Strategies of Green Marketing: A Study on Organic Tea and Natural

Silk of Assam

* Dr. Jatindra Nath Saikia.

Abstract:

Green Marketing is a deliberate human effort to distribute goods and services to the

consumers for the benefit of present population as well as the posterity. Green

marketing is concerned with the production and distribution of environment friendly

or eco-friendly goods. In order to sustain in this world human beings must take care of

the fragile environment and accordingly the production as well as the marketing

strategies of different goods have to be adopted. This paper discusses about different

aspects of green marketing. The paper also studies about two green products of

Assam- Organic Tea and Natural Silk and suggests the strategies how these products

can be marketed.

I. Introduction:

The way of producing goods, the materials, technology used for production, packaging method etc

have become very much important for the people who think for the sustenance of the posterity. When the

goods, which are produced for consumption without harming the earth i.e. the ecology, the environment

etc. are marketed, it can be regarded as Green Marketing. So green marketing is a human effort to protect

the earth by producing and consuming the eco-friendly or environment friendly goods.

Though it is not easy to define the term green marketing, we can mention a few conceptions of the

term put forward by different authors. According to the American Marketing Association, Green marketing

is the marketing of products that are to be environmentally safe. Thus green marketing incorporates a broad

range of activities including product modification, changes to the production process, packaging changes as

well as modifying advertising.1

Green marketing is a way to use the environmental benefits of a product or service to promote sales.

Many consumers will choose products that do not damage environment over less environment friendly

products, even if they cost more. With green marketing, advertisers focus on environmental benefits to sell

products such as biodegradable diapers, energy efficient light bulbs and environmentally safe detergents.2

Defining green marketing is not a very easy task since it displays several meanings which contradict

and intersect each other. Environmental Marketing and Ecological marketing are also used as synonymous

of green marketing. We define green marketing as the marketing method or system which helps in

protecting the entire environment from getting degraded and making available goods and services

conducive to mankind at affordable price and thereby creating an atmosphere congenial for the

sustenance of living beings. From the above definition it can be stated that green marketing is not only a

marketing system of corporate houses to make profit but it is also prevention for protecting the entire living

beings from extinction. So, green marketing is a comprehensive term. Green marketing should not be the

motto of corporate houses only but the entire mankind should put the concept in their heart also for the

sustenance of our posterity. Moreover, there should be a holistic effort since a single country or region will

not be able to produce positive result. Entire mankind, irrespective of the country where they live, has to be

involved in green marketing. This has to be the mission for everybody.

Harvard business Prof Theodore Levitt introduced the term ‘green marketing myopia’ in the famous

journal Harvard Business Review through publishing an article.3 In that article he stated that a corporate

preoccupation on products instead of consumer needs would lead to failure because consumers prefer such

goods which offer more benefits to them to other goods. Different research studies revealed that many

green products have failed because of green marketing myopia i.e. marketers’ myopic focus on their

product’s “greenness” over the broader expectations of consumers or other market players.

It would be relevant to mention a number of American experiences regarding some of the aspects of

the acceptability of green products. In response to the Montreal Protocol in 1987, in which all the signatory

countries agreed to phase out ozone depleting chlorofluorocarbons (CFCs) by 2000, Whirlpool launched

the “Energy Wise” refrigerator in 1994, the first CFC free cooler which was also 30 percent more efficient

than the US Department of Energy’s highest standard. Because of this effort, Whirlpool was awarded the

‘Golden Carrot’ award which included a $30 million award package of consumer rebates from Super

Efficient Refrigerator Programme. But the sale volume of Energy Wise went down because the CFC free

benefit and energy savings did not offset its $100 to $150 price premium. Moreover, the refrigerator did not

offer any additional benefit and the style of the product was not compatible with the consumer’s

preference.4

General Motors (GM) and Ford also faced similar problems after they launched their highly

publicized EV-1 and Think Mobility electric vehicles respectively, in late 1990’s to early 2000s. Both the

companies put their efforts in launching such cars in response to the Zero Emission Vehicle (ZEV)

regulations adopted in California.5 Though both the companies thought that their ZEVs would be sold like

hot cake, the reality was something different. Because, consumers found the electric vehicle’s need for

constant recharging with few recharging centres very inconvenient and troublesome. Moreover, most of the

drivers were reluctant to change their driving habits drastically. Consequently the products were taken off

the market.6 So green marketing must fulfill two objectives: Improved Environmental Quality and

Customer satisfaction.

