Karnataka government has introduced a new uniform branding policy for vehicles and equipment given to beneficiaries of various welfare schemes run by the government. Autorickshaws, cars, pushcarts etc provided under programmes run by the government must have the state’s yellow-and-red combination colour as well as the official Karnataka government emblem on it.
The decision was taken at a state Cabinet meeting, and Chief Secretary Dr Shalini Rajneesh issued an official communication directing all government departments, corporations, boards and authorities to implement the new branding guidelines immediately.
The move will make vehicles and equipment provided under government welfare programmes identifiable to the public; it will also create a uniform government co-branding system across departments and beneficiary schemes.
Yellow and Red Colours Mandatory for Scheme Vehicles
Under the new guidelines, vehicles distributed under government schemes must be designed in yellow and red colours. The official state government emblem should also be displayed on them.
The rule covers several categories, including:
- Autorickshaws given to beneficiaries under government schemes.
- Cars and other vehicles were provided through welfare programmes.
- Pushcarts distributed to street vendors.
- Other vehicles supplied under government-funded schemes.
- Machinery and equipment were given to beneficiaries.
The branding has to be in the design approved by the State Cabinet. Departments will have to ensure that vehicles and equipment distributed under their schemes are in the prescribed format.
Existing Private Autos Do Not Need to Change Colours
One point to note is that the new rule doesn’t require all existing private autorickshaws in Karnataka to change colour.
This directive applies only to vehicles and equipment provided under government schemes. Private vehicle owners who have bought their autos independently are not subject to this new beneficiary-vehicle branding requirement.
This distinction is important because otherwise the announcement would confuse autorickshaw owners and drivers in Bengaluru as well as other parts of Karnataka.
Chief Secretary Issues Immediate Implementation Directions
Chief Secretary Dr Shalini Rajneesh has directed all government departments, corporations, boards and authorities to implement the new branding system without delay.
The departments must follow the uniform design approved by Cabinet when vehicles and equipment are distributed to beneficiaries. Chief Secretary will supervise implementation and make sure that prescribed branding is followed across government programmes.
The policy aims to bring order to the appearance of assets provided through public welfare schemes and make it easier to identify government-supported vehicles and equipment.
Why Has Karnataka Introduced the New Branding Policy?
Departments distribute different types of vehicles, carts, and machinery under welfare and livelihood support programmes. Branding and identification of these assets could differ across schemes and departments until now.
The new policy aims to create a common visual identity using Karnataka’s familiar yellow-and-red colour combination and the government emblem.
The move comes at a time when there are renewed talks about official recognition of the Kannada yellow-and-red flag. Chief Minister D K Shivakumar had said recently that the government was working on giving the flag state status and it would be discussed in the winter session of the Karnataka Legislature.
However, the vehicle branding directive is a government decision on assets distributed under welfare schemes only.
With immediate implementation directions issued, government departments and agencies will have to put yellow-and-red branding on vehicles and equipment distributed under their programmes.
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