'Made in Kerala' brand needed for state

To ensure a quantum leap on the industrial front, the state needs to focus on developing a 'Made in Kerala' brand, Aruna Sundararajan, Managing Director of Kerala State Industrial Corporation, today said.
The state industry department along with CII and TiE Kerala are working in this direction, Sundararajan said.
She was addressing the 'Brand Summit' organised by the Confederation of Indian Industry (CII) here.
The state government had set apart some funding for developing the 'Made in Kerala' brand in the budget and there are plans to get international consultants, she said.
"We are trying to move towards greener and cleaner industrial policy and the state will emerge as a green destination. Only green and clean industries will get 'Green credit' attractive finance option."

"The fact that we are different and do not follow the practices of other states is a huge opportunity. The fact that we are so environmentally conscious and extremely cautious of fair labour practices can be leveraged in the 'Made in Kerala' brand. Products from the state must carry the message of high quality, fair ethical values and being environmental safe."

With increasing awareness about environment and fair labour practices globally, many countries are refusing to buy products from China, she said.
Yoga, which is India's biggest brands, could however be appropriated by the US or other countries, she said, adding, Kerala, which is home of Ayurveda, could also face similar situation.

For decades, 'Made in India' was not the best of brands. The union government's consistent efforts to build a brand paid off in tourism with its 'Incredible India' campaign. Kerala also has a very strong and distinctive brand, she said.
The Kerala State Industrial Corporation was also laying the foundation for growth of life sciences initiatives in Kerala and it will be launched in a few months. Kerala was a natural life sciences destination having vast marine, animal husbandry, plant wealth. This is one of the emerging sectors in the next 5-10 years.