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 Is the Auction System flawed for Small Holder Centric Markets?

BY Sneha Deka/ September 07, 2025 
DESIGNED BY
Ishita Kumar

Crafted as a bridge to markets, the auction system now reflects unease. Small growers, once the heart of its vision, find themselves facing silence, structure, and the slow unraveling of intention.

            surprising resistance has emerged against Assam’s auction systems in recent decades. The Guwahati Tea Auction Centre (GTAC), established in 1970 to meet the needs of small tea growers in Assam, has since grown into one of the busiest tea trading hubs in the world (GTAC, n.d).  Despite the enduring relevance that the auction centre has in supporting the livelihoods of the small tea growers and providing a platform for price discovery , it has inadvertently rebuked a series of dissent. Many small growers express frustration with unclear pricing methods, weak bargaining power, and the unfair challenges they face compared to larger estates. These issues raise important concerns about fairness, representation, and inclusivity in the formal market system. This is evident from the protests by the association of tea planters in NorthEast India after the central government mandated the sale of 100% of dust tea and 50% of other grades produced annually through auctions (Tea Board of India, 2024). Since its inception, the structured auction system has been set up to help small tea growers,its main intended beneficiaries, emerging primarily to meet the persistent demand for a local trading hub and to address barriers to market access. 


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Much of the apprehension towards the auction system stems from its inability to ensure timely payments and guarantee price realisations, both of which are extremely critical for producers operating on tight margins. Small growers are also exposed to the inevitable price fluctuations of auctions, which often leaves them vulnerable to unpredictability. In a similar vein, the long interval between sale and payment frequently proves to be lengthy and such delays often disrupt the cash flow necessary for daily operations (Deccan Herald, 2024). The mandate requiring 100% of tea to be sold through auctions further curtails producers’ liberty to pursue alternative market options such as direct exports, private deals or forward contracts. The Assam Bought Leaf Tea Manufacturers’ Association (ABLTMA) has voiced its resentment towards this mandate, arguing that the bought leaf factories have formed and followed marketing practices of their own for over 30 years and now demand price and margin assurances to comply. Small growers, who produce over 50% of India’s tea, remain overwhelmingly reliant on these factories (Rediff, 2024). 

A range of perspectives have surfaced in this discourse. Former Tea Board chairman Prabhat Bezboruah suggested that opposition to auctions have been driven by private buyers, since private sales suppress auction demand and distort price benchmarks. The Indian Chamber of Commerce (ICC) and the Calcutta Tea Traders Association (CTTA), meanwhile, have acknowledged that certain sections of the new auction rule would require “hand holding” along with a “constructive approach” to minimise the financial burden across the supply chain. They noted that although the Kolkata Auction System is prepared to handle the increased volume during the lean season (April–May), its infrastructure may struggle during the peak season (June onwards), when auction loads rise significantly (Rediff, 2024). Critics argue that this mandate shows a gap between policy and the complicated realities of a divided tea economy. This is particularly true in Assam, where small growers are central to production but still work on the margins of the formal market.

Screenshot 2025-09-07 005802_edited.jpg

Source:OnlyBeautifulImages. (n.d.). [Photo of Guwahati Tea Auction Centre] [Photograph]. Adobe Stock. https://stock.adobe.com/in/contributor/208003094/onlybeautifulimages

This raises an important question: has the auction system, once created to support small tea growers, lost its relevance? More crucially, can a market built around volume, scale, and uniformity ever work for the fragmented, diverse, and often unstable world of smallholder tea farming? Are traditional auction models still relevant in a market increasingly shaped by smallholder growers, or is it time to rethink market access in ways that are fairer, more decentralised, and more responsive to growers’ needs?

Are traditional auction models still relevant in a market increasingly shaped by smallholder growers, or is it time to rethink market access in ways that are fairer, more decentralised, and more responsive to growers’ needs?

The Auction System at The Guwahati Tea Auction Centre (GTAC) 

India traditionally followed the English Auction Model until April 2023, after which it was replaced with the Bharat Auction System across North India (Tea Board of India, 2024). This shift was part of a broader effort to establish a pan-India standardised auction mechanism, a system already functional in South India. It aimed at improving efficiency, transparency, and digital integration in the tea trade (The Economic Times, 2023).

The Guwahati Tea Auction Centre (GTAC) now facilitates tea trading through a digital auction platform based on the Bharat Auction System developed by NSEIT, replacing the earlier manual processes. GTAC conducts around 52 weekly sales each year, typically on Tuesdays for orthodox tea and Wednesdays for CTC. The warehouses in Guwahati store teas from various estates in and around the region.

