Deprecated (16384): The ArrayAccess methods will be removed in 4.0.0.Use getParam(), getData() and getQuery() instead. - /home/brlfuser/public_html/src/Controller/ArtileDetailController.php, line: 150
You can disable deprecation warnings by setting `Error.errorLevel` to `E_ALL & ~E_USER_DEPRECATED` in your config/app.php. [CORE/src/Core/functions.php, line 311]
deprecationWarning - CORE/src/Core/functions.php, line 311
Cake\Http\ServerRequest::offsetGet() - CORE/src/Http/ServerRequest.php, line 2421
App\Controller\ArtileDetailController::index() - APP/Controller/ArtileDetailController.php, line 150
Cake\Controller\Controller::invokeAction() - CORE/src/Controller/Controller.php, line 610
Cake\Http\ActionDispatcher::_invoke() - CORE/src/Http/ActionDispatcher.php, line 120
Cake\Http\ActionDispatcher::dispatch() - CORE/src/Http/ActionDispatcher.php, line 94
Cake\Http\BaseApplication::__invoke() - CORE/src/Http/BaseApplication.php, line 235
Cake\Http\Runner::__invoke() - CORE/src/Http/Runner.php, line 65
Cake\Routing\Middleware\RoutingMiddleware::__invoke() - CORE/src/Routing/Middleware/RoutingMiddleware.php, line 162
Cake\Http\Runner::__invoke() - CORE/src/Http/Runner.php, line 65
Cake\Routing\Middleware\AssetMiddleware::__invoke() - CORE/src/Routing/Middleware/AssetMiddleware.php, line 97
Cake\Http\Runner::__invoke() - CORE/src/Http/Runner.php, line 65
Cake\Error\Middleware\ErrorHandlerMiddleware::__invoke() - CORE/src/Error/Middleware/ErrorHandlerMiddleware.php, line 96
Cake\Http\Runner::__invoke() - CORE/src/Http/Runner.php, line 65
Cake\Http\Runner::run() - CORE/src/Http/Runner.php, line 51
Cake\Http\Server::run() - CORE/src/Http/Server.php, line 98
Deprecated (16384): The ArrayAccess methods will be removed in 4.0.0.Use getParam(), getData() and getQuery() instead. - /home/brlfuser/public_html/src/Controller/ArtileDetailController.php, line: 151
You can disable deprecation warnings by setting `Error.errorLevel` to `E_ALL & ~E_USER_DEPRECATED` in your config/app.php. [CORE/src/Core/functions.php, line 311]
deprecationWarning - CORE/src/Core/functions.php, line 311
Cake\Http\ServerRequest::offsetGet() - CORE/src/Http/ServerRequest.php, line 2421
App\Controller\ArtileDetailController::index() - APP/Controller/ArtileDetailController.php, line 151
Cake\Controller\Controller::invokeAction() - CORE/src/Controller/Controller.php, line 610
Cake\Http\ActionDispatcher::_invoke() - CORE/src/Http/ActionDispatcher.php, line 120
Cake\Http\ActionDispatcher::dispatch() - CORE/src/Http/ActionDispatcher.php, line 94
Cake\Http\BaseApplication::__invoke() - CORE/src/Http/BaseApplication.php, line 235
Cake\Http\Runner::__invoke() - CORE/src/Http/Runner.php, line 65
Cake\Routing\Middleware\RoutingMiddleware::__invoke() - CORE/src/Routing/Middleware/RoutingMiddleware.php, line 162
Cake\Http\Runner::__invoke() - CORE/src/Http/Runner.php, line 65
Cake\Routing\Middleware\AssetMiddleware::__invoke() - CORE/src/Routing/Middleware/AssetMiddleware.php, line 97
Cake\Http\Runner::__invoke() - CORE/src/Http/Runner.php, line 65
Cake\Error\Middleware\ErrorHandlerMiddleware::__invoke() - CORE/src/Error/Middleware/ErrorHandlerMiddleware.php, line 96
Cake\Http\Runner::__invoke() - CORE/src/Http/Runner.php, line 65
Cake\Http\Runner::run() - CORE/src/Http/Runner.php, line 51
Cake\Http\Server::run() - CORE/src/Http/Server.php, line 98
Warning (512): Unable to emit headers. Headers sent in file=/home/brlfuser/public_html/vendor/cakephp/cakephp/src/Error/Debugger.php line=853 [CORE/src/Http/ResponseEmitter.php, line 48]
if (Configure::read('debug')) {
trigger_error($message, E_USER_WARNING);
} else {
$response = object(Cake\Http\Response) {
'status' => (int) 200,
'contentType' => 'text/html',
'headers' => [
'Content-Type' => [
[maximum depth reached]
]
],
'file' => null,
'fileRange' => [],
'cookies' => object(Cake\Http\Cookie\CookieCollection) {},
'cacheDirectives' => [],
'body' => '<!DOCTYPE html>
<!--[if lt IE 7 ]>
<html class="ie ie6" lang='en'> <![endif]-->
<!--[if IE 7 ]>
<html class="ie ie7" lang='en'> <![endif]-->
<!--[if IE 8 ]>
<html class="ie ie8" lang='en'> <![endif]-->
<!--[if (gte IE 9)|!(IE)]><!-->
<html lang='en'>
<!--<![endif]-->
<head><meta http-equiv="Content-Type" content="text/html; charset=utf-8">
<title>
LATEST NEWS UPDATES | A New Brand Driver by Ashok V Desai </title>
<meta name="description" content="
We Indians implicitly believe in India’s great past. Recently, that past has been given a statistical underpinning by Angus Maddison. To celebrate the beginning of the 21st century, Maddison wrote a book called The World Economy: A Millennial Perspective. There..."/>
<meta name="keywords" content="im4change, corruption, food security, Right To Education, malnutrition, Hunger, Health, MNREGA"/>
<meta name="news_keywords" content="im4change, corruption, food security, Right To Education, malnutrition, Hunger, Health, MNREGA">
<link rel="alternate" type="application/rss+xml" title="ROR" href="/ror.xml"/>
<link rel="alternate" type="application/rss+xml" title="RSS 2.0" href="/feeds/"/>
<link rel="stylesheet" href="/css/bootstrap.min.css?1697864993"/> <link rel="stylesheet" href="/css/style.css?v=1.1.2"/> <link rel="stylesheet" href="/css/style-inner.css?1577045210"/> <link rel="stylesheet" id="Oswald-css"
href="https://fonts.googleapis.com/css?family=Oswald%3Aregular%2C700&ver=3.8.1" type="text/css"
media="all">
<link rel="stylesheet" href="/css/jquery.modal.min.css?1578285302"/> <script src="/js/jquery-1.10.2.js?1575549704"></script> <script src="/js/jquery-migrate.min.js?1575549704"></script> <link rel="shortcut icon" href="/favicon.ico" title="Favicon">
<link rel="stylesheet" href="/css/jquery-ui.css?1580720609"/> <script src="/js/jquery-ui.js?1575549704"></script> <link rel="preload" as="style" href="https://www.im4change.org/css/custom.css" onload="this.rel='stylesheet'" media="all" crossorigin="anonymous">
<link rel="preload" as="style" href="https://www.im4change.org/css/jquery.modal.min.css" onload="this.rel='stylesheet'" media="all" crossorigin="anonymous">
<link rel="preload" as="style" href="https://www.im4change.org/css/jquery-ui.css" onload="this.rel='stylesheet'" media="all" crossorigin="anonymous">
<link rel="preload" as="style" href="https://www.im4change.org/css/li-scroller.css" onload="this.rel='stylesheet'" media="all" crossorigin="anonymous">
<!-- <link rel="preload" as="style" href="https://www.im4change.org/css/style.css" onload="this.rel='stylesheet'" media="all" crossorigin="anonymous"> -->
<link rel="preload" as="style" href="https://www.im4change.org/css/style-inner.css" onload="this.rel='stylesheet'" media="all" crossorigin="anonymous">
<link rel='dns-prefetch' href="//im4change.org/css/custom.css" crossorigin >
<link rel="preload" as="script" href="https://www.im4change.org/js/bootstrap.js">
<link rel="preload" as="script" href="https://www.im4change.org/js/jquery.li-scroller.1.0.js">
<link rel="preload" as="script" href="https://www.im4change.org/js/jquery.modal.min.js">
<link rel="preload" as="script" href="https://www.im4change.org/js/jquery.ui.totop.js">
<link rel="preload" as="script" href="https://www.im4change.org/js/jquery-1.10.2.js">
<link rel="preload" as="script" href="https://www.im4change.org/js/jquery-migrate.min.js">
<link rel="preload" as="script" href="https://www.im4change.org/js/jquery-ui.js">
<link rel="preload" as="script" href="https://www.im4change.org/js/setting.js">
<link rel="preload" as="script" href="https://www.im4change.org/js/tie-scripts.js">
<!--[if IE]>
<script type="text/javascript">jQuery(document).ready(function () {
jQuery(".menu-item").has("ul").children("a").attr("aria-haspopup", "true");
});</script>
<![endif]-->
<!--[if lt IE 9]>
<script src="/js/html5.js"></script>
<script src="/js/selectivizr-min.js"></script>
<![endif]-->
<!--[if IE 8]>
<link rel="stylesheet" type="text/css" media="all" href="/css/ie8.css"/>
<![endif]-->
<meta property="og:title" content="LATEST NEWS UPDATES | A New Brand Driver by Ashok V Desai" />
<meta property="og:url" content="https://im4change.in/latest-news-updates/a-new-brand-driver-by-ashok-v-desai-696.html" />
<meta property="og:type" content="article" />
<meta property="og:description" content="
We Indians implicitly believe in India’s great past. Recently, that past has been given a statistical underpinning by Angus Maddison. To celebrate the beginning of the 21st century, Maddison wrote a book called The World Economy: A Millennial Perspective. There..." />
<meta property="og:image" content="" />
<meta property="fb:app_id" content="0" />
<meta name="viewport" content="width=device-width, initial-scale=1, maximum-scale=1, user-scalable=no">
<link rel="apple-touch-icon-precomposed" sizes="144x144" href="https://im4change.in/images/apple1.png">
<link rel="apple-touch-icon-precomposed" sizes="120x120" href="https://im4change.in/images/apple2.png">
<link rel="apple-touch-icon-precomposed" sizes="72x72" href="https://im4change.in/images/apple3.png">
<link rel="apple-touch-icon-precomposed" href="https://im4change.in/images/apple4.png">
<style>
.gsc-results-wrapper-overlay{
top: 38% !important;
height: 50% !important;
}
.gsc-search-button-v2{
border-color: #035588 !important;
background-color: #035588 !important;
}
.gsib_a{
height: 30px !important;
padding: 2px 8px 1px 6px !important;
}
.gsc-search-button-v2{
height: 41px !important;
}
input.gsc-input{
background: none !important;
}
@media only screen and (max-width: 600px) {
.gsc-results-wrapper-overlay{
top: 11% !important;
width: 87% !important;
left: 9% !important;
height: 43% !important;
}
.gsc-search-button-v2{
padding: 10px 10px !important;
}
.gsc-input-box{
height: 28px !important;
}
/* .gsib_a {
padding: 0px 9px 4px 9px !important;
}*/
}
@media only screen and (min-width: 1200px) and (max-width: 1920px) {
table.gsc-search-box{
width: 15% !important;
float: right !important;
margin-top: -118px !important;
}
.gsc-search-button-v2 {
padding: 6px !important;
}
}
</style>
<script>
$(function () {
$("#accordion").accordion({
event: "click hoverintent"
});
});
/*
* hoverIntent | Copyright 2011 Brian Cherne
* http://cherne.net/brian/resources/jquery.hoverIntent.html
* modified by the jQuery UI team
*/
$.event.special.hoverintent = {
setup: function () {
$(this).bind("mouseover", jQuery.event.special.hoverintent.handler);
},
teardown: function () {
$(this).unbind("mouseover", jQuery.event.special.hoverintent.handler);
},
handler: function (event) {
var currentX, currentY, timeout,
args = arguments,
target = $(event.target),
previousX = event.pageX,
previousY = event.pageY;
function track(event) {
currentX = event.pageX;
currentY = event.pageY;
}
;
function clear() {
target
.unbind("mousemove", track)
.unbind("mouseout", clear);
clearTimeout(timeout);
}
function handler() {
var prop,
orig = event;
if ((Math.abs(previousX - currentX) +
Math.abs(previousY - currentY)) < 7) {
clear();
event = $.Event("hoverintent");
for (prop in orig) {
if (!(prop in event)) {
event[prop] = orig[prop];
}
}
// Prevent accessing the original event since the new event
// is fired asynchronously and the old event is no longer
// usable (#6028)
delete event.originalEvent;
target.trigger(event);
} else {
previousX = currentX;
previousY = currentY;
timeout = setTimeout(handler, 100);
}
}
timeout = setTimeout(handler, 100);
target.bind({
mousemove: track,
mouseout: clear
});
}
};
</script>
<script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-472075-3']);
_gaq.push(['_trackPageview']);
(function () {
var ga = document.createElement('script');
ga.type = 'text/javascript';
ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(ga, s);
})();
</script>
<link rel="stylesheet" href="/css/custom.css?v=1.16"/> <script src="/js/jquery.ui.totop.js?1575549704"></script> <script src="/js/setting.js?1575549704"></script> <link rel="manifest" href="/manifest.json">
<meta name="theme-color" content="#616163" />
<meta name="apple-mobile-web-app-capable" content="yes">
<meta name="apple-mobile-web-app-status-bar-style" content="black">
<meta name="apple-mobile-web-app-title" content="im4change">
<link rel="apple-touch-icon" href="/icons/logo-192x192.png">
</head>
<body id="top" class="home inner blog">
<div class="background-cover"></div>
<div class="wrapper animated">
<header id="theme-header" class="header_inner" style="position: relative;">
<div class="logo inner_logo" style="left:20px !important">
<a title="Home" href="https://im4change.in/">
<img src="https://im4change.in/images/logo2.jpg?1582080632" class="logo_image" alt="im4change"/> </a>
</div>
<div class="langhindi" style="color: #000;display:none;"
href="https://im4change.in/">
<a class="more-link" href="https://im4change.in/">Home</a>
<a href="https://im4change.in/hindi/" class="langbutton ">हिन्दी</a>
</div>
<nav class="fade-in animated2" id="main-nav">
<div class="container">
<div class="main-menu">
<ul class="menu" id="menu-main">
<li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children"
style="left: -40px;"><a
target="_blank" href="https://im4change.in/">Home</a>
</li>
<li class="menu-item mega-menu menu-item-type-taxonomy mega-menu menu-item-object-category mega-menu menu-item-has-children parent-list"
style=" margin-left: -40px;"><a href="#">KNOWLEDGE GATEWAY <span class="sub-indicator"></span>
</a>
<div class="mega-menu-block background_menu" style="padding-top:25px;">
<div class="container">
<div class="mega-menu-content">
<div class="mega-menu-item">
<h3><b>Farm Crisis</b></h3>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/farm-crisis/farmers039-suicides-14.html"
