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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