Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Branding Of India In America

5,131 views

Published on

Evolution of Branding of India, Indians and Indianess in America

Published in: Business
  • right
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • i also agree....we are still percieved inferior...though indians are successful in the US ..we should replicate the success in our homeland...
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

The Branding Of India In America

  1. Branding of India, Indians, and Indianness in America Kanwal S. Rekhi Roy Prasad May 10, 2008
  2. Overview <ul><li>What India means to Americans </li></ul><ul><li>Evolution of the Indian Brand </li></ul><ul><li>India today </li></ul><ul><li>India’s brand ultimately is its value system </li></ul><ul><li>Why Should America care </li></ul><ul><li>Q & A </li></ul>5/10/2008
  3. The Challenge #1 5/10/2008 How do you “brand” an 8,000 year old civilization?
  4. The Challenge #2 <ul><li>What images does “India” evoke in the mind of Americans? </li></ul><ul><ul><li>An endless number of perceptions in America about India and Indians </li></ul></ul><ul><ul><li>A land of stark contrasts </li></ul></ul>5/10/2008
  5. Snake charmers… 5/10/2008
  6. Elephants and festivals 5/10/2008
  7. Mystics and Yogis 5/10/2008
  8. Champions of peace and compassion 5/10/2008
  9. The Taj Mahal 5/10/2008
  10. Overcrowded cities 5/10/2008
  11. Curried food 5/10/2008
  12. Ubiquitous beggars 5/10/2008
  13. Multitude of gods and goddesses 5/10/2008
  14. Bollywood… 5/10/2008
  15. Maestro with his Sitar 5/10/2008
  16. New age gurus… 5/10/2008
  17. Modern day high tech powerhouses… 5/10/2008
  18. Along with the world’s largest slums 5/10/2008
  19. Outsourced call centers, BPOs & KPOs 5/10/2008 Hi, I’m Dan. How ya doin’?
  20. In the Eye of the (American) Beholder <ul><li>The average American’s awareness of India has developed over many decades </li></ul><ul><li>What India means depends on age and demographics </li></ul>5/10/2008 <ul><li>Harsher images : </li></ul><ul><ul><li>Snake charmers </li></ul></ul><ul><ul><li>Hungry beggars </li></ul></ul><ul><ul><li>Filthy slums </li></ul></ul><ul><ul><li>Sanctimonious </li></ul></ul><ul><li>Softer images : </li></ul><ul><ul><li>Gentle and peaceful </li></ul></ul><ul><ul><li>Democratic </li></ul></ul><ul><ul><li>Smart, hard-working </li></ul></ul><ul><ul><li>Spiritual, mystic </li></ul></ul>
  21. Circa 1900: Sikh immigration <ul><li>Hundreds of Sikh migrant farm workers/laborers in California </li></ul><ul><li>Called “dirty Hindoos” and discriminated against </li></ul><ul><li>No citizenship allowed till 1949 </li></ul><ul><li>Dalip Singh Saund elected to US Congress from California in 1956 </li></ul>5/10/2008
  22. Mayo Writes Mother India while Raman wins Nobel Prize <ul><li>Reinforced the Orientalist view of India as an impoverished country that could not govern itself </li></ul><ul><ul><li>Gandhi called it a “drain-inspector’s report” of a house </li></ul></ul><ul><li>This is while C.V. Raman wins a Nobel prize in Physics </li></ul>5/10/2008
  23. Early 1950’s: Mildly Positive Image <ul><li>At start of fifties, India has a soft positive image: </li></ul><ul><ul><li>Peaceful freedom movement </li></ul></ul><ul><ul><li>Constitutional democratic process </li></ul></ul><ul><ul><li>Personalities of Nehru, Gandhi </li></ul></ul><ul><ul><li>Non-aligned, high moral ground </li></ul></ul><ul><li>Towards the end, it is getting a harsher glare: </li></ul><ul><ul><li>Seen as pro-Soviet, silent on Hungary take-over </li></ul></ul><ul><ul><li>Domestic problems seem intractable </li></ul></ul><ul><ul><li>After Nehru, who? </li></ul></ul>5/10/2008
  24. Launch of Sputnik and Indian Immigration <ul><li>Launch of Sputnik in 1958 Leads to changes in Immigration laws in US </li></ul><ul><li>New Law favors science and engineering graduates </li></ul><ul><li>Doors to immigration from India open up </li></ul><ul><li>Starting in 1965, young middle class Indians come in large numbers as graduate students </li></ul><ul><li>Most of these stay and pursue careers and put roots down </li></ul>5/10/2008
  25. 1956-1980’s: Sharp brand erosion 5/10/2008 1950 1955 1960 1965 1970 1975 1980 1985 Positive Negative India’s image Indians in USA USSR in Hungary India silent Vietnam stance; PL-480 Wheat First Nuclear Explosions Indira Gandhi’s Emergency USSR in Afghanistan India silent Coke/IBM ejected Hard-working, good techies, successful
