Geographical Indication, or GI, tags were created to protect heritage. They safeguard crafts that belong to specific regions and communities. They are legal markers of origin, quality, and tradition. When used correctly, they preserve authenticity. When misused, they dilute it.

A GI tag applies to specific products, not entire brands. It certifies that a particular item meets defined criteria related to origin, material, and method. In textiles, this distinction is critical.

Yet many global websites display GI tags as brand-wide claims, suggesting that all products under their name are GI-certified. This is misleading. While some products may qualify, others may not. Presenting them uniformly erodes consumer trust and undermines the purpose of the GI system.

Authenticity cannot be implied broadly. It must be precise.

At Ishvya, GI tags are applied only where they are earned. If a product carries a GI designation, it means it meets the official requirements. There are no assumptions and no generalisations.

Products that do not qualify are presented honestly, without borrowed credibility. This transparency is deliberate. It respects the customer’s right to know and the artisan’s right to recognition.

When GI tags are used carefully, they empower informed choices. They protect cultural legacies rather than turning them into marketing symbols.

For us, heritage is not a label to display. It is a responsibility to uphold. And authenticity, once compromised, cannot be reclaimed.
True luxury is built on truth.