Gem Brand Approval Process

GeM Brand Approval Guide: GeM Brand Registration, Policy, and Approval Process for OEM & Resellers

Posted On : 31 December 2025

GeM Portal Brand Approval is a process on the Government e-Marketplace for OEMs and brand owners to list their products for procurement. This helps in ensuring that verified branded products are available on the GeM portal.

GeM Brand Registration helps sellers to register their brand or access the OEM dashboard for the products in their dashboard. The requests have detailed brand and product information along with the required documents to comply with GeM policies. The GeM team verifies vendors based on set criteria, and approval is granted if the vendor complies with it.

Brand Approval on GeM stops counterfeit products and protects IPR for the brands. It benefits by providing standard and quality products across various categories in government procurement through GeM Tenders. This plays an important role in improving the accountability and ease of doing business for the buyers and sellers.

  1. Trademark Certificate Authenticity (for request types 1, 2, and 5)
    • The trademark certificate is verified through relevant official websites.
    • The brand must have a Registered status and should be listed under the relevant class.
  2. Trademark Ownership (for request types 2 and 5)
    • The trademark certificate must be in the name of the applicant, or the application should include all the necessary supporting documents.
  3. Unregistered Brand and OEM (for request type 3)
    • The applied brand must not be registered on the IP website and should not be listed as a registered brand on GeM.
    • An undertaking document, duly signed, stamped, notarized, and attested (in the prescribed format as per the GeM portal).
  4. Vendor Assessment Exemption (VAE) and Deemed OEM Letter
    • Requests for Brand and OEM / Only OEM dashboard with a combination of VAE and Deemed OEM Letter are not allowed and may be rejected or returned.
  5. VAE with Brand Authorization Letter
    • Sellers requesting Brand approval on GeM under OEM / Only OEM dashboard with a combination of VAE and Brand Authorization Letter are generally not allowed, except in the following cases:
    • If the VAE reason is Manufacturer or OEM – Medical Device Manufacturer with a valid Manufacturing License issued by the competent Licensing Authority.
    • Brand ownership by a foreign entity authorizing an Indian subsidiary or a sole authorized Indian entity.

GeM Brand Approval Process

Sellers can request new brand creation or access the OEM Dashboard for an existing brand through the GeM portal. While requesting brand and OEM dashboard access in catalogue management, sellers are provided with the following options:

  • We own a registered trademark for a brand
  • We are the owner of a brand but do not have a registered trademark
  • We do not own any brand and want to apply for an OEM dashboard without a brand
  1. We own a registered trademark for a brand

    Sellers can apply for new brand creation or OEM Dashboard access after reviewing the mandatory guidelines.

    1. Select the request type as We own a registered trademark for a brand.
    2. Enter the brand name and confirm.
    3. If the vendor does not have the OEM dashboard, then the vendor can apply for the OEM dashboard.
    4. Provide the brand’s website URL. If unavailable, mention N/A
    5. Upload the trademark certificate in the prescribed file format.
    6. Upload additional documents such as trademark registration proof, Deemed OEM Letter, government order copy, or other documentary evidence, if applicable.
    7. Choose priority processing if required to participate in an ongoing bid.
    8. Read, accept the declaration, and submit the application.
  2. We are the owner of a brand but do not have a registered trademark

    In this case, the vendor can submit a request for GeM brand approval after reviewing the applicable instructions.

    1. Select the request type as We are the owner of a brand but do not have a registered trademark.
    2. The OEM’s company name will be appended to the brand name.
    3. Provide the OEM’s website URL. If unavailable, mention N/A.
    4. Upload the mandatory notarized and stamped undertaking document.
    5. Upload additional documents, if applicable.
    6. Choose priority processing, accept the declaration, and submit the application.

    The OEM dashboard will be pre-selected, as the seller must be a manufacturer OEM. The remaining brand approval process is similar to the first option.

  3. We do not own any brand and want to apply for an OEM dashboard without a brand

    In this scenario, the company name will be appended with Unbranded.

    1. Select the request type as We do not own any brand and want to apply for an OEM dashboard without a brand.
    2. The brand name will appear as Unbranded.
    3. Confirm that the application is for the unbranded category.
    4. The OEM dashboard will be pre-selected.
    5. Provide the OEM’s website URL. If unavailable, mention N/A.
    6. Upload additional documents, if applicable.
    7. Choose priority processing, accept the declaration, and submit the application.

GeM Brand Registration Timeslines

The time for the brand approval on GeM request is 7 working days, excluding the submission date.

GeM Brand Approval - Other Key Points

  • Requests are reviewed by the GeM Portal Brand Approval team and timelines depend on brand registration type.
  • Review the Guidelines document to understand mandatory requirements before applying.
  • Additional information may be requested during the review process.
  • Track request status from the Brand / OEM Requests tab on the dashboard.
  • Incorrect or incomplete information may lead to rejection.
  • For unregistered or unbranded products, catalogues go for product approval before publishing.
  • For registered brands, products are auto-published on the GeM marketplace.

GeM Portal Brand Approval Helpdesk

Requests are reviewed on merit and may be approved, rejected, or notified / returned for additional information.

In case a request is rejected, the seller may initiate a Brand Revival request by contacting the GeM helpdesk. The seller must provide the necessary documents while requesting brand revival. Each seller is allowed a maximum of three attempts for GeM brand approval per category.

GeM Brand Approval is an important step for OEMs and authorized resellers to ensure compliant and transparent participation in government procurement. By understanding the policy, documentation, and approval process, sellers can easily list and bid on GeM Portal. TendersPlus team supports businesses in GeM Registration, Product upload, Brand Registration, and get more opportunities across government departments. Connect with our experts @ +91 9279921887 or mail us @ contact@tendersplus.com. Register Now!

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