There is no denying the fact that when consumers get non green benefits of the green products as

per their expectation then the demand of such products goes up. There are different green products that

have scored market successes by either serving profitable niche markets or offering mainstream appeal.

One of the glaring example is the Toyota Prius, the gas-electric hybrid vehicle that achieves about 44 miles

per gallon of gasoline.7 At present Toyota has not been able to meet the growing demand of its products

since the buyers of Toyota Prius are enduring long waits and ready to pay thousands above the car’s

stickers price.8 As a result of this other competitors have scrambled to launch their own hybrids. These

hybrid vehicles offer the customers different desired benefits other than green benefits for which the

demand of such products always become high.

Inspite of its growing popularity all over the world, the green marketing movement had to face a

serious set back because of the false claims made by many companies about their products and services. “

For example, the environmental organization Corp Watch, which issues annually a list of the top ten green

washing companies, included BP Amoco for advertising its Plug in the Sun programme, in which the

company installed solar panels in two hundred gas stations, while continuing to aggressively lobby to drill

for oil in the Atlantic National Wildlife Refuge”9 Without proper environmental labeling standards,

consumers get confused about the products and services which are really environment friendly.

Companies are bound to do business in the way the green consumers want. The green

consumers have created a new economy which is based on justice and sustainable development. These

customers are known as LOHAS (Lifestyles of Health and Sustainability) consumers. To cater the needs of

these fast growing LOHAS customers, green business need to take care of the labels, numbers, trends and

values unique to them.

According to Conscious Media and Lifestyles of Health and Sustainability, sixty three million

adults in the USA are considered LOHAS consumers.10 Companies try to attract these consumers to the

products and services that focuses on health and environment.

Since long people have been trying to innovate new technologies and new conceptions. For example

the Oil Age innovations replaced the Coal Age technologies. Again the Oil age technologies had been

destroyed by Information Age advances and the emerging Age of Cleantech-clean, energy-and resource-

efficient energy technologies, such as those involved in low/zero-emissions, wind, solar, biomass,

hydrogen, recycling and closed-loop processes.11

Throughout the 20th century, many technologies and business practices have contributed to the

destruction of the very ecological systems on which the economy and life itself depends, including toxic

contamination, depletion of fisheries and forests, soil erosion and biodiversity loss. Recent news reports

indicates, however, that many companies and consumers are beginning to respond to programmes to help

conserve the Earth’s natural resources and green marketing is making a come back.12

In the following section of the paper we are going to discuss about the strategy adopted by Philips

Company relating to one of its green products:

Philip’s Strategy:

Philips Company launched in the market a super Energy-efficient Compact Fluorescent Light (CFL)

bulb in 1994 and this was designed as environment friendly product against the traditional energy intensive

incandescent bulb. The shape of that CFL bulb was clumsy and not compatible with those of the traditional

ones and consequently sales went down gradually. But the company reintroduced the same product in 2000

and that was named as “Marathon”. The name Marathon indicated that the life of the bulb is five years. The

new shape of the product gave a better look than the traditional bulbs. The company promised that the

product would save more than $20 in energy savings over the product’s life span in comparison with the

traditional incandescent bulbs. The new products were certified by the U.S. Environment Protection

agency’s Energy Star label. The product (CFL bulb) got tremendous responses from the consumers because

of its ease-of-use, good looking shape, convenience and affordable price.13

The Philip’s experience has taught us a good lesson on how to get rid of “green marketing myopia”.

At the outset this bulb was named as “Earth bulb” to communicate customers about its environment

friendly nature. Except some hard core consumers conscious about environment the majority of mainstream

consumers will prefer goods which is advantageous, user friendly and of affordable price for the

commoners. The consumers must be offered some benefits such as low price and improved performance of

the products. So, in order to get rid of green marketing myopia, marketers must take care of consumer

needs, tastes and preferences apart from its environmental advantages.

