Globalisation and liberalisation becoming a reality in the post WTO regime, with fading territorial boundaries, more and more countries are making foray into the export market. It has led importing countries imposing strict quality and phytosanitary standards to the products imported in their countries. These standards have become more vital in case of agricultural exports. These relate to compliance with minimum safety standards for various products and also for other quality assurance during cultivation, processing and packaging of the products before export.

With number of products in the international markets increasing, they are virtually indistinguishable from one another. The only way to break out of the commodity status for the products is by incorporating value into consumer's perceptions of the products. This is where branding comes into picture. Brand is the intangible value built into an ordinary product or service that helps it to stand out from the crowd and command premium price. It has to be supported by product quality and market accessibility. Henceforth, the products which has "Made in India" logo has to be of superior quality to fulfill the expectations of international consumers.

Many products and services are becoming more and more uniform in quality, design, price etc. same products and services are offered from growing numbers of sources and countries. Hence country of origin becomes an important factor in the distinction between otherwise fairly similar products and services. Thus "Made in India"- national branding is the identification and use of the positive national values when trying to influence international buyers/consumers. The logo becomes more important when USA guidelines for voluntary labeling of country of origin on imports of various agri commodities (not processed foods) by September, 2002 and by September 30, 2004 regulations would be promulgated for stricter implementation of it. India should take up massive brand building exercise for promoting its agri products under an umbrella "Brand of India" logo. There are agri products like Indian Basmati, Darjeeling Tea, Alphonso mango etc., which have its own brand recognition in international market, though it is always better to build a national brand to gain more market acceptability in overseas markets.