class="left postionrel">Farm Suicides </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/farm-crisis/unemployment-30.html"
class="left postionrel">Unemployment </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/farm-crisis/rural-distress-70.html"
class="left postionrel">Rural distress </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/farm-crisis/migration-34.html"
class="left postionrel">Migration </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/farm-crisis/key-facts-72.html"
class="left postionrel">Key Facts </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/farm-crisis/debt-trap-15.html"
class="left postionrel">Debt Trap </a>
</p>
</div>
<div class="mega-menu-item">
<h3><b>Empowerment</b></h3>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/union-budget-73.html"
class="left postionrel">Union Budget And Other Economic Policies </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/forest-and-tribal-rights-61.html"
class="left postionrel">Forest and Tribal Rights </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/right-to-education-60.html"
class="left postionrel">Right to Education </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/right-to-food-59.html"
class="left postionrel">Right to Food </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/displacement-3279.html"
class="left postionrel">Displacement </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/right-to-work-mg-nrega-39.html"
class="left postionrel">Right to Work (MG-NREGA) </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/gender-3280.html"
class="left postionrel">GENDER </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/right-to-information-58.html"
class="left postionrel">Right to Information </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/social-audit-48.html"
class="left postionrel">Social Audit </a>
</p>
</div>
<div class="mega-menu-item">
<h3><b>Hunger / HDI</b></h3>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/poverty-and-inequality-20499.html"
class="left postionrel">Poverty and inequality </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/malnutrition-41.html"
class="left postionrel">Malnutrition </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/public-health-51.html"
class="left postionrel">Public Health </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/education-50.html"
class="left postionrel">Education </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/hunger-overview-40.html"
class="left postionrel">Hunger Overview </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/hdi-overview-45.html"
class="left postionrel">HDI Overview </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/pds-ration-food-security-42.html"
class="left postionrel">PDS/ Ration/ Food Security </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/sdgs-113.html"
class="left postionrel">SDGs </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/mid-day-meal-scheme-mdms-53.html"
class="left postionrel">Mid Day Meal Scheme (MDMS) </a>
</p>
</div>
<div class="mega-menu-item">
<h3><b>Environment</b></h3>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/environment/time-bomb-ticking-52.html"
class="left postionrel">Time Bomb Ticking </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/environment/water-and-sanitation-55.html"
class="left postionrel">Water and Sanitation </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/environment/impact-on-agriculture-54.html"
class="left postionrel">Impact on Agriculture </a>
</p>
</div>
<div class="mega-menu-item">
<h3><b>Law & Justice</b></h3>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/law-justice/social-justice-20500.html"
class="left postionrel">Social Justice </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/law-justice/access-to-justice-47.html"
class="left postionrel">Access to Justice </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/law-justice/human-rights-56.html"
class="left postionrel">Human Rights </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/law-justice/corruption-35.html"
class="left postionrel">Corruption </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/law-justice/general-insecurity-46.html"
class="left postionrel">General Insecurity </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/law-justice/disaster-relief-49.html"
class="left postionrel">Disaster & Relief </a>
</p>
</div>
</div>
</div>
</div>
</li>
<li class="menu-item menu-item-type-post_type menu-item-object-page "><a target="_blank" href="https://im4change.in/nceus_reports.php">NCEUS reports</a>
</li>
<li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children parent-list ">
<a target="_blank" href="https://im4change.in/about-us-9.html">About Us <span
class="sub-indicator"></span></a>
<ul class="sub-menu aboutmenu">
<li class="menu-item menu-item-type-post_type menu-item-object-page"><a
target="_blank" href="https://im4change.in/objectives-8.html">Objectives</a>
</li>
<li class="menu-item menu-item-type-post_type menu-item-object-page"><a
target="_blank" href="https://im4change.in/contactus.php">Contact
Us</a></li>
<li class="menu-item menu-item-type-post_type menu-item-object-page"><a
target="_blank" href="https://im4change.in/about-us-9.html">About
Us</a></li>
</ul>
</li>
<li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children ">
<a target="_blank" href="https://im4change.in/fellowships.php" title="Fellowships">Fellowships</a>
</li>
<li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children "><a
target="_blank" href="https://im4change.in/media-workshops.php">Workshops</a>
</li>
<li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children "><a
target="_blank" href="https://im4change.in/research.php">Research</a></li>
<li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children "><a
target="_blank" href="https://im4change.in/links-64">Partners</a></li>
<li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children"
id="menu-item-539"><a target="_blank" href="https://im4change.in/hindi/"
class="langbutton langlinkfont17">हिन्दी</a></li>
</ul>
</div> </div>
<!-- <div style="float: right;">
<script async src="https://cse.google.com/cse.js?cx=18b4f2e0f11bed3dd"></script>
<div class="gcse-search"></div>
</div> -->
<div class="search-block" style=" margin-left: 8px; margin-right: 7px;">
<form method="get" id="searchform" name="searchform"
action="https://im4change.in/search"
onsubmit="return searchvalidate();">
<button class="search-button" type="submit" value="Search"></button>
<input type="text" id="s" name="qryStr" value=""
onfocus="if (this.value == 'Search...') {this.value = '';}"
onblur="if (this.value == '') {this.value = 'Search...';}">
</form>
</div>
</nav>
</header>
<div class="container">
<div id="main-content" class=" main1 container fade-in animated3 sidebar-narrow-left">
<div class="content-wrap">
<div class="content" style="width: 900px;min-height: 500px;">
<section class="cat-box recent-box innerCatRecent">
<h1 class="cat-box-title">A New Brand Driver by Ashok V Desai</h1>
<a href="JavaScript:void(0);" onclick="return shareArticle(625);">
<img src="https://im4change.in/images/email.png?1582080630" border="0" width="24" align="right" alt="Share this article"/> </a>
<a href="https://im4change.in/latest-news-updates/a-new-brand-driver-by-ashok-v-desai-696/print"
rel="nofollow">
<img src="https://im4change.in/images/icon-print.png?1582080630" border="0" width="24" align="right" alt="Share this article"/>
</a>
</section>
<section class="recent-box innerCatRecent">
<small class="pb-1"><span class="dateIcn">
<img src="https://im4change.in/images/published.svg?1582080666" alt="published"/>
Published on</span><span class="text-date"> Dec 15, 2009</span>
<span
class="dateIcn">
<img src="https://im4change.in/images/modified.svg?1582080666" alt="modified"/> Modified on </span><span class="text-date"> Dec 15, 2009</span>
</small>
</section>
<div class="clear"></div>
<div style="padding-top: 10px;">
<div class="innerLineHeight">
<div class="middleContent innerInput latest-news-updates">
<table>
<tr>
<td>
<div>
<p align="justify"><font >We Indians implicitly believe in India’s great past. Recently, that past has been given a statistical underpinning by Angus Maddison. To celebrate the beginning of the 21st century, Maddison wrote a book called The World Economy: A Millennial Perspective. There he says that India was the world’s largest economy in the first millennium AD. It produced one-third of the world’s income in the first century, and 29 per cent in the 11th century. Under the Mughals in the 17th century, India’s share of world income was 24 per cent. Although China had overtaken us by that time, India’s share was greater than that of the whole of Europe. By 1951, India’s share had fallen to 4 per cent. Why it fell so far is a question we can leave to historians. </font></p><p align="justify"><font >What is striking is our poor performance since Independence. India had an extremely high brand value in 1947, despite Partition and the communal riots. Its new rulers got much publicity and goodwill because of the way they had won independence without violence; the world assumed that now that India was independent, it was bound to emerge as a major power. But the expectations were belied, and the opportunities went to waste. The government tried State-led industrialization, and wasted the one major national asset it had, namely private enterprise.</font></p><p align="justify"><font >It introduced comprehensive import substitution, and built up inefficient industries. As a result, they could not use international markets to expand. The global market is 25 times as big as India’s; an industry that can access it can grow much more than an industry confined to the home market before it faces a market constraint. A number of countries, which were initially poorer than India, did just that; they built up internationally competitive industries. As a result, they grew much faster and became richer than India. And by establishing their presence in the world market, they built up their brands. By the 1980s, little countries like Korea, Taiwan, Thailand and Malaysia had better brands than India. </font></p><p align="justify"><font >Luckily for us, the import substitution strategy finally broke down in 1991, and India went bankrupt. Liberalization was forced on India. When I was taken into the government in 1991, changing the world’s image of India was one of our most serious problems. After forty years of socialism, instability and failure, people across the world were sceptical that India had changed stripes.</font></p><p align="justify"><font >But the reforms of 1991 worked. India opened up to foreign trade and investment. As trade and investment flows increased, so did the interest of the outside world in India. Today, the circumstances have completely changed. Indian government officials do not have to go round the world trying to interest investors today; instead, they spend their time making complicated rules about which foreign industrialists can invest in India and which cannot and on what terms. India’s image has also changed over the years. Before Independence, India was known as a country of elephants and snake-charmers. Maharajas were its brand ambassadors. Their pomp made for good spectacle; their foibles were lapped up by the Western press. But the rulers who took over India in 1947 were not fond of the Maharajas, whom they regarded as remnants of a feudal age and friends of the British. They were ashamed of elephants and snake-charmers; they dreamed of a metallic, modern, industrial India signified by dams and steel mills. So they wasted the images they had inherited.</font></p><p align="justify"><font >But the image they wanted to project was different from India’s reality, and it continued to be different from the image abroad of India. The disjunction between the two images — the image that people had abroad and the image that the rulers of India wanted them to have — has persisted. The rulers wanted the world to see India as a modernizing, industrializing, dynamic nation. But industrialization was slow to come, so it added nothing to India’s brand. Instead, India became a large-scale importer of foodgrains in the 1950s, and became known as a country of the starving poor. </font></p><p align="justify"><font >The last famine we had was in 1966; we have been producing enough foodgrains since the 1970s. Nuclear bombs were exploded, first by Indira Gandhi in 1974 and then by Atal Bihari Vajpayee in 1998. They made no difference to the balance of power; both explosions were purely public relations exercises, designed to create an image of a strong India. But strength does not come from an atom bomb. The explosions only created the image of strutting rulers who thought a lot of themselves.</font></p><p align="justify"><font >What changed the image of India was something that the rulers had nothing to do with. In fact, they did not know when it began to happen, and did not get a chance to stop it. It was the coming of the information technology industry, and the creation of the market abroad for programmers. India just happened to have a large number of engineers who could turn to programming; American IT companies began to come to India in the 1980s and hire them away. And it is these code writers that changed India’s image. During a visit to Germany some 15 years ago, a German came up to me and said, “You Indians are so intelligent!” I thought he had gone mad. It was the Germans who were most intelligent; theirs was a most difficult language, and even their children could speak it. But the German was referring to our software engineers.</font></p><p align="justify"><font >The IT boom, which transformed India’s image, had nothing to do with our rulers. But they did recently do one thing right, namely the Incredible India campaign. It was a short, simple, snappy slogan; no Indianisms in it. It was not descriptive; instead of telling, it mystified. And the visual images that accompanied it were not of steel mills and dams; they were just images of beauty. So Indians — even official Indians — are capable of doing things right; that gives me hope for the future.</font></p><p align="justify"><font >Now, the IT boom has done its work for India’s image. Net exports of software earned $44.2 billion — a quarter of our invisible receipts and 15 per cent of our total current account receipts. Industry leaders continue to make optimistic projections of its growth, but it is likely to slow down for two reasons: first, because India has already conquered the easier markets and second, because Indian wages have gone up. The Incredible India campaign created enormous interest in India, but it has gone to waste: transport within India has become crowded and chaotic, and Indian hotels have become absurdly expensive. Even for Indians, a holiday in Malaysia or Thailand costs less than a comparable holiday in India. Today, Indians spend nearly as much abroad as foreign tourists spend in India, and our net earnings are negligible. In 2008-09, Indians spent $9.4 billion abroad; foreign tourists spent $10.9 billion in India.</font></p><p align="justify"><font >So we need new drivers for Brand India in the next ten years. What might they be? It depends on where we want India to go. Our plans should be ambitious but realistic; they should be located in our international environment, and use our strengths. My ideas must wait for the next column.<br /> </font></p>
