This document discusses the branding and perception of India and Indians in America over time. It describes how views have evolved from more negative stereotypes in the early 1900s, such as seeing Indians as "dirty Hindoos", to a more positive perception of India as an economic and technological powerhouse beginning in the 1990s. More recently, America has come to acknowledge India's great economic strides and see it as a natural ally practicing core American values of democracy and free markets.

1. Branding of India, Indians, and Indianness in America Kanwal S. Rekhi Roy Prasad May 10, 2008

3. The Challenge #1 5/10/2008 How do you “brand” an 8,000 year old civilization?

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’?

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

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

34. Q & A 5/10/2008