Government policy and industry should engage (Friedman, 2005) in a “geogreen” strategy to

promote energy efficiency, renewable energy and other cleantech innovations to help alleviate the nation’s

dependency on oil from politically conflicted region of the world. Friedman further stated that such

innovations can create huge economic opportunities and address the converging global challenges of rising

energy prices, terrorism, climate change and the environmental consequences of the rapid economic

development of China and India.14

Susan Ward stated that the Green Marketing Shows potential customers that you follow green

business practices and you could reap more green on your bottom line. Green Marketing isn't just a

catchphrase; it's a marketing strategy that can help you get more customers and make more money. But

only if you do it right. For green marketing to be effective, we have to do three things; be genuine, educate

your customers, and give them the opportunity to participate.15

1). Being genuine is:

a) that you are actually doing what you claim to be doing in your green marketing campaign and

b) that the rest of your business policies are consistent with whatever you are doing that's environmentally

friendly. Both these conditions have to be met for your business to establish the kind of environmental

credentials that will allow a green marketing campaign to succeed.

2) Educating your customers isn't just a matter of letting people know you're doing whatever you're doing

to protect the environment, but also a matter of letting them know why it matters. Otherwise, for a

significant portion of your target market, it's a case of "So what?" and your green marketing campaign goes

nowhere.

3) Giving your customers an opportunity to participate means personalizing the benefits of your

environmentally friendly actions, normally through letting the customer take part in positive environmental

action.

Methodology:

In order to prepare this paper I have used both Secondary and Primary data. Secondary data have

been collected from different Websites. Primary data have been collected by canvassing questionnaire to

different tea gardens of Assam and the natural Silk producers. Interview Schedules have also been used to

collect data from the field. Some of the educated and conscious citizens living nearby the tea gardens have

been interviewed through interview schedules. Since the objective of the paper is to identify organic tea

and natural silk as green products and their challenges and strategies in marketing no statistical tool

has been used to analyze the collected data.

Why Green Products would be preferred by the mainstream consumers:

As has already been mentioned except some hardcore green consumers, the other mainstream

consumers will seek other benefits from every green product such as improved version, high performance

of the product, low price etc. So every green product must be coupled with some non-green consumer

value. However, the consumers of green products will get five desirable benefits such as efficiency and cost

effectiveness, health and safety, performance, symbolism and status and convenience. On the other hand,

when the above five benefits are not associated in the green products, intelligent green marketers bundle

(i.e. add to the product design or market offering) desirable consumer value to broaden the green product’s

appeal. It means the product designers and the marketers have to blend environmental friendly product’s

consumer value (such as money saving) to relevant market segments (for instance, cost conscious

consumers). 16 The five aspects are elaborated below:

1. Efficiency and cost effectiveness:

Like the Marathon CFL bulbs, most of the green products have got resource efficiency and potential

energy. Because of the high energy prices and tax incentives for fuel efficient cars and other home

appliances having energy saving features, cost conscious consumers are interested in purchasing green

products because of the benefits desired by them.

2. Health and Safety:

Conscious consumers prefer green products because of their health benefits. Different non-green

products contain toxic chemicals, hormones or drugs which are harmful for human body and particularly

for the vulnerable consumers, like pregnant women, children and the aged persons. Because most

environmental products are grown or designed to minimize or eliminate the use of toxic agents and

adulterating processes, market positioning on consumer safety and health can achieve broad appeal among

health conscious consumers. Sales of organic foods for example have grown considerably in the wake of

public fear over “mad cow” disease, antibiotically modified food.17A study conducted by S.C. Johnson 18has revealed that the majority of consumers prefer such environmental household product benefits as

“safe to use around children,” “no toxic ingredients”, “no Chemical residues” and “no strong fumes” over

such benefits as “packaging can be recycled” or “not tested on animals”.

