Authors : Binoy Ranjan Handique; Dr. Ajit Debnath

Volume/Issue : Volume 11 - 2026, Issue 2 - February

Google Scholar : https://tinyurl.com/fz294vh4

Scribd : https://tinyurl.com/ynhmuw8a

DOI : https://doi.org/10.38124/ijisrt/26feb304

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : The Tezpur Litchi of Assam, India, with a distinctive quality, flavour and a high percentage of pulp to seed, became the first product to have a Geographical Indication (GI) tag in 2013, the first product that has been legally recognised as having a unique origin. Such prestigious certification has a very low penetration in the global market and has potential regardless of the potential inherent in it. This paper discusses the opportunities and threats that are associated with branding and international marketing of GI-tagged Assam Litchi. The type of research is mixed in which the primary data of the research was collected by means of a structured survey of 150 growers of litchi in Sonitpur district of Assam. The SPSS analysis of the data was done using descriptive statistics to obtain a glimpse of the demographic profile of the farmers, the extensive agricultural practices and their awareness of the GI tag. The findings are an indication of a rural climate largely comprised of small and marginal farmers that are of a combination of both traditional and modern farming practices without the necessary after harvest facilities and lacking knowledge of the world market standards. The strategic gap that exists between the potential and actual production of the litchi in the market is expounded in the paper. It has reached the conclusion that multi-pronged strategy that involves farmer collectivization, well-developed supply chain and the particular branding are the key to the opening of the global market of Assam Litchi in order to turn the GI tag into the powerful marketing tool.

Keywords : Assam Litchi, Geographical Indication (GI), Branding, Global Market, Agricultural Practices, Tezpur Litchi, Supply Chain, SPSS.

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