Access to international markets and premium buyers is improving for Bhutanese products. Since their launch, Bhutan SEAL Award and Brand Bhutan Certification have made it easier for local products to gain stronger visibility and better market reach. As part of ongoing efforts to strengthen market linkages, several products were awarded the Bhutan SEAL for quality, while others received Brand Bhutan certification today.
Bhutanese products ranging from handcrafted silk shawls to herbal tea and mountain spring water have been recognised for their quality, authenticity and innovation under the Bhutan SEAL Award and Brand Bhutan Certification.
Seven products, including Dorji Jadram Neycha by Druk Bronze Casting Works, raw silk shawl from Damchoo’s Collection, and nettle-based products from Tarayana Rural Crafts and Green Craft Bhutan, received the Bhutan SEAL award along with a cash prize of Nu 25,000 each. The award honours excellence in handicrafts and artisanal products. Products are assessed on craftsmanship, authenticity, and overall quality.
In addition, 12 products received the Brand Bhutan Certification, under the Made in Bhutan and Grown in Bhutan labels. The certification assesses origin, quality, ethical production practices, and environmental sustainability.
Under the Grown in Bhutan category, Himalayan Gooseberry Tea by Menjong Sorig Pharmaceuticals Corporation Limited received certification.
In the Made in Bhutan category, Green Craft Bhutan received three certifications for its Chemla shawl, Block Jacket, and Trima Jacket. “Receiving this recognition is very important, and I feel fortunate to have received it. With this recognition, we are able to create visibility for our products. At the same time, it really helps in marketing our products,” said Karma Choden, the Founder of Green Craft Bhutan.
Bhutan Agro received three certifications for its premium mountain spring water products. Tarayana Rural Crafts received five certifications for its nettle-based products.
“The fact that we managed to get this award signifies that we meet certain quality standards. To meet these standards, we have to put proper systems in place, ensuring good quality control and other necessary processes to maintain a quality product,” added Sherub Namgay, the Chief Executive Officer of Bhutan Agro.
Namgyay Dorji, the minister for Industry, Commerce and Employment said, “In terms of scale and number, we may not compete. But in terms of quality and how we produce, we have to stand out. All these products I see will fetch, in terms of income and price tag, not cost-based prices but value-based prices.”
Officials from the Department of Trade said the certification will improve market access by linking producers to international trade fairs, exhibitions, and export platforms.
They added the certification also assures buyers of quality, authenticity, and ethical production, helping Bhutanese products command premium prices in international markets.
“The department prioritises recipients having market access platforms such as trade fairs, exhibitions, expositions, pop-up events, and roadshows. Priority is also given during capacity-building programmes. These help with market linkages and also help improve their already excellent products,” said Tshering Choden, Assistant Trade Officer with the Department of Trade.
Since its launch in 2016, more than 100 products have been certified under the Brand Bhutan initiative. Similarly, over 120 products have received the Bhutan SEAL Award since its introduction in 2009.
Nearly 80 participants took part in the Bhutan SEAL Award and Brand Bhutan Certification process in February this year.
Officials said the initiative is also expected to raise awareness about certified Bhutanese products and encourage consumers to support local industries.
The Department of Trade intends to continue the initiative to support local producers and strengthen Bhutan’s presence in regional and international markets.
Karma Wangdi
Edited by Phub Gyem
