The world famous textile embroidery handicraft of Lucknow Zardozi’ is now a brand.
The intricate needle handicraft has been accorded the Geographical Indication (GI) registration by Chennai-based Geographical Indication Registry.
Registered under the brand of Lucknow Zardozi’, the registration has been secured by Kalatmak Handicrafts Self Help Group Foundation, Lucknow.
The craft has been traditionally prevalent in Lucknow and the six surrounding districts of Barabanki, Unnao, Sitapur, Rae Bareli, Hardoi and Amethi, Foundation CEO Mansoor Nadeem Lari told Business Standard.
“Individual stakeholders, including manufacturers, artisans, retailers, exporters etc in these districts can now become the authorised user of the brand after paying the requisite fee and getting themselves registered with the Registry,” he informed.
With GI registration, the craft has gained an official recognition, which would help the various stakeholders in product differentiation, checking imitation and deriving more economic benefit from its trade.
Interestingly, Lucknow now has the distinction of three GI brands viz. Chikankari, Zardozi and Dussehri mango.
Traditionally, UP has been home to many handicraft clusters, which have continued to flourish over the decades. One such cluster is Zardozi handicraft cluster in Lucknow and surrounding 7 districts.
This cluster supports an estimated 1,75,000 Zardozi artisans and around 2,00,000 people directly involved in the supply and value chain.
There are over 10,000 micro and small enterprises engaged in manufacturing of Zardozi products like apparels, home furnishing, shoes, bags etc in the region. These products are sold all over India and also exported to different parts of the world.
“The GI registration is a major step towards branding and promotion of Zardozi products. It will boost global recognition and lead to a quantum jump in exports of Zardozi products,” Lari exuded.
GI registration is an insignia on products having a unique geographical origin and evolution over centuries. It is a mark of authenticity and helps in quick brand recall in marketing. It is governed by the Geographical Indications of goods (Registration and Protection) Act, 1999.