Branded by origin: Goa airport gets first GI store, more to follow soon

With an exclusive store for GI tagged products at the Goa airport, the government looks to build a premium label for indigenous ware

Darjeeling tea, Alphonso mangoes, Makrana marbles or dhokra horses, take your pick the next time you travel in or out of an airport in India. For now an assorted mix of GI (geographical indication) tagged products will be available at exclusive government-owned GI stores. The first store opened at the departure terminal of the Goa airport earlier this week and there will be more, promised Suresh Prabhu, minister for Commerce & Industry and Civil Aviation, speaking at the launch. Geography, history and the promise of authenticity are what the government hopes to leverage, while offering a window into the diverse range of products that originate in the country.

The venture, which is an initiative of the Department of Industrial Policy and Promotion (DIPP), will use the 330 products registered with the country’s GI registrar. This includes 14 products of foreign origin that have been listed for sale at such outlets. S Kannan, executive director and secretary, The Cashew Export Promotion Council of India (CEPCI), part of the Goa team says the stores aim to enhance marketability of GI products.

The push to gather all GI tagged products under an exclusive retail platform is also a way to prevent trademark infringement. In the past, the Indian government has had a hard time claiming geographical identities for home grownproducts and crafts and even when it has, protecting the tag has been expensive. The stores present an organised face to the GI initiative and may prevent such misuse or such is the hope.

The store has its own tagline, Atulya Bharat ki amulya nidhi (Invaluable treasures of incredible India). It will bolster the government’s efforts to create awareness about geographical origin and trademark. 

Among the recent entrants into the GI club are the Puneri pagri (turban), Alphonso mangoes from Ratnagiri, dhokra ware from Bastar and several others. The GI Store will display and sell original and authentic products recognised under the Geographical Indication of Goods (Registration and Protection) Act, 1999, says Sushil Satpute, director, DIPP, ministry of Commerce & Industry. It is expected to preserve traditions and leverage growing consumer interest in ethnic fare.

But given the globalisation of tradition, largely driven by small home grown outlets that have built their brands via digital platforms, does GI tagging help? To an extent say experts, it helps differentiate such products from the rest and stamps authenticity on the purchase. Given the involvement of the state in the venture, it also helps build trust in the brand. While these are the advantages, the downside is that state-run emporia have not always proven to be the best custodians of traditional arts and craft.

“The government has undertaken several steps for promotion of Indian products. These include promotion  through social media and so on,” says Satpute implying that the department is keen to make it work.  He is also hopeful that the stores will create a distinct identity for the products and  long lasting associations about their country of origin. 

Ambi Parameswaran, brand strategist and founder of Brand-Building.com says the idea is great, but perhaps the government could use a familiar brand to headline the stores, he says. Calling it a GI store does not immediately create the required association, the stores could be named after a product or a uniquely Indian weave or colour, he suggests.

According to officials associated with the venture, the GI tag is an important tool as it gives the rightful share of intellectual property to the artisan and the place of origin of the product. For consumers GIs act as a signalling device, helping identify genuine quality. Apart from the thrust into modern retail, the department is also promoting its GI initiatives online and organising promotional activities. Potential GI tourism circuits will also be identified to create special trails for those interested in the craft traditions and the history of such products. The products are also being offered online through an e-commerce venture registered with DIPP. Born and made in India, GI products are also a smart and perhaps, less controversial, way to showcase the country’s traditions.