Context: The famous GI tag holders tie up with Kolkata shops to check imitations.
The makers of the famous Joynagar moa are, for the first time, tying up directly with popular sweet shops in and around Kolkata in a bid to check imitations that cash in on their name.
Joynagar moa
The moa is a popped-rice ball held together with fresh date-palm jaggery that is extracted during the winter months.
Its manufacture is so synonymous with the town of Joynagar near Kolkata that it earned the Geographical Indication (GI) tag of Joynagar Moa in 2015.
The moa, even though highly popular, is said to have made its appearance as recently as in 1904, becoming synonymous with Joynagar over the decades.
