- The brand will channel the entire day’s revenue toward planting 10,000 trees
- Invites consumers, environmentalists, and like-minded voices to join the movement
In a bold protest against the culture of aggressive discounting and overconsumption driven by global sale seasons like Black Friday, Assam-based Woolah Tea has announced an Anti-Black Friday Sale – For the Planet, under which the brand will remove all discounts and reinstate full MRP pricing exclusively on Black Friday, 28th November. Instead of offering markdowns, urgency timers or sales-driven persuasion, Woolah will channel the entire revenue from the day toward planting 10,000 trees in partnership with Padmashri awardee Jadav Payeng, widely known as The Forest Man of India. Over the years, Black Friday has become synonymous with a global spike in compulsive purchasing, driven by attractive discounts, urgency messaging and FOMO-led marketing. Studies and waste management patterns consistently show that a large portion of these impulse purchases eventually become waste, contributing directly to the rising crisis of landfill overflow, and a culture of disposability. Woolah Tea is recognised for its sustainability-firstapproachbuilt around the world’s first patented bagless tea dip, eliminating plastic tea bags that release billions of microplastics globally. The brand has long advocated against wasteful consumption practices, and this initiative reflects its ongoing commitment rather than a seasonal marketing trend. On 28th November, Woolah will go full price across its website for one day as a symbolic protest against the overselling culture of Black Friday. Rather than reducing prices to drive consumption, the brand will redirect the day’s revenue toward ecological restoration through the 10,000 Trees Project with Mr. Payeng, whose decades-long work transformed barren river islands into thriving forest ecosystems.
Speaking about the initiative, Upamanyu Borkakoty, Founder of Woolah, said, “Black Friday has become a global invitation to buy without thinking. Woolah was built on the belief that consumption should nourish, not harm, whether it’s the body or the planet. Increasing prices this Black Friday isn’t about revenue; it’s about responsibility. Instead of contributing to a cycle that ends in landfills, we want this day to end in a forest. If this campaign makes even a handful of people pause, rethink and buy consciously, then it’s already doing its job.” With this initiative, Woolah aims to spark a conversation around mindful consumption, environmental accountability, and the true cost of retail hype. The brand invites consumers, environmentalists, and like-minded voices to join the movement and rethink the idea of discounts, sales, and shopping seasons, not as moments of compulsive buying, but as reminders of the responsibility owed to the planet.
About Woolah
Woolah is a purpose-led tea brand from Assam redefining how the world drinks tea – with purity, sustainability, and provenance at the centre. The brand’s core innovation is the world’s first patented bagless tea dip, a format that brews like a convenient tea bag but contains nothing except the top two leaves and a bud of whole-leaf tea. No glue, no paper fibres, no nylon mesh, and no microplastics. Woolah exists because conventional tea bags, especially those used by large global corporations, often contain low-grade dust tea sealed inside materials that release billions of microplastics per cup. Woolah was built to solve that problem, not compete with it. Beyond the product, Woolah is building an ethical supply chain. The company works directly with organic small-scale growers, encouraging a shift away from chemical-dependent cultivation by paying significantly better prices. Today, over 200 rural women are part of Woolah’s processing ecosystem, from plucking to rolling to hand-tying the signature two-leaf-one-bud format.
