Kerala Chief Minister VD Satheesan | Photo Credit: PTI

In a major initiative to enhance the value of Kerala’s indigenous products in global markets, the State government will launch ‘Brand Keralam’, a comprehensive market development programme aimed at promoting premium branding, quality assurance and market access for products such as spices, seafood, handloom textiles, ayurvedic formulations, cashew and coir.

Announcing the initiative in the budget speech, the Chief Minister VD Satheesan said that many Kerala-origin products are currently sold under the labels of intermediaries, limiting the benefits accruing to local producers despite their global reputation. The new initiative seeks to ensure that producers receive greater value by building a distinct and trusted identity for Kerala-made products.

As part of the programme, the government will establish a dedicated mechanism to develop and administer the ‘Kerala Mark’, a certification system designed to guarantee quality and authenticity of products originating from the State. The certification is expected to strengthen consumer confidence, improve competitiveness and facilitate wider access to domestic and international markets.

Dominic Savio, leading brand consultant and Founder of Buzzstop Integrated Communications, said, Brand Keralam is a progressive step towards ensuring that Kerala earns not just admiration for its products, but also the premium they deserve. For decades, Kerala has exported some of the world’s finest products, but not always captured the value attached to them. The new initiative is an opportunity to ensure that the premium earned by Kerala’s spices, Ayurveda, coir, cashew and seafood flows back to Kerala itself, he said.

Beyond strengthening market access, Brand Keralam has the potential to fundamentally transform the economics of local production in the state. Traditionally, many of Kerala’s products have competed largely on quality and price, often remaining invisible to consumers once they enter national or international supply chains. A strong umbrella brand backed by credible certification can help local producers move up the value chain by creating recognition, trust and preference among consumers.

Industry observers believe the initiative could create significant opportunities for thousands of small and medium enterprises, farmer collectives, cooperatives, artisans and export-oriented businesses across Kerala. Products carrying the Kerala Mark could command higher price premiums, improve export competitiveness and open doors to modern retail, e-commerce and international specialty markets.

Brand Keralam can create a level playing field where small producers, farmer groups, cooperatives and local entrepreneurs gain access to the same trust and credibility that larger brands spend years and significant resources building, Savio said.

Experts are of the view that a successful Brand Keralam programme can strengthen the state’s broader economic ecosystem by increasing exports, supporting rural livelihoods, encouraging entrepreneurship and creating new employment opportunities across agriculture, food processing, handicrafts, wellness, tourism and allied sectors.

Published on June 19, 2026