3. Performance:

The first generation environment friendly goods were no doubt found to be inferior to the common goods

of that time. But, at present times many green products are designed to perform better than conventional

ones and can command a price premium. For example, in addition to energy efficiency, front loading

washers clean better and are gentler on clothes compared to conventional top-loading machines because

they spin clothes in a motion similar to clothes dries and use centrifugal force to pull dirt and water away

from clothes. By contrast, most top loading washers use agitators to pull clothes through tanks of water,

reducing cleaning and increasing wear on clothes. Consequently, the efficiency and high performance to

top-loading washers justify their premium prices.

4. Symbolism and Status:

The Prius, Toyota’s gas-electric hybrid car has come to epitomize “green Chic”. According to some

Automobile Analysts, the cool-kid cachet that comes with being an early adopter of the quirky-looking

hybrid vehicle trend continues to partly motivate sales.19 To appeal to young generation; conservation and

green consumption need the unsolicited endorsement of high profile celebrities and connection to cool

technology. 20 Prius has capitalized on its evangelical following and high-tech image with some satirical

ads, including a television commercial comparing the hybrid with Neil Armstrong’s Moon landing (That’s

one small step on the accelerator, one giant leap for mankind) and product placements in popular

Hollywood films and sitcoms (such as Curb Your Enthusiasm).

5. Convenience:

Green products offer many convenient benefits and that can be regarded as competitive advantages.

Many green products are having the features of time saving or ease-of-use for which these are bought by

mainstream consumers. For example, Ford’s hybrid Escape SUV comes with an optional 110-volt AC

power outlet suitable for work, tailgating or camping. On the other hand, convenience has enhanced the

appeal of Interface’s recyclable FLOR Carpeting, which is marketed as “practical, goof-proof and

versatile”.

Another example of convenient feature that a green product bear is the recharging capacity of the self

contained solar-powered outdoor evening lights. The lights get recharged automatically during the day

time. With the societies increasing mobility and reliance on electronics, solar power’s convenience is also

manifest in solar-powered calculators, wrist watches and other gadgets, eliminating worries over dying

batteries. Reware’s solar powered “Juice Bag” back pack is a popular portable re-charger for students and

professionals. The Juice Bag’s flexible, waterproof solar panel has a 16.6-volt capacity to generate 6.3

watts to recharge PDAs, Cell phones, iPods and other gadgets in about 2 to 4 hours.21

6. Bundling

All green products do not contain the above mentioned five benefits. In this regard an example of China

will clarify the fact. In china in 1990s, the energy-efficient and CFC-free refrigerators were first introduced.

While Chinese consumers preferred and were willing to pay about 15 percent more for refrigerators that

were “energy efficient”, they did not connect the environmental advantages of “CFC-free” features had

little impact on purchase decisions. 22 Later on, to encourage demand, the “CFC-free” feature was bundled

with attributes desired by Chinese consumers, which included energy efficiency, savings, brand/quality and

outstanding after sales services.

Organic Tea as a Green Product and Strategy of marketing it:

Tea is one of the main products of Assam. In Assam there is 750 tea gardens producing----- tea. Assam

produces more than half of India’s total production, i.e. 51% 23. It is a well known fact that foreign

customers always want toxic free tea. In order to get a good market in abroad, the exporters of tea have to

come across a number stages of examinations/testing. Generally the foreign customers prefer organic tea to

Chemical used tea. So the tea companies having tea gardens in Assam and other states should shift to

organic culture in order to sustain in the highly competitive tea market of the world. Because of the

increasing health consciousness of the Indian customers the tea companies must shift to the Organic sector.

Now-a-days tea has become a popular health drink because of so many reasons.  India is the leading

producer of both non-organic as well as organic tea in the world. The entire Indian production of organic

tea is exported. The major importing countries are UK, Germany, USA and Japan. Apart from India, other

countries such as Sri Lanka and China also produce organic tea. The major competitors of India in total tea

exports are Sri Lanka, Kenya, China and Indonesia. The organic tea was introduced to the world market in

the mid-1980s. Over the past decade, its consumption has grown by more than 10% per year globally.

However, in volume terms, the trading in organic tea is very insignificant when compared to the black tea.

