GEOGRAPHICAL INDICATION: PATH TO GLOCAL MARKETS VIA GENERIC BRANDING Dr. JYOTIRMOY MAZUMDER, Head of BBA(H), Tarakeswar Degree College, Tarakeswar, Hooghly, West Bengal, India; email :
[email protected]; Mobile – 9474041650. Abstract The success of any consumer product lies upon its value as brand, whether generic or specific. Recent development through Geographical Indication (GI) is a method to procure & promote local products, especially from local artisans or SMEs, to the global/local markets by ensuring quality or features of these products. Both foreign and indigenous products can be GI tagged now in India, which enhance the chances of recognition and decrease competition/imitation of fake products. Brand value or equity is achieved through this though it uplifts the task of maintaining international standards. Increasing demand for applying to GI indicates that the non-IPR segments can be protected through this root and sellers should focus on socio-economic segments to provide generic brand and customized value to grow in a market. Keyword: Geographical Indication, Generic, Brand, Product, Market. 1. INTRODUCTION “Darjeeling”, “Champagne”, “Assam”, “Cognac”, “Banaras”, “Tequila” – these are some well- known names which are associated throughout the world with products of a certain nature and quality. One common feature of all those names is their geographical connotation, or, their function of designating existing places, towns, regions or countries. These examples show that geographical indications can acquire very high reputation and may become commercial assets. A geographical indication (GI) is a name/sign used on certain products which corresponds to a specific geographical location or origin (e.g. a place, town, region, or country).