 

​​In Assam's tea auction system, small tea growers (STGs) cultivate green leaf but often lack processing facilities. As a result, they sell their harvest to Bought Leaf Factories (BLFs) or estate factories, which process the tea and send it to auction centers like GTAC. Brokers, licensed by the Tea Board, play a central role: they inspect, taste, grade, and catalogue the teas, distribute the samples to buyers, and manage the bidding process.​​

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On designated auction days, buyers and brokers either gather at the auction hall or participate online. Buyers, which include exporters, wholesalers and retailers, collect samples in advance and then place bids in the weekly auctions. Lots, which refer to distinct batches or consignments of tea, are presented by the auctioneer at a rate of six per minute, between 9 AM to 6 PM. 

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 Source: Guwahati Tea Auction Centre. (2025). About GTAC. Assam Tea e-Marketplace. https://assamteaxchange.com/aboutgtac.aspx

NSEIT stands for National Stock Exchange Information Technology Limited: It is a fully owned subsidiary of the National Stock Exchange (NSE) of India. It offers specialised IT services.  

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Orthodox tea is made using traditional methods, either by hand or with some mechanical aid. This process keeps the whole leaf intact and maintains the subtle flavors of the tea leaf.

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CTC (Crush, Tear, Curl) is a method for processing black tea. In this process, the tea leaves are mechanically crushed, torn, and curled into small, uniform granules. 

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Bought Leaf Factories (BLFs) are tea processing units that purchase green tea leaves from small tea growers and other suppliers, rather than growing the leaves themselves. These factories then process the purchased green leaves into made tea (usually CTC or orthodox) ready for sale.

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​A Broker in the tea auction system is a licensed intermediary approved by the Tea Board of India who facilitates the sale of tea between producers and buyers. 

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Bidders engage in real-time price discovery and making rapid counter-bids, while brokers decide whether to accept or reject them. Unsold lots are reoffered over the next five lots. The highest bidder wins, and payment is made to the factory through the broker. STGs are then paid by the factory on the basis of rates negotiated per kilogram of green leaf (Chakravarty & Sarma, 2025).

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​Although the system appears to project an optimistic outlook,  payments to STGs are not directly linked to auction prices. As a result, the benefits to smallholders remain limited, leaving them with negligible influence over the final market value of their product. Moreover, while the Bharat system has introduced innovative features such as pre-declared base prices, automated bidding windows, and uniform protocols, it has also invited scrutiny for inadvertently excluding small buyers, reducing competition, and failing to ensure optimal price discovery.

The Illusion of Price Discovery

At the heart of the auction system lies its most fundamental promise: fair and inclusive price discovery. Yet Assam’s tea auction reveal a sharp gap between principle and practice. In theory, auctions are hailed as the most efficient mechanisms wherein comprehensive bidding ensures optimal allocation of goods at market-determined prices. In practice, however, a disconnect is found between the formal site of price relevantion and actual stakeholders in production in Assam's auction architecture. STGs, who contribute over 50% of Assam’s green leaf output, remain marginalised from the decisions about the prices of their own produce (IDH, 2024). 

STGs, who contribute over 50% of Assam’s green leaf output, remain marginalised from the decisions about the prices of their own produce (IDH, 2024). 

The Green Leaf Pipeline

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In Assam’s tea economy, STGs do not engage directly in the marketplace where their product is priced and sold. Instead, their role is limited to cultivating raw green tea leaves, which must be processed within 6-8 hours of plucking to preserve quality and market viability (Harney & Sons, 2019). Pertaining to the highly perishable nature of green leaf and the high costs of setting up their own processing units, most STGs depend on Bought Leaf Factories (BLFs), which are privately owned processing centres that convert green leaf into made tea, the final form to be auctioned or sold. 

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The transactional model is deceptively simple: STGs deliver fresh green leaf to a BLF, often conveniently located within a 20-30 km radius. The transaction that takes place between the two is a pre negotiated rate per kilogram, set unilaterally by the factory. This rate is loosely based on perceived quality, internal cost and seasonal demand, but remains entirely detached from the real-time auction prices or demand indicators (Paul & Mondal, 2019). Once processed, the made tea is sent to auction centres, such as the one at Guwahati or Kolkata, where it is purchased by wholesalers, exporters, or retailers through competitive bidding. STGs, however, have no access to the auction floor and therefore remain unaware of the actual value their green leaf ultimately commands.

