Kochi tech firm aims to boot out counterfeiting


Kochi: If you are somebody who swears by your favourite brand of products, chances are that you have been duped at least once. Counterfeit products rule the market place these days that you never get to realize whether the product you buy from your trusted store.

Even worse, even the seller may not know that the product he just sold you was counterfeit. Faked products tend look as real as the original that the makers in the sly have the last laugh always.


Not anymore! A Kochi-based player is putting much effort and even more passion into the infotech services domain with a new concept that showcases ultimate potential on applying the brakes on counterfeiting. Definitionlabs Business Support Systems has charted out a methodology that will help the end user choose between the original and counterfeit. The new system promises to help the buyer to check if the product is from the original manufacturer. 


Says Crowly Mathew, Managing Director, Definitionlabs Business Support Systems Pvt. Ltd, “Customers who insist on branded products never realize that they often end up buying counterfeit products. Sadly, this happens though most of the manufacturers continue building security systems into their production line. The security systems succeed only in helping skilled inspectors in identifying a counterfeit product. However, the end user or the customer at the mall who doesn’t know how to differentiate between the fake and original continue buying counterfeit products”.


Pointing out that, most often, manufacturers do not publish the list of special features of their products out of fear of counterfeit makers too copying them, he adds that most of the security systems like holograms, printing and packaging features, RFIDs, internal circuits and the like are accessible to manufacturers of counterfeit products too.


It is here the new innovative initiative from Definitionlabs gains significance. “The only way to stop counterfeiting effectively is to let your customers identify a counterfeit product easily and reliably,” Mathew says.  To this effect, Definitionlabs has introduced a new system that deploys a web-based application to help both manufacturers and customers. “The products of the manufacturers that are protected by this unique system come to the market with a tag or a label that cannot be duplicated.  The label is readable to the customer and it carries a code that will work only once on their web site. Duplication of this code or label cannot be done as it will work only once in the system. The end users, after the purchases, shall use the code to check on the website to ensure that the unit purchased is from the original manufacturer. Once the purchased unit is identified as counterfeit, Definitionlabs Business Support Systems would contact the customer in a few minutes and collect information on their purchases and take necessary steps to nullify the loss suffered by the customer”.  


Definitionlabs has, to this effect, unveiled a unique UIN (Unit Identification Number) that cannot be duplicated or re-used. The UIN will be given to manufacturers as a Data File, Printed Labels or Closed Tags. When a customer purchases a branded product he will be able to key in the UIN number on the space provided on the website and check if the unit is original or counterfeit.


The IT services company, after necessary basic verification, would then report the case to original manufacturer with the information about where he got the counterfeit. The advantages of the new system promise to be manifold. With the adoption of such a system, manufacturers will be able to continue their production strategy with no change or investment in production line. Besides, Definitionlabs would ensure complete back-end support o manufacturers who adopt the new technology. For the customers, the technology holds much potential in terms of empowerment as they would be able to make sure that they have bought the original products.


In a marketplace where the total volume of counterfeit products has been shooting beyond US$550 billion (close to Rs.2,45,000 crores) a year, the new technology innovation might prove to be a beginning. The technology start-up and its efforts aimed at consumer empowerment could well be the trigger point towards a new consumer empowerment domain.


Sanjeev Ramachandran
Kerala IT News


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