This study was motivated by the production and marketing problems faced by 200 farm families who grow Udupi Mattu Gulla Brinjal, a local geographical indication (GI) brinjal variety. A status analysis of current marketing methods was made through exploratory design using focused group discussion and face to face interview of farmers. Besides using the traditional 4Ps of the marketing mix, this paper discussed policy, people, and public relations as add-on determinants of the marketing mix specific to local speciality products. Information collected directly from farmers through face-to-face discussion was on parameters related to efficacy, applicability, and marketability of Udupi Mattu Brinjal. Branding strategy interventions suggested in this paper took the shape of a branding framework which will help position Udupi Brinjal in rural households and will concur with the objectives laid down by the Indian Foreign Trade Policy (2015-20) of giving marketing impetus to geographical indications in India.

1. Adinolfi, F., De Rosa, M., & Trabalzi, F. (2011). Dedicated and generic marketing strategies: The disconnection between geographical indications and consumer behavior in Italy. British Food Journal, 113 (3), 419 - 435. DOI 10.1108/00070701111116473
2. Agarwal, S., & Barone, M. (2005). Emerging issues for geographical indication branding strategies. Project Funding by Midwest Agribusiness Trade Research and Information Centre (MATRIC), Iowa State University, Iowa, USA. Retrieved from <a href=http://ageconsearch.umn.edu/bitstream/18691/1/rp050009.pdf target="_blank">http://ageconsearch.umn.edu/bitstream/18691/1/rp050009.pdf </a>
3. Aggarwal, R., Singh, H., & Prashar, S. (2014). Branding of geographical indications in India. A paradigm to sustain its premium value. International Journal of Law and Management, 56 (6), 431- 442.DOI 10.1108/IJLMA-08-2012-0029
4. Anees, A., & Thyagaraj, K. (2015). Impact of brand personality on brand equity: The role of brand trust, brand attachment, and brand commitment. Indian Journal of Marketing, 45 (5), 14-26. doi:10.17010/ijom/2015/v45/i5/79937
5. Anson, C. J. (2012). Marketing flexibilities in geographical indications (GI) and trademark: A comparative study. International Journal of Marketing, Financial Services and Management Research, 1 (11), 100 - 107.
6. Badi, R., & Badi, V. (2011). Rural marketing (4th ed.). Mumbai : Himalaya Publishing House.
7. Banerjee, N., & Nausahd, S. (2010). Course handout: Grant of geographical indication designation to Tirupathi Laddu: Commercialization of faith? Kolkata : National University of Juridical Sciences, Kolkata.
8. Barcala, M. F., González - Díaz, M., & Raynaud, E. (2013). European geographical indications: More than just a brand name (Working Paper). Retrieved https://www.sfer.asso.fr/source/jrss2013/jrss2013_c5_raynaud.pdf
9. Bramley, C., Bienabe, E., & Kirsten, J. (2009). Course handouts: The economics of geographical indications: Towards a conceptual framework for geographical indication research in developing countries, the 'Economics of intellectual property'. Pretoria, South Africa : University of Pretoria.
10. Chamorro, A., Rubio, S., & Miranda, F. J. (2014). The region-of-origin (ROO) effects on purchasing preferences: The case of a multiregional designation of origin. British Food Journal, 117(2), 820 - 839. DOI 10.1108/BFJ-03-2014-0112
11. Chikkamath, M., Atteri, B. R., Srivastava, S. K., & Roy, S. (2012). Factors influencing consumer behavior for vegetable purchase. Journal of Vegetable Science, 39 (1), 35-39. DOI: 3/2012
12. Department of Commerce, Ministry of Commerce and Industry. (2017). Foreign trade policy (1stApril 2015 - 31st March 2020). Retrieved from <a href=https://gstindiaguide.com/foreign-trade-policy-1st-april-2015-31st-march-2020/ target="_blank">https://gstindiaguide.com/foreign-trade-policy-1st-april-2015-31st-march-2020/ </a>
13. Di Fonzo, A., & Russo, C. (2015). Designing geographical indication institutions when stakeholders' incentives are not perfectly aligned. British Food Journal, 117 (10), 2484 - 2500. DOI 10.1108/BFJ-12-2014-0392
14. Dogra, B., & Ghuman, K. (2008). Rural marketing – Concepts and practices. New Delhi : Tata McGraw Hill Education Private Limited.
15. Dokuzlu, S., (2016). Geographical indications, implementation and traceability: Gemlik table olives. British Food Journal, 118 (9), 2074 - 2089. DOI 10.1108/BFJ-09-2015-0341
16. Gazette of India. (1999). The Geographical Indications of Goods Act (Registration & Protection Act, No.48, 1999). Part II – Section 1. Published by Authority on 30th December, 1999, Gazette of India. Retrieved from the Ministry of Law, Justice and Company Affairs (Legislative Department), through the District Commissioners Office, Udupi District.
