| Publication |
2011.
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| Summary/Abstract |
A survey under United Nations Conference on Trade and Development project in 25 states of India identified promising indigenous drinks that merit protection as Geographical Indications (GI) including 'nannari' from Andhra Pradesh, 'kokum' from Western Ghats and 'burransh' from Uttarakhand. These are obtained from roots of Hemidesmus indicus, fruits of Garcinia indica and flowers of Rhododendron arboretum, respectively. Manufacturing procedures involving application of community traditional knowledge, and ethno-medicine properties are scientifically documented. Product acceptability by the retailers and consumers is high; hence companies would be willing to invest in such products. Here, one of the important issues to be addressed is benefit sharing with traditional knowledge holders and alleviation of their socio-economic condition. Producers are unorganized and dispersed with seasonal employment and are not known outside restricted area. Therefore, can GI be a platform for product and market development addressing socio-economic issues? The products have a sufficient niche market since per capita fruit juice consumption in India is only 20 ml. Market demand is expected to increase from 27.4 to 64 billion rupees by 2020 with 8.9 per cent market growth, with 65 per cent market share restricted to South India. In such a scenario, can registered GIs accelerate the growth through market penetration? The study offers solutions/models for GI registration and business strategy with sustainable rural livelihood development.
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