Geographical Indication (GI) tags are increasingly positioned as strategic instruments for branding, market differentiation, and regional economic development. Rajasthan, with its wide range of GI-tagged handicrafts, textiles, food, agricultural, and natural products, holds significant potential to leverage GI status as a marketing advantage. However, the commercial performance of many GI-tagged products remains limited despite formal registration. This study examines the key marketing-related constraints affecting the effectiveness of GI tags in Rajasthan.
Adopting a descriptive and exploratory research design, the study relies on secondary data sources, including official GI registry records, government publications, and existing academic literature. The analysis is conducted using content analysis and thematic analysis, enabling systematic identification of marketing bottlenecks. The findings reveal critical challenges such as the absence of integrated branding and promotion strategies, weak coordination between policymakers and market institutions, limited marketing and digital capabilities among producers, inadequate enforcement against misuse of GI names, and restricted access to organised retail and export channels.
The study highlights that GI registration alone is insufficient to generate market success unless supported by coherent branding frameworks, institutional convergence, producer capacity building, and effective governance mechanisms. By shifting the focus from GI registration to GI commercialisation, the research contributes to the marketing literature on Geographical Indications and offers insights for policymakers and market institutions aiming to enhance the economic and branding value of GI-tagged products.
Geographical Indications, GI Marketing, Branding Strategy, Institutional Support, Market Access
Dr. Belur O Baxi. Geographical Indications as Brands: Market Reality of GI Products in Rajasthan. Indian Journal of Modern Research and Reviews. 2026; 4(SP1):285-292
Download PDF
