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However, it is important for us in India to objectively
assess what brand "India" stands for at present and what it
will take to make it more universally appealing, admired, and aspired
for, says he in an article published by Business Standard.
India, till about 20 years ago stood for an ancient civilization
that had seen better eras but had missed out all the opportunities that
came its way in the 20th century especially post its independence. It
was considered by outsiders a land of hundreds of millions of inhabitants
living in varied conditions but the nation itself was not really one that
inspired dreams or admiration.
A lot has changed since then. IT gave Brand India the
intellectual prowess. The likes of Man Mohan Singh and Chidambaram provided
the much-needed political and economic optimism not only to the Indians
but also in important international capitals and financial centers like
Washington, New York and London.
Sustained economic reforms, despite ideological hiccups
now and then, provided India strong and steady economic growth and with
that, the attention of investors from all over the world. Business leaders
like Mr L N Mittal, Mr Ratan Tata, Mr Aditya Birla, and Mr Mukesh Ambani
made India an important discussion topic in major international board-rooms.
Their performance earned brand India a new facet, that of a country that
nurtures entrepreneurs and rewards enterprise.
Brand India has also got boost through the success of
the "Incredible India" and "God's Own Country" campaigns,
bringing in an unprecedented number of excited international visitors.
However, like the real-world product and service brands
and brand icons, the brand India has to be continuously buffed. Being
the centre of attraction for the rest of the world, everything about India
comes under constant scrutiny. India's success in the last 16-17 years
justifiably raises expectations not only for Indians but also the world
outside.
At the same time, if we have started believing that we
are on the way to becoming a major economy comparable with the top 10
economies of the world, we must also be prepared to be evaluated on every
performance parameter rather than merely the number of billionaires on
the Forbes list, rise of the Sensex, the strength of the rupee versus
other currencies etc.
We need world-class infrastructure immediately. It is
just not enough to wishfully think of turning Mumbai into a Shanghai or
create a few SEZs. We need to urgently work upon getting social infrastructure
like education, potable water, and healthcare come up to scale and quality
on a war footing.
We need to be seen as a nation of innovators rather
than one that is just using the size of its population to deliver labour
cost arbitrage, be it in the clothing sector or in information technology
and BPO. With over 300 million continuing to live below the poverty line,
gloating over too much on the wealthiest 100 or 1,000 looks too incongruous.
Rampant and shameless price gouging by Indian hoteliers across all major
business or tourism destinations gives another twist to the "Incredible
India" campaign.
It is appropriate to rejoice at the gloss brand India
has gained in the past15 years , especially in the context of the massive
erosion it had suffered in the last three or four centuries.
However, by virtue of it being at the doorstep of a very
different peer group, from the league of less developed countries to the
stronger of emerging market one, newer and stronger brand attributes have
to be developed.
Else we should be prepared to suffer more Paul Whites
of the Orient-Express's!
Resource: http://www.business-standard.com
Meanwhile, India Hotels has asked Orient Express
to apologise for its libelous remarks. Paul White, CEO and President of
the Orient Express Hotels had written this objectionable letter on December
10, in which he had said that his company saw no value in joining hands
with a predominantly Indian company.
' We do not believe that there is a strategic fit
between your predominantly domestic India hotel chain and our global portfolio
of luxury hotels and unique travel experiences…We believe any association
of your luxury brands …would likely lead to erosion in the premiums
currently achieved by our properties,' were some of the remarks in the
letter.
India Hotels had earlier purchased 10% of the US
based luxury hotel chain OE shares in September. It had letter increased
stakes to 11.5% and was seeking a strategic alliance with the group.
Mr. RK Krishna Kumar, VC of India Hotels, owners
of Taj properties in India and abroad, has asked Paul White to publish
a formal apology. The 4-page letter also stresses that OEH has been lagging
behind the Tata company in several key parameters. It criticizes the OEH
management for not looking after the interest of a class of shareholders
who have no voting rights.- Editor
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