Geographical IndicationA Marketing Tool

The Indian Perspective

M. S. Bharath

Partner

Chennai Practice Lead

Anand & Anand

© Anand And Anand

Why a Marketing Tool

• Education: Consumer Perception Elevated

• Deliver Correct Product: Prevent Misuse

• Command a Premium: Higher Revenues

• Benefit to stakeholders: Economic and Social Impact

GI: Beyond Registration

• Every GI: An Independent Industry

• Recognition and Support by Government

• Establishment of the Board / Council

• Promotion

• Enforcement

Board / Council

• Chartering the Body:• Tea Board, • Spice Board, • Scotch Whisky Association• International Olive Council• Olive Oil from Spain

• Membership

• Rules and Regulations

• Budgets

• Committees / Departments

• Activities

Marketing cannot stand alone

• Operation

• Technical

• Finance

• Administration

• Legal

• Marketing : Domestic & Global

• Information: News & Publication

Marketing & Regulations at all Levels

• Manufacturing• Storage • Containers & Packaging• Re-packer• Brokers & middlemen• Processor• Distribution• Retail• Placement of Logos

• GI• Brands

Marketing Activities

• Tours of Origin

• Fairs and Exhibitions

• Trade Delegations

• Market Surveys and Analysis

• Branding the GI: • Positioning

• Logo

• Use of Trademarks

• Advertising

• Legal Mechanisms

Legal Mechanisms

• Protection : Registration

• Geographical Indications

• Sub Geographical Indication (akin to Sub brands)

• Brands : Trademarks

Legal Mechanisms

• Monitoring

• Enforcements

• Know Me Letters

• Legal Notices

• Negotiation (not always fight)

• Oppositions & Rectifications

• Infringement & Passing Off

• Police & Customs

• News Reports on Actions Taken

Tea Board of India: Initiatives for Indian Teas

Years of Investment

• Sustained Commitment & Patience

• Costs: Marketing & Enforcement

• Costs Vs Benefit

• Strong organizational and institutional structures

• Maintain, market, and monitor the GI.

• Plan to protect and market the GI

• Strong market partners

• Promote and commercialize over the long term.

Region / State Wise RegistrationsState in India / Country Numbers

Andhra Pradesh 12

Assam 3

Bihar 5

Chattisgarh 5

Goa 1

Gujarat 9

Himachal Pradesh 6

Jammu & Kashmir 6

Karnataka 32

Kerala 22

Madhya Pradesh 29

Maharashtra 10

Manipur 3

Nagaland 1

Odisha 15

Pondicherry 2

Punjab, Haryana & Rajasthan 1

Rajasthan 9

Tamil Nadu 24

Telangana 10

Uttar Pradesh 15

West Bengal 9

Country Numbers

France 2

Italy 1

Mexico 1

Peru 1

Portugal 2

United Kingdom 1

USA 1

Rankings

State in India / Country Numbers

Goa 1

Nagaland 1

Punjab, Haryana & Rajasthan 1

Pondicherry 2

Assam 3

Manipur 3

Bihar 5

Chattisgarh 5

Himachal Pradesh 6

Jammu & Kashmir 6

Gujarat 9

Rajasthan 9

West Bengal 9

Maharashtra 10

Telangana 10

Andhra Pradesh 12

Odisha 15

Uttar Pradesh 15

Kerala 22

Tamil Nadu 24

Madhya Pradesh 29

Karnataka 32

Nature of GI Numbers

Natural Goods 1

Food Stuff 6

Textile 6

Manufactured 18

Agricultural 63

Handicraft 144

TOTAL 238

Opportunities & To Do’s

• Involving the Authorised Users (AU’s)

• Registering the AU’s

• Engagement with the Government

• Setting up Trade Body

• Marketing Agenda

• Legal Mechanisms