Production of .Organic tea helps in protecting the environment from degradation. The chemical used in

tea gardens harms not only the garden area but the surroundings and within this area different creatures can

not sustain. A large number of birds, reptiles and other creatures died in two tea gardens of upper Assam in

this year (This is the regular feature in the tea gardens of Assam) because of the chemical used in the tea

gardens.24 Moreover, the soil biodiversity is also destroyed by the chemicals used in tea gardens. Since

Assam is full of tea gardens and a huge area of the state’s land is covered by tea plantation, the entire

environment of the state has been harmed by the tea companies. Soil is regarded as then dynamic and living

matrix that is an important segment of the terrestrial ecosystem. Soil is essential not only for the production

of agricultural items but for the maintenance of most life processes too. Soil contains enormous number of

diverse living things. Soil biodiversity reflects the variability among living organisms in the soil- ranging

from the myriad of invisible microbes, bacteria and fungi to more familiar macro-fauna such as earthworms

and termites. These diverse organisms interact with one another and with the various plants and animals in

the ecosystem forming a complex web of biological activities. Different environmental factors, such as

temperature, moisture and acidity as well as anthropogenic actions, in particular, agricultural and forestry

management practices affect to different extents soil biological communities and their functions. Soil

organisms are an integral part of agricultural and forestry ecosystems and they play a critical role in

maintaining soil health, ecosystem functions and production. In case of the developing countries like India,

where the population explosion has created a dangerous threat to the entire planet, sustainable agriculture

and viable agricultural system is very much essential to meet the ever increasing demand for food.

Sustainable agriculture (including forestry) involves the successful management of agricultural resources to

satisfy human needs while maintaining or enhancing environmental quality and conserving natural

resources for future generations. Improvement in agricultural sustainability requires, alongside effective

water and crop management, the optimal use and management of soil fertility and soil physical properties.

Both rely on soil biological processes and soil biodiversity. This calls for the widespread adoption of

management practices that enhance soil biological activity and thereby build up long-term soil productivity

and health. But the tea gardens have been using the chemicals such as of pesticide, insecticide, weedicide

and chemical manure that have destroyed the soil of Assam. In this regard, soil scientists have a huge scope

to do research in order to analyze about the harmful effects of such uses. The tea produced in Assam can

not be regarded as environment friendly product.

But if the tea gardens are converted into organic tea gardens, the environment of the state will be

protected from degradation to some extent since no harmful chemicals or medicine will be used in organic

culture. As has already been stated, the demand of organic tea is very high in other developed countries of

the world because of the health reasons. So the price that will be charged will cover the cost of gestation

period of conversion of the tea gardens from chemical tea to organic tea.

The contribution of the small tea growers to the total amount of Assam’s tea is 14.85% and Assam

produces more than half of India’s total production i.e. 51%. 25 The fact reveals the contribution of small

tea growers of Assam to the total production of tea in India is very significant. Small tea growers are

emerging in different parts of South India, Bihar, West Bengal, Arunachal Pradesh, Nagaland, Tripura etc.

If the tea companies of Assam, irrespective of their size and scale get converted in to the organic the

entire surrounding will be saved from being polluted. Use of pesticide, insecticide, weedicide and chemical

manure by the tea gardens pollute land, water and the atmosphere. Every one will be convinced about this

fact if anybody visits a place nearby a tea garden. The chemical and toxic content of made tea definitely

harms human body. But the organic tea has become a health drink in recent years.

All the above shall have to be detailed in different media in a very careful way in order to

educate Indian customers. Since Indian customers are less conscious about their health than the

customers of the developed countries Tea Companies should adopt policies to inform the general

people about the benefit of consuming organic tea as well as the benefits that our country will be able

to obtain so far as our fragile environment is concerned from cultivating the organic tea. The

principal occupation of Assam in particular and India in general is cultivation. Our general people

should also be made known clearly that if the soil condition of our country gets destroyed due to the

use of chemical medicine and manure, we will have sufficient cultivable land and the crop that will be

obtained will be surly contaminated since it will contain the chemicals harmful for our health. With

these messages to the consumers, the organic tea producers companies may adopt their strategies to

put the products in the Indian market. So far as the markets of organic tea in the developed countries

are concerned genuineness has to be proved since they are very much concerned with the purity of

the products. Other aspects of general marketing have also to be taken care of.

