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 Intellectual Property Right which attributes goods to its geographical origin. These goods may fall under diverse categories as agriculture, natural goods, manufactured goods, food products, textile and handicraft items. Darjeeling Tea was the first product to get GI status and till date 303 products have received GI tagging in India. Legal protection through “GI” tag prevents similar products from taking the unfair advantage. Despite measures by Government to protect the indigenous treasures, the economic potential of most of the products remains underutilized. The study discusses about recognition and marketing opportunities of ‘Banaras Brocades and Sarees’, a handloom product that received GI tag in year 2009. The study discusses current industry trends and market drivers for handloom products w.r.t Banarsi Saree. Though initiatives have been taken to protect the authentic art of weaving, and awarding ‘GI’ status had been landmark in this regard, but there is lack of planning and implementation of post GI measures in order to realize the commercial potential of same. In order to leverage the commercial benefits of ‘GI’ tag, the study recommends strategies for brand building and marketing of ‘Banaras Brocades and Sarees’ for Indian and international markets.