Branding of Territorial Speciality Products : A Case of Udupi Mattu Gulla Brinjal

Abstract

This study was motivated by the production and marketing problems faced by 200 farm families who grow Udupi Mattu Gulla Brinjal, a local geographical indication (GI) brinjal variety. A status analysis of current marketing methods was made through exploratory design using focused group discussion and face to face interview of farmers. Besides using the traditional 4Ps of the marketing mix, this paper discussed policy, people, and public relations as add-on determinants of the marketing mix specific to local speciality products. Information collected directly from farmers through face-to-face discussion was on parameters related to efficacy, applicability, and marketability of Udupi Mattu Brinjal. Branding strategy interventions suggested in this paper took the shape of a branding framework which will help position Udupi Brinjal in rural households and will concur with the objectives laid down by the Indian Foreign Trade Policy (2015-20) of giving marketing impetus to geographical indications in India.