GI label as an agricultural marketing tool in India

Agricultural products in the market are identified mostly based on their quality, taste, method of production and prices. In the competitive world with identical products, origin labeling has emerged as a medium for market access. Geographical Indications (GIs) registration enables producers to use geographic origin signifying uniqueness owing to geo-climatic factors. Given the potential of GIs to enhance economic returns for the producer, certification with a distinguishable logo for GI emerges as an important link to bridge the information asymmetries between the producers and consumers. A governance mechanism wherein farmer producer organizations (FPOs) establish and implement Code of Practices (CoPs) to produce authentic quality products is a pre-requisite for successful GIs which serve as a powerful marketing tool. Imparting training to FPOs on standardizing and adhering to COPs will help farmers to carve a niche market for GI protected agricultural products and augment farmers’ income and strengthen their livelihoods.