Geographical Indication Tag and Brand Development: A Case Study of Handloom Sarees in Kerala

Abstract

Geographic indication of products designates a product's location and ensures protection under Intellectual Property Rights. These products can be categorized using a variety of classifications, including agricultural, natural commodities, manufactured goods, food items, textiles, and handicrafts. The saree is one of the country's more well-known and expensive handcrafted items. The current study looks into the Geographical Indication tag-based brand-building technique of the Indian handloom saree industry. The comparative analysis shows that all Saree producers use GI as a marketing technique to establish their brand identity. Moreover, the GI tag helped expand the market and popularise the Saree products' brand image.