the findings of the FGD, the researchers prepared a structured questionnaire containing the basic elements of their quality of work life. In this stage, the authors collected the information from 200 tea workers about their quality of work life.

The major finding showed that the overall country’s economy is booming because of tea workers’ contributions, but their economic conditions gradually become impoverished. The workers’ are living with colossal poverty and vulnerability. Besides, the workers are supposed to get fundamental rights, including food, clothing, shelter, education and health, but the higher authorities were found indifferent to take the necessary initiative to implement these rights.

The data was collected only from the tea garden workers. This study excluded any other parties (trade union leaders, panchayats, garden managers and owners). Thus, it is suggested that the researchers should conduct a similar study covering the opinion, including all the parties.

Both the workers and the higher authorities of the tea garden might benefit from this study’s findings. Workers will be more aware of their basic rights. The authorities can also prepare some effective policies to improve the overall quality of life of the tea workers.

To the best knowledge of the authors, this is the first study on tea garden workers’ inhuman life in Bangladesh in the entire emerald insight publishers.

Marketing management, brand management, brand loyalty, brand consumer behavior.

MBA program or the Executive Education program.

Anubhav Jain, Marketing Head of Digamber Industries, is concerned about the national launch of Surya Gold tea. The brand had been doing well in Jabalpur (Madhya Pradesh, India) with almost 20 per cent market share. However, market reports suggested that retailers primarily pushed the brand and consumers had little loyalty for Surya Gold. Owing to lower repeat purchases, Jain had to spend large amount of money on consumer acquisition. For the national launch, a large base of loyal consumers was critical for business growth. He understood brand loyalty but found it a difficult proposition to relate from consumers' perspective. Market consultants were hired to conduct a qualitative research based on Susan Fournier's work on consumer-brand relationships. The case gives an account of conversations with professed lovers of tea to understand consumer behavior toward tea, including why people drink tea, how they choose their brands and what makes them re-buy or change brands. The case makes certain propositions around brand loyalty, which Jain had to decode to understand tea consumers in India, how brand loyalty develops and changes over time, and hence, how should he plan his marketing strategy. The case attempts to help students critique traditional definitions of brand loyalty, understand and evaluate the concept from consumers' perspective and highlight its importance in marketing strategy planning by explaining evolution, various types and intensity of brand loyalty.

The broad objective of the case is to strengthen participants' understanding of brand loyalty concept and also appreciate the importance and role of brands in consumer's life. The case can be used for MBA or executive education in brand management or consumer behavior courses. The specific objectives of this case are to help students appreciate the variations in brand loyalty across consumers and critically assess the traditional definition of loyalty, highlight the connection between the consumer personality and the brand attributes, help them understand how the concept of brand loyalty and brand relationship affects consumers' attitude and behavior, help students understand as to why brand loyalty develops and how it can be maintained and expose students to qualitative unstructured data and give them an experience of using it for managerial use.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes enclosed.

Tea is the most widely consumed beverage in the world. The economic importance of an annual world production of tea estimated to be in the region of 1–1·5 million tonnes has resulted in considerable attention being paid to the understanding of the chemical and physical changes which take place during tea manufacture. The three main types of tea, black, green and instant tea, are made by processing the young shoot or flush, comprising the terminal bud and two adjacent leaves of the tea plant (Camellia sinesis), shown opposite.

Determining vulnerability and resilience is necessary to develop sustainable agribusiness. The purpose of this study is to clarify and understand the current condition and problems in the tea supply chain and to develop a framework on how to build a sustainable and resilient tea supply chain.

This study is a case study analysis which develops an integrated framework to build a resilient tea supply chain. It evaluates and extends the current knowledge of Javanese tea by applying business process analysis to understand the situation.

This paper develops an integrated and conceptual framework on how to build resilient supply chain by considering five broad factors: vulnerability analysis, assessment of assets, supply chain collaboration, control mechanism from government and outcome.

The framework provides a conceptual view but limited to field surveys in Central Java Province. This study could increase the general understanding of tea supply chain in Indonesia and its major problems and challenges.

The framework also highlights different stakeholder's organizational constraints and issues, especially during the COVID-19 pandemic.

The business process analysis and conceptual framework offer an expanded and in-depth explanation on how organizations respond to the changing conditions, especially during the COVID-19 pandemic.

This research is designed to optimize the business process of a green tea dealer, who is a key supply chain partner of the Sri Lankan tea industry. The most appropriate trips for each vehicle in multiple trip routing systems are identified to minimize the total cost by considering the traveling distance.

The study has followed the concepts in vehicle routing problems and mixed-integer programming mathematical techniques. The model was coded with the Python programming language and was solved with the CPLEX Optimization solver version 12.10. In total, 20 data instances were used from the subjected green tea dealer for the validation of the model.

The result of the numerical experiment showed the ability to access supply over the full capacity of the available fleet. The model achieved optimal traveling distance for all the instances, with the capability of saving 17% of daily transpiration cost as an average.

This study contributes to the three index mixed-integer programing model formulation through in-depth analysis and combination of several extensions of vehicle routing problem.

This study contributes to the three index mixed-integer programming model formulation through in-depth analysis and combination of several extensions of the vehicle routing problem.

The proposed model provides a cost-effective optimal routing plan to the green tea dealer, which satisfies all the practical situations by following the multiple trip vehicle routing problems. Licensee green tea dealer is able to have an optimal fleet size, which is always less than the original fleet size. Elimination of a vehicle from the fleet has the capability of reducing the workforce. Hence, this provides managerial implication for the optimal fleet sizing and route designing.

Developing an optimization model for a tea dealer in Sri Lankan context is important, as this a complex real world case which has a significant importance in export economy of the country and which has not been analyzed or optimized through any previous research effort.

The prayer against the Poultry (Hygiene) Regulations which we briefly mentioned in the editorial of our last issue, was lodged as a result of activity by the Environmental Health Officers' Association. Incidentally it is the first occasion as far as we can recall that a prayer has been lodged against any of the rash of food regulations of recent years, and reflects the strong feelings of the public health inspectorate.

This case is about a new venture in Egypt, namely KMA. The firm is small but innovative and it experiments with non‐traditional packaging. This is a high‐risk venture in a traditional environment.