Made In India: The government is discussing a proposal to prepare a scheme for the 'Made in India' label to promote Brand India in global markets. It aims to create a strong brand identity for India. Just like brands like 'Made in Japan' or 'Made in Switzerland' have a strong hold around the world. For this, a high-level committee of the government is preparing a plan. Currently, the India Brand Equity Foundation (IBEF) works to promote international awareness about the 'Made in India' label in foreign markets.

What is the plan

According to a central government official, just as 'Made in Japan' or 'Made in Switzerland' convey specific images and qualities, similarly a strong brand identity has to be created for India. When we think of Switzerland, we often think of its watches, chocolates, and banking systems. How can we do this for India? This is what is being fully prepared. Can we initially make this scheme for specific sectors like textiles, where we have strength? So we are considering such things. According to experts, quality is important to promote Brand India. The government currently has the India Brand Equity Foundation (IBEF), which aims to promote and create international awareness about the 'Made in India' label in foreign markets and facilitate the dissemination of knowledge about Indian products and services. It is a trust set up by the Department of Commerce.

What should be the brand strategy?

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 a lower price, not just focusing on branding; and taking action to improve product quality. India can take several steps to improve its branding naturally. Consistent product quality and reliability should be prioritized. For instance, the Indian pharmaceutical industry has gained global trust through the production of high-quality generic drugs. To maintain this reputation, India should take strict action against suppliers of substandard products, said Ajay Srivastava, founder of GTRI. Until India achieves top-level production standards in a sector, branding should take a back seat, he said. He also said India could establish a unified brand called 'India Quality Product' that signals excellence and reliability.