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The present study critically examined the marketing strategies and practices adopted by briquette manufacturing units, together with the opportunities and challenges they faced. There were approximately 80 registered briquette manufacturing units in Punjab and 140 in Haryana. The study employed an exploratory research design, and a sample of 50 manufacturing units (25 from each state) was selected purposively from the population of briquette manufacturing units in Punjab and Haryana. Primary data were collected through a structured questionnaire covering demographics, market segmentation, targeting, positioning, and the 4Ps of marketing. Data were analysed using percentage analysis, mean scores, standard deviation, and t-tests. The results indicated that most units were micro-enterprises, primarily manufacturing rice-straw briquettes and adopting competitive pricing to expand their market reach. Distribution involved direct bulk sales to the industrial, commercial, agricultural, and power sectors, while promotion relied on digital platforms. The main challenges were limited consumer awareness, weak branding, restricted access to institutional buyers, and transportation difficulties. Despite these constraints, the units identified opportunities in neighbouring states, among large-scale industrial clients, and through current government schemes. Overall, most units continued to follow basic marketing practices because demand was high, indicating that the development of formal marketing strategies remained at an early stage.