Abstract:
Pakistan’s Himalayan pink salt holds a position of valuable commodity of Pakistan, which has gained a global popularity due to its taste, purity and uses in variety of products. But, due to lack of advanced measures and advocacy, pink salt is a subject of misbranding in global markets, leading to 25-56 million dollars revenue loss annually. Most of the pink salt is exported in crude or raw form and later, processed abroad, leading to deprivation of Pakistan economic potential. The research explores the implications of pink salt misbranding in international markets on Pakistan export’s income and consumer perceptions regarding authenticity and reputation of Pakistani products. In 2020, Pakistan Implemented a Geographical Indication Act, 2020 to protect pink salt from exploitation in international markets but more efforts are needed as pink salt is still being misbranded by foreign entities in international markets. The study adopts quantitative- qualitative mixed-method research while, case study design constructed upon a multi-dimensional theoretical approach. Through triangulation of trade data, legal document review, digital platforms’ observation, primary survey and stakeholders’ interviews, the research evaluates both the economic consequences of misbranding and Pakistan institutional and legal weaknesses. The findings reveal that Pakistan’s current protection framework lack effective branding strategies, legal enforcement, marketing and regulatory follow-through. The study argues and suggested that effective legal recognition, international GI enforcement, strategic trademark, branding and marketing strategy are essential to secure Pakistan commercial rights and convert pink salt from an exploited natural resource into a geo-economic advantage. The research further sets a policy roadmap that can be extended to safeguard other Pakistani origin-based commodities vulnerable to similar misappropriation in international markets.
