Brand building needed for benefit of GI registration

Registration of geographical indications (GIs) is the first step in protecting the originality of a traditional product, but true economic benefit out of it cannot be availed if proper brand building is not done.

So conscious efforts will have to be made for expanding the market, improving demand, organising display at the national and international level, conducting market research and design among others, Saurabh Garg, secretary, industries department, Orissa government said.

Speaking at the inaugural session of a workshop entitled ‘protecting indications, promoting entrepreneurship and creating brand’, Garg said, unless the market for a product is improved, it will not be possible to reap the benefit of GI registration.

Stating that the GIs and the intellectual property rights (IPR) are important in the present day trade regime, he said, the producer will have use the opportunities created by the so called ‘rule of game’ in the world trading system.

Rashmi Banga, senior economist working with United Nations Conference on Trade and Development (UNCTAD) explained that GI registration provides the legal protection to a product on a sustainable basis. It is a process which enhances the confidence level of the producer of a traditional product. Since it is not an end itself, creating awareness about the consumer’s taste and collecting marketing intelligence can help the process, she added.

P Nayak, head (market research division), Textiles Committee said, formation of a consortium and study documentation is required for GI registration.

Panchanan Dash, additional secretary in the industry department pointed out, the micro, small and medium enterprises (MSMEs), which are the pillars of growth in the state, can not attain the natural growth unless suitable partners are roped in. GI registration process can help in the protection of the product and its commercialization.

In this context, the Institute of Entrepreneurship Development (IED), Bhubaneswar and the Textile Committee can work jointly for promotion of the GI registrations, he added.

The workshop was organised by the United Nations Conference on Trade and Development (UNCTAD), Textile Committe, under the Union ministry of textiles, Institute of Entrepreneurship Development (IED) Bhubaneswar and other industry associations.