GREEN MARKETING OF JUTE PRODUCTS- A STUDY ON ASSAM CO-OPERATIVE JUTE MILLS LTD, SILGHAT

Along with the rising concern to protect the continuously degrading environment, not only the politicians, governments or the scientists all around the world are concerned but also the common men have become wary to this situation. Today's generation is witnessing the slow death of our Mother Earth with poles continuously melting, forests burning, the ozone layer depleting and the oceans drying. The time has come for us to adopt smarter and more sustainable methods, which is why the concept of green marketing has been popularized. Jute, being a green product, is one of the perfect ways to move forward. India is the world's largest producer of jute in the world and its warm and humid climate facilitates the proper growth of jute. Assam is the second largest jute producing state in India. Assam Co-operative Jute Mills Ltd, being a co-operative is unique of its kind in the country. The paper is an attempt to highlight the marketing of jute products as well as to find out the challenges faced by the Assam Co-operative Jute Mills Ltd. For the purpose of carrying out the study, both primary and secondary data have been used. The data has been collected from the employees of the organization with the help of a structured schedule.