Heritage beyond brick and mortar: This Bengaluru store is a one-stop shop for all GI-tagged products from across India

From Basmati Rice, Nagpur Oranges to Darjeeling tea, our country has over 418 products that are GI tagged. But how do people get them unless they travel to the places where they are made?

The answer is Bengaluru. The city houses India’s first store which sells only products with Gi Tags.

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Creating a network

First of its kind in India, Gi TAGGED in HSR Layout has, since its inception in 2016, created a network of Gi-tagged products across India. 

The store that is spread across three floors showcases and sells over 180 Gi-tagged products ranging from sarees, handicrafts to spices and jewellery. Some of the store’s prized products include Karnataka’s famed Channapatna toys and the world renowned Villianur terracotta from Puducherry, among others.

Villianur Terracotta – Traditional Style Oil Lamp (gitagged.com)

While the ground floor is dedicated to handlooms, the first floor showcases paintings and the second floor is for handicrafts and groceries. 

“Geographical Indication on a product means that it is unique and special to a particular geographical region and exhibits unique characteristics,” Nalina, the store manager (HR & Marketing) at Gi TAGGED tells South First.

“Since 2016, our team has been travelling from Kashmir to Kanyakumari creating a supply chain. Now we have about 350 artsians, weavers and farmers with us who are regularly supplying us with their products,” she shares.

GI tag is the certification of quality and authenticity given by the govt of India, Nalina adds.  

“For example, Mysore silk sarees, Kanchipuram sarees… when you say these product names, you say the place’s name as well, making it clear where the product’s place of origin is. These products are identified by the government of India and are not replicable.  You will not get the same product with the same quality and authenticity anywhere else in the world,” she explains.

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No need of middlemen

The uniqueness of the GI TAGGED store is also evident in the way the organisation is set up. They have launched GI panchayats, which bring together farmers, artisans and other villagers associated with GI products in the area.

Bengal Pattachitra Wooden Coasters (gitagged.com)

In the normal scenario, the cost of the products soar by the time they make their way from the farmer or the artisan to the consumer, via the middleman. GI TAGGED store was started with the aim of working to negate the middleman concept.

We directly work with the weavers, Nalina notes.

“In each state, we have recruited 2-3 people to ensure the quality and traceability of the products. Once the GI panchayats are created, we issue them a membership code. We pay them in advance so they can start work on our orders,” she informs. 

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Ensuring quality

The primary vision of the store is to give our customers genuine GI products. It benefits the artisans also. 

Madhubani Painting of Shiva & Parvathi (gitagged.com)

“In the market, one can find a lot of fake products. The artisans can only do a painting once. Even if you ask them to do the same painting again, they will but there will be minor changes. However, in the market you will find 5-7 copies of the same painting. They are replicas. But in here, everything is one of a kind,” 

At the store, the spices and food products are the most in demand.

“Our spices are unadulterated. We have groceries from Uttarakhand. Those are considered very good because that region is connected to Himalayan belt. It’s known for their quality, and medicinal values,” she reports.

People also come looking for Buransh juice which has a lot of health benefits.

“Corporates come here to choose small card-sized paintings and wall hanging to give as gifts. The Moradabad brass and Dancing Dolls from Thirakanur are also much sought after. There are also the Tree of Life paintings that are believed to be auspicious and create positive vibes,” Nalina shares.

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Regular updates

When the store opened, it only had over 10 products. Now, every 45 to 60 days, new products get added to the store. Nalina takes us through the process.

Uttarakhand Buransh Flower Concentrate. (gitagged.com)

“First we refer to the GI registry and choose the product we want. The registry has everything from the place of origin, raw materials used, uniqueness etc. Then we do the field work to find the artisans.”

The team then explains to the artisans the business model.

“A lot of artisans are still struggling. We have to introduce them to the concept and promise them that we’ll give work to them periodically.  Every 30-45 days, we have to give them orders otherwise their livelihood will be affected,” she shares.

Ensuring complete transparency, the exact cost of all products are listed on the website. On some of the handicrafts on the website, one can also find the cost listing of each product, including the profit-sharing ratio and a contribution to a regional development fund.

“We are planning to place QR codes next to each product. When you scan it, it will show the entire traceability of the product — right from its place of origin to how it got here,” Nalina shares adding that the store’s customers often range from students, companies to collectors who come looking for a certain product. 

So, whether you are a newbie or an enthusiast, Gi TAGGED would be a good place to visit when in Bengaluru to learn more about India’s unique crafts and the artisans behind them.

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