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LATEST NEWS UPDATES | ICAR to brand agri products by Sharath S Srivatsa

ICAR to brand agri products by Sharath S Srivatsa

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published Published on Nov 13, 2010   modified Modified on Nov 13, 2010

All horticultural crops will be branded under common logo

Agri and horticultural planting material that have been developed by the associate institutes of the Indian Council of Agricultural Research (ICAR) will be branded and will come with a logo soon.

If all goes as planned, all horticultural crops will be initially branded under a logo, which has been acquired by Indian Institute of Horticulture Research (IIHR), Bangalore. The Bangalore-based institute, which is an affiliate of ICAR, was issued a trademark by the Patent Office recently.

Eventually, a common logo for the ICAR would be evolved and the private sector that is now partnering with many institutes have to adhere to the guidelines on branding and use of logo, Deputy Director-General (Horticulture) of ICAR H.P. Singh, told The Hindu.

“All the directors of the State-run horticulture institutes have agreed to have a common logo for purpose of branding the products. Preferably, once consensus is evolved on the logo, all products can go with ICAR branding/logo,” he said.

If the public sector research institute goes under a single brand name, it will give strength. Having the multiple names of institutes on the products was also confusing, a senior scientist at the IIHR said on the reason for common branding. “We also want to protect some of our nationally renowned varieties from being poached upon,” the scientist said.

The ICAR has 97 associate institutions and assists 57 agri universities in the country.

A large number of products, including new cultivars, hybrids, new machineries, post-harvesting technologies and processed products are in the public domain.

At present, there are about 700 horticulture products, which are being commercialised with private partners, and horticulture institutes have brought out about 1,500 varieties of crops so far.

Dr. Singh said that common branding had become a necessity as many products developed by the public sector research institutes were being marketed by the private sector under their own name.

“We will make it mandatory for the private companies that have entered into an understanding with our institutes to put the logo on the product,” he said.

He said that seed companies would be told that breeder seeds for multiplication would not be given to them unless the ICAR logo is used.

Staff Reporter adds:

Transgenic research

Transgenic research on pomegranate has started at the IIHR to counter bacterial leaf blight.

Genetic modification

The blight attack has affected plantations in Karnataka and Maharashtra. The process of genetic modification (GM) will take five to six years, and research is under way at the IIHR and at the Research Centre for Pomegranate in Solhapur, Dr. Singh said.


The Hindu, 13 November, 2010, http://www.hindu.com/2010/11/13/stories/2010111359082200.htm


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