To safeguard the unique identity of indigenous products, India grants Geographical Indication (GI) tags under the Geographical Indications of Goods (Registration and Protection) Act 1999. These tags serve as a mark of authenticity, ensuring that products linked to a specific region retain their cultural heritage, reputation, and economic value. GI tags protect traditional knowledge, promote local economies, and preserve regional diversity by preventing counterfeiting and misuse.
From agricultural goods to handicrafts, GI certification enhances the global recognition of India’s rich artisanal and natural produce.
Meghalaya has received GI tags for several unique products, reinforcing their authenticity and economic potential. Its agricultural GI tags are Memang Narang (wild orange), Khasi Mandarin, and Lakadong Turmeric. Meghalaya has GI recognition for handicrafts, such as Garo Dakmanda Textile and Larnai Pottery.
Chubitchi, a traditional Garo rice-based alcoholic beverage, is also GI-tagged under the manufactured category. These GI tags protect Meghalaya’s indigenous products while opening doors for economic upliftment and sustainable livelihoods for local artisans and farmers.
However, despite these tags, awareness of Meghalaya’s GI products remains low, limiting their market potential. The benefits of GI tags are often lost due to weak branding, lack of marketing, and poor integration into the value chain. While the GI tag is a protective designation, it does not automatically translate into commercial success. The absence of a structured marketing strategy has led to minimal recognition beyond the state, preventing these unique products from reaching a broader audience and maximizing their value.
Meghalaya’s GI-tagged products hold immense cultural and economic value, yet they remain underrepresented in larger markets. Despite their uniqueness and authenticity, these products struggle to gain widespread recognition due to limited awareness, inadequate branding, and insufficient market linkages. This is due to –
- Lack of Awareness and Brand Identity: Even within India, few consumers recognize Meghalaya’s GI-tagged products. Unlike Darjeeling Tea or Kashmiri Pashmina, which have strong branding and global appeal, Meghalaya’s GI-certified goods remain largely unknown. Without an identity that connects with consumers, these products struggle to stand out in an increasingly competitive market. A marketing push is essential to establish Meghalaya’s distinct products as premium, culturally significant, and authentic.
- Minimal Market Penetration and Weak Supply Chains: Despite their uniqueness, Meghalaya’s GI products are not widely available in mainstream retail channels. Producers face logistical challenges in reaching more extensive markets, with supply chains often controlled by intermediaries who diminish profit margins. Farmers and artisans lack direct access to high-value markets, preventing them from fully capitalizing on their GI certification. Strengthening direct-to-consumer sales and state-supported retail outlets could enhance visibility and market access.
- Failure to Capture the Premium Value of GI Products: GI certification should ideally allow local producers to command higher prices. However, due to limited consumer awareness and poor branding, Meghalaya’s GI-tagged products do not fetch premium rates. For instance, competitors often misrepresent Lakadong Turmeric, known for its high curcumin content, diluting its premium status. Without stronger branding and legal enforcement, the economic benefits of GI certification remain untapped.
- Weak Digital and E-Commerce Presence: The absence of structured e-commerce strategies has further restricted the growth of Meghalaya’s GI products. While platforms like Amazon Karigar and Flipkart Samarth support traditional artisans, Meghalaya’s products remain underrepresented. A robust digital strategy, complete with verification mechanisms for authenticity, could boost consumer trust and sales.
- Complicated GI Registration and Enforcement Issues: Obtaining a GI tag is bureaucratically complex and costly, deterring many local producers. Additionally, enforcement of GI protection remains weak, with counterfeit versions of Lakadong Turmeric and Khasi Mandarin appearing in markets outside Meghalaya. Without active government intervention and stringent regulations, the integrity of Meghalaya’s GI products will continue to erode.
While addressing these challenges, the marketing push must be strategic, sustainable, and aligned with the cultural and ecological limits of production. A few targeted interventions can significantly enhance the marketability of Meghalaya’s GI products:
- Branding and Storytelling: Creating a compelling brand narrative around Meghalaya’s GI products is crucial. Just as Darjeeling Tea and Kashmiri Pashmina evoke imagery of tradition and craftsmanship, Meghalaya’s products need a similar identity. The unique history and cultural significance of Khasi Mandarin or Lyrnai Pottery can be highlighted through digital campaigns and strategic branding efforts.
- State-Backed Retail and Cooperative Models: States like Madhya Pradesh and Tamil Nadu have successfully integrated GI products into government-backed retail stores, such as Mrignayani for Chanderi Silk. Meghalaya can adopt a similar model, ensuring GI products reach premium outlets and tourism hubs and offering direct benefits to producers while maintaining quality control. Farmer Producer Organizations (FPOs) and community cooperatives can also be leveraged to reduce intermediary dependency and enhance bargaining power.
- E-Commerce and Digital Market Expansion: The state must facilitate onboarding GI-certified products onto national and global e-commerce platforms with verified sellers. A dedicated Meghalaya GI e-commerce portal could further enable direct-to-consumer sales and authentication tools like QR codes to ensure originality.
- Simplified GI Registration and Awareness Campaigns: Many traditional producers in Meghalaya lack awareness of how GI certification can benefit them. Workshops, possibly through Autonomous District Councils or NGOs, can educate artisans and farmers on the process. Additionally, the government must simplify registration procedures, reducing bureaucratic hurdles.
- Legal Protection and Enforcement Mechanisms: Meghalaya must strengthen its legal framework to prevent counterfeiting and misrepresenting its GI products. This includes strict penalties for falsely marketed products and better monitoring systems, possibly through a state-led GI enforcement body.
- Targeted Retail and Tourism Linkages: Meghalaya’s vibrant tourism industry presents an untapped opportunity for GI products. Pop-up stores at airports, hotels, and cultural festivals can showcase Khasi Mandarin, Lakadong Turmeric, and indigenous textiles to visitors.
The success of a marketing push for Meghalaya’s GI products depends on a multi-pronged approach that balances commercial viability with ecological sustainability. Unlike mass-produced goods, these products are locally sourced and limited in quantity. Any expansion must respect traditional production methods and environmental considerations.
A strong branding and marketing strategy would create economic opportunities for Meghalaya’s artisans and farmers and put the state on the map as a unique cultural and economic entity rather than being viewed as just another northeastern state. By investing in structured promotion and distribution strategies, Meghalaya can fully realize the potential of its GI-tagged products, ensuring long-term benefits for local communities and reinforcing the value of traditional knowledge in a global marketplace.
The GI tag can potentially transform Meghalaya’s traditional industries, offering cultural preservation and economic growth. However, unless these structural issues are addressed, the actual benefits of GI recognition may remain out of reach for many of the state’s producers.
(Views expressed are personal. The authors are Public Policy students of NLSIU Bengaluru)
You just read a story that took days to report. Help us keep our reporters on the ground in the Northeast.
Ad-free reading, support and keep important stories alive
Support once (any amount)
Scan to pay via UPI