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Green leaf refers to fresh, unprocessed leaves that are plucked directly from tea bushes. These are the raw agricultural inputs that must be processed to become the made tea that consumers buy.

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This process creates a two-tiered market: 

  1. There is a primary market where STGs accept prices and are not involved in valuation. 

   2. In contrast, there is a secondary formal market, which includes auctions, where brokers, BLFs, and bulk buyers work on setting prices and making profits from price differences.

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From a rational standpoint, the system promises an efficient delivery, green leaves are processed quickly and there exists a continuous supply chain. But the conceptual ideal directs our attention away from the distributional and institutional flaws that the system carries with itself. This creates an intermediary centric exploitation, where it extracts labor and value from the margins while confirming power and decision making in the hands of a few intermediaries who ultimately determine the price of their produce.

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The direct impact of STGs lacking their own processing infrastructure is that they are compelled to sell their produce immediately to BLFs, under terms which are usually non-negotiable that strip them of both agency and authority over price determination. A comprehensive study by Deka and Goswami observed that STGs, in isolation, suffer from a fragmented presence in the supply chain. STGs have minimal role in assessment of the quality of leaf, a factor immensely crucial for determining market value at auctions. As the assessment is briefly done by the BLFs, their role is rendered even more negligible due to the lack of infrastructural mechanisms, such as digital pricing dashboards, real-time access to auction data, centralised quality grading systems, and cooperative platforms, that would otherwise allow them to collectively bargain or access real time auction prices. In essence, the very biological urgency of tea leaf processing, the one that forces them to immediately process it in the following 6-8 hours becomes a mechanism that reinforces imbalance of power: BLFs enjoy temporal and informational advantages, potentially accruing a disproportionate share of the value leaving the STGs trapped in a cycle of high input effort and low returns (Deka & Goswami, 2022).

BLFs enjoy temporal and informational advantages, potentially accruing a disproportionate share of the value leaving the STGs trapped in a cycle of high input effort and low returns (Deka & Goswami, 2022).

What the authors point to is a structural inconsistency in the current auction-based model: while the market is designed for rational pricing and fair distribution of value, the combination of biological constraints and infrastructural dependence curtails any real possibility of equitable participation for smallholders. Unless the challenge of perishability is addressed at an institutional level, STGs will remain confined to the lowest rung of the system.

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illustration via pinterest by Gegham Vardanyan.JPG

Pictured: Illustration by Gegham Vardanyan via pinterest

Rethinking the Architecture of Markets

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The failure of Assam’s tea auctions  to uplift small tea growers invites a deeper inquiry through the lens of Market Design, a theory given by Nobel Laureate Alvin Roth. Roth challenges the classical assumption that markets are natural, self-correcting mechanisms, strictly governed by the impersonal forces of supply and demand. Instead, he poses the argument that markets are engineered systems, frameworks that require intentional design to function effectively(Roth, 2024). For a market to be successful, Roth identifies three important aspects: 

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1. Thickness: the market must attract enough participants on both sides.

2. Uncongestion: the market allows procedural smoothness.

3. Safety: the market ensures participants operate without the threat of harm or distortions caused by ill intentions.

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A brief analysis of Assam's auction system through Roth's framework  reveals shortcomings across all three dimensions. The market, despite its digitised infrastructure and formal procedures, struggles with regards to all aforementioned factors. 

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Firstly, it lacks thickness. The current Bharat auction model does not permit lot division,  which discourages small buyers entry to the auction who might offer more competitive prices (The Economic Times, 2023). It inadvertently pushes competition down, potentially leading to skewed price outcomes. 

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Secondly, it suffers from congestion. Here, congestion does not refer to physical bottlenecks, but to informational and procedural complexities within the system: STGs remain excluded from direct participation in the auction process and are thus shut out of the very platform that determines the value of their produce. Most of all, it is unsafe for smallholders: the system’s structure has no provisions that protect STGs from exploitative pricing by Bought Leaf Factories. Additionally, there is not enough transparency about final auction prices. This leaves them with no control over when and how they sell their green leaf.

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​The drawbacks of Assam's tea auction system are not incidental but reflect deeper institutional failures in market design. In view of Alvin Roth’s theory of market design, emphasising markets to be of the nature that actively ensure participation, safety and efficiency, the assam tea auction system emerges as a paradigmatic example of exclusionary architecture. A system generally lauded for transparency and efficiency, it stands as a prime example of why these features alone do not guarantee fairness. A system struggling with information asymmetry has its transaction costs high, social trust is eroded, and market power is concentrated, and is bound to produce skewed outcomes. Small tea growers, the community constituting the backbone of Assam's tea economy, operate in a kind of market that represents a selective trading arena that perpetuates existing hierarchies rather than challenging them. As pointed out by Roth, such factors are not mere glitches but in an otherwise functioning system; they reflect poor design. The critical question here isn’t whether the market optimally functions or not, rather it’s for who are they designed to function? In a system where inclusivity is lost sight of within the structural fabric of market mechanisms, even the most technologically advanced systems risk producing inequalities.

