Sustainable Indigenous Wine Entrepreneurship inGaro Hills Meghalaya: A Study of Asame Winefor Cultural Preservation and Green EconomicDevelopment.
DOI:
https://doi.org/10.1956/jge.v22i3.954Keywords:
Traditional fermentation, Micro-enterprise, Garo Hills, Sustainable livelihoods.Abstract
Indigenous entrepreneurship has emerged as one of the mostimportant platforms for sustainable development, especially inthose locations where the existing knowledge systems and access tolocal resources are vital. The study highlights the dynamics of greenindigenous wine entrepreneurship of Asame Wine which is a microenterprise in Tura West Garo Hills Meghalaya. The main purpose ofthe study is to identify and evaluate the role of indigenous wineindustry on culture preservation, establishment of livelihood andgreen economy.
The research is a qualitative case study based on field observationand interview with the entrepreneur.
From an economic perspective point, the firm is seasonal as far asrevenue creation concerned since the business makes sales mostlyduring the key holidays such as Wangala, Me’gong and A’wefestival. It functions as a home based business with minimumlabour. The firm has been able to establish itself with institutionalassistance and financial aid from the PRIME Meghalaya and eventsduring the national and international fairs.
The research concludes that indigenous wine entrepreneurship cangreatly assist in establishing sustainable livelihoods, conservingcultural heritage and fostering economic development in the region.
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