Championing Northeast's Unique Identity Through GI Tagging, Market Integration

The North Eastern Regional Agricultural Marketing Corporation Limited (NERAMAC), an initiative under the Ministry of Development of the North Eastern Region (MDoNER), plays a pivotal role in promoting agricultural, horticultural, and allied produce from the North Eastern Region (NER) of India. By enhancing market access and providing branding support, NERAMAC significantly contributes to integrating the region's unique, high-quality products into domestic and international markets.

One of its notable contributions is facilitating the Geographical Indication (GI) tagging process. GI tagging officially identifies the unique qualities of regional products and links them to their geographical origin. This effort helps preserve traditional knowledge, enhances market value, and protects the intellectual property of the region's indigenous products.

Business North East (BNE) conducted an exclusive interview with Retired Commodore Rajiv Ashok, who is the Managing Director of NERAMAC, to learn more about NERAMAC’s role in GI tagging.

 
Retd. Cmde, Rajiv Ashok, Managing Director, NERAMAC

Here are the excerpts from the interview:

BNE: What is the primary role of NERAMAC in the GI tagging process for products from North East India?

Rajiv Ashok: Our mandate encompasses the Agri-Horti and allied sectors. Promoting and branding the NER's products is crucial for correctly positioning it on domestic and international platforms. Geographical Indication plays a vital role in this process, formally recognizing the uniqueness of products cultivated in the NER's geography. NERAMAC acts as a facilitator for States, Farmer Producer Companies (FPCs), Farmer Producer Organizations (FPOs), and Cooperatives to undertake the GI tagging process with the GI Registry of India in Chennai, Tamil Nadu.

BNE: How does NERAMAC identify potential products that could benefit from GI tagging?

Rajiv Ashok: NERAMAC has decades of experience working with the farmers and producers of this region, providing us with a deep understanding of the local and indigenous produce of NER. Potential GI products are identified through consultations and recommendations from State Governments, local producers, or our assessments. A preliminary analysis of the origin and uniqueness is conducted in-house before finalizing the list for GI tagging.

BNE: Does NERAMAC conduct awareness programs to educate local producers about the benefits and process of GI tagging?

Rajiv Ashok: Yes, awareness campaigns are an integral part of our process. We conduct state-wide campaigns periodically and engage with communities cultivating GI products to spread awareness about the benefits. However, the full value of GI products can be realized when producers and consumers equally understand the significance of a GI tag.

BNE: Does NERAMAC assist in the application process for GI tagging, including documentation and legal requirements? Is financial assistance provided?

Rajiv Ashok: Absolutely! For produce assisted by NERAMAC in GI tagging, we take responsibility for the entire process—from certification to user authorization and awareness generation. We even suggest possible value additions. These activities are undertaken at no cost to State Governments (unless they sponsor them) or producer groups.

BNE: What training and capacity-building initiatives does NERAMAC offer to improve the quality and standards of products eligible for GI tagging?

Rajiv Ashok: NERAMAC provides skill training in the Agri-Horti, food processing, and rubber sectors, among others, incorporating GI products. Over 20,000 citizens have been trained in the past year, with plans to expand this number to 40,000 by the end of the financial year. These efforts are supported by organizations like MSDE, MoSJ, NSDC and the state governments.

BNE: How does NERAMAC promote and market GI-tagged products?

Rajiv Ashok: We operate kiosks in key cities to display these products and include GI products in corporate gifting.

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BNE: Does NERAMAC collaborate with other organizations to streamline the GI tagging process?

Rajiv Ashok: Yes, we collaborate with both Central and State Governments. We also work with Rajni Kant, a doctorate and Padma Shri awardee dubbed "GI Man of India," for assistance with GI applications and awareness campaigns.

BNE: What mechanisms are in place to ensure the quality and authenticity of GI-tagged products?

Rajiv Ashok: The procedures are defined under the GI Act, and we adhere to them strictly.

BNE: What role does technology play in supporting GI tagging and tracking authenticity?

Rajiv Ashok: QR coding is being introduced to ensure product authenticity.

BNE: How does NERAMAC facilitate the export of GI-tagged products?

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Rajiv Ashok: While exports are currently limited, we have facilitated minor exports to nearby countries and Europe.

BNE: Are there specific branding initiatives for GI-tagged products?

Rajiv Ashok: NERAMAC has launched a premium quality brand for GI products and is working to strengthen its identity.

BNE: How is NERAMAC educating consumers about the significance of GI-tagged products?

Rajiv Ashok: Periodic high-intensity campaigns are conducted to enlighten consumers. We also organize GI-exclusive pavilions at expos, such as the recent Ashtalakshmi Mahotsav, where we supported entrepreneurs from each state to showcase GI products.