Indian Gl tags thirsty for visibility

The Geographical Indications (GIs) in India have been languishing on the marketing front even after receiving certifications from the authorities, according to a senior trademarks official.

Speaking at a CII conference here on Wednesday, Trademarks & GI Registry Assistant Registrar Chinnaraja G Naidu said that getting a GI tag is not sufficient, but the need to create a brand is necessary to compete with global giants.

Geographical Indications of goods are defined as that aspect of industrial property which refer to the geographical indication referring to a country or to a place situated therein as being the country or place of origin of that product.

Typically, such a name conveys an assurance of quality and distinctiveness which is essentially attributable to the fact of its origin in that defined geographical locality, region or country.

At present, there are 193 GIs registered in India, with the fist being Darjeeling Tea in 2003 and Banaras Brocades and Sarees being the latest.

“Marketing initiatives also mean a strong online presence, which at this moment, very few of the 193 GIs have. The online presence would not only give wider visibility but will also ensure that online sales can happen of the original products are people are aware of the authenticity of the product,” Naidu said. Karnataka, with 31 GIs, is the single largest holder of GIs in India followed by Tamil Nadu and Andhra Pradesh.
Talking at the conference, Tea Board of India (Tea Promotion Directorate) Director in-charge Joydip Biswas said that they understood that even after the GI tag, tea across the world is mischievously branded as Darjeeling tea.

“India produces 8.5-9 million kg of Darjeeling tea every year, however, around 40 million kg is sold across the world, depicting the inherent anomaly,” Biswas said.
According to him, the GI status not only helps in recognition and protection of the product it also gives it a 20-30 per cent premium pricing as in the case of Darjeeling tea.

Naidu added, in the month of Ramadan alone, Hyderabad sells haleem worth Rs 100 crore, so the potential is huge when it comes to other GIs.