Many people in India
have heard about Chanderi Sarees, Darjeeling Tea, Bikaneri Bhujiya, Mysores Silk, Jaipur Blue Pottery , Naga Mircha, Channapatna Toys and Kota Doria sarees. But how many have heard of Bastar
Iron Craft, Kannauj Perfume, Khasi
Mandarin, Nanjanagud Banana, Aranmula Kannadi and Kasaragod Sarees? The
commonality among these is that all of them are part of the more than 230
Geographical Indication (GI) products registered in India. The difference is
that while the first set of products are widely known and purchased beyond
their home states and in some cases even outside India, the second list of
products languishes in comparative anonymity known mostly in the
limited region where these are produced/ manufactured.
Very simply put, Geographical Indications (GI) are signs that aid in the identification of a particular
product coming from a specific geographical location possessing certain unique
qualities or reputation due to such origin.
India is a country with
varied geography and diverse traditions
and skills, as a result of which there is a plethora of geographically unique
products across agricultural, handicrafts, manufactured goods and textiles. Protection and promotion of
geographical indication products helps nurture and strengthen key skills and
traditions while at the same time supporting and developing entire communities.
Over the past decade or so significant steps have been
taken to increase awareness for GI amongst producers/ artisans etc, leading to
registration of a large number of GIs. However, the logical follow up of leveraging
the GI registration as a well thought out marketing strategy has not been done in most cases. Further in
many instances the producers and artisans are not well organized and have very
little access to information and resources.
While production capacity and market potential vary
across the different products, there are some common steps which need to be
taken to leverage GI as a branding tool. These are outlined below:
1)
Proper organization structure and control
o
GI enablers should be
identified/established for each GI. The GI enablers could be an association
comprising representatives from producer groups, traders, government and NGOs,
or it could be a government body/ NGO active in that field.
o
Such a body, should be set up
as a corporate structure with formal management systems.
o The GI Enabler cell should function as a coordinating body,
channeling all marketing efforts, monitoring quality compliance, helping the
community avail relevant government schemes and ensuring speedy registration of
all genuine producers/artisans/ farmers under authorised users.
2)
Development of a GI as an Endorser Brand
o
A small seal which says “original” and gives the GI number can
be introduced as an easy identification and assurance mark common to all GI
products.
o
The GI number on the seal would
be the unique number of each authorized user so the product can be traced to
its origin. This will also make counterfeiting difficult.
o
A single mark would be easy to
communicate at a broader level to educate consumers and create awareness about
the GI concept.
3)
Well recognized logos and symbols
o
Create and register logos for
selected GI products with moderate to large market potential to provide them a
distinct visual identity for easy recognition and differentiation from spurious
or competing brands.
o
Strict guidelines need to be
specified on use of the logo.
o
Examples- In Kota Doria Sarees
the logo is woven at one end of the saree. In Arnamula Kannady mirrors, a
hologram for the logo is placed at the bottom, while for Kashmir Pashmina
special type of secure authentication fusion labels are attached to the product.
4)
Improving production process
o
Set up Common Facilities
Centres (CFC) in each of the hubs for identified GI products, as has already
been done in a few cases. CFCs to have space and provision for pre/post
processes linked to production. Expensive machines required for certain
processes can be provided at CFCs to be used on chargeable basis.
o
Provide technical and other
expert assistance to producer groups to improve efficiency, productivity and
quality. Examples of such interventions include upgradation in loom designs/ introduction
of metal beams at Chanderi, mechanization of pre-processes at Chennapatna, mobile
fibre extraction machine for coir and improved variety of organic Navarra rice
seeds.
o
Improvements in
product/packaging and quality through R&D or interaction with experts
5)
Strict quality control and tracking
o
A well established quality
control process should be made a pre-requisite to filing the GI application.
o
Checking quality of production
can best be done in the form of self audit by producer groups but in addition a
further layer of sample checks should also be added by designated quality team-
which could be a body of representatives from producer groups and government
and technical experts or only government or 3rd party certification
agencies.
o In exhibitions organized by the government or government bodies,
that exhibitors who claim to be selling handloom/ handicraft/ GI products
should be verified and documents / certifications checked to prevent misrepresentation
of powerloom/machine made products.
6)
Investment in building brand awareness and market
expansion
o
Market Development Funds should
initially come from the government and later can be supplemented by
contributions from producers.
o
Awareness about the GI concept
and why consumers should look for the GI seal, needs to be built through
offline and online campaigns
o
The GI brand name and logo
needs to be registered in key international markets for select products.
o
Database on exporters and
producers for specific product categories need to be accessible to
international buyers. The tracking system for checking GI holder/authorised
user details should be highlighted for
international buyers.
o
Websites for each specific GI
product category, need to be created
o
An Umbrella GI Portal should
link all individual GI websites.
o
Mass media campaigns should be
designed to reach the target segment in identified markets where the GI
products have significant and / or growing sales.
o The State government should identify 1 or 2 GI products for focused
promotion for a two year period.
o
Each state should organize one annual
GI focused exhibition/ buyer-seller meets for all GI products in their state.
o
State as well as Central
Government need to ensure adequate participation of existing GI producers/
authorised users in key National Exhibitions.
7)
Focus on building customer engagement and brand
associations in addition to awareness
o
The GI enabler cell needs to
develop catalogues for showcasing their range sharing its legacy and giving
information about its unique features.
o
Key influencers for different
categories can be identified like chefs for agricultural/ food items, top
fashion designers/ models/ film stars for handlooms and garments, well-known
names for handicrafts sector or big buyers or NGOs or famous artistes of that
state could be leveraged to promote the cause of different types of artisans
and their craft. This will have a significant impact on the aspirational as
well as quality and credibility associations of the GI brand.
o
E-commerce provides needs to be
leveraged much more as it has huge
potential to enhance reach and reduce the layers of middlemen.
o
The GI websites and portals
should share personal stories of artisans and their families- these could range
from human interest stories of overcoming hardships, or stories around the
tradition or community.
o
Tags with artisan names and
photos can also be added to each product to create interest beyond the
functional appeal.
o
Crafts parks can be used for
organizing theme based events/ shows/ exhibitions/ workshops and can also be
leveraged for tourism.
8) Steps for legal protection
o Government Circular should be issued
from the concerned State Government informing trader and retailers that
punitive legal action will be taken against them if they are found to keep and
sell any ineligible product under the GI name of the product.
o
Retailer Workshops -small
localized workshops need to be conducted with retailers to create awareness
about GI and why they should trade only in products made by authorized users.
o
Leaflets and flyers- can be
distributed to trade channel members by producer groups informing them abut
legal implications of selling a GI product which is not sourced from authorized
users or the specified region.
