The Branding Of India In America
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This document discusses the evolution of India's brand and image in America over time. It describes how India was initially perceived through colonial-era stereotypes but that its image became more positive in the 1950s-60s as it gained independence. However, India's brand eroded in the 1970s-80s due to political and economic issues. Since the 1990s economic liberalization, India's brand has sharply improved as it has seen rapid economic growth and become a global economic and technological powerhouse. The document argues America should care about and support India's success as it validates shared democratic values.
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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 What India means to Americans Evolution of the Indian Brand India today Indias brand ultimately is its value system Why Should America care Q & A 5/10/2008
- 3. The Challenge #1 5/10/2008 How do you brand an 8,000 year old civilization?
- 4. The Challenge #2 What images does India evoke in the mind of Americans? An endless number of perceptions in America about India and Indians A land of stark contrasts 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
- 13. Multitude of gods and goddesses 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 worlds largest slums 5/10/2008
- 19. Outsourced call centers, BPOs & KPOs 5/10/2008 Hi, Im Dan. How ya doin?
- 20. In the Eye of the (American) Beholder The average Americans awareness of India has developed over many decades What India means depends on age and demographics 5/10/2008 Harsher images : Snake charmers Hungry beggars Filthy slums Sanctimonious Softer images : Gentle and peaceful Democratic Smart, hard-working Spiritual, mystic
- 21. Circa 1900: Sikh immigration Hundreds of Sikh migrant farm workers/laborers in California Called dirty Hindoos and discriminated against No citizenship allowed till 1949 Dalip Singh Saund elected to US Congress from California in 1956 5/10/2008
- 22. Mayo Writes Mother India while Raman wins Nobel Prize Reinforced the Orientalist view of India as an impoverished country that could not govern itself Gandhi called it a drain-inspectors report of a house This is while C.V. Raman wins a Nobel prize in Physics 5/10/2008
- 23. Early 1950s: Mildly Positive Image At start of fifties, India has a soft positive image: Peaceful freedom movement Constitutional democratic process Personalities of Nehru, Gandhi Non-aligned, high moral ground Towards the end, it is getting a harsher glare: Seen as pro-Soviet, silent on Hungary take-over Domestic problems seem intractable After Nehru, who? 5/10/2008
- 24. Launch of Sputnik and Indian Immigration Launch of Sputnik in 1958 Leads to changes in Immigration laws in US New Law favors science and engineering graduates Doors to immigration from India open up Starting in 1965, young middle class Indians come in large numbers as graduate students Most of these stay and pursue careers and put roots down 5/10/2008
- 25. 1956-1980s: Sharp brand erosion 5/10/2008 1950 1955 1960 1965 1970 1975 1980 1985 Positive Negative Indias image Indians in USA USSR in Hungary India silent Vietnam stance; PL-480 Wheat First Nuclear Explosions Indira Gandhis Emergency USSR in Afghanistan India silent Coke/IBM ejected Hard-working, good techies, successful
- 26. Stark contrasts India : A functioning Anarchy C Galbraith Basket case C Nixon Dynasty / sham democracy Unable to feed itself Ungovernable Pretentious nuclear power Clown politicians (Morarji) Stuck in the mud Indians in America : Smart, positive, hardworking Building reputation as good techies Broad success in professions, businesses, academia Emerging as entrepreneurs and CEOs Model immigrants 5/10/2008
- 27. 1990s: A dramatic reversal Fall of Soviet Union changes political dynamics Economic liberalization and rapid economic growth Emergence of a world class IT industry Outsourcing: Call centers to BPO to KPO Recognition of past investments in higher education paying handsome dividends Indian Diaspora succeeding everywhere, most notably in the US India acknowledged as emerging giant, a la China 5/10/2008
- 28. Metamorphosis of India Dynastic myth broken with the political ascent of the BJP Strong decentralization of power Focused on economy One of fastest growing economy GDP breaks the trillion-dollar mark Rapid integration with the global economy Emergence of Bangalore, Hyderabad, Gurgaon Emergence of world class corporations Tata, Bharat Forge, Mahindra, Reliance, Wipro, Infosys, Suzlon, Ranbaxy, Dr. Reddys Lab, Bharati 5/10/2008 Source: International Monetary Fund, 2007
- 29. Embracing globalization 800+ foreign company subsidiaries in India Massive inflows of foreign investments Indian companies competing globally As of November, 2007 Source: www.bharathbooks.com 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 Indias image Indo-Americans image
- 31. Current image of India Dynamic, youthful, pluralistic, liberal democracy focused on economic growth Forward looking, peaceful, technology savvy, trying to tackle poverty & provide social justice For the first time US acknowledging great strides being made and seeing the light at the end of the tunnel All the struggles and faults are now seen in this context, and not as the defining features Natural ally of US with a population of a billion people 5/10/2008
- 32. Why should America care? India is practicing the core American values: Pluralistic democracy Rule of the law and civil liberties Separation of state and church Free market economy Jeffersonian life, liberty and pursuit of happiness In Sharp contrast to China which is propounding an alternate set of values 5/10/2008
- 33. Likely future US policy towards India The US will have to wish India well: Not out of sympathy Indian success validates American values as an effective way to build prosperous and just society A bulwark against authoritarian alternative 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! Stable, prosperous and strong India underpins a troubled region with a good set of values 5/10/2008
- 34. Q & A 5/10/2008