The paper explores the question of geographical indications (GIs) in developing countries. It begins with GIs in the TRIPS agreement and the positions of developing countries within these negotiations and how these countries have been implementing the obligation to protect GIs within their territories. The paper explores the potential benefits of GIs for developing countries but cautions that developing countries are likely to face considerable constraints in developing GI strategies. It makes the point that while GIs offer significant benefits, legal protection alone will not bring about the desired effects. Instead, it calls for developing countries to follow a well-informed and locally grounded approach in the design of GI strategies.