17. Gopal K., Nair, N., & Babu, A. (2007). Funded project: Exploring the relationships between geographical indications and traditional knowledge: An analysis of the legal tools for the protection of geographical indications in Asia. A study commissioned by the International Centre for Trade and Sustainable Development (ICTSD) Programme on IPRs and Sustainable Development, Intellectual Property Rights and Sustainable Development. Cochin, Kerala : Cochin University of Science and Technology.
18. Halder, P., & Pati, S. (2012). A need for paradigm shift to improve supply chain management of fruits and vegetables in India. Asian Journal of Agriculture and Rural Development, 1 (1), 1 - 20.
19. Handy, F., Cnaan, R. A., Bhat, G., & Meijs, L.C. (2011). Jasmine growers of coastal Karnataka: Grassroots sustainable community-based enterprise in India. Entrepreneurship & Regional Development, 23 (5 - 6), 405 - 417.DOI: 10.1080/08985626.2011.580166
20. Keller, K. L. & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25 (6), 740 - 759.DOI 10.1287/mksc.1050.0153
21. Kotler, P., Keller, K., Koshy, A., & Jha, A. (2014). Marketing management: South Asian perspective (2nd ed.). South Asia : Pearson Education.
22. Kumar, S., Prasanna, K., & Shwetal, W. (2011). Potential benefits of BT Brinjal in India - An economic assessment. Agricultural Economics Research and Review, 24 (1), 83 - 90.
23. Lence, S. H., Marette, S., Hayes, D. J., & Foster, W. (2006). Collective marketing arrangements for geographically differentiated agricultural products: Welfare impacts and policy implications (MATRIC Working Papers. 2). Retrieved from <a href=https://lib.dr.iastate.edu/matric_workingpapers/2 target="_blank">https://lib.dr.iastate.edu/matric_workingpapers/2 </a>
24. Muthuswamy, A., Vidhya, K. S., Prathibha, K., Rao, R., ...., & Sathyamoorthy, K. (2014). Establishment of an in vitro plantlet regeneration protocol for unique varieties of Brinjal (Solanum melongena L.) var. Mattu Gulla & Perampalli Gulla. Indian Journal of Experimental Biology, 52 (1), 80 - 88. DOI: 1/2014
25. Nanda, N., Barpujari, I., & Srivastava, N. (2013). The protection of geographical indications in India: Issues and challenges (Briefing Paper). Retrieved from <a href=http://yucita.org/uploads/yayinlar/diger/makale/8-The_Protection_of_Geographical_Indications_india.pdf target="_blank">http://yucita.org/uploads/yayinlar/diger/makale/8-The_Protection_of_Geographical_Indications_india.pdf </a>
26. Negi, S., & Anand, N. (2015). Issues and challenges in the supply chain of fruits and vegetables sector in India: A review. International Journal of Managing Value and Supply Chains (IJMVSC), 6 (2), 47- 62.
27. Palmer, A. (2009). Introduction to marketing, theory and practice (2nd ed.). Oxford : Oxford University Press.
28. Peredo, A. M., & Chrisman, J. (2004). Towards a theory of community based enterprise. Academy of Management Review, 31(2), 2 - 49. DOI : <a href=https://doi.org/10.5465/amr.2006.20208683 target="_blank">https://doi.org/10.5465/amr.2006.20208683</a>
29. Raghurama, A. (2005). Agricultural marketing in rural areas of Dakshina Kannada District – Problems and policy measures. Indian Journal of Marketing, 35 (1), 11 - 14.
30. Rangnekar, D. (2004). The socio-economics of geographical indications: A review of empirical evidence from Europe. UNCTD - ICTSD Project on IPRs and Sustainable Development (Issue Paper No. 8). Retrieved from <a href=https://unctad.org/en/PublicationsLibrary/ictsd2004ipd8_en.pdf target="_blank">https://unctad.org/en/PublicationsLibrary/ictsd2004ipd8_en.pdf </a>
31. Roy, N. (2012). Development through Community Based Entrepreneurship (Unpublished Master's Thesis). University of Strathclyde, United Arab Emirates, (UAE).
32. Udupi Pages. (n.d.). Profile of Agriculture and Industries in Udupi. Retrieved from <a href=http://www.udupipages.com/industry/index.php target="_blank">http://www.udupipages.com/industry/index.php</a>
33. Venkateswarulu, P. (2004). Marketing of handicrafts: A case study of Andhra Pradesh State Handicraft Development Corporation. Indian Journal of Marketing, 34 (7), 23 - 27.