GI Tags in India: Preserving Fashion Heritage & Empowering Entrepreneurs

India’s fashion heritage is unlike any other in the world. Every state, every district, and often every village carries with it a unique textile tradition handwoven fabrics, embroidery styles, natural dyes, and weaves that have evolved over centuries. These crafts are not just fabrics or garments; they are carriers of culture, stories of communities, and testaments to the diversity of India. Yet, in the fast-paced fashion world, many of these traditions risk being misused, forgotten, or stripped of their roots.

This is where Geographical Indication (GI) tags become crucial. A GI tag is a recognition that links a product to a specific geographic region, protecting both its name and its heritage. For fashion, textiles, and handlooms, it acts as a shield of authenticity, ensuring that only the artisans of that region can claim ownership of the craft. In simpler terms, a GI tag ensures that Banarasi silk comes from Varanasi, Kanchipuram silk comes from Tamil Nadu, and Soof embroidery truly belongs to the women artisans of Gujarat.

Why GI Tags Matter in Fashion

Fashion today is global, but authenticity has become one of the most powerful selling points. Customers across the world are increasingly asking: Where does this fabric come from? Who made it? What story does it tell? GI tags answer these questions by offering proof of origin and cultural identity.

For Indian fashion entrepreneurs, this has three major benefits:

1. Authenticity as a brand value – Products made with GI-certified fabrics instantly stand out because they carry heritage and exclusivity.

2. Protection against counterfeits – GI ensures that the craft is not falsely replicated elsewhere under the same name, preserving the reputation of artisans.

3. Premium positioning in markets – In both domestic and international markets, GI adds value. A saree or a kurta made from GI-tagged fabric is not just clothing—it becomes a piece of living history.

A Lesson from Madras Checks

In our previous blog, we explored how Madras checks a handwoven textile from Tamil Nadu traveled across the globe, lost its roots, and was rebranded in the West as an “old money” aesthetic. The irony is striking: what originated in Indian villages was commodified abroad without giving credit to its creators.

GI tags prevent such erasure. If Madras checks had been more widely recognized and promoted under the GI framework earlier, its global story could have celebrated its Indian roots rather than erasing them. This example is a reminder of why GI tags are not just legal tools they are cultural anchors.

Government of India’s Push for GI Tags

Recognizing this importance, the Government of India has made GI promotion a national priority. Commerce and Industry Minister Piyush Goyal recently set an ambitious target: 10,000 GI-tagged products by 2030. Currently, India has just over 600 GI products, many of which are handlooms and textiles, meaning there is huge untapped potential.

Here’s how the government is supporting the movement:

• Schemes like One District One Product (ODOP): Each district highlights a unique craft, many of which are tied to textiles and fashion.

• GI Facilitation Centres: States like Gujarat and Uttar Pradesh are helping artisans apply for GI tags, access funding, and build branding strategies.

• Market Access Platforms: GI products are being promoted on Government e-Marketplace (GeM), ONDC (Open Network for Digital Commerce), and even in international trade fairs.

• Embassy and Tourism Promotion: Indian embassies abroad and domestic airports/railway stations now showcase GI-tagged products to give them visibility.

• Integration with Standards: Partnerships with BIS (Bureau of Indian Standards) ensure that GI-tagged textiles maintain quality, boosting consumer trust.

This multi-level push shows how seriously India is taking GI as both a heritage preservation tool and an economic growth strategy.

Opportunities for Fashion Entrepreneurs

For entrepreneurs, designers, and fashion startups, GI tags are more than a certificate they are a business opportunity waiting to be tapped. Here’s how:

1. Build brands rooted in heritage: By using GI-certified fabrics, you can highlight authenticity in marketing campaigns. Imagine a collection that proudly states “crafted with GI-tagged Banarasi brocade” or “Soof embroidery from Gujarat, protected under India’s GI registry.”

2. Collaborate with artisan clusters: Instead of sourcing from middlemen, partner directly with communities that hold the GI rights. This ensures fair trade and creates unique collections with deeper storytelling.

3. Global positioning: In international markets, GI adds credibility. Just like Champagne or Darjeeling tea, a saree with a GI tag carries legitimacy that appeals to global buyers.

4. Leverage government platforms: Enroll GI products on GeM, ONDC, and participate in exhibitions promoted by the Ministry of Textiles and state governments.

5. Storytelling as strategy: Modern consumers love stories. Share videos, blogs, and campaigns about the artisans behind GI crafts. This builds emotional connection and customer loyalty.

The Roadblocks

While the future looks promising, challenges remain:

• Low awareness among artisans: Many craftspeople don’t fully understand how GI works or how it benefits them.

• Limited consumer knowledge: Buyers may not know why GI is important or how to recognize it.

• Modernization needs: Traditional designs sometimes need a fresh approach to appeal to younger buyers, without losing their essence.

• Enforcement issues: Preventing counterfeits and misuse of GI names is still difficult at scale.

These challenges mean entrepreneurs must act as bridges educating customers, supporting artisans, and modernizing heritage without compromising authenticity.

The Future of GI in Indian Fashion

With the government pushing for mass GI adoption, the next decade could see Indian fashion rooted even deeper in its heritage. The dream is simple yet powerful: every saree, dupatta, or kurta should tell you exactly where it came from and who made it. This makes fashion not just about trends but about culture, identity, and empowerment.

For India to truly move from “Gaon se Global”, fashion entrepreneurs must step up. They have the tools, platforms, and access what’s needed is the will to champion GI-tagged crafts as the backbone of sustainable and ethical fashion.

At Skillinabox, we believe in turning heritage into opportunity. Our programs are designed to help aspiring entrepreneurs and fashion enthusiasts understand the business of crafts, source ethically, and create brands rooted in authenticity. By learning with us, you don’t just gain skills you join a community passionate about preserving India’s traditions while building sustainable futures.

If you’re ready to transform your love for fashion into a meaningful business, start your journey with Skillinabox today. Together, let’s give local artisans the global stage they deserve.