Scale Of Production Augmenting Growth Of Geographical Indications
A) E-Commerce – distribution channel
Mandatory for E-commerce Sites operating in India to have the proposed pan-India branded GI logo on their respective landing page.
The landing page on all e-commerce sites must also have a colorful brochure describing the various aesthetic, cultural, historical, and social aspects of each GI
Monthly GI Day Sales Day on all e-commerce sites
B) Digital Manufacturing
Digital manufacturing is the use of an integrated, computer-based system comprised of simulation, 3D visualisation, analytics, and collaboration tools to create product and manufacturing process definitions simultaneously.¹⁹ “Digital Manufacturing in India”²⁰, a study conducted by Gateway House and the India Exim Bank highlights the importance of Digital Manufacturing in the growth of MSMEs and the importance of MSMEs adopting this new process for it to be effective. However, due to roadblocks like fear of technology being too expensive or taking over jobs, MSMEs do not go beyond cheap labour- leading to inefficient use of capital. The integration of digital manufacturing in the production process with the training of labour and adoption of technology can help export-oriented GI brands reach new heights and help these GI brands stay within the ambit of the MSME sector which in turn will help the products to retain their uniqueness and hence command a premium price. Many GI products across the world which are now part of the offerings of larger industrial groups these products have lost their uniqueness. Large scale industrialisation of these GI products have wiped out MSME players that did not have access to digital manufacturing to help them achieve scale.
a. Enabler 1 - C4I4 (Centre for Industry 4.0 Lab) setup under Government of India's Samarth Udyog initiative, to conduct pilot projects with very little investment. Such projects must be implemented within selected elements of the value chain to verify their efficacy. The learnings from the pilot implementation will influence the choice of hardware and software required for deploying the IoT solution at a larger scale.
b. Enabler 2 - Indian MNCs can also play a huge part by training and hand-holding MSMEs to adopt IIOT solutions. All parties are expected to gain when the entire supply chain is digitally transformed.
-Development of an all-encompassing super India GI APP which will carry all GI products and vendors. Payment gateways will include all digital payments apps approved by RBI. Indian Post & Indian Railways can provide logistics support. The app will be mandatory to be carried on all app stores operating in India and commissions to the app stores will be regulated by the DPIIT. This will give a much-needed push to GI products sales in India.
-Tie up with projects like ITC e-Choupal - e-Choupal is an initiative of ITC Limited, a conglomerate in India, to link directly with rural farmers via the Internet for procurement of agricultural and aquaculture products. Similar projects will help increase the scale of production, efforts in terms of easy procurement of grains, pesticides, and other requirements in agriculture can be extended to all sectors that produce GI products.
c. Enabler 3: The Directorate General of Civil Aviation must be consulted on a drone policy for e-commerce
C)Marketing & Promotions
Separate National, Regional & Product-specific GI handles for all social media platforms Cell for IPR Promotion and Management (CIPAM) to monitor fakes and me-too products A policy for white labelling of GI products under the proposed e-commerce policy National, Regional Mainstream media engagement National and Regional GI Brand Ambassadors (please find recommendations for endorsers
d. Enabler 4: DPIIT, the GI council can assist in enabling GI-related events with the help of local representatives.
e. Enabler 5: India Trade Promotion Organisation (ITPO).²⁷
f. Enabler 6: Indian International Convention and Expo Centre (IICC)
D) Creating Linkages Among Industries - GI Tourism working with Tourism Ministry and National & State levels
“Linkages and synergies between local food production, tourism, and creative industries offer many opportunities for producers, especially rural producers, and are becoming increasingly significant for the promotion of local socio-economic development.”²⁹ Developing these linkages can strengthen the branding and marketing of local destinations, diversify rural economies, and provide new sources of income for producers.
g. Enabler 7: Integrate Incredible India (Ministry of Tourism), Ministry of Culture (creativity), and GI producers.
