If you are planning to sell products on the Government e-Marketplace (GeM), brand listing on GeM portal is not just an option—it’s a necessity. Without approved brand listing, you won’t be able to upload branded products, participate in bids, or receive government orders.

Many sellers assume that GeM registration alone is enough, but that’s only the first step. To actually start selling branded goods, your brand must be verified and approved on the portal. In this guide, I’ll explain what brand listing on GeM is, why it’s required, how the process works, documents needed, and common mistakes to avoid, all in simple, easy-to-understand language.

What Is Brand Listing on GeM Portal?

Brand listing on GeM portal is the process of getting your brand officially approved so that it can be used while uploading products on GeM. Once your brand is listed, sellers can map products under that brand and offer them to government buyers.

GeM follows strict compliance rules to ensure authenticity and transparency. That’s why only verified brands—either from OEMs or authorized brand owners—are allowed on the platform.

In simple terms, brand listing proves that:

• The brand is genuine

• The seller is authorized to use the brand

• Product details match government quality standards

Why Brand Listing on GeM Is Mandatory

If you’re serious about selling on GeM, skipping brand listing is not an option. GeM does not allow unverified or generic brand names for most categories.

Here’s why GeM brand approval is crucial:

• It builds trust with government buyers

• Prevents counterfeit or duplicate brands

• Ensures product standardization across listings

Without approved brand listing, sellers face issues like rejected product uploads, bid disqualification, or account restrictions.

Who Can Apply for Brand Listing on GeM?

The brand listing process on GeM is mainly applicable to:

• Original Equipment Manufacturers (OEMs)

• Brand owners

• Authorized distributors or resellers (with OEM authorization)

If you are a reseller, you must submit a valid OEM authorization letter to get approval. GeM is very strict about ownership and authorization, so documentation plays a major role here.

Documents Required for Brand Listing on GeM Portal

Although requirements may vary by product category, some documents are almost always mandatory. Submitting accurate and consistent documents improves approval chances significantly.

Commonly required documents include:

• Trademark certificate or brand ownership proof

• Authorization letter (for non-OEM sellers)

• Product catalogue or brochures

• Test reports or certifications (if applicable)

• Manufacturing or import details

Even a small mismatch in brand name, spelling, or document format can lead to rejection, so careful verification is essential.

Step-by-Step Brand Listing Process on GeM

The brand listing procedure on GeM portal is completely online, but it requires precision. After logging into your GeM seller account, you need to apply for brand approval under the relevant category.

The process generally includes:

1. Selecting the correct product category

2. Entering brand details exactly as per documents

3. Uploading required certificates and proofs

4. Submitting the application for review

Once submitted, GeM authorities verify the details. If everything is compliant, the brand gets approved. In case of discrepancies, the application may be rejected or sent back for clarification.

How Long Does Brand Listing Approval Take?

There is no fixed timeline, but GeM brand listing approval usually takes a few working days if documents are accurate and complete. Delays mostly happen due to:

• Incorrect document uploads

• Mismatch between brand name and trademark

• Missing authorization letters

Professional handling can significantly reduce approval time and avoid unnecessary rejections.

Common Reasons for Brand Listing Rejection on GeM

Many sellers face rejection not because they’re ineligible, but due to avoidable mistakes. Some common issues include:

• Uploading expired or invalid documents

• Using different brand spellings across files

• Applying under the wrong product category

• Submitting low-quality or unclear documents

Understanding GeM’s compliance expectations beforehand can save time, effort, and frustration.

Benefits of Approved Brand Listing on GeM Portal

Once your brand is approved, the advantages are immediate and long-term. You gain access to a massive government buyer base and can compete for high-value tenders.

Key benefits include:

• Ability to upload branded products

• Eligibility to participate in bids and BOQs

• Improved credibility with buyers

• Higher chances of order conversion

For OEMs and serious sellers, brand approval on GeM directly impacts revenue growth.

Final Thoughts

Brand listing on GeM portal is a critical step for anyone looking to sell branded products to government departments. While the process may look technical, it becomes smooth when done correctly with proper documentation and compliance.

If you’re an OEM, brand owner, or authorized seller, getting your brand approved early will help you avoid delays, rejections, and lost opportunities. Treat brand listing not as a formality, but as a foundation for long-term success on the GeM platform.