Branding of India and Indians in America Over the Decades

Branding of India, Indians, and Indianness in America Kanwal S. Rekhi Roy Prasad May 10, 2008

Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],5/10/2008

The Challenge #1 5/10/2008 How do you “brand” an 8,000 year old civilization?

The Challenge #2 ,[object Object],[object Object],[object Object],5/10/2008

Elephants and festivals 5/10/2008

Champions of peace and compassion 5/10/2008

Multitude of gods and goddesses 5/10/2008

Maestro with his Sitar 5/10/2008

Modern day high tech powerhouses… 5/10/2008

Along with the world’s largest slums 5/10/2008

Outsourced call centers, BPOs & KPOs 5/10/2008 Hi, I’m Dan. How ya doin’?

In the Eye of the (American) Beholder ,[object Object],[object Object],5/10/2008 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Circa 1900: Sikh immigration ,[object Object],[object Object],[object Object],[object Object],5/10/2008

Mayo Writes Mother India while Raman wins Nobel Prize ,[object Object],[object Object],[object Object],5/10/2008

Early 1950’s: Mildly Positive Image ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],5/10/2008

Launch of Sputnik and Indian Immigration ,[object Object],[object Object],[object Object],[object Object],[object Object],5/10/2008

1956-1980’s: Sharp brand erosion 5/10/2008 1950 1955 1960 1965 1970 1975 1980 1985 Positive Negative India’s image Indians in USA USSR in Hungary India silent Vietnam stance; PL-480 Wheat First Nuclear Explosions Indira Gandhi’s Emergency USSR in Afghanistan India silent Coke/IBM ejected Hard-working, good techies, successful

Stark contrasts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],5/10/2008

1990’s: A dramatic reversal ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],5/10/2008

Metamorphosis of India ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],5/10/2008 Source: International Monetary Fund, 2007

Embracing globalization ,[object Object],[object Object],[object Object],[object Object],[object Object],5/10/2008

Past 20 years: Sharp brand upswing 5/10/2008 1985 1990 1995 2000 2005 2010 Positive Negative Economic liberalization Economic explosion Infosys IPO Nuclear test Tata acquires Jaguar INFY sales to reach $5B Clinton visit Nuclear deal Series of entrepreneurial and executive successes India’s image Indo-Americans’ image

Current image of India ,[object Object],[object Object],[object Object],[object Object],[object Object],5/10/2008

Why should America care? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],5/10/2008

Likely future US policy towards India ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],5/10/2008

Branding of India and Indians in America Over the Decades

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Branding of India and Indians in America Over the Decades