Alappuzha coir products get branded

Coir and coir-made products from Alappuzha region of Kerala, which was once known as 'Venice of the East', will now be sold under a common brand name "" Alleppey Coir. Although Alleppey Coir is well-known across the world, it has not been used as a brand name earlier.

The Coir Board has received the approval of Geographical Registry to use the brand name just like the Kancheepuram Silk, the Darjeeling Tea and 28 other well-known geographically-specific products. The move will enable the manufacturer of coir products in the region to counter the threat of imitations in the global markets. A certificate of registration under the Geographical Indication (Protection and Registration) Act of 1999 was handed over to A C Jose, chairman, Coir Board, by Gopal Krishna Pillai, Union commerce secretary, recently.

Gopal Krishna Pillai said that the GI registration and the brand name would help coir products to fetch higher prices in the international markets and enhance the future prospects of the coir industry. The certification would also mean that strict quality standards and innovative designs would have to be part and parcel of the coir sector's daily manuals. He also said that talks were on to include the coir sector in the central tourism department's promotional campaign titled 'Incredible India'. The Coir Board should seek the help of India Brand Equity Foundation to ensure effective branding of Alleppey Coir, he said.

A C Jose said that a group called Federation of Indian Coir Exporters Association would be registered under section 25 of the Companies Act. The registration granted by the GI Registry would have a worldwide acceptance. The registration will also ensure standard quality of products and give exclusive rights to the holder so that imitations can be eliminated.

As per the certification, only genuine products of authorised manufacturers will be allowed to sell in the overseas markets.