The future of Indian brands lies in storytelling not jingoism

Flying Cursor Interactive’s Shormistha Mukherjee argues that for Indian consumers look up to Indian brands, the answer doesn't lie in patriotism, but in storytelling.

This article is part of a Spotlight series on the opportunities and challenges facing India-born brands. Read more

On 12 May, in a nationwide address to a country that was reeling under the economic impact of a lockdown that kept getting extended, the Indian Prime Minister, Narendra Modi, issued a clarion call: "Vocal for Local."

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