At a time when the international market recognises established brands like GE, Levi’s, Roche etc, the Indian counterparts fall flat when it comes to making a long lasting impression in the same. A huge amount of effort needs to be mulled in the whole process. This has been the underlying message of the panel discussion, organised by Shaheed Sukhdev College of Studies on the annual business seminar at Le Meridian, New Delhi on Thursday.
The products manufactured in the country are still to gain international mileage as far as quality is concerned. “Brand India is harping on the bandwagon of ancient ages when products like Indian cotton, spices etc were big hit in the international markets. Contrary to this, today, the country is represented by islets of manufacturers and, not as a whole entity. The need-of-the-hour is to build the brand for goods engineered in the country,” emphasises Rahul Sen, VP, Quadra Advisory.
Stressing on the importance of well-packaged information, Anupam Yog, Consultant, India Brand Equity Forum, says, encouraging inward tourism, emergence of the new-age Indian MNCs like Dr Reddy’s, Ranbaxy , Infosys, etc, improvement in public opinion about India would act as a catalyst in building a strong Brand India. “A single point of convergence needs to be there as far as brand building of the nation is concerned. There should be synergy between the rural and urban masses,” he adds.
Giving an advertiser’s perspective to the whole process of building a strong national brand, Hari Kishnan, Director, Client Servicing, Grey Worldwide, says the recent NDA campaign ‘India Shining’ designed by the agency showed that Brand India was one of the most distinguished brands from the various brands of India Inc. As he stresses: “This can get an international acceptance only when there is a high level of confidence among masses from all sections. A commonality needs to be weaved in.”
‘Made In India’ is still not an accepted brand in the international market, remarks Kapil Rampal, CEO, Creative Crest. There is strong need to upgrade both the quality and coverage of Brand India internationally, he observes.