Government to Submit 'Dhivehi' Brand Law to People's Majlis, Target Implementation in 2020

The Maldives Government has said that the new "Dhivehi" brand law will be submitted to the People's Majlis and implemented in 2020. The Government announced that it is working to give the "Dhivehi" brand a legal status so that locally produced goods can be protected and promoted. The Government said the Cabinet had approved the "Dhivehi" brand initiative on 20 November 2019. According to the Government, the initiative is being prepared together with the relevant ministries, institutions and the private sector, and the regulations needed for its operation have been drafted. The Government added that, once the law is passed, enterprises producing local goods will be able to use the brand only if their products meet the quality standards set by the Government. The Government stated that the "Dhivehi" brand was created to raise the quality of local products, to support domestic production, and to make products made in the Maldives easier to identify in the market. It said that the use of the brand would be governed by regulations and that inspections and quality controls would be carried out before products are allowed to use the brand. The Government said that the law would be enforced in 2020 and that the necessary arrangements were already being made. It stated that preparations had been completed for the registration and protection of the brand and that the relevant authorities had been instructed to begin the implementation process. The Government also said that companies that failed to comply with the rules would not be allowed to use the brand. The Government also said that the initiative had been developed with the cooperation of the relevant ministries, institutions and the private sector. It added that 700 had already been set aside for the work needed to introduce and support the brand. Five points about the "Dhivehi" brand: 1. The "Dhivehi" brand is a government initiative for local products. 2. The brand will be legally protected and its use will be regulated. 3. Products allowed to use the brand must meet the quality standards set by the Government. 4. The brand is intended to promote local enterprises and protect consumers. 5. The Government has already allocated 700 for the work required to introduce and support the brand.