GI TAG Statement of Case

The Geographical Indications of Goods (Registration and Protection) Act,
1999
THE GEOGRAPHICAL INDICATIONS OF GOODS (Registration and Protection) Rules 2OO2
Application for the registration of a geographical indication in Part-A
A of the Register Section 1 1(1), Rute 23(2)

Fee: Rs 5,000 (See entry No. 1A of the First Schedule)
FORM GI-1
In the matter of an application by the Taste of India Cooperative for registration of

“CHURMA” as a geographical indication in class 30 in respect of flour and preparations
made from cereals. Application is for the Registration in Part A of the register of the
accompanying Geographical indication furnishing the following particulars.
a) Name of applicant: Taste of India Cooperative
b) Address: 71A. RICCO Residential Colony, Neemrana - 302006
c) List of association of persons Producers /organization/authority:
S. No. Name Firm Name

1 Shiv Ratan Agarwal Shiv deep Industries Limited
2 Deepak Agarwal Mast kin Foods Pvt. Ltd.
3 Shree Ram Shree Ram Churma
4 Hari Ram Saxena Sunshine food private ltd.
5 Vijay Kumar Dhenuka Nav Hari Food Product
6 Kedar Chand Navratan Churma Udyog
d) Type of goods: Food products (Ethnic Snacks)

e) Specification: Churma has the distinctive and naturally occurring organoleptic
characteristics of taste, mouth feel and aroma which have won the patronage and
recognition of discerning consumers all over the world.
f) Geographical Area:
g) Image of the dish:
STATEMENT OF CASE
 NAME OF THE GEOGRAPHICAL INDICATION:
The geographical indication which is the subject matter of this application popularly goes by
the name “CHURMA,” made by coarsely grinding wheat, gram, or millet flour, cooking it
with ghee and sugar, and then crushing and powdering it.
It is a sweet dish that epitomizes simplicity paired with indulgence and stands out as a true
gem. Today, it stands not only as a symbol of tradition but also as a beloved gastronomic
treasure appreciated across India and beyond.
 HISTORY……...HOW CHURMA CAME TO BE?
Legend has it that Rajput warriors, before embarking on battles, would bury portions of
kneaded dough in the hot desert sand. Upon their return, the relentless sun would have baked
the dough into hard chunks. These "baatis" would then be dug out, slathered with ghee, and
enjoyed with a side of curd or buttermilk, often derived from goat or camel milk.
Churma is the sweet counterpart of the savoury baati, boasting an equally interesting origin
story. A cook in Mewar's Guhilot clan is said to have accidentally spilled sugarcane juice on
some baatis. While initially worried, he discovered that the juice softened the hard dough.
This sparked a tradition among the women of the clan: dunking baatis in a sweet solution
made from sugarcane or jaggery to keep them soft and fresh for their husbands returning
from battle. Over time, this practice evolved into the delightful dessert known as Churma, a
sweet and cardamom-infused mixture of crushed baati.
 RELATIONSHIP BETWEEN CHURMA AND GEOGRAPHICAL POSITIONS OF

