Monday, April 7, 2014

Former foreign secy Nirupama Rao pitches for separate PSU to promote brand India

Ex foreign secy Nirupama Rao
PROMOTING Brand India in global forum is a tough task indeed where the government has scored poorly thus far. This is high time the area got proper attention from the Centre. "So much talk about developing Brand India. We need an #India Promotion Organization that is tasked with this just like we have ITPO or ITDC." This is what former Indian ambassador to US and ex-Indian foreign secretary Nirupama Rao tweeted on Friday. The former Foreign Secretary’s message to the new Government that will take charge in a month's time is crystal clear. Promoting brand India in the global forum should be...
accorded top priority and there should be a separate PSU-type entity for the task. So far the government has been pursing an ad hoc policy in so far as brand building of the once fastest growing developing nation. Her tweet should be taken seriously and a separate PSU for brand building is the need of the hour for the country.  
Rao's tweet has already created a buzz on Tweeter. One tweet said, @NMenonRao People's participation is needed.
"That said, we could do with a Singapore EDB like organisation that's a task force to cut through red tape for investors," Tweets another.
One tweet has taken ITDC lightly calling it "a joke. G.O.I ought not to be in business. Surely not travel& tourism. Do elaborate on your tweet."
So far ITPO or ITDC are doing the job for promoting Indian image.In countries like Singapore, promoting the brand is a state responsibility and they have achieved success too.
India Trade Promotion Organisation (ITPO), the premier trade promotion agency of the Govt of India for organizing trade fairs, is committed to showcase excellence achieved by the country in diverse fields especially trade and commerce. ITPO as the nodal trade promotion agency of the country has had a pioneering role in the national trade growth dynamics since its inception. Apart from its role in bringing the Indian businesses, particularly those in the MSMEs sector, closer to global markets, it was first to popularize trade fairs as a tool of trade promotion within the country. For nearly three & half decades, it is managing India's world class exhibition complex that is constantly upgraded to keep it in a high standard of readiness.
ITDC came into existence in October 1966 and has been the prime mover in the progressive development, promotion and expansion of tourism in the country.
The corporation is running hotels, restaurants at various places for tourists, besides providing transport facilities. In addition, the Corporation is engaged in production, distribution and sale of tourist publicity literature and providing entertainment and duty free shopping facilities to the tourists.
India has also been trying to promote its brand as the leading developing country by sending a team of economists, business leaders to the World Economic Forum at Davos. World Economic Forum is an international institution committed to improving the state of the world through public-private cooperation in the spirit of global citizenship.
The global institution is committed to improving the state of the world through public-private cooperation.
However, the county has thus far been pursuing an ad hoc policy in so far as its brand building is concerned. CII, FICCI and other such entities are striving occasionally to promote India brand with lesser success.
Another entity engaged in promoting brand India is India Brand Equity Foundation (IBEF) which is a trust established by the Department of Commerce, Ministry of Commerce and Industry, Government of India. Its primary objective is to promote and create international awareness of the Made in India label in markets overseas and to facilitate dissemination of knowledge of Indian products and services. Towards this objective, IBEF works closely with stakeholders across government and industry.
Meanwhile, the Commerce Ministry through its India Brand Equity Foundation (IBEF) is soon planning to launch a worldwide sensitisation drive, to promote the interest and high value of Brand India. It is understood that the Ministry has taken up the responsibility specifically, to clarify and protect the image of the Indian generic manufacturers globally, which has been affected due to misrepresentation of facts by the global media under influence of vested interest.
Brand building is fundamental to wooing foreign investors and brightening the image of the country before the globe. “Brands are psychology and science brought together as a promise mark as opposed to a trademark. Products have life cycles. Brands outlive products. Brands convey a uniform quality, credibility and experience. Brands are valuable. Many companies put the value of their brand on their balance sheet. Branding is fundamental. Branding is basic. Branding is essential. Building brands builds incredible value for companies and corporations,” says Scott Goodson, the author of best selling book Uprising.
Now is the need for a PSU-type vehicle dedicated exclusively for promoting brand India. Will the new government listen?

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