The making of India into a brand

Sangeeta Shrivastava and Pradeep Krishnatray

This report describes the development of 'Brand India', considering central coordination of marketing by the government, the effect of economic development - with particular attention paid to the IT industry, and the role of tourism.

The making of India into a brand

Sangeeta Shrivastava and Pradeep KrishnatrayCentre for Research & Education (CREED) and Galgotias University

There is something strange about India that makes it almost always fight back from a tough position. The Failed State Index 2013 puts the country in the 'warning' category above Russia. Fears about India going the way of Yugoslavia or the USSR have often been discussed. Disintegration in India could be "accompanied by bloody ethnic wars and massive refugee flows", says one security expert (Thomas, R. South Asian Security in the 1990s: Adelphi Paper 278,...

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