Key Points
Kannauj/New Delhi:Kannaujs attar, Bhagalpurs Jardalu mango, and Mysore silk allshare a common pedigree:themuch sought-afterGI tag.Yet,their fate, sales, and demandhave taken very different trajectories.Mysore silk, tagged in 2005, has been flying off the shelves..
But Kannauj attar, certified in 2014, is still waiting for the sweet smell of success...
The experience of the coveted GI tag, however,isnt the same everywhere.. The fragrant Jardalu mango from Bihars Bhagalpur has been riding high since earning its tag six years ago..
The mangoes sold out quickly, andsaplings worth Rs 11 lakhvanished on the first day alone.. While some products gain a GI tag but not much traction, the Jardalu mango has rocketed to fame in Bihar and beyond...
This resistance to change is a major reason why Kannauj has not been able to achieve a major market breakthrough despite its GI tag, according toShakti Vinay Shukla, director of the Fragrance & Flavour Development Centre (FFDC)a central government research centre set up in 1992 to help the attar industry...
