Thiruvananthapuram, Feb 18 (Representative) Kerala Minister for Industries, Law, and Coir P Rajeeve unveiled the logo and web portal of the Kerala Brand on Friday 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 manufacturers and customers by ensuring the quality and authenticity of the products based on well-laid protocols and certification, Rajeeve said while launching the logo and web portal of the Kerala Brand at a function here. Significantly, the logo of Kerala Brand bears the motto ‘Nanma”, a Malayalam expression that signifies ‘Goodness’, the Minister said. Kerala Brand envisages projecting the distinguishing features of products and services bearing the Made-in-Kerala imprint to tap into the domestic and global markets by highlighting their distinguishing features, including quality, authenticity of raw materials, and the ethical practices followed in production, the Minister said.
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. Antony Raju, MLA, presided over the function, in which Suman Billa, Principal Secretary, Industries; A. P. M. Mohammed Haneesh, Principal Secretary, Industries; and 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 developed nations. Now it is time that high-quality products and services from the state make 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 workplace ethics. For this, clear-cult protocols will be laid down and digital facilities like holograms and QR codes will be leveraged to provide all details regarding each and every product, 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, he said. The branding exercise will help strategically position a whole range of products in the market, besides extending support to obtain high-quality certification, facilitating e-marketing, extending incentives under the Industrial Policy, and expanding the market, including export promotion. Helping these products reach out to the 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 a strict evaluation of the products. KSIDC Executive Director Annie Jula Thomas, Santhosh Koshy Thomas, MD KINFRA, and Board for Public Sector Transformation Executive Chairman Ajith Kumar, State President of Kerala Small Scale Industries Association A Nisaruddin, CII Kerala representative Jijimon Chandran, and FICCI Kerala representative Savio Mathew were also present at the function.