Ascending Order is not Working in Custom Post Type Listining

If you want to sort the custom post type 'product' by title, please try:

 array( 'post_type'       => 'product',
        'posts_per_page'  => 10, 
        'orderby'         => 'title',
        'order'           => 'ASC',
        'tax_query' => array(
             array( 'taxonomy' => 'genre',
                   'field'     => 'slug',
                   'terms'     => 'ne',
                  )
         )
      )

where 'field' can in general be either 'id' or 'slug' (ref).
You can check the available orderby input parameters here.

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