  26. Stark contrasts <ul><li>India : </li></ul><ul><li>A functioning Anarchy – Galbraith </li></ul><ul><li>“ Basket case” – Nixon </li></ul><ul><li>Dynasty / sham democracy </li></ul><ul><li>Unable to feed itself </li></ul><ul><li>Ungovernable </li></ul><ul><li>Pretentious nuclear power </li></ul><ul><li>Clown politicians (Morarji) </li></ul><ul><li>Stuck in the mud </li></ul><ul><li>Indians in America : </li></ul><ul><li>Smart, positive, hardworking </li></ul><ul><li>Building reputation as “good techies” </li></ul><ul><li>Broad success in professions, businesses, academia </li></ul><ul><li>Emerging as entrepreneurs and CEOs </li></ul><ul><li>Model immigrants </li></ul>5/10/2008
  27. 1990’s: A dramatic reversal <ul><li>Fall of Soviet Union changes political dynamics </li></ul><ul><li>Economic liberalization and rapid economic growth </li></ul><ul><li>Emergence of a world class IT industry </li></ul><ul><li>Outsourcing: Call centers to BPO to KPO </li></ul><ul><li>Recognition of past investments in higher education paying handsome dividends </li></ul><ul><li>Indian Diaspora succeeding everywhere, most notably in the US </li></ul><ul><li>India acknowledged as emerging giant, a la China </li></ul>5/10/2008
  28. Metamorphosis of India <ul><li>Dynastic myth broken with the political ascent of the BJP </li></ul><ul><li>Strong decentralization of power </li></ul><ul><li>Focused on economy </li></ul><ul><ul><li>One of fastest growing economy </li></ul></ul><ul><ul><li>GDP breaks the trillion-dollar mark </li></ul></ul><ul><ul><li>Rapid integration with the global economy </li></ul></ul><ul><ul><li>Emergence of Bangalore, Hyderabad, Gurgaon </li></ul></ul><ul><li>Emergence of world class corporations </li></ul><ul><ul><li>Tata, Bharat Forge, Mahindra, Reliance, Wipro, Infosys, Suzlon, Ranbaxy, Dr. Reddy’s Lab, Bharati </li></ul></ul>5/10/2008 Source: International Monetary Fund, 2007
  29. Embracing globalization <ul><li>800+ foreign company subsidiaries in India </li></ul><ul><li>Massive inflows of foreign investments </li></ul><ul><li>Indian companies competing globally </li></ul><ul><li>As of November, 2007 </li></ul><ul><li>Source: www.bharathbooks.com </li></ul>5/10/2008
  30. Past 20 years: Sharp brand upswing 5/10/2008 1985 1990 1995 2000 2005 2010 Positive Negative Economic liberalization Economic explosion Infosys IPO Nuclear test Tata acquires Jaguar INFY sales to reach $5B Clinton visit Nuclear deal Series of entrepreneurial and executive successes India’s image Indo-Americans’ image
  31. Current image of India <ul><li>Dynamic, youthful, pluralistic, liberal democracy focused on economic growth </li></ul><ul><li>Forward looking, peaceful, technology savvy, trying to tackle poverty & provide social justice </li></ul><ul><li>For the first time US acknowledging great strides being made and seeing the light at the end of the tunnel </li></ul><ul><li>All the struggles and faults are now seen in this context, and not as the defining features </li></ul><ul><li>Natural ally of US with a population of a billion people </li></ul>5/10/2008
  32. Why should America care? <ul><li>India is practicing the core American values: </li></ul><ul><ul><li>Pluralistic democracy </li></ul></ul><ul><ul><li>Rule of the law and civil liberties </li></ul></ul><ul><ul><li>Separation of state and church </li></ul></ul><ul><ul><li>Free market economy </li></ul></ul><ul><ul><li>Jeffersonian life, liberty and pursuit of happiness </li></ul></ul><ul><li>In Sharp contrast to China which is propounding an alternate set of values </li></ul>5/10/2008
  33. Likely future US policy towards India <ul><li>The US will have to wish India well: </li></ul><ul><ul><li>Not out of sympathy </li></ul></ul><ul><ul><li>Indian success validates American values as an effective way to build prosperous and just society </li></ul></ul><ul><ul><li>A bulwark against authoritarian alternative </li></ul></ul><ul><li>What better role model for the Middle East and Africa? A country as poor, as illiterate, as diverse as India was in 1947 transformed itself in one life time! </li></ul><ul><li>Stable, prosperous and strong India underpins a troubled region with a good set of values </li></ul>5/10/2008
  34. Q & A 5/10/2008

×