</div>
</td>
</tr>
</table>
</div>
</div>
</div>
<div class="clear"></div>
<br><a href="http://www.telegraphindia.com/1091215/jsp/opinion/story_11864748.jsp" class="re" target="_blank">The Telegraph, 15 December, 2009, http://www.telegraphindia.com/1091215/jsp/opinion/story_11864748.jsp</a><div class="clear"></div>
<div class="clear"></div>
<div class="comment-respond" id="respond">
<a name="commentbox"> </a>
<h3 class="comment-reply-title" id="reply-title">Write Comments</h3>
<form method="post" accept-charset="utf-8" role="form" action="/latest-news-updates/a-new-brand-driver-by-ashok-v-desai-696.html"><div style="display:none;"><input type="hidden" name="_method" value="POST"/></div> <form class="comment-form" id="commentform" method="post" action="#commentbox" onSubmit="return validate()"
name="cmtform">
<input type="hidden" name="cmttype" value="articlecmt"/>
<input type="hidden" name="article_id" value="625"/>
<p class="comment-notes">Your email address will not be published. Required fields are marked <span
class="required">*</span></p>
<p class="comment-form-author">
<label for="commenterName">Name</label>
<span class="required">*</span>
<input type="text" aria-required="true" size="30"
value=""
name="commenterName" id="commenterName" required="true">
</p>
<p class="comment-form-email">
<label for="commenterEmail">Email</label> <span class="required">*</span>
<input aria-required="true" size="30" name="commenterEmail" id="commenterEmail" type="email"
value=""
required="true">
</p>
<p class="comment-form-contact">
<label for="commenterPh">Contact No.</label>
<input type="text" size="30"
value=""
name="commenterPh" id="commenterPh">
</p>
<p class="comment-form-comment">
<label for="comment">Comment</label>
<textarea aria-required="true" required="true" rows="8" cols="45" name="comment"
id="comment"></textarea>
</p>
<p class="comment-form-comment">
<label for="comment">Type the characters you see in the image below <span class="required">*</span><br><img
class="captchaImg"
src="https://im4change.in/securimage_show_art.php?tk=590639556" alt="captcha"/>
</label>
</p>
<input type="text" name="vrcode" required="true"/>
<p class="form-submit" style="width: 200px;">
<input type="submit" value="Post Comment" id="submit" name="submit">
</p></form>
</div>
<style>
.ui-widget-content {
height: auto !important;
}
</style>
<div id="share-modal"></div>
<style>
.middleContent a{
background-color: rgba(108,172,228,.2);
}
.middleContent a:hover{
background-color: #418fde;
border-color: #418fde;
color: #000;
}
</style>
<script>
function shareArticle(article_id) {
var options = {
modal: true,
height: 'auto',
width: 600 + 'px'
};
$('#share-modal').html("");
$('#share-modal').load('https://im4change.in/share_article?article_id=' + article_id).dialog(options).dialog('open');
}
function postShare() {
var param = 'article_id=' + $("#article_id").val();
param = param + '&y_name=' + $("#y_name").val();
param = param + '&y_email=' + $("#y_email").val();
param = param + '&f_name=' + $("#f_name").val();
param = param + '&f_email=' + $("#f_email").val();
param = param + '&y_msg=' + $("#y_msg").val();
$.ajax({
type: "POST",
url: 'https://im4change.in/post_share_article',
data: param,
success: function (response) {
$('#share-modal').html("Thank You, Your message posted to ");
}
});
return false;
}
</script> </div>
</div>
<!-- Right Side Section Start -->
<!-- MAP Section START -->
<aside class="sidebar indexMarg">
<div class="ad-cell">
<a href="https://im4change.in/statemap.php" title="">
<img src="https://im4change.in/images/map_new_version.png?1582080666" alt="India State Map" class="indiamap" width="232" height="252"/> </a>
<div class="rightmapbox">
<div id="sideOne" class="docltitle"><a href="https://im4change.in/state-report/india/36" target="_blank">DOCUMENTS/
REPORTS</a></div>
<div id="sideTwo" class="statetitle"><a href="https://im4change.in/states.php"target="_blank">STATE DATA/
HDRs.</a></div>
</div>
<div class="widget widgePadTop"></div>
</div>
</aside>
<!-- MAP Section END -->
<aside class="sidebar sidePadbottom">
<div class="rightsmlbox1" >
<a href="https://im4change.in/knowledge_gateway" target="_blank" style="color: #035588;
font-size: 17px;">
KNOWLEDGE GATEWAY
</a>
</div>
<div class="rightsmlbox1">
<div>
<p class="rightsmlbox1_title">
<a href="https://im4change.in/newsletter" target="_blank">
NEWSLETTER
</a>
</p>
</div>
</div>
<div class="rightsmlbox1" style="height: 325px;">
<div>
<p class="rightsmlbox1_title">
Interview with Prof. Ravi Srivastava
</p>
<p class="rightsmlbox1_title">
<a href="https://im4change.in/video/interview-with-prof-ravi-srivastava-on-current-economic-crisis">
<img width="250" height="200" src="/images/interview_video_home.jpg" alt="Interview with Prof. Ravi Srivastava"/>
</a>
<!--
<iframe width="250" height="200" src="https://www.youtube.com/embed/MmaTlntk-wc" frameborder="0" allow="accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture" allowfullscreen=""></iframe>-->
</p>
<a href="https://im4change.in/videogallery" class="more-link CatArchalAnch1" target="_blank">
More videos
</a>
</div>
</div>
<div class="rightsmlbox1">
<div>
<!--div id="sstory" class="rightboxicons"></div--->
<p class="rightsmlbox1_title"><a href="https://im4change.in/list-success-stories" target="_blank">Success Stories</a></p>
</div>
</div>
<div class="rightsmlbox1">
<div>
<p class="rightsmlbox1_title"><a
href="https://im4change.in/interviews" target="_blank">Interviews</a>
</p>
</div>
</div>
<div class="rightsmlbox1">
<div>
<p class="rightsmlbox1_title"><a href="https://www.commoncause.in/page.php?id=10" >Donate</a></p>
</div>
</div>
<div class="rightsmlbox1">
<div>
<p class="rightsmlbox1_title"><a
href="https://im4change.in/marquee"
class="isf_link more-link" title="India Focus?" style="border: 4px solid #fdd922;width: 90%;background-color: #fdd922;text-align: center;color: #000000;font-size:18px" target="_blank">India Focus</a></p> </div>
</div>
<div class="rightsmlbox1" style="height: 104px !important;">
<a href="https://im4change.in/quarterly_reports.php" target="_blank">
Quarterly Reports on Effect of Economic Slowdown on Employment in India (2008 - 2015)
</a>
</div>
<!-- <div class="rightsmlbox1">
<a href="https://play.google.com/store/apps/details?id=com.im4.im4change" target="_blank">
</a></div> -->
<!-- <section class="cat-box recent-box secMarg">
<h2 class="cat-box-title">Most Visited</h2>
</section> -->
<!-- accordion Starts here -->
<!-- <div id="accordion" class="accordMarg">
</div> -->
<!-- accordion ends here -->
<!-- Widget Tag Cloud Starts here -->
<div id="tag_cloud-2" class="widget widget_tag_cloud">
<section class="cat-box recent-box secMarg">
<h2 class="cat-box-title">MOST VISITED TAGS</h2>
</section>
<div class="widget-top wiPdTp">
<div class="stripe-line"></div>
</div>
<div class="widget-container">
<div class="tagcloud">
<a href="https://im4change.in/search?qryStr=Agriculture"
target="_blank" class="tag-link-4 font4">Agriculture</a>
<a href="https://im4change.in/search?qryStr=Food Security"
target="_blank" class="tag-link-4 font4">Food Security</a>
<a href="https://im4change.in/search?qryStr=Law and Justice"
target="_blank" class="tag-link-4 font4">Law and Justice</a>
<a href="https://im4change.in/search?qryStr=Health"
target="_blank" class="tag-link-4 font4">Health</a>
<a href="https://im4change.in/search?qryStr=Right to Food"
target="_blank" class="tag-link-4 font4">Right to Food</a>
<a href="https://im4change.in/search?qryStr=Corruption"
target="_blank" class="tag-link-4 font4">Corruption</a>
<a href="https://im4change.in/search?qryStr=farming"
target="_blank" class="tag-link-4 font4">farming</a>
<a href="https://im4change.in/search?qryStr=Environment"
target="_blank" class="tag-link-4 font4">Environment</a>
<a href="https://im4change.in/search?qryStr=Right to Information"
target="_blank" class="tag-link-4 font4">Right to Information</a>
<a href="https://im4change.in/search?qryStr=NREGS"
target="_blank" class="tag-link-4 font4">NREGS</a>
<a href="https://im4change.in/search?qryStr=Human Rights"
target="_blank" class="tag-link-4 font4">Human Rights</a>
<a href="https://im4change.in/search?qryStr=Governance"
target="_blank" class="tag-link-4 font4">Governance</a>
<a href="https://im4change.in/search?qryStr=PDS"
target="_blank" class="tag-link-4 font4">PDS</a>
<a href="https://im4change.in/search?qryStr=COVID-19"
target="_blank" class="tag-link-4 font4">COVID-19</a>
<a href="https://im4change.in/search?qryStr=Land Acquisition"
target="_blank" class="tag-link-4 font4">Land Acquisition</a>
<a href="https://im4change.in/search?qryStr=mgnrega"
target="_blank" class="tag-link-4 font4">mgnrega</a>
<a href="https://im4change.in/search?qryStr=Farmers"
target="_blank" class="tag-link-4 font4">Farmers</a>
<a href="https://im4change.in/search?qryStr=transparency"
target="_blank" class="tag-link-4 font4">transparency</a>
<a href="https://im4change.in/search?qryStr=Gender"
target="_blank" class="tag-link-4 font4">Gender</a>
<a href="https://im4change.in/search?qryStr=Poverty"
target="_blank" class="tag-link-4 font4">Poverty</a>
<a href="https://im4change.in/search?qryStr=Farm Laws" target="_blank" class="tag-link-4 font4">Farm Laws
</a>
<a href="https://im4change.in/search?qryStr=Citizenship Amendment Act" target="_blank" class="tag-link-4 font4">Citizenship Amendment Act
</a>
<a href="https://im4change.in/search?qryStr=CAA NPR NRIC" target="_blank" class="tag-link-4 font4">CAA NPR NRIC
</a>
<a href="https://im4change.in/search?qryStr=Job Losses" target="_blank" class="tag-link-4 font4">Job Losses
</a>
<a href="https://im4change.in/search?qryStr=Migrant Workers" target="_blank" class="tag-link-4 font4">Migrant Workers
</a>
<a href="https://im4change.in/search?qryStr=Unemployment" target="_blank" class="tag-link-4 font4">Unemployment
</a>
<a href="https://im4change.in/search?qryStr=PMGKAY" target="_blank" class="tag-link-4 font4">PMGKAY
</a>
<a href="https://im4change.in/search?qryStr=PM-KISAN" target="_blank" class="tag-link-4 font4">PM-KISAN
</a>
<a href="https://im4change.in/search?qryStr=PM-CARES" target="_blank" class="tag-link-4 font4">PM-CARES
</a>
<a href="https://im4change.in/search?qryStr=LFPR" target="_blank" class="tag-link-4 font4">LFPR
</a>
</div>
</div>
</div>
<!-- Widget Tag Cloud Ends here -->
</aside>
<!-- Right Side Section End -->
</div>
<section class="cat-box cats-review-box footerSec">
<h2 class="cat-box-title vSec CatArcha">Video
Archives</h2>
<h2 class="cat-box-title CatArchaTitle">Archives</h2>
<div class="cat-box-content">
<div class="reviews-cat">
<div class="CatArchaDiv1">
<div class="CatArchaDiv2">
<ul>
<li>
<a href="https://im4change.in/news-alerts-57/moving-upstream-luni-fellowship.html" target="_blank">
Moving Upstream: Luni – Fellowship </a>
</li>
<li>
<a href="https://im4change.in/news-alerts-57/135-million-indians-exited-multidimensional-poverty-as-per-government-figures-is-that-the-same-as-poverty-reduction.html" target="_blank">
135 Million Indians Exited “Multidimensional" Poverty as per Government... </a>
</li>
<li>
<a href="https://im4change.in/news-alerts-57/explainer-why-are-tomato-prices-on-fire.html" target="_blank">
Explainer: Why are Tomato Prices on Fire? </a>
</li>
<li>
<a href="https://im4change.in/news-alerts-57/nsso-survey-only-39-1-of-all-households-have-drinking-water-within-dwelling-46-7-of-rural-households-use-firewood-for-cooking.html" target="_blank">
NSSO Survey: Only 39.1% of all Households have Drinking... </a>
</li>
<li class="CatArchalLi1">
<a href="https://im4change.in/news-alerts-57"
class="more-link CatArchalAnch1" target="_blank">
More...
