Suspense Crime Sach Ka Dam
The government is discussing a proposal to formulate a scheme for the ‘Made in India’ label aimed at promoting Brand India in global markets, an official said. A high-level committee is examining the details of the scheme, the official said. The aim is to create a strong brand identity for India, just as ‘Made in Japan’ or ‘Made in Switzerland’ convey specific images and qualities. “We want the same for India,” the official said. For example, “when we think of Switzerland, we often think of their watches, chocolates and banking systems.”
For which sector did Made in India branding come?
“We discuss how we can do it. Do we make this scheme for specific sectors like textiles where we have strength. So we are looking at such things,” the official said. According to experts, quality is important to promote Brand India. The government currently has the India Brand Equity Foundation (IBEF), which is meant to promote and create international awareness about the ‘Made in India’ label in overseas markets and facilitate dissemination of knowledge about Indian products and services. It is a trust set up by the commerce department.
Branding of high quality products
Research institute Global Trade Research Initiative (GTRI) has suggested that India’s branding strategy should focus on three pillars – branding high quality products; improving product quality by sourcing the best products at lower prices, not just focusing on branding; and taking action to improve product quality.” There are several steps India can take to improve its branding naturally. Consistent product quality and reliability should be prioritised. For example, the Indian pharmaceutical industry has gained global trust through the production of high-quality generic medicines.
‘India Quality Product’
“To protect this reputation, India must take strong action against suppliers of substandard products,” said Ajay Srivastava, founder of GTRI. He said branding should take a back seat until India achieves top-level production standards in a sector. “For example, between 1990 and 2010, China quietly became the largest contract manufacturer of electronics such as televisions and refrigerators, and did not bother to push its firms to focus on branding. Once it was confident of its product quality, China promoted its brand aggressively,” Srivastava said. He also said India could set up a unified brand called ‘India Quality Product’ that signals excellence and reliability. He said to use this label, manufacturers and exporters would have to meet specific product and packaging standards.
