Govt issues norms to implement global outreach initiative for branding, labelling, export packaging

New Delhi, The government on Tuesday issued detailed operational and procedural guidelines for implementing a global outreach initiative for branding, labelling and export packaging.

The initiative was announced under the Rs 25,060-crore export promotion mission.

The Directorate General of Foreign Trade (DGFT), in a notice, said that the initiative seeks to expand and sustain global markets for Indian goods and services by developing a unified brand India framework and world-class brands capable of capturing more value for Indian exports, translating into upward movement in the value chain.


"The initiative will be implemented through periodic identification of goods and services, export sectors, product categories, or markets, to design and implement branding, labelling, packaging, and promotional campaigns aligned with the Unified Brand India Framework," it added.

The DGFT has sought the views of stakeholders on the guidelines. They can submit comments within 30 days from the date of issuance of this notice.

Under the framework, an anchor brand will be introduced, which will encompass values, trust mark, traceability, quality, consistency, culture and heritage, innovation, craftsmanship, environmental sustainability, qualification and certification system to assess conformity.

"The initiative shall provide financial support to eligible organisations and agencies to design and implement export branding and packaging strategies to develop, expand, and sustain the presence of Indian goods and services in international markets," it said.

Assistance could be extended for activities such as conceptualising and carrying out branding and promotional campaigns; development of sector-specific brand assets; adoption of branding, packaging and design solutions aligned with international market standards in foreign languages.

The framework would also include the development of a digital brand presence, including websites and social media channels, overseas product demonstrations, and brand promotion events.

Organisations and agencies which will be eligible under this initiative include central and state government departments, offices and agencies of the Department of Commerce, including regional offices, and the Ministry of External Affairs and Indian missions abroad.

Presently, different brand India identities are being developed by multiple organisations and departments.

The move is aimed at bringing convergence to their efforts and transitioning from a fragmented sectoral promotion to a unified "Brand India" identity, providing global visibility to Indian brands.