India - As a Brand

By

Vaibhav
MBA
Alard Institute of Management Sciences
Pune
E-mail: vaibhav138@sify.com
 

Many countries in the world can be identified with a BRAND. Means whenever ,we think of them  automatically their brand image flashes in our mind. For example:-

GERMANY ----      AUTOMOBILES
JAPAN -------      TECHNOLOGIES
AMERICA ----       CAPITALISM
ITALY -------       FASHION
SAUDI ARABIA       PETROLEUM
PAKISTAN ---       TERRORISM
SOUTH AFRICA      RACIALISM
CHINA -------       HARDWARE
SWITZERLAND       WATCHES
INDIA -------       ?

Big Question here is what INDIA as a Brand is -?

Is it- DEMOCRATIC ALTERNATIVE TO CHINA-ASK UNCLE SAM

OR: A FAST GROWING FREE MARKET ECONOMY- FROM THE MNC'S BOOK

OR: BPO OF THE WORLD- FROM THE EYES OF US EMPLOYEES WHO LOST THEIR JOBS

OR: PEOPLE WITH THE BEST BRAIN- WHO WANTS THE PROOF, HAVE YOU SEEN THE SILICON VALLEY

OR: THE BIRTH PLACE OF GREAT ENTREPRENEURS—TATA'S ,MITTAL'S, MURTHY,PREMJI

OR: THE LAND OF BABUDOM, RED TAPISM- IS ENRON HEARING

OR: SIMPLY THE LAND OF SADHUS, SNAKE CHARMERS, MOUNTAINS, RIVERS

So, actually what India as a brand is! It contains more or less the images of all the above , but right now can't be identified with any single image.

India is a land containing diverse culture, society and huge population having its thick and thin . We are the second largest country in the world but having no bones about it!

Illiteracy Rate is very high but at the same time we are considered as the people with the Best Brain and have been highly instrumental in creating Silicon Valley

Most of our Rural population don't have access to Basic Medical Facilities but our Doctors are considered as one of the best and are exporting to U.K. like Hot Indian Curry!

Unemployment rate is very high but it is Indians who are responsible for the unemployment   of a chunk of  U.S. Populations

We are not visible in any truly global sports like FootBall but our Cricketers are worshipped like GOD and who have the time to worry about FOOTBALLERS!

So, for a moment consider what should be the USP for Brand India? Or it contains a bit of everything but not any single as a whole.

Or, India is like an Onion which contains Several layers. Or, like jinjoism, we should keep on murmuring " MERA BHARAT MAHAN". Our Country is truly great and everyone agree with but what "INDIA AS A BRAND IS"

So lets consider the prospective Brand images of India one by one!

(1) LAND OF SNAKE CHARMERS Now , we have moved miles ahead of that image  and our urban population is increasing at a very high rate and Indians are proving their excellence in each and every sector whether it is Technology, IT, BIOTECH

(2) BPO OF THE WORLD  India indeed is BPO of the world as most of the outsourcing work of U.S.A., U.K. are coming to India and our BPO Industry is rising day by day but China is catching up with us

(3) PEOPLE WITH THE BEST BRAIN Definitely , Indians are the people with having Best Brain and it is the Indians who have prove their excellence in each and every nook and corner of the world whether it is SCIENCE, TECHNOLOGY, SPACECRAFT etc.Also, if we examine the Faculty List of leading Universities of world, no prize for guessing , we will find many Indians Name

But contrary to that , we wont able to establish even quarter of Silicon Valley and most of Brilliant Brains who reside in India , don't take up the teaching Job   

(4) BOLLYWOOD CORRIDOR   Now, Bollywood really gone Global with our movies penetrating new markets in U.S, Middle East and all and AMITABH BACHAN or AISH or PREITY ZINTA have to tackle the same kind of mob outside also..Now the Hollywood is copying the Bollywood like NICOLE KIDMAN dancing to the tune of CHAMMA CHAMMA

Bollywood can provide the Brand image to India but it is badly suffered by the PYRACY which is now grow into industries worth crores

(5) A TRUE DEMOCRATIC Indeed, India is true democratic and nobody disagrees about it. Unlike China and all we Indians have the liberty to elect our representatives

(6) CURRY, SAMOSA Indian foods WAH! Curry is making everybody in the world Crazy. Now, people of UK, USA and all are going crazy about the Indians Foods and people like BILL CLINTON, TONY BLAIR and all have openly praised Indian Food.

(7) LAND OF SPIRITUALITY India from the very early stage considered as the Land of Spirituality where one can found calmness and can get rid off the worldly tension. Now more and more Foreigners are visiting India in search of Peace. Indian Ayurvedic Medicine and Yoga is trusted by the world

Today we really grow as a nation. We are having lots of people who is famous in the world like

NARAIYAN MURTHY
A. PREMZI
AMARTYA SEN
VIKRAM SETH
LATE> KALPANA CHAWLA  & all

So, to sum up , india have lots of attribute which can give it a brand image only requirement is that every Indians should work honestly towards it!
 

Vaibhav
MBA
Alard Institute of Management Sciences
Pune
E-mail: vaibhav138@sify.com
 

Source : E-mail January 30, 2005

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