</a>
</li>
</ul>
</div>
<div class="CatArchaWidth">
<img class="CatArchaImg"
src="https://img.youtube.com/vi/I51LYnP8BOk/1.jpg"
alt=" Im4Change.org हिंदी वेबसाइट का परिचय. Short Video on im4change.org...">
<p class="CatArchaPPad">
<a href="https://im4change.in/video/Short-Video-on-im4change-Hindi-website-Inclusive-Media-for-Change" target="_blank">
Im4Change.org हिंदी वेबसाइट का परिचय. Short Video on im4change.org... </a>
</p>
</div>
<div class="CatArchaWidth">
<img class="CatArchaImg"
src="https://img.youtube.com/vi/kNqha-SwfIY/1.jpg"
alt=" "Session 1: Scope of IDEA and AgriStack" in Exploring...">
<p class="CatArchaPPad">
<a href="https://im4change.in/video/Session-1- Scope-of-IDEA-and-AgriStack-in-Exploring-Digitalisation-in-Agriculture-29-April-2022" target="_blank">
"Session 1: Scope of IDEA and AgriStack" in Exploring... </a>
</p>
</div>
<div class="CatArchaWidth">
<img class="CatArchaImg"
src="https://img.youtube.com/vi/6kIVjlgZItk/1.jpg"
alt=" "Session 2: Farmer Centric Digitalisation in Agriculture" in Exploring...">
<p class="CatArchaPPad">
<a href="https://im4change.in/video/Session-2-Farmer-Centric-Digitalisation-in-Agriculture-in-Exploring-Digitalisation-in-Agriculture-29-April-2022" target="_blank">
"Session 2: Farmer Centric Digitalisation in Agriculture" in Exploring... </a>
</p>
</div>
<div class="CatArchaWidth">
<img class="CatArchaImg"
src="https://img.youtube.com/vi/2BeHTu0y7xc/1.jpg"
alt=" "Session 3: Future of Digitalisation in Agriculture" in Exploring...">
<p class="CatArchaPPad">
<a href="https://im4change.in/video/Session-3-Future-of-Digitalisation-in-Agriculture-in-Exploring-Digitalisation-in-Agriculture-29-April-2022" target="_blank">
"Session 3: Future of Digitalisation in Agriculture" in Exploring... </a>
</p>
</div>
<div class="divWidth">
<ul class="divWidthMarg">
<li>
<a href="https://im4change.in/video/Public-Spending-on-Agriculture-in-India-Source-Foundation-for-Agrarian-Studies"
title="Public Spending on Agriculture in India (Source: Foundation for Agrarian Studies)" target="_blank">
Public Spending on Agriculture in India (Source: Foundation for...</a>
</li>
<li>
<a href="https://im4change.in/video/Agrarian-Change-Seminar-Protests-against-the-New-Farm-Laws-in-India-by-Prof-Vikas-Rawal-JNU-Source-Journal-Of-Agrarian-Change"
title="Agrarian Change Seminar: 'Protests against the New Farm Laws in India' by Prof. Vikas Rawal, JNU (Source: Journal Of Agrarian Change) " target="_blank">
Agrarian Change Seminar: 'Protests against the New Farm Laws...</a>
</li>
<li>
<a href="https://im4change.in/video/Webinar-Ramrao-The-Story-of-India-Farm-Crisis-Source-Azim-Premji-University"
title="Webinar: Ramrao - The Story of India's Farm Crisis (Source: Azim Premji University)" target="_blank">
Webinar: Ramrao - The Story of India's Farm Crisis...</a>
</li>
<li>
<a href="https://im4change.in/video/water-and-agricultural-transformation-in-India"
title="Water and Agricultural Transformation in India: A Symbiotic Relationship (Source: IGIDR)" target="_blank">
Water and Agricultural Transformation in India: A Symbiotic Relationship...</a>
</li>
<li class="CatArchalLi1">
<a href="https://im4change.in/videogallery"
class="more-link CatArchalAnch1" target="_blank">
More...
</a>
</li>
</ul>
</div>
</div>
</div>
</div>
</section> </div>
<div class="clear"></div>
<!-- Footer option Starts here -->
<div class="footer-bottom fade-in animated4">
<div class="container">
<div class="social-icons icon_flat">
<p class="SocialMargTop"> Website Developed by <a target="_blank" title="Web Development"
class="wot right"
href="http://www.ravinderkhurana.com/" rel="nofollow">
RAVINDErkHURANA.com</a></p>
</div>
<div class="alignleft">
<a
target="_blank" href="https://im4change.in/objectives-8.html"
class="link"
title="Objectives">Objectives</a> | <a
target="_blank" href="https://im4change.in/about-us-9.html"
class="link" title="About Us">About Us</a> | <a
target="_blank" href="https://im4change.in/media-workshops.php"
class="ucwords">Workshops</a> | <a
target="_blank" href="https://im4change.in/disclaimer/disclaimer-149.html"
title="Disclaimer">Disclaimer</a> </div>
</div>
</div>
<!-- Footer option ends here -->
</div>
<div id="connect">
<a target="_blank"
href="http://www.facebook.com/sharer.php?u=https://im4change.in/latest-news-updates/a-new-brand-driver-by-ashok-v-desai-696.html"
title="Share on Facebook">
<img src="https://im4change.in/images/Facebook.png?1582080640" alt="share on Facebook" class="ImgBorder"/>
</a><br/>
<a target="_blank"
href="http://twitter.com/share?text=Im4change&url=https://im4change.in/latest-news-updates/a-new-brand-driver-by-ashok-v-desai-696.html"
title="Share on Twitter">
<img src="https://im4change.in/images/twitter.png?1582080632" alt="Twitter" class="ImgBorder"/> </a>
<br/>
<a href="/feeds" title="RSS Feed" target="_blank">
<img src="https://im4change.in/images/rss.png?1582080632" alt="RSS" class="ImgBorder"/>
</a>
<br/>
<a class="feedback-link" id="feedbackFormLink" href="#">
<img src="https://im4change.in/images/feedback.png?1582080630" alt="Feedback" class="ImgBorder"/>
</a> <br/>
<a href="javascript:function iprl5(){var d=document,z=d.createElement('scr'+'ipt'),b=d.body,l=d.location;try{if(!b)throw(0);d.title='(Saving...) '+d.title;z.setAttribute('src',l.protocol+'//www.instapaper.com/j/WKrH3R7ORD5p?u='+encodeURIComponent(l.href)+'&t='+(new Date().getTime()));b.appendChild(z);}catch(e){alert('Please wait until the page has loaded.');}}iprl5();void(0)"
class="bookmarklet" onclick="return explain_bookmarklet();">
<img src="https://im4change.in/images/read-it-later.png?1582080632" alt="Read Later" class="ImgBorder"/> </a>
</div>
<!-- Feedback form Starts here -->
<div id="feedbackForm" class="overlay_form" class="ImgBorder">
<h2>Contact Form</h2>
<div id="contactform1">
<div id="formleft">
<form id="submitform" action="/contactus.php" method="post">
<input type="hidden" name="submitform" value="submitform"/>
<input type="hidden" name="salt_key" value="a0e0f2c6a0644a70e57ad2c96829709a"/>
<input type="hidden" name="ref" value="feedback"/>
<fieldset>
<label>Name :</label>
<input type="text" name="name" class="tbox" required/>
</fieldset>
<fieldset>
<label>Email :</label>
<input type="text" name="email" class="tbox" required/>
</fieldset>
<fieldset>
<label>Message :</label>
<textarea rows="5" cols="20" name="message" required></textarea>
</fieldset>
<fieldset>
Please enter security code
<div class="clear"></div>
<input type="text" name="vrcode" class="tbox"/>
</fieldset>
<fieldset>
<input type="submit" class="button" value="Submit"/>
<a href="#" id="closefeedbakcformLink">Close</a>
</fieldset>
</form>
</div>
<div class="clearfix"></div>
</div>
</div>
<div id="donate_popup" class="modal" style="max-width: 800px;">
<table width="100%" border="1">
<tr>
<td colspan="2" align="center">
<b>Support im4change</b>
</td>
</tr>
<tr>
<td width="25%" valign="middle">
<img src="https://im4change.in/images/logo2.jpg?1582080632" alt="" width="100%"/> </td>
<td style="padding-left:10px;padding-top:10px;">
<form action="https://im4change.in/donate" method="get">
<table width="100%" cellpadding="2" cellspacing="2">
<tr>
<td width="33%" style="font-family: 'Script Font', cursive, Arial;font-size: 20px;font-weight: 700;">
10
</td>
<td width="33%" style="font-family: 'Script Font', cursive, Arial;font-size: 20px;font-weight: 700;">
100
</td>
<td width="33%" style="font-family: 'Script Font', cursive, Arial;font-size: 20px;font-weight: 700;">
1000
</td>
</tr>
<tr>
<td colspan="3">
</td>
</tr>
<tr>
<td style="font-family: 'Script Font', cursive, Arial;font-size: 20px;font-weight: 700;">
50
</td>
<td style="font-family: 'Script Font', cursive, Arial;font-size: 20px;font-weight: 700;">
500
</td>
<td style="font-family: 'Script Font', cursive, Arial;font-size: 20px;font-weight: 700;">
<input type="text" name="price" placeholder="?" style="font-family: 'Script Font', cursive, Arial;font-size: 20px;font-weight: 700;">
</td>
</tr>
<tr>
<td colspan="3">
</td>
</tr>
<tr>
<td colspan="3" align="right">
<input type="button" name="Pay" value="Pay"
style="width: 200px;background-color: rgb(205, 35, 36);color: #ffffff;"/>
</td>
</tr>
</table>
</form>
</td>
</tr>
</table>
</div><script type='text/javascript'>
/* <![CDATA[ */
var tievar = {'go_to': 'Go to...'};
/* ]]> */
</script>
<script src="/js/tie-scripts.js?1575549704"></script><script src="/js/bootstrap.js?1575549704"></script><script src="/js/jquery.modal.min.js?1578284310"></script><script>
$(document).ready(function() {
// tell the autocomplete function to get its data from our php script
$('#s').autocomplete({
source: "/autocomplete"
});
});
</script>
<script src="/vj-main-sw-register.js" async></script>
<script>function init(){var imgDefer=document.getElementsByTagName('img');for(var i=0;i<imgDefer.length;i++){if(imgDefer[i].getAttribute('data-src')){imgDefer[i].setAttribute('src',imgDefer[i].getAttribute('data-src'))}}}
window.onload=init;</script>
</body>
</html>'
}
$maxBufferLength = (int) 8192
$file = '/home/brlfuser/public_html/vendor/cakephp/cakephp/src/Error/Debugger.php'
$line = (int) 853
$message = 'Unable to emit headers. Headers sent in file=/home/brlfuser/public_html/vendor/cakephp/cakephp/src/Error/Debugger.php line=853'
Cake\Http\ResponseEmitter::emit() - CORE/src/Http/ResponseEmitter.php, line 48
Cake\Http\Server::emit() - CORE/src/Http/Server.php, line 141
[main] - ROOT/webroot/index.php, line 39
Warning (2): Cannot modify header information - headers already sent by (output started at /home/brlfuser/public_html/vendor/cakephp/cakephp/src/Error/Debugger.php:853) [CORE/src/Http/ResponseEmitter.php, line 148]
$response = object(Cake\Http\Response) {
'status' => (int) 200,
'contentType' => 'text/html',
'headers' => [
'Content-Type' => [
[maximum depth reached]
]
],
'file' => null,
'fileRange' => [],
'cookies' => object(Cake\Http\Cookie\CookieCollection) {},
'cacheDirectives' => [],
'body' => '<!DOCTYPE html>
<!--[if lt IE 7 ]>
<html class="ie ie6" lang='en'> <![endif]-->
<!--[if IE 7 ]>
<html class="ie ie7" lang='en'> <![endif]-->
<!--[if IE 8 ]>
<html class="ie ie8" lang='en'> <![endif]-->
<!--[if (gte IE 9)|!(IE)]><!-->
<html lang='en'>
<!--<![endif]-->
<head><meta http-equiv="Content-Type" content="text/html; charset=utf-8">
<title>
LATEST NEWS UPDATES | A New Brand Driver by Ashok V Desai </title>
<meta name="description" content="
We Indians implicitly believe in India’s great past. Recently, that past has been given a statistical underpinning by Angus Maddison. To celebrate the beginning of the 21st century, Maddison wrote a book called The World Economy: A Millennial Perspective. There..."/>
<meta name="keywords" content="im4change, corruption, food security, Right To Education, malnutrition, Hunger, Health, MNREGA"/>
<meta name="news_keywords" content="im4change, corruption, food security, Right To Education, malnutrition, Hunger, Health, MNREGA">
<link rel="alternate" type="application/rss+xml" title="ROR" href="/ror.xml"/>
<link rel="alternate" type="application/rss+xml" title="RSS 2.0" href="/feeds/"/>
<link rel="stylesheet" href="/css/bootstrap.min.css?1697864993"/> <link rel="stylesheet" href="/css/style.css?v=1.1.2"/> <link rel="stylesheet" href="/css/style-inner.css?1577045210"/> <link rel="stylesheet" id="Oswald-css"
href="https://fonts.googleapis.com/css?family=Oswald%3Aregular%2C700&ver=3.8.1" type="text/css"
media="all">
<link rel="stylesheet" href="/css/jquery.modal.min.css?1578285302"/> <script src="/js/jquery-1.10.2.js?1575549704"></script> <script src="/js/jquery-migrate.min.js?1575549704"></script> <link rel="shortcut icon" href="/favicon.ico" title="Favicon">
