Actors at the local, national and global level, through their policies, institutional structure and processes, influence livelihood decisions irrespective of geographical setting. The introduction of intellectual property rights (IPR) under the WTO regime demonstrates how decisions taken at an international level affect millions of livelihoods across the globe. This has necessitated national governments to introduce new laws and legislation such as the enactment of Geographical Indications Act of India in 1999. The inclusion of Geographical Indications (GIs) under the Trade-Related Aspects of Intellectual Property Rights (TRIPS) Agreement of WTO has been acclaimed by developing countries for its potential to boost rural development, create wealth and protect traditional knowledge. The premium consumers are willing to pay for the GI registered product is inextricably linked to the quality of the product. This calls for a thorough re-organization of the supply chain to adhere to not only quality but also to ensure that the revenue arising out of GI is distributed equally along the supply chain. This necessitates strengthening of linkages between stakeholders at all levels to foster trust and facilitate access to market. In this context, the paper examines the key challenges involved in the implementation of GIs, a key component of IPR, in the traditional livelihood sector such as handloom weaving in India, drawing on the success stories of GIs from around the world.