THE REGION:
The harsh realities of desert landscape and the surrounding region’s arid climate –
scarce water and limited fresh food – shaped the development of this unique cuisine.
Baati, balls of hard wheat flour dough, emerged as a solution. Baked in the sand,
dung, or wood-fired ovens, these baatis boasted an extended shelf life, perfect for long
desert journeys.
Dal, a spiced lentil curry, entered the scene to complement the baatis' neutral flavour
and provide a vital source of protein for desert dwellers. Churma, the sweet element
of the trio, arose from the need for both energy and a touch of sweetness. Its high
calorie content and long shelf life made it a popular lunchbox choice for warriors and
travellers alike.
Over decades, these elements were refined, leaving an indelible mark on the cuisine
of this region. Today, they stand as a testament to the region's resourcefulness and
ability to create delicious meals despite the limitations of its environment.
 METHOD OF PREPARATION:
This recipe guides you through creating Churma, a sweet and crumbled bread, a delightful
accompaniment.
Ingredients:
1 cup whole wheat flour (atta)
1/4 cup ghee (clarified butter)
1/4 cup powdered jaggery or sugar (your preference)
1/2 teaspoon cardamom powder
Chopped almonds and/or cashews (optional, for garnish)
Instructions:
1. Heat ghee in a pan over low heat.
2. Gradually add the whole wheat flour and roast it until it reaches a golden-brown
colour and releases a fragrant aroma.
3. Remove the pan from heat and allow the roasted flour to cool slightly.
4. Once cool enough to handle, combine the powdered jaggery or sugar, and cardamom
powder with the roasted flour. Mix thoroughly.
5. Using your hands, gently crumble the mixture until it resembles coarse breadcrumbs.
6. For an extra touch, garnish with chopped nuts of your choice (almonds, cashews, or
both).
Serve Churma hot alongside Baati (baked wheat balls) and Dal (spiced lentil curry) for a
complete and flavourful experience.
 UNIQUENESS: FIVE QUINTESSENTIAL ELEMENTS THAT RENDER THIS
SPECIALTY AN AUTHENTIC AND UNFORGETTABLE EXPERIENCE FOR THE
PALATE
Churma's texture is the star of the show, achieved with a base of coarsely ground
whole wheat flour. This flour gives the dish a wholesome feel and keeps it packed
with fibre and nutrients compared to more refined options. The dough is kneaded with
ghee and water before being deep-fried to a golden crisp.
Ghee, a clarified butter essential to many Indian sweets, plays a crucial role in
Churma. Used in the dough and drizzled over the crumbled pieces, it enhances the
natural flavours of the wheat. Ghee adds a heavenly aroma and contributes to the
richness and satisfaction churma delivers, making it a beloved staple in Rajasthani
cuisine.
For sweetness, churma relies on either jaggery or powdered sugar. Jaggery, a natural
sweetener made from concentrated sugarcane juice, is the preferred choice. It offers a
subtle sweetness that complements the richness of the ghee. Beyond taste, jaggery
adds a touch of health by providing essential minerals like iron and magnesium. This
makes churma a slightly healthier option compared to desserts loaded with refined
sugar.
Cardamom powder is another key ingredient, adding an enchanting aroma that
transforms the dish. This fragrant spice, with hints of both sweetness and spice,
perfectly balances the richness of the ghee and the deep sweetness of the jaggery or
sugar. It is this aromatic touch that brings a complex and enticing fragrance to the
palate, elevating churma into a regal delight.
Finally, a generous sprinkle of chopped nuts like almonds, cashews, and pistachios
adds a delightful textural contrast to the soft churma. These nuts are more than just
decoration; they contribute protein, healthy fats, and essential nutrients. Each nut
offers a distinct flavour, enriching the dish's taste profile and making churma visually
appealing and nutritionally well-rounded for a truly satisfying experience.
 INSPECTION BODY: -
'NATIONAL RESEARCH CENTRE ON FOOD STUFF', Chanchala, Delhi, a
Central Government research organization, administered by Indian Council of
Agricultural Research (ICAR) have kindly consented to act as inspection body with
regards to the GI application for Churma. The NRC, is well renowned for carrying out
research in food products in the country and is carrying out many research projects
like Production of clean foods etc.
Further, it is proposed to constitute an inspection committee to enforce quality
standards as well as monitoring of Genuineness for of 'Churma' comprising of
following persons:
i) Two members from Churma Makers Association, Neemrana
ii) Two Scientists from National Research Centre on Food stuff (A Research
body under Indian Council of Agricultural Research (ICAR) Chanchala,
Delhi)
iii) A retired Chief Public Analyst, State Food Inspection laboratory,
Government of India.

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The Geographical Indications of Goods (Registration and Protection) Act,

Application for the registration of a geographical indication in Part-A

A of the Register Section 1 1(1), Rute 23(2)

In the matter of an application by the Taste of India Cooperative for registration of

S. No. Name Firm Name

d) Type of goods: Food products (Ethnic Snacks)

 NAME OF THE GEOGRAPHICAL INDICATION:

 HISTORY……...HOW CHURMA CAME TO BE?

 RELATIONSHIP BETWEEN CHURMA AND GEOGRAPHICAL POSITIONS OF

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