Recognition and Marketing Opportunities of a “GI” Tag in Handloom Product: A Study of Banaras Brocades and Sarees

• Geographical Indication of Goods is an element of Intellectua l Property Right which attributes goods to its geographicalorigin. These goods may fall under diverse categories as agriculture, natural goods, manufactured goods, food products, textileand handicraft items. Darjeeling Tea was the first product to get GI status and till date 303 products have received GI tagging inIndia. Legal protection through “GI” tag prevents similar products from taking the unfair advantage. Despite measures byGovernment to protect the indigenous treas ures, the economic potential of most of the products remains underutilized. Thestudy discusses about recognition and marketing opportunities of ‘Banaras Brocades and Sarees’, a handloom product thatreceived GI tag in year 2009. The study discusses current industry trends and market drivers for handloom products w.r.tBanarsi Saree. Though initiatives have been taken to protect the authentic art of weaving, and awarding ‘GI’ status had beenlandmark in this regard, but there is lack of planning and implementation of post GI measures in order to realize the commercialpotential of same. In order to leverage the commercial benefits of ‘GI’ tag, the study recommends strategies for brand buildingand marketing of ‘Banaras Brocades and Sarees’ for Indian and international markets (PDF) Recognition and Marketing Opportunities of a “GI” Tag in Handloom Product: A Study of Banaras Brocades and Sarees. Available from: https://www.researchgate.net/publication/336471583_Recognition_and_Marketing_Opportunities_of_a_GI_Tag_in_Handloom_Product_A_Study_of_Banaras_Brocades_and_Sarees [accessed Mar 01 2022].

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

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