<link rel="stylesheet" href="/css/jquery-ui.css?1580720609"/> <script src="/js/jquery-ui.js?1575549704"></script> <link rel="preload" as="style" href="https://www.im4change.org/css/custom.css" onload="this.rel='stylesheet'" media="all" crossorigin="anonymous">
<link rel="preload" as="style" href="https://www.im4change.org/css/jquery.modal.min.css" onload="this.rel='stylesheet'" media="all" crossorigin="anonymous">
<link rel="preload" as="style" href="https://www.im4change.org/css/jquery-ui.css" onload="this.rel='stylesheet'" media="all" crossorigin="anonymous">
<link rel="preload" as="style" href="https://www.im4change.org/css/li-scroller.css" onload="this.rel='stylesheet'" media="all" crossorigin="anonymous">
<!-- <link rel="preload" as="style" href="https://www.im4change.org/css/style.css" onload="this.rel='stylesheet'" media="all" crossorigin="anonymous"> -->
<link rel="preload" as="style" href="https://www.im4change.org/css/style-inner.css" onload="this.rel='stylesheet'" media="all" crossorigin="anonymous">
<link rel='dns-prefetch' href="//im4change.org/css/custom.css" crossorigin >
<link rel="preload" as="script" href="https://www.im4change.org/js/bootstrap.js">
<link rel="preload" as="script" href="https://www.im4change.org/js/jquery.li-scroller.1.0.js">
<link rel="preload" as="script" href="https://www.im4change.org/js/jquery.modal.min.js">
<link rel="preload" as="script" href="https://www.im4change.org/js/jquery.ui.totop.js">
<link rel="preload" as="script" href="https://www.im4change.org/js/jquery-1.10.2.js">
<link rel="preload" as="script" href="https://www.im4change.org/js/jquery-migrate.min.js">
<link rel="preload" as="script" href="https://www.im4change.org/js/jquery-ui.js">
<link rel="preload" as="script" href="https://www.im4change.org/js/setting.js">
<link rel="preload" as="script" href="https://www.im4change.org/js/tie-scripts.js">
<!--[if IE]>
<script type="text/javascript">jQuery(document).ready(function () {
jQuery(".menu-item").has("ul").children("a").attr("aria-haspopup", "true");
});</script>
<![endif]-->
<!--[if lt IE 9]>
<script src="/js/html5.js"></script>
<script src="/js/selectivizr-min.js"></script>
<![endif]-->
<!--[if IE 8]>
<link rel="stylesheet" type="text/css" media="all" href="/css/ie8.css"/>
<![endif]-->
<meta property="og:title" content="LATEST NEWS UPDATES | A New Brand Driver by Ashok V Desai" />
<meta property="og:url" content="https://im4change.in/latest-news-updates/a-new-brand-driver-by-ashok-v-desai-696.html" />
<meta property="og:type" content="article" />
<meta property="og:description" content="
We Indians implicitly believe in India’s great past. Recently, that past has been given a statistical underpinning by Angus Maddison. To celebrate the beginning of the 21st century, Maddison wrote a book called The World Economy: A Millennial Perspective. There..." />
<meta property="og:image" content="" />
<meta property="fb:app_id" content="0" />
<meta name="viewport" content="width=device-width, initial-scale=1, maximum-scale=1, user-scalable=no">
<link rel="apple-touch-icon-precomposed" sizes="144x144" href="https://im4change.in/images/apple1.png">
<link rel="apple-touch-icon-precomposed" sizes="120x120" href="https://im4change.in/images/apple2.png">
<link rel="apple-touch-icon-precomposed" sizes="72x72" href="https://im4change.in/images/apple3.png">
<link rel="apple-touch-icon-precomposed" href="https://im4change.in/images/apple4.png">
<style>
.gsc-results-wrapper-overlay{
top: 38% !important;
height: 50% !important;
}
.gsc-search-button-v2{
border-color: #035588 !important;
background-color: #035588 !important;
}
.gsib_a{
height: 30px !important;
padding: 2px 8px 1px 6px !important;
}
.gsc-search-button-v2{
height: 41px !important;
}
input.gsc-input{
background: none !important;
}
@media only screen and (max-width: 600px) {
.gsc-results-wrapper-overlay{
top: 11% !important;
width: 87% !important;
left: 9% !important;
height: 43% !important;
}
.gsc-search-button-v2{
padding: 10px 10px !important;
}
.gsc-input-box{
height: 28px !important;
}
/* .gsib_a {
padding: 0px 9px 4px 9px !important;
}*/
}
@media only screen and (min-width: 1200px) and (max-width: 1920px) {
table.gsc-search-box{
width: 15% !important;
float: right !important;
margin-top: -118px !important;
}
.gsc-search-button-v2 {
padding: 6px !important;
}
}
</style>
<script>
$(function () {
$("#accordion").accordion({
event: "click hoverintent"
});
});
/*
* hoverIntent | Copyright 2011 Brian Cherne
* http://cherne.net/brian/resources/jquery.hoverIntent.html
* modified by the jQuery UI team
*/
$.event.special.hoverintent = {
setup: function () {
$(this).bind("mouseover", jQuery.event.special.hoverintent.handler);
},
teardown: function () {
$(this).unbind("mouseover", jQuery.event.special.hoverintent.handler);
},
handler: function (event) {
var currentX, currentY, timeout,
args = arguments,
target = $(event.target),
previousX = event.pageX,
previousY = event.pageY;
function track(event) {
currentX = event.pageX;
currentY = event.pageY;
}
;
function clear() {
target
.unbind("mousemove", track)
.unbind("mouseout", clear);
clearTimeout(timeout);
}
function handler() {
var prop,
orig = event;
if ((Math.abs(previousX - currentX) +
Math.abs(previousY - currentY)) < 7) {
clear();
event = $.Event("hoverintent");
for (prop in orig) {
if (!(prop in event)) {
event[prop] = orig[prop];
}
}
// Prevent accessing the original event since the new event
// is fired asynchronously and the old event is no longer
// usable (#6028)
delete event.originalEvent;
target.trigger(event);
} else {
previousX = currentX;
previousY = currentY;
timeout = setTimeout(handler, 100);
}
}
timeout = setTimeout(handler, 100);
target.bind({
mousemove: track,
mouseout: clear
});
}
};
</script>
<script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-472075-3']);
_gaq.push(['_trackPageview']);
(function () {
var ga = document.createElement('script');
ga.type = 'text/javascript';
ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(ga, s);
})();
</script>
<link rel="stylesheet" href="/css/custom.css?v=1.16"/> <script src="/js/jquery.ui.totop.js?1575549704"></script> <script src="/js/setting.js?1575549704"></script> <link rel="manifest" href="/manifest.json">
<meta name="theme-color" content="#616163" />
<meta name="apple-mobile-web-app-capable" content="yes">
<meta name="apple-mobile-web-app-status-bar-style" content="black">
<meta name="apple-mobile-web-app-title" content="im4change">
<link rel="apple-touch-icon" href="/icons/logo-192x192.png">
</head>
<body id="top" class="home inner blog">
<div class="background-cover"></div>
<div class="wrapper animated">
<header id="theme-header" class="header_inner" style="position: relative;">
<div class="logo inner_logo" style="left:20px !important">
<a title="Home" href="https://im4change.in/">
<img src="https://im4change.in/images/logo2.jpg?1582080632" class="logo_image" alt="im4change"/> </a>
</div>
<div class="langhindi" style="color: #000;display:none;"
href="https://im4change.in/">
<a class="more-link" href="https://im4change.in/">Home</a>
<a href="https://im4change.in/hindi/" class="langbutton ">हिन्दी</a>
</div>
<nav class="fade-in animated2" id="main-nav">
<div class="container">
<div class="main-menu">
<ul class="menu" id="menu-main">
<li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children"
style="left: -40px;"><a
target="_blank" href="https://im4change.in/">Home</a>
</li>
<li class="menu-item mega-menu menu-item-type-taxonomy mega-menu menu-item-object-category mega-menu menu-item-has-children parent-list"
style=" margin-left: -40px;"><a href="#">KNOWLEDGE GATEWAY <span class="sub-indicator"></span>
</a>
<div class="mega-menu-block background_menu" style="padding-top:25px;">
<div class="container">
<div class="mega-menu-content">
<div class="mega-menu-item">
<h3><b>Farm Crisis</b></h3>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/farm-crisis/farmers039-suicides-14.html"
class="left postionrel">Farm Suicides </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/farm-crisis/unemployment-30.html"
class="left postionrel">Unemployment </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/farm-crisis/rural-distress-70.html"
class="left postionrel">Rural distress </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/farm-crisis/migration-34.html"
class="left postionrel">Migration </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/farm-crisis/key-facts-72.html"
class="left postionrel">Key Facts </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/farm-crisis/debt-trap-15.html"
class="left postionrel">Debt Trap </a>
</p>
</div>
<div class="mega-menu-item">
<h3><b>Empowerment</b></h3>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/union-budget-73.html"
class="left postionrel">Union Budget And Other Economic Policies </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/forest-and-tribal-rights-61.html"
class="left postionrel">Forest and Tribal Rights </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/right-to-education-60.html"
class="left postionrel">Right to Education </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/right-to-food-59.html"
class="left postionrel">Right to Food </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/displacement-3279.html"
class="left postionrel">Displacement </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/right-to-work-mg-nrega-39.html"
class="left postionrel">Right to Work (MG-NREGA) </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/gender-3280.html"
class="left postionrel">GENDER </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/right-to-information-58.html"
class="left postionrel">Right to Information </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/social-audit-48.html"
class="left postionrel">Social Audit </a>
</p>
</div>
<div class="mega-menu-item">
<h3><b>Hunger / HDI</b></h3>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/poverty-and-inequality-20499.html"
class="left postionrel">Poverty and inequality </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/malnutrition-41.html"
class="left postionrel">Malnutrition </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/public-health-51.html"
class="left postionrel">Public Health </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/education-50.html"
class="left postionrel">Education </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/hunger-overview-40.html"
class="left postionrel">Hunger Overview </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/hdi-overview-45.html"
class="left postionrel">HDI Overview </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/pds-ration-food-security-42.html"
class="left postionrel">PDS/ Ration/ Food Security </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/sdgs-113.html"
class="left postionrel">SDGs </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/mid-day-meal-scheme-mdms-53.html"
class="left postionrel">Mid Day Meal Scheme (MDMS) </a>
</p>
</div>
<div class="mega-menu-item">
<h3><b>Environment</b></h3>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/environment/time-bomb-ticking-52.html"
class="left postionrel">Time Bomb Ticking </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/environment/water-and-sanitation-55.html"
class="left postionrel">Water and Sanitation </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/environment/impact-on-agriculture-54.html"
class="left postionrel">Impact on Agriculture </a>
</p>
</div>
<div class="mega-menu-item">
<h3><b>Law & Justice</b></h3>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/law-justice/social-justice-20500.html"
class="left postionrel">Social Justice </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/law-justice/access-to-justice-47.html"
