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The Kerala State Industrial Development Corporation (KSIDC) is working closely with CII to develop a ‘Made in Kerala’ brand to take the State’s products to a global audience, said Aruna Sundararajan, Managing Director.
The brand ‘Gods Own Country’ has given a tremendous boost to the tourism sector and this could be replicated in other sectors, taking into account the States’ several strong characteristics, she said.
The strategy is to leverage the State’s inherent advantages such as the ‘green and clean’ image to promote certain niche industries, she said while inaugurating the CII-Kerala annual meet and Brand Summit 2014 here on Tuesday.
However, creating a brand is both a challenge and opportunity. Lot of things have to be addressed for achieving this. The State Government therefore plans to rope in an international consultant on how to go ahead for a common brand, she added.
Aruna said that Kerala’s high environmental consciousness and fair labour practices can be leveraged to create an own brand. The Made in Kerala brand can be projected adequately to counter the competition from Chinese products which, of late, faces poor track record in several countries due to poor environment standards and labour practices.
By extending Green Credit to promote certain lines of industries in the recent budget is a first step in this direction to achieve own brand for the state. The strategy will focus on promoting environment friendly industries such as organic fabrics, organic packaging materials and knowledge and technology based industries.
The State Government is also looking to promote women entrepreneurs as a specific brand considering the services rendered by them in traditional sectors like fashion, beauty, apparel business etc. The government would soon set up start up villages exclusively for women entrepreneurs to groom at least 1,000 women.
CJ George, Chairman, CII Kerala Chapter welcomed the gathering. Navas Meeran, Deputy Chairman, CII Southern Region, Sundeep Sikka, CEO, Reliance Capital Asset Management, R Dinesh, Joint Managing Director, TVS, Shyam Srinivasan, Managing Director and CEO also spoke.
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