Implications & Significance of Branding & GI Tags

Jul 29, 2021

A good brand, a product with affirmative origin, composition & quality and a good marketplace are the key elements to build the base for a sustainable business. Odisha per say has many unique possessions in terms of art, craft, heritage, agricultural produce etc. For the potentials of the State to gain their due visibility and market share to the maximum capacity it is essential that the Start-ups as well as the emerging enterprises come up with robust and unique product specifications which shall create an exclusive market share. In this context World Trade Center Bhubaneswar in association Start –Up Odisha organized a virtual workshop on “Implications & Significance of Branding, Geographical Indications & GeM for Start-Ups”. The session marked the valedictory session for the five series workshops on GeM collaboratively organized by both the organizations.

Dr. Kamalesh Mishra, Academician, Entrepreneur & President of Sea Food Exporters Association of India, Odisha Region in his address spoke about branding as an assurance and a promise made to the customer for providing a particular level of satisfaction. Trying to highlight the importance of branding he spoke about why and how branding emerged. He also explained the principals of branding which an enterprise needs to consider in order to leverage its benefit. He explained why packaging is a vital part of branding and why understanding the product vis a vis the competitors in the market place in order to bring out the difference with a unique value proposition and dynamic pricing strategies.

Dr. Anita Sabat, Managing Trustee Odita Trust & Director Sabat Exports in her address spoke about invaluable treasures of India under the Government of India slogan “ Atulya Bharat ki Amulya Nidhi” meaning the invaluable treasures of incredible India. She shared examples of products from all over India which have GI tag and spoke about the difference in the valuation of these products. She shared insights on the various identifies possessed by handloom, handicraft, processed food products etc. which have a vital role in promoting those products across the global markets. She further specified upon certain GI products from Odisha such as pattachitra paintings and art work. While she deliberated on the process of identification of GI products she also explained as to why GI is important for building a brand and for promotion of the products.

Mr. Sudhashu Pradhan, Facilitator of Government E-marketplace for Odisha in his presentation highlighted the basics about GeM and highlighted its key features.
Earlier Ms. Nimeshika Natarajan, Assistant Director, World Trade Center Bhubaneswar in her welcome address took the opportunity to introduce the subject and the distinguished speakers. She also highlighted the various other initiatives taken by the Center and extended the support of the Center to the participating Start-ups and emerging enterprises.