ENHANCING AWARENESS AMONG UJJAIN BATIK PRINTS’ ARTISANS ABOUT THE GEOGRAPHICAL INDICATION TAG

Abstract [English]

Geographical indication gives critical information regarding artisanal products. It plays a major role in presenting and promoting traditional crafts and products of the local region. Artisans in central parts of India give less importance to the GI tag which is hampering their sales or reducing the chances of getting the economic advantage. Therefore, this paper attempts to capture the effects of considering as well as not considering the GI tag for the promotion of their crafts. It studies the current scenario of not considering the GI tag by evaluating the effect of the sales and promotions of the Ujjain batik print. It also discusses the impact on craft if artisans give effective importance to the GI tag. The importance of the GI tag has been evaluated here by considering a case example of artisans practicing batik craft in the Ujjain region. The study evaluated that the lack of awareness among artisans regarding the GI tag makes it challenging to generate more revenue for dealers and artisans. It also hinders the growth of sales and promotions for their crafts. Bridging this awareness gap could significantly enhance their ability to market and sell their products successfully as well as improve the product's visibility both nationally and internationally. To achieve the research objectives, a descriptive research method approach is applied for data collection for well-structured interviews of 50 artisans of Bhairavgarh. The purpose of this study is to examine the impact of the lack of awareness among artisans regarding the GI tag, with a focus on the ability to increase their sales and promotion