class="left postionrel">Access to Justice </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/law-justice/human-rights-56.html"
class="left postionrel">Human Rights </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/law-justice/corruption-35.html"
class="left postionrel">Corruption </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/law-justice/general-insecurity-46.html"
class="left postionrel">General Insecurity </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/law-justice/disaster-relief-49.html"
class="left postionrel">Disaster & Relief </a>
</p>
</div>
</div>
</div>
</div>
</li>
<li class="menu-item menu-item-type-post_type menu-item-object-page "><a target="_blank" href="https://im4change.in/nceus_reports.php">NCEUS reports</a>
</li>
<li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children parent-list ">
<a target="_blank" href="https://im4change.in/about-us-9.html">About Us <span
class="sub-indicator"></span></a>
<ul class="sub-menu aboutmenu">
<li class="menu-item menu-item-type-post_type menu-item-object-page"><a
target="_blank" href="https://im4change.in/objectives-8.html">Objectives</a>
</li>
<li class="menu-item menu-item-type-post_type menu-item-object-page"><a
target="_blank" href="https://im4change.in/contactus.php">Contact
Us</a></li>
<li class="menu-item menu-item-type-post_type menu-item-object-page"><a
target="_blank" href="https://im4change.in/about-us-9.html">About
Us</a></li>
</ul>
</li>
<li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children ">
<a target="_blank" href="https://im4change.in/fellowships.php" title="Fellowships">Fellowships</a>
</li>
<li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children "><a
target="_blank" href="https://im4change.in/media-workshops.php">Workshops</a>
</li>
<li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children "><a
target="_blank" href="https://im4change.in/research.php">Research</a></li>
<li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children "><a
target="_blank" href="https://im4change.in/links-64">Partners</a></li>
<li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children"
id="menu-item-539"><a target="_blank" href="https://im4change.in/hindi/"
class="langbutton langlinkfont17">हिन्दी</a></li>
</ul>
</div> </div>
<!-- <div style="float: right;">
<script async src="https://cse.google.com/cse.js?cx=18b4f2e0f11bed3dd"></script>
<div class="gcse-search"></div>
</div> -->
<div class="search-block" style=" margin-left: 8px; margin-right: 7px;">
<form method="get" id="searchform" name="searchform"
action="https://im4change.in/search"
onsubmit="return searchvalidate();">
<button class="search-button" type="submit" value="Search"></button>
<input type="text" id="s" name="qryStr" value=""
onfocus="if (this.value == 'Search...') {this.value = '';}"
onblur="if (this.value == '') {this.value = 'Search...';}">
</form>
</div>
</nav>
</header>
<div class="container">
<div id="main-content" class=" main1 container fade-in animated3 sidebar-narrow-left">
<div class="content-wrap">
<div class="content" style="width: 900px;min-height: 500px;">
<section class="cat-box recent-box innerCatRecent">
<h1 class="cat-box-title">A New Brand Driver by Ashok V Desai</h1>
<a href="JavaScript:void(0);" onclick="return shareArticle(625);">
<img src="https://im4change.in/images/email.png?1582080630" border="0" width="24" align="right" alt="Share this article"/> </a>
<a href="https://im4change.in/latest-news-updates/a-new-brand-driver-by-ashok-v-desai-696/print"
rel="nofollow">
<img src="https://im4change.in/images/icon-print.png?1582080630" border="0" width="24" align="right" alt="Share this article"/>
</a>
</section>
<section class="recent-box innerCatRecent">
<small class="pb-1"><span class="dateIcn">
<img src="https://im4change.in/images/published.svg?1582080666" alt="published"/>
Published on</span><span class="text-date"> Dec 15, 2009</span>
<span
class="dateIcn">
<img src="https://im4change.in/images/modified.svg?1582080666" alt="modified"/> Modified on </span><span class="text-date"> Dec 15, 2009</span>
</small>
</section>
<div class="clear"></div>
<div style="padding-top: 10px;">
<div class="innerLineHeight">
<div class="middleContent innerInput latest-news-updates">
<table>
<tr>
<td>
<div>
<p align="justify"><font >We Indians implicitly believe in India’s great past. Recently, that past has been given a statistical underpinning by Angus Maddison. To celebrate the beginning of the 21st century, Maddison wrote a book called The World Economy: A Millennial Perspective. There he says that India was the world’s largest economy in the first millennium AD. It produced one-third of the world’s income in the first century, and 29 per cent in the 11th century. Under the Mughals in the 17th century, India’s share of world income was 24 per cent. Although China had overtaken us by that time, India’s share was greater than that of the whole of Europe. By 1951, India’s share had fallen to 4 per cent. Why it fell so far is a question we can leave to historians. </font></p><p align="justify"><font >What is striking is our poor performance since Independence. India had an extremely high brand value in 1947, despite Partition and the communal riots. Its new rulers got much publicity and goodwill because of the way they had won independence without violence; the world assumed that now that India was independent, it was bound to emerge as a major power. But the expectations were belied, and the opportunities went to waste. The government tried State-led industrialization, and wasted the one major national asset it had, namely private enterprise.</font></p><p align="justify"><font >It introduced comprehensive import substitution, and built up inefficient industries. As a result, they could not use international markets to expand. The global market is 25 times as big as India’s; an industry that can access it can grow much more than an industry confined to the home market before it faces a market constraint. A number of countries, which were initially poorer than India, did just that; they built up internationally competitive industries. As a result, they grew much faster and became richer than India. And by establishing their presence in the world market, they built up their brands. By the 1980s, little countries like Korea, Taiwan, Thailand and Malaysia had better brands than India. </font></p><p align="justify"><font >Luckily for us, the import substitution strategy finally broke down in 1991, and India went bankrupt. Liberalization was forced on India. When I was taken into the government in 1991, changing the world’s image of India was one of our most serious problems. After forty years of socialism, instability and failure, people across the world were sceptical that India had changed stripes.</font></p><p align="justify"><font >But the reforms of 1991 worked. India opened up to foreign trade and investment. As trade and investment flows increased, so did the interest of the outside world in India. Today, the circumstances have completely changed. Indian government officials do not have to go round the world trying to interest investors today; instead, they spend their time making complicated rules about which foreign industrialists can invest in India and which cannot and on what terms. India’s image has also changed over the years. Before Independence, India was known as a country of elephants and snake-charmers. Maharajas were its brand ambassadors. Their pomp made for good spectacle; their foibles were lapped up by the Western press. But the rulers who took over India in 1947 were not fond of the Maharajas, whom they regarded as remnants of a feudal age and friends of the British. They were ashamed of elephants and snake-charmers; they dreamed of a metallic, modern, industrial India signified by dams and steel mills. So they wasted the images they had inherited.</font></p><p align="justify"><font >But the image they wanted to project was different from India’s reality, and it continued to be different from the image abroad of India. The disjunction between the two images — the image that people had abroad and the image that the rulers of India wanted them to have — has persisted. The rulers wanted the world to see India as a modernizing, industrializing, dynamic nation. But industrialization was slow to come, so it added nothing to India’s brand. Instead, India became a large-scale importer of foodgrains in the 1950s, and became known as a country of the starving poor. </font></p><p align="justify"><font >The last famine we had was in 1966; we have been producing enough foodgrains since the 1970s. Nuclear bombs were exploded, first by Indira Gandhi in 1974 and then by Atal Bihari Vajpayee in 1998. They made no difference to the balance of power; both explosions were purely public relations exercises, designed to create an image of a strong India. But strength does not come from an atom bomb. The explosions only created the image of strutting rulers who thought a lot of themselves.</font></p><p align="justify"><font >What changed the image of India was something that the rulers had nothing to do with. In fact, they did not know when it began to happen, and did not get a chance to stop it. It was the coming of the information technology industry, and the creation of the market abroad for programmers. India just happened to have a large number of engineers who could turn to programming; American IT companies began to come to India in the 1980s and hire them away. And it is these code writers that changed India’s image. During a visit to Germany some 15 years ago, a German came up to me and said, “You Indians are so intelligent!” I thought he had gone mad. It was the Germans who were most intelligent; theirs was a most difficult language, and even their children could speak it. But the German was referring to our software engineers.</font></p><p align="justify"><font >The IT boom, which transformed India’s image, had nothing to do with our rulers. But they did recently do one thing right, namely the Incredible India campaign. It was a short, simple, snappy slogan; no Indianisms in it. It was not descriptive; instead of telling, it mystified. And the visual images that accompanied it were not of steel mills and dams; they were just images of beauty. So Indians — even official Indians — are capable of doing things right; that gives me hope for the future.</font></p><p align="justify"><font >Now, the IT boom has done its work for India’s image. Net exports of software earned $44.2 billion — a quarter of our invisible receipts and 15 per cent of our total current account receipts. Industry leaders continue to make optimistic projections of its growth, but it is likely to slow down for two reasons: first, because India has already conquered the easier markets and second, because Indian wages have gone up. The Incredible India campaign created enormous interest in India, but it has gone to waste: transport within India has become crowded and chaotic, and Indian hotels have become absurdly expensive. Even for Indians, a holiday in Malaysia or Thailand costs less than a comparable holiday in India. Today, Indians spend nearly as much abroad as foreign tourists spend in India, and our net earnings are negligible. In 2008-09, Indians spent $9.4 billion abroad; foreign tourists spent $10.9 billion in India.</font></p><p align="justify"><font >So we need new drivers for Brand India in the next ten years. What might they be? It depends on where we want India to go. Our plans should be ambitious but realistic; they should be located in our international environment, and use our strengths. My ideas must wait for the next column.<br /> </font></p>
