Spoke (OEM Silo)

GeM Brand Approval & Brand Listing

Get your brand approved on GeM: trademarked & unregistered brand routes, documents, authorization letter format (free template), and common rejection reasons.

Brand Verified

Portal-Level Approval

Authorization Chain

Seamless Compliance

Listing Unlocked

Ready for Catalogue Build

Brand Approval on GeM: Get Your Brand Listed Right

Before listing branded products on GeM, the brand itself must be approved on the portal. Two routes exist: trademarked brands (TM/® with documentation) and unregistered brands (declaration-based, with restrictions). Approval is filed from the seller/OEM dashboard with ownership or authorization proof, and most rejections trace to name mismatches and incomplete authorization chains.

Download: Brand Authorization Letter Format — free template →

The Two Routes to Brand Approval

Trademarked Brand

Proof TM application/registration certificate

Strength Full brand protections on portal

Best for Established brands, OEMs building reseller networks

Trap TM owner name ≠ GeM seller entity name

Unregistered Brand

Proof Self-declaration

Strength Listing possible; restrictions apply

Best for Early-stage sellers testing government demand

Trap Category restrictions; weaker position in brand disputes

Documents That Carry the Approval

Brand Owners

Trademark certificate/application (name-matched to the seller entity), brand logo, product association.

Authorized Sellers

The brand/OEM authorization letter — this is the document buyers and the portal both scrutinize. Format matters: issuing entity, exclusivity scope, validity period, signatory authority.

Deemed OEMs

Rights documentation per the deemed OEM route.

Why Brand Approvals Get Rejected

Seven years of fixing these, in order of frequency:

Name mismatch: TM registered to the founder personally, GeM account in the company's name (or vice versa)
Authorization chain gaps: Letter from a distributor who isn't the brand owner; no chain back to the OEM
Expired or undated authorization letters
Wrong route: Filing unregistered when a TM application exists (or claiming TM with only a proposed mark)
Logo/brand-name inconsistencies across documents, portal profile and product listings

Each rejection costs weeks. The audit-before-filing approach costs a day.

Brand Approval as the Gateway

Approved Brand

OEM Panel Activation

Catalogue Build

Resellers Authorized

Bids

It's one step, but everything downstream depends on it.

Frequently Asked Questions

What is brand approval on GeM?

Portal-level approval of a brand name before branded products can be listed — via trademark documentation or an unregistered-brand declaration.

Can I list products without a registered trademark?

Generally yes, via the unregistered-brand route, with restrictions. A TM application strengthens your position considerably.

What is a brand authorization letter for GeM?

The document by which a brand owner authorizes a seller to list/sell its products. Buyers also demand it in OEM-restricted bids.

How long does brand approval take?

Days to a few weeks depending on route and document quality. Rejections restart the clock — most delays are avoidable.