Instead of allowing beverage market and cold drinks market to take over and dictate terms to the tea

market, the tea companies must enter into the beverage market with new and innovative products made out

of organic tea. From the above cases it has been revealed that organic is having both the green and the non

green benefits.

Natural Silk Product of Assam is green product:

Sericulture in the NER of India existed as a regular practice among people since long time. It has

played vital role in the rural economy by providing gainful employment to poor and backward segments of

the society. Assam is the abode for production of Muga Silk. Besides Assam states like Meghalaya,

Nagaland and Manipur are known for Eri Silk. Oak tasar is mainly produced in Manipur, whereas the

whole NER of India produces certain quantity of Mulberry silk.

Muga is cultivated in the Brahmaputra Valley of Assam and the foot hills of East Garo hills of

Meghalaya. The precious, glittering, golden yellow Muga silk is the exclusive prerogative of the North

Eastern region of India. The Muga silk is produced by the caterpillar Antheraca assama. Though Muga silk

worm feeds on the leaves of several plants, Som (Machilus bomycina) and Soalu (Litsaea polyantha) are

main food plants of Muga. The Muga silk worm is basically a semi-domesticated and multivoltine in nature

having five to six generations in a year. Muga is reared outdoors. The most important aspect of Muga

culture is that except in the North Eastern Region (NER) of India, it is found nowhere in the world. It

is exclusive and endemic to the NER of India.

Eri culture is the most predominant in Assam and it is gaining popularity day by day. The word Eri

is derived from the Sanskrit word ‘eranda’. Rearing of Eri is done indoor. It has five to six life cycles in a

year. The worm is poly-phagoses and it depends on several varieties of food plants such as Payam,

Tapioca, Barkessere, Barpat, Glancha, Gamari etc. The creamy white silk produced by caterpillar is warm,

strong, durable and resistant to sunlight, acid and alkalis. Some of the challenges that the natural silk

producers have been facings are as follows:

The Global warming has cast adverse effect on the Muga culture in Assam for which the

production has come down.

Though Muga silk is simply unparallel to any silk of the world for its luxurious look and wonderful

comforts, the weavers of Assam cater the domestic need of Assamese people only. Product diversification

is one of the most important aspects to increase the revenue in this sector. But this has not been observed

significantly during our study.

Though the production of Eri and Muga silk is confined to the NER of India, a very small amount is

exported to other countries. There is not any focused approach to organize the silk sector to meet the needs

of the foreign countries. There is no denying the fact that the Muga and Eri silk of Assam would be able to

create a high demand in the world market if every aspect of the production of such silk is modernized

keeping in view the latest taste and preferences of the consumers.

Marketing is a complex process. In order to be expert in marketing, one needs to have business

acumen, finance, human resource management and technical expertise. Most of the People of Assam are

lacking these qualities and the people associating with Eri and Muga sector are also of no exception.

During our survey it was observed that some of the adventurous producers have started producing

some new items out of Muga and Eri silk. These are Shoes, readymade shirting, Tie, Hat, Socks, Sweaters,

T. shirts, Umbrella, Scarves, Coats, Inner wears, Jackets, Eri blankets, etc. All these products have high

demand even in the local market. This has revealed the potentialities of export of Muga and Eri silk

products.

As has already been mentioned Muga is endemic to the NER of India. So proper care should be

taken up to protect this wonderful silk worm so that it does not become extinct. Muga, the magnificent silk

with its gorgeous look can win the heart of any people of the world. A large number of families are earning

livelihood getting engaged in this sector and this has contributed to some extent to solve the unemployment

problem of our country. Muga is the indicator of climate and pollution. Muga can be reared only in a

pollution free environment. Production of Muga would clearly indicate the environmental condition

of the region. Muga food plants are green and high. So these plants create a green atmosphere which

is highly required in the present context of alarming global warming.

Natural Silk is a green Product:

The natural silk products i.e. Muga and Eri Silk are certainly green products because of the following

reasons:

Muga & Eri silk (Natural Silk) are totally natural.

