Tea tales: An analytical exploration of branding strategies and consumer trends in the tea industry
Tea is the second most consumed beverage worldwide, with India playing a pivotal role in its production and trade. The Nilgiris district, one of India’s key tea-producing regions, contributes significantly to the industry through its cultivation of Orthodox and CTC teas. This study examines consumer...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2025-10-01
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| Series: | Journal of Agriculture and Food Research |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2666154325005617 |
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