DGFT Issues Norms to Implement Global Outreach Initiative for Export Branding, Labelling and Packaging

New framework aims to strengthen Brand India through coordinated branding, packaging, certification and international market promotion.

The Directorate General of Foreign Trade (DGFT) has released detailed operational and procedural guidelines for implementing the Global Outreach Initiative for Branding, Labelling and Export Packaging.

The initiative has been introduced under the Rs 25,060-crore export promotion mission and is intended to support the development of a unified Brand India framework. The objective is to create globally recognised Indian brands capable of increasing value for Indian exports and supporting movement up the value chain.

According to the guidelines, the initiative will be implemented through the periodic identification of goods and services, export markets, eligible implementing agencies and branding activities. These activities will be aligned with the Unified Brand India Framework.

The DGFT has invited stakeholders to submit their views on the draft guidelines within 30 days from the date of issuance of the notification.

Under the proposed framework, implementing agencies will be responsible for activities including branding, packaging, marketing, digital outreach, participation in international exhibitions, innovation, craftsmanship, environmental sustainability, qualification and certification systems to support market access.

The initiative will provide financial assistance to eligible organisations and agencies for activities such as conceptualising and developing branding strategies, promotional campaigns, export-specific brand assets, adoption of branding and packaging solutions, and promotional activities aligned with international market requirements.

Support under the framework will also include the development of digital brand presence through websites and social media channels, overseas product demonstrations, brand promotion events and other outreach activities.

The guidelines state that organisations and agencies selected under the initiative will include central and state government departments, export promotion organisations and other designated institutions.

The initiative is intended to strengthen the international recognition of Indian products by creating a unified "Brand India" identity through coordinated branding and promotional efforts across global markets.