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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.

To assess the state of supply chain management (SCM) research in India and to understand the research trends and methodologies used. The present study also aims to create a taxonomy of the subject areas researched in India.

The present study employed the systematic literature review methodology. Literature from 395 peer journal papers in 67 leading journals over a 20-year period (2000–2020 Quarter-1) was comprehensively reviewed and assessed.

SCM research in India started around the year 2000. The quantum of research was low (single digit) until 2010. There has been steady growth over the last decade, and over 50% of the total papers up until now has been published in the last four years. The present study created a three-tiered taxonomy of the subject areas and classified the papers as per it. The first tier (level-1) has seven categories (SCM strategy, network design, SCM processes and integration, IT systems, skills, performance measurement and others). A perusal of the newly created taxonomy revealed that, except for a few areas under level-1 categories (such as SCM processes and SCM strategy), the other level-1 categories have not seen much research. Similarly, there is little or no research in a large number of level-2 categories (such as outsourcing strategy, channel strategy, demand management, demand fulfillment, customer relationship management, integrated supply chain planning, new product development, returns, supply chain orientation, performance monitoring, performance improvement, SCM adoption process, SCM implementation issues and quantified benefits of SCM). Methodologically, the rigor of SCM research in India needs improvement.

A comprehensive taxonomy of SCM subject areas researched in India at three cascading levels was created for the first time in the present study. The taxonomy will help provide researchers with a clear understanding of the structure of the subject areas and help in identifying areas where research has been carried out and the subject areas where gaps exist for future research to proceed. The present study also provides an overview of the methodological rigor of SCM research in India and points out some of the limitations that researchers should avoid in future studies.

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 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.

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.

This study explores digital transformation in the tea supply chain within developing economies, with a focus on smallholder tea producers in Sri Lanka. Tea is one of the most widely consumed beverages in the world. Among the tea producers, smallholder tea producers account for a substantial portion of total tea production in several countries. Mobile phones play a significant role in providing smallholder producers with access to crucial agricultural information, markets and financial services.

This study adopts a deductive approach, analysing mobile phone ownership, literacy, experience and perception among smallholder tea producers. The chi-squared test of independence and hierarchical clustering methods were used to test the hypotheses and address the research questions.

The study identifies four clusters of smallholder tea producers as Basic Tech Adopters, Digital Laggards, Skeptical Feature Phone Users and Tech-savvy Adopters based on their characteristics towards mobile-based technologies. Approximately 75% of the surveyed sample, which included both tech-savvy and basic-tech adopters, showed a positive attitude toward adopting mobile-based agricultural technologies.

The study suggests developing targeted strategies and policies to enhance the productivity of the smallholder tea production process in developing economies. The study highlights the importance of awareness, access, affordability and availability when implementing digital services for businesses at the base of the pyramid, such as tea smallholdings in developing economies.

The present study aims to address the lack of data-driven empirical studies on the use of mobile phones in smallholder settings. The findings of this study enable the enhancement of entrepreneurship within the tea production supply chain, especially, within stakeholders who deliver digital transformation support services.

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.

The case is meant for teaching business management students at the Postgraduate and Executive levels. It can be incorporated in the marketing management, entrepreneurship and international business course curriculum.

Since its inception in 2015, VAHDAM India had carved a niche for itself in the Global Tea Industry in a span of just seven years. The 29-year-old Founder-CEO, Bala Sarda was the first to create India’s largest born-global direct-to-consumer (D2C) premium wellness brand by bridging the gap between demand and supply of the country’s finest teas and superfoods globally. The venture also became a poster child for sustainability by strengthening its green credentials over the course of time.Having attained profitability in FY21, VAHDAM now aims to become a ₹500 Cr. brand by FY24. To push the goal across the line, channelisation of marketing will take centre stage. The case highlights the management’s dilemma of using green marketing as the pivot for increasing its market share in the emerging economies and boosting revenue. The underscored opportunities and challenges have to be addressed so as to formulate a green marketing mix suitable for the emerging market scenario.

Participants will develop an understanding about the evolving consumption landscape inclining towards eco-friendly wellness products and the relationship between green marketing mix, brand equity and its channelisation towards revenue generation. They will also get an overview of marketing challenges faced by a premium D2C wellness brand while entering an emerging market. The readers shall be able to analyse and suggest ideas for the formulation of an effective green marketing mix to meet the consumer expectations and achieve desired brand positioning.

Teaching notes are available for educators only.

CSS 8: Marketing

In December 2007, Sergey Nikolaev, founder and CEO of the Untsiya company, a tea shop chain in St. Petersburg, Russia, was facing a major decision about the future of his company: should he diversify the business or focus solely on tea sales via exclusive shops? Founded in 2002, the Untsiya Company had enjoyed dramatic growth and great success in the St. Petersburg market. By 2007, having directed the successful roll-out of his tea shop chain, Nikolaev wanted to grow to the next level and was prepared to revise his corporate strategy, even to the extent of changing his existing, stable organizational structure. Students are challenged to select a growth strategy and related organizational changes to implement that strategy.