PRESERVING HERITAGE, POWERING GROWTH: GI PRODUCTS FOR A VIKSIT BHARAT
DOI:
https://doi.org/10.59415/mjacs.343Keywords:
Geographical Indication (GI), Viksit Bharat, Sustainable Development, e-commerce.Abstract
Products bearing a Geographical Indication (GI) are a unique fusion of tradition, culture, and local identity that have the potential to significantly advance India's goal of becoming a Vibrant Bharat. These goods serve as catalysts for economic expansion, rural development, and international market integration, while also conserving the country's unique cultural heritage and indigenous knowledge systems. The main purpose of this paper is to analyse the role of e-commerce platforms and the opportunities available for empowering GI products in a Viksit Bharat. To know the consumer perception towards e-commerce platforms. Here, convenience sampling techniques were adopted to collect the responses through structured questionnaires. This study employed both quantitative and qualitative techniques. Study reveals that there is a relationship between empowering the GI product and sustainable growth through a correlation test. This study identified that there is still a need to focus on GI product awareness and implementation of an e-commerce platform for further development of the nation towards Viksit Barath.
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