</div>
</td>
</tr>
</table>
</div>
</div>
</div>
<div class="clear"></div>
<br><a href="http://www.telegraphindia.com/1091215/jsp/opinion/story_11864748.jsp" class="re" target="_blank">The Telegraph, 15 December, 2009, http://www.telegraphindia.com/1091215/jsp/opinion/story_11864748.jsp</a><div class="clear"></div>
<div class="clear"></div>
<div class="comment-respond" id="respond">
<a name="commentbox"> </a>
<h3 class="comment-reply-title" id="reply-title">Write Comments</h3>
<form method="post" accept-charset="utf-8" role="form" action="/latest-news-updates/a-new-brand-driver-by-ashok-v-desai-696.html"><div style="display:none;"><input type="hidden" name="_method" value="POST"/></div> <form class="comment-form" id="commentform" method="post" action="#commentbox" onSubmit="return validate()"
name="cmtform">
<input type="hidden" name="cmttype" value="articlecmt"/>
<input type="hidden" name="article_id" value="625"/>
<p class="comment-notes">Your email address will not be published. Required fields are marked <span
class="required">*</span></p>
<p class="comment-form-author">
<label for="commenterName">Name</label>
<span class="required">*</span>
<input type="text" aria-required="true" size="30"
value=""
name="commenterName" id="commenterName" required="true">
</p>
<p class="comment-form-email">
<label for="commenterEmail">Email</label> <span class="required">*</span>
<input aria-required="true" size="30" name="commenterEmail" id="commenterEmail" type="email"
value=""
required="true">
</p>
<p class="comment-form-contact">
<label for="commenterPh">Contact No.</label>
<input type="text" size="30"
value=""
name="commenterPh" id="commenterPh">
</p>
<p class="comment-form-comment">
<label for="comment">Comment</label>
<textarea aria-required="true" required="true" rows="8" cols="45" name="comment"
id="comment"></textarea>
</p>
<p class="comment-form-comment">
<label for="comment">Type the characters you see in the image below <span class="required">*</span><br><img
class="captchaImg"
src="https://im4change.in/securimage_show_art.php?tk=590639556" alt="captcha"/>
</label>
</p>
<input type="text" name="vrcode" required="true"/>
<p class="form-submit" style="width: 200px;">
<input type="submit" value="Post Comment" id="submit" name="submit">
</p></form>
</div>
<style>
.ui-widget-content {
height: auto !important;
}
</style>
<div id="share-modal"></div>
<style>
.middleContent a{
background-color: rgba(108,172,228,.2);
}
.middleContent a:hover{
background-color: #418fde;
border-color: #418fde;
color: #000;
}
</style>
<script>
function shareArticle(article_id) {
var options = {
modal: true,
height: 'auto',
width: 600 + 'px'
};
$('#share-modal').html("");
$('#share-modal').load('https://im4change.in/share_article?article_id=' + article_id).dialog(options).dialog('open');
}
function postShare() {
var param = 'article_id=' + $("#article_id").val();
param = param + '&y_name=' + $("#y_name").val();
param = param + '&y_email=' + $("#y_email").val();
param = param + '&f_name=' + $("#f_name").val();
param = param + '&f_email=' + $("#f_email").val();
param = param + '&y_msg=' + $("#y_msg").val();
$.ajax({
type: "POST",
url: 'https://im4change.in/post_share_article',
data: param,
success: function (response) {
$('#share-modal').html("Thank You, Your message posted to ");
}
});
return false;
}
</script> </div>
</div>
<!-- Right Side Section Start -->
<!-- MAP Section START -->
<aside class="sidebar indexMarg">
<div class="ad-cell">
<a href="https://im4change.in/statemap.php" title="">
<img src="https://im4change.in/images/map_new_version.png?1582080666" alt="India State Map" class="indiamap" width="232" height="252"/> </a>
<div class="rightmapbox">
<div id="sideOne" class="docltitle"><a href="https://im4change.in/state-report/india/36" target="_blank">DOCUMENTS/
REPORTS</a></div>
<div id="sideTwo" class="statetitle"><a href="https://im4change.in/states.php"target="_blank">STATE DATA/
HDRs.</a></div>
</div>
<div class="widget widgePadTop"></div>
</div>
</aside>
<!-- MAP Section END -->
<aside class="sidebar sidePadbottom">
<div class="rightsmlbox1" >
<a href="https://im4change.in/knowledge_gateway" target="_blank" style="color: #035588;
font-size: 17px;">
KNOWLEDGE GATEWAY
</a>
</div>
<div class="rightsmlbox1">
<div>
<p class="rightsmlbox1_title">
<a href="https://im4change.in/newsletter" target="_blank">
NEWSLETTER
</a>
</p>
</div>
</div>
<div class="rightsmlbox1" style="height: 325px;">
<div>
<p class="rightsmlbox1_title">
Interview with Prof. Ravi Srivastava
</p>
<p class="rightsmlbox1_title">
<a href="https://im4change.in/video/interview-with-prof-ravi-srivastava-on-current-economic-crisis">
<img width="250" height="200" src="/images/interview_video_home.jpg" alt="Interview with Prof. Ravi Srivastava"/>
</a>
<!--
<iframe width="250" height="200" src="https://www.youtube.com/embed/MmaTlntk-wc" frameborder="0" allow="accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture" allowfullscreen=""></iframe>-->
</p>
<a href="https://im4change.in/videogallery" class="more-link CatArchalAnch1" target="_blank">
More videos
</a>
</div>
</div>
<div class="rightsmlbox1">
<div>
<!--div id="sstory" class="rightboxicons"></div--->
<p class="rightsmlbox1_title"><a href="https://im4change.in/list-success-stories" target="_blank">Success Stories</a></p>
</div>
</div>
<div class="rightsmlbox1">
<div>
<p class="rightsmlbox1_title"><a
href="https://im4change.in/interviews" target="_blank">Interviews</a>
</p>
</div>
</div>
<div class="rightsmlbox1">
<div>
<p class="rightsmlbox1_title"><a href="https://www.commoncause.in/page.php?id=10" >Donate</a></p>
</div>
</div>
<div class="rightsmlbox1">
<div>
<p class="rightsmlbox1_title"><a
href="https://im4change.in/marquee"
class="isf_link more-link" title="India Focus?" style="border: 4px solid #fdd922;width: 90%;background-color: #fdd922;text-align: center;color: #000000;font-size:18px" target="_blank">India Focus</a></p> </div>
</div>
<div class="rightsmlbox1" style="height: 104px !important;">
<a href="https://im4change.in/quarterly_reports.php" target="_blank">
Quarterly Reports on Effect of Economic Slowdown on Employment in India (2008 - 2015)
</a>
</div>
<!-- <div class="rightsmlbox1">
<a href="https://play.google.com/store/apps/details?id=com.im4.im4change" target="_blank">
</a></div> -->
<!-- <section class="cat-box recent-box secMarg">
<h2 class="cat-box-title">Most Visited</h2>
</section> -->
<!-- accordion Starts here -->
<!-- <div id="accordion" class="accordMarg">
</div> -->
<!-- accordion ends here -->
<!-- Widget Tag Cloud Starts here -->
<div id="tag_cloud-2" class="widget widget_tag_cloud">
<section class="cat-box recent-box secMarg">
<h2 class="cat-box-title">MOST VISITED TAGS</h2>
</section>
<div class="widget-top wiPdTp">
<div class="stripe-line"></div>
</div>
<div class="widget-container">
<div class="tagcloud">
<a href="https://im4change.in/search?qryStr=Agriculture"
target="_blank" class="tag-link-4 font4">Agriculture</a>
<a href="https://im4change.in/search?qryStr=Food Security"
target="_blank" class="tag-link-4 font4">Food Security</a>
<a href="https://im4change.in/search?qryStr=Law and Justice"
target="_blank" class="tag-link-4 font4">Law and Justice</a>
<a href="https://im4change.in/search?qryStr=Health"
target="_blank" class="tag-link-4 font4">Health</a>
<a href="https://im4change.in/search?qryStr=Right to Food"
target="_blank" class="tag-link-4 font4">Right to Food</a>
<a href="https://im4change.in/search?qryStr=Corruption"
target="_blank" class="tag-link-4 font4">Corruption</a>
<a href="https://im4change.in/search?qryStr=farming"
target="_blank" class="tag-link-4 font4">farming</a>
<a href="https://im4change.in/search?qryStr=Environment"
target="_blank" class="tag-link-4 font4">Environment</a>
<a href="https://im4change.in/search?qryStr=Right to Information"
target="_blank" class="tag-link-4 font4">Right to Information</a>
<a href="https://im4change.in/search?qryStr=NREGS"
target="_blank" class="tag-link-4 font4">NREGS</a>
<a href="https://im4change.in/search?qryStr=Human Rights"
target="_blank" class="tag-link-4 font4">Human Rights</a>
<a href="https://im4change.in/search?qryStr=Governance"
target="_blank" class="tag-link-4 font4">Governance</a>
<a href="https://im4change.in/search?qryStr=PDS"
target="_blank" class="tag-link-4 font4">PDS</a>
<a href="https://im4change.in/search?qryStr=COVID-19"
target="_blank" class="tag-link-4 font4">COVID-19</a>
<a href="https://im4change.in/search?qryStr=Land Acquisition"
target="_blank" class="tag-link-4 font4">Land Acquisition</a>
<a href="https://im4change.in/search?qryStr=mgnrega"
target="_blank" class="tag-link-4 font4">mgnrega</a>
<a href="https://im4change.in/search?qryStr=Farmers"
target="_blank" class="tag-link-4 font4">Farmers</a>
<a href="https://im4change.in/search?qryStr=transparency"
target="_blank" class="tag-link-4 font4">transparency</a>
<a href="https://im4change.in/search?qryStr=Gender"
target="_blank" class="tag-link-4 font4">Gender</a>
<a href="https://im4change.in/search?qryStr=Poverty"
target="_blank" class="tag-link-4 font4">Poverty</a>
<a href="https://im4change.in/search?qryStr=Farm Laws" target="_blank" class="tag-link-4 font4">Farm Laws
</a>
<a href="https://im4change.in/search?qryStr=Citizenship Amendment Act" target="_blank" class="tag-link-4 font4">Citizenship Amendment Act
</a>
<a href="https://im4change.in/search?qryStr=CAA NPR NRIC" target="_blank" class="tag-link-4 font4">CAA NPR NRIC
</a>
<a href="https://im4change.in/search?qryStr=Job Losses" target="_blank" class="tag-link-4 font4">Job Losses
</a>
<a href="https://im4change.in/search?qryStr=Migrant Workers" target="_blank" class="tag-link-4 font4">Migrant Workers
</a>
<a href="https://im4change.in/search?qryStr=Unemployment" target="_blank" class="tag-link-4 font4">Unemployment
</a>
<a href="https://im4change.in/search?qryStr=PMGKAY" target="_blank" class="tag-link-4 font4">PMGKAY
</a>
<a href="https://im4change.in/search?qryStr=PM-KISAN" target="_blank" class="tag-link-4 font4">PM-KISAN
</a>
<a href="https://im4change.in/search?qryStr=PM-CARES" target="_blank" class="tag-link-4 font4">PM-CARES
</a>
<a href="https://im4change.in/search?qryStr=LFPR" target="_blank" class="tag-link-4 font4">LFPR
</a>
</div>
</div>
</div>
<!-- Widget Tag Cloud Ends here -->
</aside>
<!-- Right Side Section End -->
</div>
<section class="cat-box cats-review-box footerSec">
<h2 class="cat-box-title vSec CatArcha">Video
Archives</h2>
<h2 class="cat-box-title CatArchaTitle">Archives</h2>
<div class="cat-box-content">
<div class="reviews-cat">
<div class="CatArchaDiv1">
<div class="CatArchaDiv2">
<ul>
<li>
<a href="https://im4change.in/news-alerts-57/moving-upstream-luni-fellowship.html" target="_blank">
Moving Upstream: Luni – Fellowship </a>
</li>
<li>
<a href="https://im4change.in/news-alerts-57/135-million-indians-exited-multidimensional-poverty-as-per-government-figures-is-that-the-same-as-poverty-reduction.html" target="_blank">
135 Million Indians Exited “Multidimensional" Poverty as per Government... </a>
</li>
<li>
<a href="https://im4change.in/news-alerts-57/explainer-why-are-tomato-prices-on-fire.html" target="_blank">
Explainer: Why are Tomato Prices on Fire? </a>
</li>
<li>
<a href="https://im4change.in/news-alerts-57/nsso-survey-only-39-1-of-all-households-have-drinking-water-within-dwelling-46-7-of-rural-households-use-firewood-for-cooking.html" target="_blank">
NSSO Survey: Only 39.1% of all Households have Drinking... </a>
</li>
<li class="CatArchalLi1">
<a href="https://im4change.in/news-alerts-57"
class="more-link CatArchalAnch1" target="_blank">
More...