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Division Lots refers to the practice of breaking down a large consignment (or "lot") of tea into smaller, more manageable units so that smaller buyers can participate in the bidding process.

In a system where inclusivity is lost sight of within the structural fabric of market mechanisms, even the most technologically advanced systems risk producing inequalities.

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Behavioral Economics: The Human Cost of Auction Rationality

An assumption usually made by traditional economic theorists is that individuals make rational choices, a belief that people logically respond to price signals and market incentives. In contrast, behavioural economics challenges this assumption by showing that factors like cognitive biases, emotional responses and social context often dominate decision making. This stands as a powerful critique of Assam’s tea auction system in explaining why STGs frequently opt out of the formal market even if it is linked to potential benefits. 

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The first aspect of behavioural economics here is loss aversion, the idea that losses are felt more than gains. This holds significant implications for an economy as structurally fragile and volatile as that of Assam's tea sector. For STGs who already lay at the edge when it comes to prices, the loss felt for the lower auction price exceeds the gain in a higher one. The highly unpredictable returns in auction based sales, often subjected to arbitrary downgrading by brokers and damages incurred due to weather increase grower’s perception of risk. 

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Thereafter comes present bias, explaining why individuals prefer immediate rewards compared to delayed benefits, although the latter might be greater. STGs, a community dominated by groups who are subsistence producers operate without formal credit or savings. Consequently, they stand ready to sell to BLFs or middle agents who offer immediate cash rather than waiting for auction settlements. By doing this, they essentially avoid payment delays that take weeks or even months to settle. The immediate liquidity for the STGs is a survival not a trade off. 

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​Evidently so, institutional trust also proves to be minimal. Over the years, growers have witnessed a plethora of policies, broken promises from the Tea Board and manipulation by big brokers. There is clearly a credibility gap between the auction system’s stated intent and the subsequent outcomes faced by the STGs. Without trust, even the most well designed auction mechanism becomes subject to scrutiny to those it claims to serve. Thus, from a behavioural perspective, Assam's auction model should be understood beyond the mere structural flaw. The discourse should incorporate the psychological and social realities of the people it is meant to serve. Any attempt for reforms in the design must be initiated with the comprehension that economic participation is not merely a technical choice, but a deeply human one.

Is the Auction System Still Relevant for Smallholder-Centric Markets?

Fundamentally, the operational dynamics of the auction system assumes a degree of market readiness: that participants are eager to wait for optimal prices, access reliable market information, and navigate institutional frameworks. This assumption overlooks the fragmented, resource oriented STGs, who often choose to sell to BLFs or middle agents as a consequence of necessity not preference. Their exclusion from the auction system is an indicator towards structural vulnerabilities rather than operating in a passive manner. 

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In addition, the complexity and opacity in which the system operates, where brokers mediate trades and auction prices makes it an elite platform with little grassroots accessibility. While provisions like digitisation have been taking place, it adds another layer of marginalisation as only the organised buyers and sellers have been able to enjoy its benefits. A large number of STGs remain out of this system due to limited accessibility to online platforms. 

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A recent memorandum by the North Eastern Small Tea Growers’ Association (NECSTGA) to the Centre, has stated concerns regarding an earlier directive released by the Tea Board of India. The directive mandated a halt to green leaf plucking in North India in an attempt to control oversupply. This move had the opposite of its intended outcomes, leading to a systemic breakdown in price discovery. Against the rising imports of tea, the move inadvertently resulted in 35-45% of teas unsold in major auction centres consequently driving the prices down by up to 40% (The Meghalayan Express, 2025). NECSTGA also raises alarms about the unregulated tea imports from countries like Kenya and Nepal. These teas are allegedly exported and rebranded as “Indian Tea”, a practice that harms the domestic livelihoods as well as the global reputation of Assam’s premium teas. These associations have made a very active call for ceasing mandatory auction requirements and reviving liberty of private sales. This demonstrates a growing consensus: the auction system, in its prevailing structure, has outlived its utility to serve the interests of the smallholders. India therefore risks losing its agrarian fabric building its iconic tea industry without urgent policy correction and institutional design. 

