Brand India
The clarion call given by Mahatma Gandhi to boycott foreign goods and become swadeshi swept the country like a wave. In fact it became a movement which later acted as a catalyst for political action. Swadesh translated simply meant ‘buy Indian’. It was then that khadi was born.
Every product has a brand name and it is the brand name that gives the product a certain identity. The well known brands carve a niche for themselves in the consumer market. Over the years these brands established a reputation and became house hold names.
Then what exactly is brand India? India has made a name for herself in the world market. She has also become a strong economic force to reckon with. A look into the past will tell us that Indian goods were well known in the world market. Early traders and merchants traded their goods for spices and silks. So the term ‘Brand India’ would , include every thing that is Indian — our cuisine, our textiles, our music and dance and our handicrafts, in fact a myriad other things that are so typically Indian.
Some of the Brand India items which have had a big impact by transcending barriers are Yoga and Meditation. Indian musicians, dancers and craftsmen who perform and demonstrate for audiences overseas are in fact brand I’ ambassadors. If today khadi as a fabric is become a fashion statement abroad, the credit goes to our fashion designers who have retained the essence of the fabric and also catered to western needs. Our exquisite handicrafts are an excellent example of brand India as they are unique and represent the culture or tradition of the place of their origin.
Our tourist destinations are again brand India and offer something very different in terms of hospitality and experience. So whether it is cuisine, or clothes, jewellery or artifacts, the Indian tag definitely sells. Now watch out for the ‘Made in India label’.
