THE 'GI TAG' IMPERATIVE

Being one of the most recognized product of Indian handloom sector, "Banarasi Silk Brocade" saree was one of the lead products recognized for Geographical Indication. 'Banaras Brocades and Sarees', received GI tag in year 2009. It has been considered as a matter of pride for being recognized by the rich cultural heritage of Banaras. But, the condition of weavers manufacturing these globally recognized fabric, displays a totally different picture. The level of migration and the dismal poverty is forcing the weavers to look for an alternative. So, even after receiving the GI tag, why are the weavers not able to reap benefits out of it?This book identifies the current status of awareness of GI tag in Varanasi. Theproduct which was analyzed under this study is "Banarasi Silk and Brocade" which isassociated with the geographical area "Banaras", also known as Varanasi. Theoretical and policy recommendations have been provided to support the weavers, as well as, government for the overall betterment of the weaving business in Varanasi.

Autorentext

Dr. Sujata Khandai is the Director, Deputy Dean (Academics) and Professor of Marketing at Amity College of Commerce and Finance,AUUP, Noida. India. Dr Nandita Mishra is Associate Professor at Amity College of Commerce and Finance, AUUP, Noida.India

Klappentext

Being one of the most recognized product of Indian handloom sector, "Banarasi Silk Brocade" saree was one of the lead products recognized for Geographical Indication. 'Banaras Brocades and Sarees', received GI tag in year 2009. It has been considered as a matter of pride for being recognized by the rich cultural heritage of Banaras. But, the condition of weavers manufacturing these globally recognized fabric, displays a totally different picture. The level of migration and the dismal poverty is forcing the weavers to look for an alternative. So, even after receiving the GI tag, why are the weavers not able to reap benefits out of it?This book identifies the current status of awareness of GI tag in Varanasi. Theproduct which was analyzed under this study is "Banarasi Silk and Brocade" which isassociated with the geographical area "Banaras", also known as Varanasi. Theoretical and policy recommendations have been provided to support the weavers, as well as, government for the overall betterment of the weaving business in Varanasi.