geographical indication a marketing tool...•branding the gi: •positioning •logo •use of...
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Geographical IndicationA Marketing Tool
The Indian Perspective
M. S. Bharath
Partner
Chennai Practice Lead
Anand & Anand
© Anand And Anand
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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
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GI: Beyond Registration
• Every GI: An Independent Industry
• Recognition and Support by Government
• Establishment of the Board / Council
• Promotion
• Enforcement
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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
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Marketing cannot stand alone
• Operation
• Technical
• Finance
• Administration
• Legal
• Marketing : Domestic & Global
• Information: News & Publication
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Marketing & Regulations at all Levels
• Manufacturing• Storage • Containers & Packaging• Re-packer• Brokers & middlemen• Processor• Distribution• Retail• Placement of Logos
• GI• Brands
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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
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Legal Mechanisms
• Protection : Registration
• Geographical Indications
• Sub Geographical Indication (akin to Sub brands)
• Brands : Trademarks
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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
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Tea Board of India: Initiatives for Indian Teas
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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.
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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
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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
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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
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