Global Branding for 400 Items Will Boost India’s Exports

The government plans to get a global branding push to around 400 products, including Gir Kesar Mango, Banarasi Zardozi, Firozabad Glass, Kangra Paintings, Kancheepuram Silk and Araku Valley Arabica Coffee, to promote and boost their exports globally.

The Department for Promotion of Industry and Internal Trade (DPIIT) plans to hold car shows, roadshows, free product trials and product demonstrations for products tagged with Geographical Indications (GI). Around 420 products were granted GI registration as of July, of which about 150 GI-tagged products are food products and agricultural and about 240 are handloom and handicrafts.

The DPIIT wants to promote these products in a focused manner, and an extensive plan is being made on these lines of the One-District One-Product scheme to provide much-needed support for their exports.

The government is also discussing celebrating the GI fair, GI day and GI awareness campaigns to develop a premium brand for Indian GI products and promote them as niche products having a reputation linked with the geographic region to which they belong.

India has exported Black Rice from Manipur, Assam Lemon and Naga Mircha (King Chilli) from Nagaland to the UK, three GI varieties of mangoes (Khirsapati, Fazli and  Laxman Bhog) from West Bengal and one GI variety of mango (Zardalu) from Bihar to Qatar and Bahrain.

The DPIIT also plans to bring professional agencies for the GIs of India programme and onboard influencers and brand ambassadors from renowned personalities and celebrities.

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