Rice GIs of Kerala: Gap in Desired and Achieved Outcomes

Abstract

Case studies on Geographical Indications (GIs) prove that that it is essential to include a quality assurance clause within the legal framework of GIs, if the benefits of registration are to be accrued to the farming community. The potential positive impact of the GI for stake holders can be initiated through a strong institutional context and well organised supply chain. Support from governmental agencies is essential in this regard to build up effective promotional strategies to promote the product and its intrinsic qualities across markets. The paper analyses the performance of rice GIs of Kerala, initiatives put after the registration, the gaps between desired and achieved outcomes of the policy initiatives and the bottlenecks of the implementation of the innovation. The studies analysed recommend that revival of the producer society is essential in order to take collective decisions on defining the production limits, agreeing up on code of conduct, identifying indicators of quality, and building up strategies for marketing and consumer orientation.