'Market Brand India' is the mantra at Eco Summit

NEW DELHI: India needs a proactive effort to market and brand India in global markets. This was the outcome of a discussion at a session titled "Made in India" at the India Economic Summit, organized by World Economic Forum and the Confederation of Indian Industry, here yesterday.



Explaining the challenges, The Boston Consulting Group, India chairman Arun N. Maira stressed on the ongoing struggle between the traditional areas of textiles, gems and jewelry and handicrafts with strong perceptions of antiquity, variable skills and unreliability and the new areas of IT, auto and auto components, drug development and research demonstrating durability, trustworthiness and technical prowess.

Alluding to the ongoing debate in the Indian Press on the need for a branding exercise for India, Maira introduced the India Brand Equity Foundation as an exemplary model of a public-private partnership, which could play this role by basing the brand reality around the intellectual capital of India, and by becoming a platform for reinforcement, tracking perceptions and providing a toolkit of success stories for stakeholders.

Bringing in the perspective of a multinational "Made in India", Siemens India MD J?rgen Schubert explained how India was now on par with China for Seimens' Asia strategy.

Asserting that "Made in India" was as good as "Made in Germany", he shared a story about how he broke mindsets by placing "Made in Germany" labels on "Made in India" products.

Moserbaer India MD Deepak Puri and Ballarpur Industries vice-chairman and MD Gautam Thapar shared their experiences as homegrown entrepreneurs and outlined the competitiveness of Indian people that they personally experienced in delivering world-class products domestically and worldwide.

"It's all about Indian People," said Puri attributing the success of "Made in India" on the world stage in specific sectors to India's vast talent pool.

Describing constraints in policies and infrastructure as "milestones that have been overcome", he outlined the need for identifying key sectors to launch a global brand building strategy for "Made in India".

Escorts Heart Institute and Research Center executive director and chief cardiovascular surgeon Naresh Trehan made a short presentation reaffirming the strengths of Indian people, individually and numerically, that provide a strong leverage in building the "Made in India" brand. Giving strong examples within the Healthcare sector, he stated that this is the "Decade of India". The summit was moderated by Rajendra S. Pawar, Chairman, NIIT, India.

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