MALAPPURAM: The Tirur betel leaf, connecting Malappuram directly with Pakistan, is all set to get a geographic indications (GI) tag. The intellectual property rights cell of Kerala Agricultural University is currently pursuing the process to mark this betel’s uniqueness in the global market.
Tirur betel leaf once exported to Pakistan in hundreds of tonnes a week for decades has now been fallen to a few tonnes due to the stiff competition from Sri Lanka.
“Tirur betel leaf has great value in domestic and international markets. But for the last few years, betel from Sri Lanka is often exported as Tirur betel. This has hit the farmers in Tirur badly. In this context we have decided to register a GI for this variety,” said Dr C.R. Elsy, professor and coordinator of the IPR cell.
A team led by her is in the process of mapping the nearby areas of Tirur where it is cultivated commercially. “This is one of the major projects of the University with the assistance of the department of agriculture. The GI registration process has many steps, and it may take some more months to complete,” She added.
The GI tag which refers to a country or place of origin of a particular product conveys an assurance of quality and distinctiveness attributed to the geographical locality or region.
“Tirur betel has been survived and thrived for decades without any help from the government. Now as the market and export seems crumbled, it is important to get the GI tag to protect the product,” she said.
Apart from Pakistani cities Lahore, Karachi and Islamabad, this betel variety has a huge market in northern Indian cities as well. Traders say Tirur and surrounding areas have the largest commercial cultivation of betel leaves in the state.
Pan Bazar, the betel trading street in Tirur, wears a near-deserted look due to the diminishing trade. Once Pakistanis were regular visitors here to buy the betel leaves.
