The National Trademark Award since its inception in 2018 has seen a low participation rate for the award. This year, only three applicants registered for the award compared to seven last year. A trademark is a name or a symbol that a company uses on its products and cannot legally be used by another company. The award is given to the applicant with the best trademark among other features.
Chimi Dema, the founder of Druna Ghu won this year’s National Trademark Award. Druna Ghu is a biscuit made from nine different types of grains and it hit the market in 2019.
“If we do not have an identity for our business, it wouldn’t be good for the market,” said Chimi Dema, the founder of Druna Ghu.
Dorji Dema is the founder of Zhiwa Food which is plant-based vegan meat. She won the second prize.
“There are many similar products and many think our product is a veg Juma. So, I want to make a difference that our product is not veg Juma. And I find this is a very good opportunity to be on an international platform,” said Dorji Dema, the founder of Zhiwa Food.
And Tandin Tshewang of Bhutan Health Care which is responsible for making masks and PPE bagged the third prize.
“When we put our business on the internet and Facebook, there are chances that other people will replicate our trademark. So, when we register with intellectual property and if another doesn’t, the advantage comes to the one who had registered,” said Tandin Tshewang, the founder of Bhutan Health Care.
According to the winners, the trademark has helped in building a name and reputation for their products in the market.
The businesses were evaluated based on 12 criteria including the distinctiveness of trademarks, sale of products, and employment and community development.
Meanwhile, the Department of Intellectual Property says the low participation could be due to the pandemic because of which most businesses could not fulfil the criteria.
“In Bhutan, we have 21,000 plus trademark that has been filed to date. And then, out of that, the Bhutanese have just filed 500 plus and the rest are all international trademark applications. We want to promote more filings of trademark applications by local Bhutanese through this kind of programme,” said Binod Pradhan, the Deputy Chief Intellectual Property Officer.
He added that a trademark helps ensure there is no duplication of a similar product.
The award is an annual event to recognize and reward owners of national trademarks for their innovative business. It is also to encourage the creation, registration, promotion and use of trademarks among the local entrepreneurs.
Samten Dolkar
Edited by Tshering Zam
