Emphasis must be given on branding and promotion to get GI benefits

Although Bangladesh has secured geographical indication (GI) status for 15 products so far, local businesspeople have yet to benefit in the absence of global demand for these goods. A major reason for their failure to take advantage of the certification is that there is a lack of adequate marketing for the country’s GI products. Besides, the export capacity of those who produce GI products should be enhanced through financial support.

Products are granted the GI tag when they have unique characteristics that help identify their country of origin for being definable by the materials, climate, and culture with which they were made. This in effect highlights the traditions and reputation of products made within a particular area or country, helping fetch higher prices compared to similar products manufactured elsewhere. And as a branch of intellectual property rights, the GI tag ensures that marketing rights and legal protection are reserved for the origin countries of certified products.

This recognition is provided by the Department of Patents, Designs, and Trademarks (DPDT) of the industries ministry in accordance with rules set by the World Intellectual Property Organization. The Geographical Indication (Registration and Protection) Act 2013 aims to grant intellectual property protection for goods made using the ingenuity and traditional knowledge of local producers. The Bangladesh Small and Cottage Industries Corporation (BSCIC) applied to the DPDT for securing GI certification for Jamdani, a fine muslin textile mostly used for making saris, on September 1, 2015. Jamdani, which has been produced for centuries in Narayanganj, then became the country’s first GI-certified product in 2016. Then in 2019, the BSCIC applied for GI certification of Shataranji, a traditional fabric native to Rangpur. The product was finally granted GI status in 2021.

Commercial benefits will be available for GI products when production starts in the private sector as there is a lot of demand for the products in the international market. Bangladesh can only benefit from GI-tagged products by establishing a demand for them. The demand won’t come on its own. That is why emphasis should be placed on banding and promotion.