Minister P Rajeeve Launches Kerala Brand Initiative, Enhancing Global Market Reach for State Products

Minister for Industries, Law and Coir Shri P Rajeeve today unveiled the logo and web portal of the Kerala Brand as part of the ambitious project to tap into the increasing domestic and global demand for a wide range of high-quality products made in Kerala.

The branding initiative will safeguard the interests of both the manufacturers and customers by assuring the quality and authenticity of the products based on well-laid protocols and certification, Shri Rajeeve said while launching the logo and web portal of the Kerala Brand at a function . 

Significantly, the logo of Kerala Brand bears the motto ‘Nanma”, a Malayalam expression that signifies ‘Goodness’, the Minister said.

Kerala Brand envisages to project the distinguishing features of products and services bearing Made-in-Kerala imprint to tap into the domestic and global market by highlighting their distinguishing features including quality, authenticity of raw materials and the ethical practices followed in production, the Minister said.

The entrepreneurs who wish to market their products under the Kerala Brand can apply through the dedicated web portal www.keralabrand.industry.kerala.gov.in set up by the Department of Industries and Commerce.

Shri Antony Raju MLA presided over the function in which Shri Suman Billa, Principal Secretary Industries, Shri A P M Mohammed Haneesh, Principal Secretary, Industries and Shri S Harikishore, MD KSIDC and Director of Industries and Commerce were also present.

Kerala is already a globally established brand in education and health, which compares well with the standards of the developed nations. Now it is time that high quality products and services from the state made a global impact by marketing them under the unique Kerala Brand, the Minister said.

All major products from the state could be brought under the Kerala Brand step-by-step, ensuring their authenticity, quality and work place ethics. For this, clear-cult protocols will be laid down and digital facilities like hologram and QR Code leveraged to provide all details regarding each and every product, Shri Rajeeve said.

One segment that holds immense scope for Kerala is food products for which there is already an assured market.  Similarly, all coconut oil mills in the state will be certified, the Minister said.

The branding exercise will help strategically position in the market a whole range of products, besides extending support to obtain high quality certification, facilitating e-marketing, extension of incentives under the Industrial Policy and expand market including export promotion.

Helping these products reach out to Malayali diaspora spread across continents is a prime goal of the project.

The Department of Industries and Commerce has laid down clear-cut protocols to allot the Kerala Brand based on strict evaluation of the products.

KSIDC Executive Director Smt Annie Jula Thomas, Shri Santhosh Koshy Thomas, MD KINFRA, Board for Public Sector Transformation Executive Chairman Shri Ajith Kumar, State president of Kerala Small Scale Industries Association Shri A Nisaruddin, CII Kerala representative Shri Jijimon Chandran and FICCI Kerala representative Shri Savio Mathew were also present at the function.