Chennai: Value intellectual property rights (IPR), an e-learning tool that helps knowledge-driven organisations in sensitising their entire employee force on various aspects of IP, was launched by Brain League. Brain League is an IP service company incubated out of the N S Raghavan Centre for Entrepreneurial Learning at the Indian Institute of Management, Bangalore. The company has tied up with Edutech, a provider of enterprise-wide knowledge solutions, to offer Value IPR. The tool can deliver the IPR e-learning modules to as many people within the organisation as required. To develop and utilise IP for optimal commercial benefit, companies have to build an IP culture and hygiene among employees. Becoming IP conscious involves several approaches. Employees should become conscious about the IPR potential in what they are doing. This involves applying for a patent at an early stage of development. Simultaneously, employees should be aware when they are using other people's IP, so that royalty is paid and patent infringement does not become an issue later.