We will need to leverage our ‘soft power’ to become a ‘super power’

“My government’s endeavour would be to create such an atmosphere in the country that …the talent in the country should work to prove that we are unparalleled in the world.” – Dr Manmohan Singh, Prime Minister of India

As an Indian, I have been witness to innumerable depictions of India - nation of snake charmers, an insular socialist economy and a resurgent economy. National image is a strategic choice rather than an accident and increasingly important with the increasing interface of the brand India with the world. So what should brand India be to the world? We looked back to look ahead and our study revealed three distinct phases of the evolution of brand India.

Colonial India: exotic, earthy and vibrant with a nationalistic and multicultural personality. However, it remained the land of the snake charmer.

Independent India: socialist, agrarian, austere and largely socialistic. It was seen as narrow minded and Click to Read More

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Unlocking the value of the Indian Market

Ashwani Singla
Chief Executive Officer
Genesis Burson-Marsteller

What does it take to build a successful brand in India? There are no mantras but I have attempted to encapsulate some key points that I call the the four ‘Is’ (rather like Philip Kotler’s ‘4Ps’).

Invest

Come with an intention to invest, not harvest. First, it’s important to invest in research. India is about as many ‘countries’ as it has states and it is important to understand these markets to make your product work. A ‘one-size-fits-all’ approach can be risky.

Invest also in infrastructure. In a landmass covering over 32,000 sq kilometers, distribution and reach could be the crucial differentiator between the success and failure of your product.

Invest in the right products. Mercedes Benz nearly went bankrupt in India selling outdated European models. Today, the models it launches in the US or Europe are available almost Click to Read More

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