Vrindavan Today | Bureau Report:
The famous Kanthi Mala of Mathura-Vrindavan has been granted a Geographical Indication (GI) tag, becoming the third product from the district to receive this prestigious recognition. Earlier, the traditional Sanjhi Art and Zari Poshak had also been awarded GI status.
According to Padma Shri Dr. Rajni Kant, popularly known as the “GI Man of India,” the latest list released by the GI Registry in Chennai includes the world-renowned Kanthi Mala of Mathura-Vrindavan among the newly registered GI products. Other products receiving GI tags include Aligarh Metal Sculptures, Aligarh Hardware, and Bhojpur Pidhiyan Painting.
The recognition further strengthens Uttar Pradesh’s position as the leading state in India in terms of GI-tagged products, with the state continuing to maintain its top ranking.
The Kanthi Mala industry is a major cottage and small-scale enterprise in the Mathura district. The sacred neck beads, primarily made from Tulsi wood, are widely produced in Vrindavan, Radha Kund, Govardhan, and Jait. Tulsi cultivation is particularly concentrated in the Jait region, which serves as a key hub for the industry.
Nearly 200 families in the Jait area are directly or indirectly associated with the Kanthi Mala trade. The region supplies large quantities of beads to wholesalers who distribute them across India and abroad. In addition, significant production also takes place in Vrindavan, Govardhan, and Radha Kund.
At Radha Kund, Kanthi Mala making is one of the principal occupations. Around 100 families are engaged in this cottage industry, producing the sacred beads from their homes.
The Kanthi Mala industry supports hundreds of families and is estimated to generate an annual turnover of approximately ₹200 crore. The GI tag is expected to further enhance the product’s identity, protect its authenticity, and provide economic benefits to the artisans and traders associated with this traditional craft.
Meanwhile, efforts are also underway to secure a GI tag for Mathura’s world-famous Peda, which may soon become another GI-certified product from the district.
