Vol. 1, Issue 9, Part Q (2015)

Abstract
The tea industry is the backbone of Assam's economy, providing livelihoods to millions and contributing significantly to India's global tea trade. This study examines the challenges and opportunities faced by Assam’s tea industry during 2010- 2014, a period of declining competitiveness. Rising production costs, stagnant tea prices, and falling export shares weakened the sector’s profitability. Aging tea bushes, frequent labor disputes, and climate shocks further reduced yields and quality. However, opportunities like Geographical Indication (GI) branding, small tea growers, and growing domestic demand offered potential solutions. The analysis highlights the urgent need for reforms such as bush rejuvenation, improved labor productivity, and better marketing to revive Assam’s tea industry. Without timely action, the sector risks long-term decline, but strategic interventions could restore its global position.