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The Confederation of Indian Industry today launched a ‘Made in Kerala’ initiative, aiming to usher in a new phase of industrialisation in the state.
Speakers at a seminar organised by CII here emphasised on the need to develop ‘Made in Kerala’ brand products for promoting and developing the indigenous and service industries in the state.
In his inaugural address at a seminar titled: ‘Made in Kerala 2012’, the Industries Secretary, Mr Alkesh Kumar Sharma, said there is a need to market the brand, be it from food, tourism or any other sector. The brand should stand for purity, goodness, excellence.
Minerals in Kerala, including ilmenite, are unique to the state, Mr Sharma said.
In his special address, Mr T.T. Ashok, Chairman, CII Southern Region, and Managing Director of Taylor Rubber Private Ltd, said the scenic beauty of the state, its backwaters, hills, plantations and culture are unique.
Tourism has been a plus factor, he said, adding that eco and adventure tourism needed to be explored.
“Kerala should look at high-end products. Can the state look at developing a Singapore model of financial hub? Promoting traditional handicrafts and artisans could also be explored,” Mr Ashok said.
The state needs to market its brand of ‘Kerala Tea’ on the lines of the high successful Colombian coffee. He said as part of development, metros and monorails are being envisaged for Kerala.
“The roads are congested in the state and there is a need to have fast trains connecting cities. Better air connectivity to Tier 2 and Tier 3 cities is also essential, Mr Ashok added.
Speaking on the ‘Made in Kerala’ brand strategy, Mr Rajiv Vasudevan, Founder and Chief Executive Officer of AyurVAID hospital, said the brand could be used as a symbol depicting a set of values, intrinsic to people of Kerala.
The Chairman of Kerala chapter, Mr Jose Dominic, said the ‘Made in Kerala’ brand should be a social brand under which every service provider can seek a competitive edge. The Vice-Chairman of Kerala chapter of CII and Executive Chairman of IBS, Mr V.K. Mathews, also spoke.
The objective of the ‘Made in Kerala’ brand is to represent a unique competitive advantage that attracts investment in select, high-value sectors and generates employment in both the manufacturing and service sectors, the speakers said.
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