What is Woolah's Black Friday initiative?

Woolah is foregoing Black Friday discounts to fund a tree-planting project, dedicating all revenue to planting 10,000 trees.

Who is Jadav Payeng and why is he involved with Woolah?

Jadav Payeng, known as the 'Forest Man of India', is collaborating with Woolah to help plant 10,000 trees on a sandbar in Assam.

How does Woolah promote mindful consumption?

Woolah promotes mindful consumption by rejecting Black Friday sales and by creating the world's first bagless tea dips to avoid plastic waste.

Home / Business and Economy / Tea Brand Rejects Black Friday for Tree Planting

Tea Brand Rejects Black Friday for Tree Planting

27 Nov

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Summary

Woolah is foregoing Black Friday discounts to fund tree planting.
All revenue will support planting 10,000 trees with Jadav Payeng.
The brand promotes mindful consumption over excessive shopping.

An organic 'bagless' dip tea brand from Assam, Woolah, is bucking the trend of Black Friday discounts by reinstating full MRP on November 28th. The company has dedicated all revenue from this 'Anti-Black Friday Sale - For the Planet' to a tree-planting initiative, aiming to plant 10,000 trees with the help of renowned environmentalist Jadav Payeng.

This year's campaign marks a sustained project with Payeng, focusing on a new sandbar near Molai in Majuli, Assam. Woolah's founder, Upamanyu Borkakoty, states the brand's core purpose is sustainability, and this initiative is a tangible way to give back. The brand views Black Friday as a symbol of thoughtless consumption and aims to shift this focus towards environmental responsibility.

Woolah's commitment to sustainability extends to its product innovation, featuring the world's first bagless tea dips designed to eliminate plastic waste. The brand also supports local tea growers in Assam by promoting organic practices and empowering rural women in its processing ecosystem, with future expansion plans to the UAE and US in 2026.