These silk have got natural colour and need no dyeing.

Since Muga & Eri silk are totally natural and no chemical is used, it is the best silk for human

skin.

It absorbs sunlight and protects the body from the ultraviolet rays and heat of the Sun.

It (Muga) has the special character of keeping the body cool during summer and warm during

winter.

Its colour, glaze and other qualities will attract the customers of any country of the world.

Production of silk helps in increasing the green cover on the earth which in turn helps in

reducing the harmful effects of the global Warming.

Natural Silk like Eri and Muga are environment friendly.

The customers of the developed countries are highly educated and health conscious. So the

natural silk would be able to create high demand in such countries.

All the above have to be widely published in media in order to inform Indian as well as the

consumers of developed world. Moreover the latest test and preference of the modern consumers so

far as the style and fashion are concerned have to be taken care of before putting the product in to

market. Moreover, in order to adopt strategies for marketing this green product following aspects

has also to be considered.

The demand of Muga and Eri products are more than the supply or production at present. It means the

resources are limited and insufficient to feed the demand of the market. So a market research is required to

produce the marketable products for the existing as well as prospective customers in order to earn optimum

revenue with limited resources. To produce and distribute marketable goods made of Muga & Eri silk, we

must identify the problems that are being faced by the real producers and the weavers of Muga & Eri silk.

To determine the size, nature and organization of the sales of the Muga and Eri products we must identify

the constraints of putting the finished products into market In order to know the taste & preferences of

existing as well as prospective customers within and outside the country we have to interact with the

Fashion Designers and Export Houses of different places. To facilitate the creation of new market within

and outside the country we must study the problems that stand in the way of increasing the volume of Muga

and Eri products in Assam. A systematic market study will facilitate necessary market information to the

producers. In order to increase the volume of marketable products we have to study the strength and

weaknesses of existing products.

Conclusion:

The Earth is the only planet in the solar system where living things came in to being. Human

beings, the most intelligent living things, have reached at such a stage at present that its existence in the

earth is being threatened by its own acts. Science and technology, the fruits of human brain and

intelligence, has made the living for human beings very comfortable on the one hand and its misuse has

created a hell in the earth making the life miserable not only for the human beings but for all the living

things, on the other. Trade and commerce, another result of the evolution of human civilization, has

become part and parcel of modern people. Development of science and technology has made the trade and

commerce more dynamic and widespread. People produce goods not only for their own consumption, but

for others also against a price. Thus, the conception of marketing emerged. At present, human beings have

reached at such a stage where marketing plays a vital role and without marketing people can not think of

living properly, because the wants of human beings are satisfied by innumerable marketed goods. So,

modern life is simply impossible without marketing or the goods that are marketed by somebody. Since the

needs of human beings are fulfilled by different goods, we are compelled by the present situation to decide

which goods are to be produced for consumption without harming the earth. So every conscious person

should prefer green products to other products in order to sustain.

-----------------------------------------------o---------------------------------------------------------

Dr. Jatindra Nath Saikia.

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Assam.”…………Several hundred of birds died of suspected pesticide poisoning in a tea estate of

Moran in Dibrugarh……….”

25. Saikia Jatindra Nath, “Challenges Before Small Tea Growers of Assam”, The Kurukshetra, Vol.57,

No.6, April 2009, p. 32.

--------------------------------------------------------o---------------------------------------------------

Residential Address:

P.W.D. Colony Road, Golaghat,

Dist & P.O. Golaghat,

PIN: 785 621

Assam (India)

Dr. Jatindra Nath Saikia is a Selection Grade Lecturer (Associate Professor),

Department of Human Resource Management, Golaghat Commerce College,

Golaghat-785 621, Assam.

Dr. Jatindra Nath Saikia is the Individual Member of All India Management

Association and Life Member of India Commerce Association.

Postal Address:

Dr. Jatindra Nath Saikia

Selection Grade Lecturer (Associate Professor),

Department of Human Resource Management,

Golaghat Commerce College, Golaghat,

Golaghat- 785621(Assam).

Email: jatin_saikia@yahoo.com

Mobile: 94351 51015.