The auction thus turns into a selective gatekeeper, effective only for those who were never excluded in the first place, rather than an empowering instrument for price discovery.

In this context, the auction system reproduces and legitimates inequality rather than just failing. It only matters to the degree that one assumes that each participant has the same institutional capacity, which is a presupposition that breaks down in the fragmented tea sector of Assam. The auction thus turns into a selective gatekeeper, effective only for those who were never excluded in the first place, rather than an empowering instrument for price discovery.

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​If trade systems are supposed to represent the realities of their stakeholders, then Assam's auction system is no longer in line with its production base. As a result, its significance is not only lessened but also seriously questioned. Looking ahead, industry experts have called for a more decentralised and tech-integrated auction model. This model should ensure real-time price access, digital traceability, and greater participation from small growers. There is increasing anticipation that the future of the tea trade in Assam may move towards more inclusive market platforms, direct seller-to-buyer models, and policy-driven changes that match the evolving dynamics of production and ownership.

Keywords 

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lack of financial resources, limited buyer-seller capacity,risk of collusion,information assymmetry,levels of private information,uneven playing field, disadvantage of small bidders

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​References​

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Chakravarty, R., & Sarma, N. N. (2025, February). Guwahati Tea Auction Centre: A management dilemma. Journal of Contemporary Business Research, 1(1). https://journals.sagepub.com/doi/10.1177/3049513X251322089

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Chowdhury, M. (2016, February). Prospects and problems of small tea growers in Terai & Duars of West Bengal, India. International Journal of Current Advanced Research, 5(2), 587–590. https://www.researchgate.net/publication/296329926_PROSPECTS_AND_PROBLEMS_OF_SMALL_TEA_GROWERS_IN_TERAI_DUARS_OF_WEST_BENGAL_INDIA

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Deka, N., & Goswami, K. (2022, May). Organic cultivation and sustainable value chain development for tea smallholders: Findings from Assam, India. Sustainable Production and Consumption, 32, 562–579. https://doi.org/10.1016/j.spc.2022.02.006

 

Harney & Sons Fine Teas. (2019, March 1). All About the Assam Tea Region. Harney & Sons Fine Teas. https://www.harney.com/blogs/news/assam-tea-region

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IDH – the Sustainable Trade Initiative. (2024, July 19). Building partnerships to support Small Tea Growers close living income gap in India. https://idh.org/news/building-partnerships-to-support-small-tea-growers-close-living-income-gap-in-india

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Paul, T., & Mondal, S. (2019, January). A strategic analysis of tea leaves supply chain before manufacturing: A case in Assam. Benchmarking: An International Journal, 26(1), 246–270. https://doi.org/10.1108/BIJ-01-2018-0007

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Press Trust of India. (2023, September 14). Present tea auction system not helping in optimum price discovery in North India: Producers. The Economic Times. https://economictimes.indiatimes.com/news/economy/agriculture/present-tea-auction-system-not-helping-in-optimum-price-discovery-in-north-india-producers/articleshow/103660864.cms?from=mdr

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PTI. (2024, April 3). Planters’ body in North‑East opposes government notification to sell 100% tea through auction. Deccan Herald. https://www.deccanherald.com/india/planters-body-in-north-east-opposes-government-notification-to-sell-100-tea-through-auction-2963327

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Roth, A. (2024, July 17). Market Design and Maintenance. National Bureau of Economic Research. https://www.nber.org/system/files/chapters/c14930/c14930.pdf

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Tea Board India. (2024, May 17). Circular: Testing of English Auction web-based application [Ref. No. 6(29)/LC/SA/EPTL/2023/448]. Kolkata: Tea Board India. https://www.teaboard.gov.in/pdf/Circular_UAT_English_Auction_pdf3375.pdf

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Tea Board of India. (2024, April). Circular: Sale of 100% dust grades of tea through auction [Ref. No.6(29)/LC/Gen/11-13/P-III/Vol.3/2017/367]. Kolkata: Tea Board India. https://www.teaboard.gov.in

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Ten East Media Ltd. (2024, April 3). Tea planters oppose government’s tea-auction mandate. Rediff Money. https://money.rediff.com/news/market/tea-planters-oppose-govt-x27-x27-s-tea-auction-mandate/7860520240403

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The Meghalayan Express. (2025, January 24). Small tea growers oppose Tea Board’s regulations, urge PM Modi to protect India’s tea industry. https://themeghalayanexpress.com/small-tea-growers-oppose-tea-boards-regulations-urge-pm-modi-to-protect-indias-tea-industry/

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