West Bengal has secured Geographical Indication (GI) tags for 12 more traditional products and crafts, including Santiniketan's Batik art, the Bauls' iconic ektara, and items from Chandannagar. While the news has been met with celebration, experts warn that a GI tag is only the beginning of a long journey — not a guarantee of economic success.
What a GI Tag Actually Does
A GI tag is often seen as a seal of authenticity and a badge of honour. It offers legal protection against imitation and strengthens a product's identity. This can enhance its market value. However, what a GI tag does not do is automatically increase sales, improve incomes, or secure the future of the artisans and farmers who produce it.
The Real Challenge: Turning Protection into Prosperity
The distinction between protection and prosperity has come into sharp focus after West Bengal's latest GI windfall. For these 12 products to truly benefit their creators, sustained efforts in marketing, branding, infrastructure, and building consumer demand are essential. Many GI products across India continue to struggle in these areas, meaning the tag alone is not enough.
Our Take: A Warning for Artisans and Policymakers
In our view, the celebration of new GI tags must be tempered with realism. Legal protection is valuable, but it is not a business plan. Without a clear strategy to connect these products with buyers — both in India and abroad — the tag risks becoming a certificate that hangs on a wall while artisans continue to struggle. Policymakers in West Bengal must now invest in the hard work of marketing and infrastructure. Otherwise, the promise of prosperity will remain just that — a promise.
