The Hindu : Branding India abroad

Online edition of India's National Newspaper
Thursday, Nov 13, 2003

Business

Business

Branding India abroad

By Ratna Bhushan

JAIPUR NOV. 12. Brand India on the global map? It's bound to happen sooner than later. That was the mood of Day 2 of Ad Asia 2003, which saw the creme de la creme of the corporate world raising a toast to Brand India.

The morning session's Chairmen's Round Table, which brought Kumar Mangalam Birla and Mukesh Ambani together on a common platform for the first time, was the highlight of the day. Ian Batey, Chairman Emeritus, Batey Advertising, Singapore, was the session moderator.

Moving the idea of setting up a Brand India Foundation, which would be responsible for steering India to be among the top ten global brands by 2010, Mr. Birla, Chairman and Managing Director, Aditya Birla Group, called for using Indian intellectual capital as a platform to build Brand India.

"We already have the ingredients of a potentially powerful global brand. We can make Brand India more power-packed globally; a powerful brand is the key to wealth creation. We can make India the No 1 destination of choice in the world for infotech, manufacturing, education and tourism,'' he said.

"I believe India's moment has arrived. India has every making of a 21st century miracle. In the New World, we cannot afford to ignore building Brand India. It is a commandment,' said Mr. Ambani, Chairman and Managing Director, Reliance Industries.

Drawing attention to India's successes and why the consumer should believe in Brand India, Mr Birla said, "GDP is growing at 8 per cent while the world average is about 3 per cent, Goldman Sachs predicts India to be the third largest economy in the world by 2050, over 35 per cent Silicon Valley start-ups are by Indians, and 100 Fortune 500 companies are outsourcing work to India.''

Mr. Birla was of the view that while Indian products had started leaving their mark on the global arena, this had to translate into greater value.

"As of now, Brand India does not command the respect it deserves. We have to stop scepticism and focus on the positives. The one barrier we need to overcome is from within. Very little effort has gone into marketing the country. There is a general tendency to focus on the negatives and ignore our successes,'' he said.

Calling corporate India to believe in itself, Mr Ambani said, "Brand India will appeal to the world only if it delivers value to the rest of the world, strikes an emotional chord among citizens in all parts of the world, and inspires enterprising communities across the globe.''

While the 20th century had produced two unique brand ambassadors for India — Mahatma Gandhi and Mother Teresa — the 21st century demands new brand ambassadors, Mr. Ambani said. "New brand ambassadors, too, should exude commitment to excellence, dynamism and modernity,'' he added.

The session concluded on the note that Brand India would, indeed, succeed.

And that combined energies and cumulative successes of Indian brands would elevate the nation's reputation to that of a great global power brand in times to come.

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