Page 61 - BrandZ Top 50 Most Valuable Indian Brands 2015

TOP 50 MOST VALUABLE INDIAN BRANDS 2015
The strength of inancial services is common in most country markets, although it may be exaggerated in India. The heavy presence of high value FMCG brands distinguishes India. Two- thirds of these FMCG brands are part
of multinationals present in India for a long time, relecting western, especially British inluence.
These categories, and the qualities they represent – the institutional steadiness of banking and dynamic marketing
of FMCG brands – are the opposite aspects of Brand India. Newer aspects of Brand India are suggested by the 15 percent contribution of the telecom category to overall India Top 50 brand value, and the anticipated impact of categories that are not yet present in the India Top 50, such as e-commerce and mobile handsets.
A NEW VISION
The apparent chaos of the street, which can seem like the energy trapped inside an atom, is that raw human potential that exists in all countries and gets tamed or unleashed depending on the government in charge, its ideology, competence and temperament.
Almost 70 years after independence, and nearly a quarter of a century since economic liberalization began in 1991,
the Indian people, in May 2014, voted for a government with a transformative vision about opening the Indian market further and creating a more prosperous and equitable country – as quickly as possible.
Only in its second year, the government has already introduced many programs to advance this agenda by creating new cities with state-of-the-art infrastructure and digital networks (Smart Cities),
and by expanding education, health care and government services more broadly (Digital India). Most signiicantly for brands, the government launched a program to encourage companies
to make and sell their products in India (Make in India).
EXPORTING AN IDEA
As Brand India evolves it initially will be understood diferently according to market. In emerging markets, India may continue to be the provider of reliable, good quality, lower cost products such as mobile handsets, motorcycles and entry-level cars. In many markets, the reputation for Ayurvedic remedies
and other practices and products with speciically Indian characteristics will persist. Millions of individuals gathered from New Delhi to New York’s Times Square, on June 21, to participate in
the irst International Day of Yoga, established as a worldwide event by the UN.
Ultimately, Brand India can be associated with a broader range of products. Products in India are already made by brands that are indigenous
to India and private; brands that are state-owned; and brands of major multinationals with deep roots in the country. With initiatives like Make in India, this diversity is likely to increase and the global inluence of Brand India should expand.
Brand India potentially could be linked with the way products are made. Brand India could signify a particular mentality, a way of living in the modern world
in a meaningful and sustainable way. And every brand that makes a product in India would be inluenced by the Indian way of thinking and doing. Every product potentially would be produced more mindfully and with greater regard for the customer and also for the wider community and, ultimately, the world.
Brands that engage in India and take on those attributes of Brand India could become better brands, imbued with the higher purpose that consumers increasingly expect. This Brand India could become one of India’s most inluential exports.
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