Branding, Geographical Indication (GI) and Global Competitiveness of Bhagalpuri (Tussar) Silk
Author : Dr. Ayantika Bhardwaj
Abstract :
Bhagalpuri silk, often referred to as Tussar silk of Bhagalpur, represents one of India’s most valued handloom traditions, deeply embedded in regional culture and artisanal heritage. Although Bhagalpuri silk has received Geographical Indication (GI) status, its global market visibility and competitiveness remain limited. This paper examines the interrelationship between branding, GI protection, and the global competitiveness of Bhagalpuri silk. Using a qualitative–descriptive research design, the study draws upon primary insights from weavers, cooperative members, exporters, and marketing experts, supported by secondary data from policy documents, GI records, and trade reports. The findings indicate that while GI status has strengthened authenticity and legal protection, its branding potential is underutilised due to low consumer awareness, fragmented branding efforts, inconsistent quality standards, and weak integration with global value chains. The paper argues that strategic branding aligned with GI certification, supported by quality standardisation, digital marketing, and institutional collaboration, can significantly enhance the global positioning of Bhagalpuri silk. Strengthening GI-based branding is not only essential for export competitiveness but also for ensuring sustainable livelihoods and socio-economic empowerment of artisan communities. The study concludes with policy and managerial implications for positioning Bhagalpuri silk as a premium heritage textile in international markets.
Keywords :
Bhagalpuri Silk, Geographical Indication, Branding, Global Competitiveness, Handloom Industry.
