Brand India

2169 words, 9 pages

Intro Sample...


You are working when America is sleeping, and when America is working you're still working! Particularly if you're south of the Vindhyas; work habits are quite different from the North. And it's no surprise that all the outsourcing is coming to South.
It's an aggregative brand. Kenichi Ohmae from McKinsey has a thesis that there's no such thing as a Brand India. There's a Brand Bangalore, there's a Brand Hyderabad, there's a Brand Chennai, there's a Brand Kolkata — whatever that stands for! But it's a brand.
Kenichi Ohmae, some years ago, came to India and said, "Forget about building Brand India. You guys can never build Brand India because you are associated with poverty, you are associated with filth." It's all very true, by the way. So, concentrate on building the building blocks of an aggregate brand.
A large number of sub-brands are associated with this brand, each of them with its own unique attributes. There's a Brand Tiruppur, which exports Rs 4,000 crore of hosiery. It's one of the most entrepreneurial cities that you can find where Government is not visible. Sheer entrepreneurial drive and talent has created this Brand Tiruppur, which very few people outside Tamil Nadu know about. Similarly, there's Brand Ludhiana. Brand Moradabad. Brand Rajkot.
When you look at Brand India, there are a large number of sub-components which have established and planted their flags. And they all go up to constitute this larger animal called Brand India. And perhaps the payoffs in the short-term are much more in building the building blocks and taking them up to the next level of competitiveness rather than in focusing on this very large animal called Brand India.
Fourth, it's a brand in transition. It's a brand that is undergoing a fundamental econom View More »

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