The LG of Jammu and Kashmir inaugurated the week-long ‘GI Mahotsav’ at Kashmir Haat. The Agriculture Production Department meticulously orchestrates this superlative platform, one that beckons farmers, craftspeople, artisans, entrepreneurs, and other stakeholders, with a singular focus on the commercialisation of GI-tagged products. In today’s world, no one can deny the quintessential significance of GIs, elucidating their overarching objectives of safeguarding and elevating products emanating from specific geographic locales.
In the contemporary digital landscape, the paramount currency is the power of social communication. In a remarkably short span, the realm of social media can transform individuals from obscurity to eminence. Therefore, the precise delineation of a product, accentuating its inherent genuineness, assumes paramount importance in establishing its distinctiveness and carving out a specialised niche. Within the realm of artificial intelligence that currently dominates, the intrinsic value of creativity remains somewhat underestimated, particularly among the artistic community, agricultural practitioners, and even within intellectual circles. India, despite its profound diversity, rich historical and cultural tapestry, and intricate social fabric, appears to have not fully harnessed its potential to the desired magnitude. Western nations have outpaced us in matters of intellectual property rights, and they have consequently pioneered the concept of GI tags. In today’s interconnected world, geographical distances have become largely inconsequential, courtesy of the robust e-commerce infrastructure, which has even harnessed drone technology for global product delivery. Regrettably, India has been sluggish in recognising its indigenous talents and products, often failing to promptly register them for GI protection. Although India boasts an inventory of 504 GI tags, this number pales in comparison to the nation’s vast potential.
The recent conferment of GI tags upon diverse products originating from various districts within UT represents merely the inception of a multifaceted endeavour. Various Governmental Departments now shoulder a significant mantle of responsibility in championing this initiative. Their pivotal roles encompass the provision of crucial support, spanning the domains of raw material procurement, implementation of enhanced agricultural methodologies, facilitation of refined packaging techniques, fostering commercial-scale production, and the imperative task of promoting these products, not merely on a domestic scale but also on a global stage. Therein lies the potential avenue of forging international collaborations with esteemed international retail chains.
The establishment of a permanent retail sales outlet for GI-tagged products originating within Jammu and Kashmir at Jammu Haat should also be considered. Currently, the Jammu Haat is without any activity. The strategic positioning of Haat is indeed prime, and given the annual influx of over one crore tourists to the Jammu region, it offers an unparalleled opportunity for the optimal promotion of GI-tagged merchandise. These seemingly modest measures, in reality, wield considerable influence in the realm of product branding.
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