Despite GI recognition, Virudhunagar Samba Vathal still faces challenges such as limited market access, weak awareness among producers, and risks of misuse of the GI label. Post-GI interventions are essential to strengthen market linkages, build producer capacity, and ensure effective protection and promotion of the GI product.
This project aims to
01
Facilitate Authorized User (AU) registration for 100 producers
02
Conduct sensitization training for 25 aggregators and processors
03
Conduct buyer–seller meets in Aruppukottai and Tiruchuli
04
Organize capacity building programmes for chilli producers
05
Improve price realization for GI-tagged produce
06
Strengthen market access
Key Interventions
- Market linkages with retailers, exporters & e-platforms (ONDC, Amazon Karigar, GeM)
- NIFTEM training on processing, packaging & compliance
- GI-compliant practices for aggregators
- GI logo use & legal protection
- Digital branding & awareness
Expected outcome
- Stronger GI compliance through AU certification
- Better FSSAI & export readiness
- Higher demand via digital promotion
- Improved skills in value addition & branding
- Stronger market linkages
Testimonials
I am a Samba Vathal chilli farmer from Virudhunagar. In recent years, counterfeit products sold under our GI name affected our prices and reputation, as buyers could not easily identify genuine produce.
With the GI traceability app, every batch is now digitally recorded from cultivation to sale, and QR codes help buyers verify authenticity. This has increased trust, brought better prices, and improved transparency in the market.
Our income has improved, and women SHG members are also actively involved in packaging and digital tracking. This initiative is helping protect our traditional chilli and ensuring a more secure future for our farming community.
Mr. Singaram
Farmer