Geographical Indication tag on agro-horticulture produces of Northeast

Subhas Bhattacharjee

(The writer is Consultant-NER, CSIR- Central Food Technological Research Institute, Former Managing Director, NERAMAC Ltd, Ministry of DoNER)

North East India evokes myriad images of warm culture and hospitality, interesting cuisine, spectacular landscapes and much more, yet somewhere we observe shades of loss & gloom because of the sense of monotony in the day-to-day grind. The region is characterized by diversified agro-climate conditions i.e. favourable environmental conditions to produce multiple crops. Rich water resources, fertile land and soil to produce quality crops are the strength of the region. The NE Region comprises eight states and is a basket full of opportunities for the unusual and the special spices and herbs. The region is the hub of organic and exotic agro-horticultural produces and most of its productions are naturally organic and has enormous potential now and is expected to grow more on the post-Covid resurgence when there is a demand for organic, all-natural, traditional vegan, immunity foods, high protein foods, functional foods and nutraceutical.

The GI (Geographical Indication) is a form of intellectual property right that provides exclusivity and legal protection to a product in a defined geographical area. It helps a community of producers to differentiate their products in the market and build goodwill that often fetches a premium price. For the consumers, the GI acts as a stamp, which helps them to identify genuine quality products. India enacted the Geographical Indications of Goods (Registration and Protection) Act, 1999 and the Act came into force in September 2003.

A geographical indication is given to identify agricultural, natural or manufactured goods, which possess certain special qualities or characteristics based on the climatic or production conditions unique to a geographical location. GI registration is an initiative to preserve and promote the biodiversity of the region and helps farmers secure better remuneration for their produce. Interestingly, this region of India already has as many as eighteen agro-horticultural produces with the coveted GI tag, thus giving them the much-needed recognition that these belong exclusively to the region and are legally protected from being produced, processed and value-added elsewhere.

Among the 370 GIs listed by GI Registry Authority, 29 (twenty-nine) are from the Northeast. Out of which, 18 produces are from the Agri-Horti sector namely Arunachal Orange (from Arunachal Pradesh), Assam Orthodox Tea, Tezpur Litchi, Assam Karbi Anglong Ginger, Boka Chawl, Joha rice of Assam, Kaji Nemu, Chokuwa Rice (from Assam), Kachai lemon, Chak-Hao commonly said as Black Rice (from Manipur), Khasi Mandarin, Memang Narang (from Meghalaya), Mizo Chilli commonly said Bird's Eye Chilli (from Mizoram), Naga Chilly commonly known as Bhoot Jalakia, Naga Tree Tomato (from Nagaland), Sikkim Large Cardamom, Dalle Khursii from Sikkim and Tripura Queen Pineapple (from Tripura). These products are now expected to bring better fortune for hundreds of farmer families across the region. Tamenglong Orange and Sirarakhong Hathei from Manipur has also been listed and is expected to have the GI certificate soon as per norms of the GI Authority.

It has also come to the knowledge that another seven applications have also been filed from the Northeast, and are in the pipeline for acquiring GI tag.

This farm produces unique locations in the NE region having a GI tag can facilitate and allow the farming clusters to go for more production by an increase in the volume of production, thereby increase in earnings both fresh as well as value-added forms. It is envisaged to help the producers substantiate their claim in fetching remunerative price to their exotic produces and thereby raise the economy of the region and become Atma Nirbhar during the time of this pandemic and also on the post-Covid resurgence with its basic organic nature.

With the GI tag, a consumer can rest assured that the product is authentic, genuine and finds its origin. Once the GI Tag is assigned to a particular product, no other product can carry the tag or the same name and thus it offers legal protection against free-market malpractices. Even the logos of the GI registered products are also approved by the Authority and put on the label. On the other hand, this procedure also helps open up the markets for the farmers of the particular region, enhancing the possibility of improving their revenue. Besides, many a time, the middlemen falsely tag sub-standard products, but with a GI tag, farmers also can be assured about their produces/ products that will get first preference and even fair price. Moreover, GI tags help the farmers and producers in a big way for branding, marketing and protecting the exclusive, special local crops as an identity of the products; but also help in further propagation of GI for many more such crops. GI tag can thus substantiate the present slogan of vocal for local for the benefit of producers.

The North Eastern Region has already six numbers of Mega Food Parks and three Agro-processing Clusters in different states of the region at different stages of its operation. Besides, the Government of India's Atma Nirvar Abhiyan schemes is aimed at giving huge support to the entrepreneurs of the region to make value addition & processing through the One District One Product (ODOP) programme where the Government of India has earmarked to support 20,000 number of units jointly with the state Governments in the Northeast and many of them can take the advantage of utilizing the GI tagged products resulting into increase in demand and thereby boost the production of these products in the respective area of operation in the region.

In the Northeast, due to difficult logistics and terrain, end-to-end marketing is a huge problem even today. With the GI tag available for these eighteen produces by now, and a few more in the pipeline, there will be a great advantage where the produce, as well as the farmers' cluster, will get its heritage. Moreover, by creating Pack Houses and processing facilities among the growing clusters of GI tagged crops, considerable employment can be created in every activity of pack houses like sorting, grading, packing etc. Besides fresh marketing, processing will also allow these clusters to reap both in getting the value of their produce as also involving the rural mass with better employment opportunity.

GI tag will enable to widen the marketing network and thereby able to support the producer clusters of these crops more vigorously. However, it needs to be motivated by drafting a definite proposal in the form of a road map meant for necessary augmentation and improvement in the agricultural marketing management of these products from the Northeast. There is also a need to come up with a long-term plan to encourage and support more farmers to grow these crops and also support them by linking them to the market both within the country and outside. There is an immediate requirement to promote commercial cultivation of these crops and provide specific market linkage.

As a post-registration follow up of GI, promotion and continuous awareness-building particularly among the consumers is very important. Proposals need to be initiated to organize events for promotion, branding and marketing of GI tagged products including roadshows across PAN India and even abroad. Special events, theme-based events and meeting of trade counsellor of many countries etc are also needed to be organized. It is observed that though already eighteen agro-horticulture exotic produces from the Northeast has got the coveted GI tag, its marketing and promotion efforts are yet to make a notable breakthrough and is still lacking. All these require sustained commitments of resources as there is a constant need for capacity building and awareness about GIs among various stakeholders including consumers.

The Government of India has a special Ministry of DoNER (Development of North East Region) to promote and monitor regional development. Such promotional initiative of GI as explained above can well be made through them or through even the NEC (North Eastern Council) to facilitate and bring up the phenomenal change in the commercial horticulture of the Northeast. The outcome of these in terms of focused marketing possibilities will bring due importance to the farmers' production in the region which in turn will be distinctively effective in doubling farmers income and will become a positive intervention. Facilitation of marketing of these GI tagged produces of the Northeast can be taken up initially under a specific Government-supported scheme on a mission mode programme both for domestic as well as export by developing a strategy considering the existing schemes of NHB, MOFPI, APEDA based on issues like quality and food safety, phytosanitary requirements, market promotion, brand promotion and much such matter to facilitate its market through agencies like NERAMAC to showcase the Northeast before it is too late.