{"id":25418,"date":"2025-01-13T06:18:11","date_gmt":"2025-01-13T06:18:11","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/gayas-famous-tilkut-faces-marketing-challenges-in-absence-of-gi-tag-et-brandequity\/"},"modified":"2025-01-13T06:18:11","modified_gmt":"2025-01-13T06:18:11","slug":"gayas-famous-tilkut-faces-marketing-challenges-in-absence-of-gi-tag-et-brandequity","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=25418","title":{"rendered":"Gaya\u2019s famous Tilkut faces marketing challenges in absence of GI tag, ET BrandEquity"},"content":{"rendered":"


\n<\/p>\n

\n

<\/p>\n

<\/p>\n

\"\"\/
<\/figcaption><\/figure>\n

The brisk sales of Gaya’s renowned Tilkut during Makar Sankranti<\/a> witness a sharp drop after the festival. Traders attribute this slump to the absence of the Geographical Indication (GI) tag, which limits opportunities to market the sweet across the country year-round.<\/p>\n

Laljee Prasad, acting president of the Bihar State Misthann Vyavsayi Vikreta Sangh and chief of the Gaya District Tilkut Manufacturers’ and Sellers’ Association, said: “Branding and marketing Tilkut on a national and global scale would become feasible with a GI tag.” He added that while NABARD applied for the GI tag in 2022, the approval process is still underway.<\/p>\n

Tilkut is sold across the country under various names\u2014Tilkutam in Chennai, Gajak in Mumbai, Uttar Pradesh, Delhi, and Kolkata, and Tilpatti in Rajasthan. Recent innovations, such as blending it with khowa (condensed milk), dry fruits, and neera (palm nectar), have diversified its appeal, but its core ingredients remain til (sesame seeds), sugar, or gur (jaggery).<\/p>\n

The seasonal nature of Tilkut sales post-Makar Sankranti leaves many skilled workers seeking alternative livelihoods. “These workers, who earn daily wages between Rs 600 to Rs 1,200 during peak season, often shift to making Anarsa and Laai, two other popular sweets of Gaya, to sustain themselves,” he said.<\/p>\n

He added that govt should provide a stall at Bihar emporiums in places like Delhi and Mumbai and other regions, once the GI tag is obtained, to make the product popular.<\/p>\n

“Once the Makar Sankranti is over, those engaged in preparation of Tilkut start preparing Anarsa and Laai, which are also purchased by pilgrims visiting Gaya during the Pitripaksh Mela,” said Vinod Kumar Keshri, who owns a shop at Manpur.<\/p>\n

“Just 40% of those engaged in Tilkut making stick to making of Anarsa and Laai,” said Keshri. <\/p>\n

\n