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Mattu_gulla_GI.pptx
- 1. UdupiMattuGulla–AcasestudyforValueCreation throughexploitationofGeographicalIndication -PRAJAKTHA JADE AND - NARENDRA BHATTA 1
- 2. 2 GI Definition: • Geographical Indication, GI is defined as “indications which identify a good as originating in the territory of a Member, or a region or locality in that territory, where a given quality, reputation or other characteristic of the good is essentially attributable to its geographical origin”, under article 22(1) of Trade Related Aspects of Intellectual Property Rights, TRIPS. • In India GI are conferred to agricultural products, natural goods, manufactured goods, food products, handicraft and industrial goods. • As of March 2022 India holds 417 GI’s, out of which Karnataka holds a whooping 46 GI’s. • The Mattu Gulla Growers Association applied for registration of Udupi Mattu Gulla in March 2010. • It was granted the esteemed tag in October 2010 and holds the application number 199 in the registry.
- 3. 3 What makes gullas unique? Udupi Mattu Gulla is a variant of Brinjal grown in a village Mattu in the District of Udupi, Karnataka. Green, light green with white stripes, thorny stalk, comparatively thin outer skin, less number of seeds and a larger rounded fleshy brinjal. Highly anti-microbial, pest resistant, resistance to acidic conditions and high temperature conditions. Remains intact when cooked and renders a very different flavor and aroma, this sets the mattu on a different notch of brinjals Other varieties Mattu gulla
- 4. 4 Did You know, Mattu Gulla has a spiritual angle too? • The practice of offering mattu gulla to the lord, as naivedyam continues to this day at Swadhi (Sondhe) Mutt and Udupi Mutt. • Sri Vadiraja, a saint belonging to the Dasa Parampara, used to offer a dish called Hayagreeva, made of, Jaggery, ghee, channa dal, almonds, grapes to Lord Hayagriva/Hayavadana (the Horse form of Krishna). • Every day, Lord Hayagriva used to hop onto the shoulder of Vadiraja and consume the offering. Paryaya, Krishnapura Mutt
- 5. 5 Did You know, Mattu Gulla has a spiritual angle too? • The people of the town, refused to believe and laced the offering with poison, suspecting Vadiraja to be consuming the naivedyam. • To their surprise Vadiraja returned safely with an empty bowl but the icon developed bluish green tinge. • It is said that Vadiraja offered gulla to the Lord as a cure and the tinge gradually disappeared leaving a streak as a reminiscence. Paryaya, Krishnapura Mutt
- 6. 6 Value Creation: • The Udupi Mattu Gulla Growers Association adopted the framework of regulated trade and has reaped benefits of the GI conferred on the community. • All the producers bring their harvest to the association where they undergo a Quality check and Grading. • Transparency amongst all stakeholders on the price of the vegetable, convenience fee, etc. • Association identifies and channelizes the markets, where the produce is to be sold. • An identification label created to prevent adulteration of Mattu Gulla with local variants of brinjals. • As of today the association has about 160 members and an average production per day is about 1.75 tons. ‘Every ending is a new beginning’
- 7. 7 Parameters Mattu Gulla Regular Brinjal Before Grant of GI After Grant of GI Before After Price per Kg 40/- 80-120/- 10/- 10 - 20/- Investment per Acre 90,000/- 70,000/- 55,000/- 60,000/- to 70,000/- Cultivated for 3-6 months Throughout the year 4-6 months 4-8 months Comparison table showing effect of value creation
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