</a>
</li>
</ul>
</div>
<div class="CatArchaWidth">
<img class="CatArchaImg"
src="https://img.youtube.com/vi/I51LYnP8BOk/1.jpg"
alt=" Im4Change.org हिंदी वेबसाइट का परिचय. Short Video on im4change.org...">
<p class="CatArchaPPad">
<a href="https://im4change.in/video/Short-Video-on-im4change-Hindi-website-Inclusive-Media-for-Change" target="_blank">
Im4Change.org हिंदी वेबसाइट का परिचय. Short Video on im4change.org... </a>
</p>
</div>
<div class="CatArchaWidth">
<img class="CatArchaImg"
src="https://img.youtube.com/vi/kNqha-SwfIY/1.jpg"
alt=" "Session 1: Scope of IDEA and AgriStack" in Exploring...">
<p class="CatArchaPPad">
<a href="https://im4change.in/video/Session-1- Scope-of-IDEA-and-AgriStack-in-Exploring-Digitalisation-in-Agriculture-29-April-2022" target="_blank">
"Session 1: Scope of IDEA and AgriStack" in Exploring... </a>
</p>
</div>
<div class="CatArchaWidth">
<img class="CatArchaImg"
src="https://img.youtube.com/vi/6kIVjlgZItk/1.jpg"
alt=" "Session 2: Farmer Centric Digitalisation in Agriculture" in Exploring...">
<p class="CatArchaPPad">
<a href="https://im4change.in/video/Session-2-Farmer-Centric-Digitalisation-in-Agriculture-in-Exploring-Digitalisation-in-Agriculture-29-April-2022" target="_blank">
"Session 2: Farmer Centric Digitalisation in Agriculture" in Exploring... </a>
</p>
</div>
<div class="CatArchaWidth">
<img class="CatArchaImg"
src="https://img.youtube.com/vi/2BeHTu0y7xc/1.jpg"
alt=" "Session 3: Future of Digitalisation in Agriculture" in Exploring...">
<p class="CatArchaPPad">
<a href="https://im4change.in/video/Session-3-Future-of-Digitalisation-in-Agriculture-in-Exploring-Digitalisation-in-Agriculture-29-April-2022" target="_blank">
"Session 3: Future of Digitalisation in Agriculture" in Exploring... </a>
</p>
</div>
<div class="divWidth">
<ul class="divWidthMarg">
<li>
<a href="https://im4change.in/video/Public-Spending-on-Agriculture-in-India-Source-Foundation-for-Agrarian-Studies"
title="Public Spending on Agriculture in India (Source: Foundation for Agrarian Studies)" target="_blank">
Public Spending on Agriculture in India (Source: Foundation for...</a>
</li>
<li>
<a href="https://im4change.in/video/Agrarian-Change-Seminar-Protests-against-the-New-Farm-Laws-in-India-by-Prof-Vikas-Rawal-JNU-Source-Journal-Of-Agrarian-Change"
title="Agrarian Change Seminar: 'Protests against the New Farm Laws in India' by Prof. Vikas Rawal, JNU (Source: Journal Of Agrarian Change) " target="_blank">
Agrarian Change Seminar: 'Protests against the New Farm Laws...</a>
</li>
<li>
<a href="https://im4change.in/video/Webinar-Ramrao-The-Story-of-India-Farm-Crisis-Source-Azim-Premji-University"
title="Webinar: Ramrao - The Story of India's Farm Crisis (Source: Azim Premji University)" target="_blank">
Webinar: Ramrao - The Story of India's Farm Crisis...</a>
</li>
<li>
<a href="https://im4change.in/video/water-and-agricultural-transformation-in-India"
title="Water and Agricultural Transformation in India: A Symbiotic Relationship (Source: IGIDR)" target="_blank">
Water and Agricultural Transformation in India: A Symbiotic Relationship...</a>
</li>
<li class="CatArchalLi1">
<a href="https://im4change.in/videogallery"
class="more-link CatArchalAnch1" target="_blank">
More...
</a>
</li>
</ul>
</div>
</div>
</div>
</div>
</section> </div>
<div class="clear"></div>
<!-- Footer option Starts here -->
<div class="footer-bottom fade-in animated4">
<div class="container">
<div class="social-icons icon_flat">
<p class="SocialMargTop"> Website Developed by <a target="_blank" title="Web Development"
class="wot right"
href="http://www.ravinderkhurana.com/" rel="nofollow">
RAVINDErkHURANA.com</a></p>
</div>
<div class="alignleft">
<a
target="_blank" href="https://im4change.in/objectives-8.html"
class="link"
title="Objectives">Objectives</a> | <a
target="_blank" href="https://im4change.in/about-us-9.html"
class="link" title="About Us">About Us</a> | <a
target="_blank" href="https://im4change.in/media-workshops.php"
class="ucwords">Workshops</a> | <a
target="_blank" href="https://im4change.in/disclaimer/disclaimer-149.html"
title="Disclaimer">Disclaimer</a> </div>
</div>
</div>
<!-- Footer option ends here -->
</div>
<div id="connect">
<a target="_blank"
href="http://www.facebook.com/sharer.php?u=https://im4change.in/latest-news-updates/a-new-brand-driver-by-ashok-v-desai-696.html"
title="Share on Facebook">
<img src="https://im4change.in/images/Facebook.png?1582080640" alt="share on Facebook" class="ImgBorder"/>
</a><br/>
<a target="_blank"
href="http://twitter.com/share?text=Im4change&url=https://im4change.in/latest-news-updates/a-new-brand-driver-by-ashok-v-desai-696.html"
title="Share on Twitter">
<img src="https://im4change.in/images/twitter.png?1582080632" alt="Twitter" class="ImgBorder"/> </a>
<br/>
<a href="/feeds" title="RSS Feed" target="_blank">
<img src="https://im4change.in/images/rss.png?1582080632" alt="RSS" class="ImgBorder"/>
</a>
<br/>
<a class="feedback-link" id="feedbackFormLink" href="#">
<img src="https://im4change.in/images/feedback.png?1582080630" alt="Feedback" class="ImgBorder"/>
</a> <br/>
<a href="javascript:function iprl5(){var d=document,z=d.createElement('scr'+'ipt'),b=d.body,l=d.location;try{if(!b)throw(0);d.title='(Saving...) '+d.title;z.setAttribute('src',l.protocol+'//www.instapaper.com/j/WKrH3R7ORD5p?u='+encodeURIComponent(l.href)+'&t='+(new Date().getTime()));b.appendChild(z);}catch(e){alert('Please wait until the page has loaded.');}}iprl5();void(0)"
class="bookmarklet" onclick="return explain_bookmarklet();">
<img src="https://im4change.in/images/read-it-later.png?1582080632" alt="Read Later" class="ImgBorder"/> </a>
</div>
<!-- Feedback form Starts here -->
<div id="feedbackForm" class="overlay_form" class="ImgBorder">
<h2>Contact Form</h2>
<div id="contactform1">
<div id="formleft">
<form id="submitform" action="/contactus.php" method="post">
<input type="hidden" name="submitform" value="submitform"/>
<input type="hidden" name="salt_key" value="a0e0f2c6a0644a70e57ad2c96829709a"/>
<input type="hidden" name="ref" value="feedback"/>
<fieldset>
<label>Name :</label>
<input type="text" name="name" class="tbox" required/>
</fieldset>
<fieldset>
<label>Email :</label>
<input type="text" name="email" class="tbox" required/>
</fieldset>
<fieldset>
<label>Message :</label>
<textarea rows="5" cols="20" name="message" required></textarea>
</fieldset>
<fieldset>
Please enter security code
<div class="clear"></div>
<input type="text" name="vrcode" class="tbox"/>
</fieldset>
<fieldset>
<input type="submit" class="button" value="Submit"/>
<a href="#" id="closefeedbakcformLink">Close</a>
</fieldset>
</form>
</div>
<div class="clearfix"></div>
</div>
</div>
<div id="donate_popup" class="modal" style="max-width: 800px;">
<table width="100%" border="1">
<tr>
<td colspan="2" align="center">
<b>Support im4change</b>
</td>
</tr>
<tr>
<td width="25%" valign="middle">
<img src="https://im4change.in/images/logo2.jpg?1582080632" alt="" width="100%"/> </td>
<td style="padding-left:10px;padding-top:10px;">
<form action="https://im4change.in/donate" method="get">
<table width="100%" cellpadding="2" cellspacing="2">
<tr>
<td width="33%" style="font-family: 'Script Font', cursive, Arial;font-size: 20px;font-weight: 700;">
10
</td>
<td width="33%" style="font-family: 'Script Font', cursive, Arial;font-size: 20px;font-weight: 700;">
100
</td>
<td width="33%" style="font-family: 'Script Font', cursive, Arial;font-size: 20px;font-weight: 700;">
1000
</td>
</tr>
<tr>
<td colspan="3">
</td>
</tr>
<tr>
<td style="font-family: 'Script Font', cursive, Arial;font-size: 20px;font-weight: 700;">
50
</td>
<td style="font-family: 'Script Font', cursive, Arial;font-size: 20px;font-weight: 700;">
500
</td>
<td style="font-family: 'Script Font', cursive, Arial;font-size: 20px;font-weight: 700;">
<input type="text" name="price" placeholder="?" style="font-family: 'Script Font', cursive, Arial;font-size: 20px;font-weight: 700;">
</td>
</tr>
<tr>
<td colspan="3">
</td>
</tr>
<tr>
<td colspan="3" align="right">
<input type="button" name="Pay" value="Pay"
style="width: 200px;background-color: rgb(205, 35, 36);color: #ffffff;"/>
</td>
</tr>
</table>
</form>
</td>
</tr>
</table>
</div><script type='text/javascript'>
/* <![CDATA[ */
var tievar = {'go_to': 'Go to...'};
/* ]]> */
</script>
<script src="/js/tie-scripts.js?1575549704"></script><script src="/js/bootstrap.js?1575549704"></script><script src="/js/jquery.modal.min.js?1578284310"></script><script>
$(document).ready(function() {
// tell the autocomplete function to get its data from our php script
$('#s').autocomplete({
source: "/autocomplete"
});
});
</script>
<script src="/vj-main-sw-register.js" async></script>
<script>function init(){var imgDefer=document.getElementsByTagName('img');for(var i=0;i<imgDefer.length;i++){if(imgDefer[i].getAttribute('data-src')){imgDefer[i].setAttribute('src',imgDefer[i].getAttribute('data-src'))}}}
window.onload=init;</script>
</body>
</html>'
}
$reasonPhrase = 'OK'
header - [internal], line ??
Cake\Http\ResponseEmitter::emitStatusLine() - CORE/src/Http/ResponseEmitter.php, line 148
Cake\Http\ResponseEmitter::emit() - CORE/src/Http/ResponseEmitter.php, line 54
Cake\Http\Server::emit() - CORE/src/Http/Server.php, line 141
[main] - ROOT/webroot/index.php, line 39
Warning (2): Cannot modify header information - headers already sent by (output started at /home/brlfuser/public_html/vendor/cakephp/cakephp/src/Error/Debugger.php:853) [CORE/src/Http/ResponseEmitter.php, line 181]
$response = object(Cake\Http\Response) {
'status' => (int) 200,
'contentType' => 'text/html',
'headers' => [
'Content-Type' => [
[maximum depth reached]
]
],
'file' => null,
'fileRange' => [],
'cookies' => object(Cake\Http\Cookie\CookieCollection) {},
'cacheDirectives' => [],
'body' => '<!DOCTYPE html>
<!--[if lt IE 7 ]>
<html class="ie ie6" lang='en'> <![endif]-->
<!--[if IE 7 ]>
<html class="ie ie7" lang='en'> <![endif]-->
<!--[if IE 8 ]>
<html class="ie ie8" lang='en'> <![endif]-->
<!--[if (gte IE 9)|!(IE)]><!-->
<html lang='en'>
<!--<![endif]-->
<head><meta http-equiv="Content-Type" content="text/html; charset=utf-8">
<title>
LATEST NEWS UPDATES | A New Brand Driver by Ashok V Desai </title>
<meta name="description" content="
We Indians implicitly believe in India’s great past. Recently, that past has been given a statistical underpinning by Angus Maddison. To celebrate the beginning of the 21st century, Maddison wrote a book called The World Economy: A Millennial Perspective. There..."/>
<meta name="keywords" content="im4change, corruption, food security, Right To Education, malnutrition, Hunger, Health, MNREGA"/>
<meta name="news_keywords" content="im4change, corruption, food security, Right To Education, malnutrition, Hunger, Health, MNREGA">
<link rel="alternate" type="application/rss+xml" title="ROR" href="/ror.xml"/>
<link rel="alternate" type="application/rss+xml" title="RSS 2.0" href="/feeds/"/>
<link rel="stylesheet" href="/css/bootstrap.min.css?1697864993"/> <link rel="stylesheet" href="/css/style.css?v=1.1.2"/> <link rel="stylesheet" href="/css/style-inner.css?1577045210"/> <link rel="stylesheet" id="Oswald-css"
href="https://fonts.googleapis.com/css?family=Oswald%3Aregular%2C700&ver=3.8.1" type="text/css"
media="all">
<link rel="stylesheet" href="/css/jquery.modal.min.css?1578285302"/> <script src="/js/jquery-1.10.2.js?1575549704"></script> <script src="/js/jquery-migrate.min.js?1575549704"></script> <link rel="shortcut icon" href="/favicon.ico" title="Favicon">
<link rel="stylesheet" href="/css/jquery-ui.css?1580720609"/> <script src="/js/jquery-ui.js?1575549704"></script> <link rel="preload" as="style" href="https://www.im4change.org/css/custom.css" onload="this.rel='stylesheet'" media="all" crossorigin="anonymous">
<link rel="preload" as="style" href="https://www.im4change.org/css/jquery.modal.min.css" onload="this.rel='stylesheet'" media="all" crossorigin="anonymous">
<link rel="preload" as="style" href="https://www.im4change.org/css/jquery-ui.css" onload="this.rel='stylesheet'" media="all" crossorigin="anonymous">
<link rel="preload" as="style" href="https://www.im4change.org/css/li-scroller.css" onload="this.rel='stylesheet'" media="all" crossorigin="anonymous">
<!-- <link rel="preload" as="style" href="https://www.im4change.org/css/style.css" onload="this.rel='stylesheet'" media="all" crossorigin="anonymous"> -->
<link rel="preload" as="style" href="https://www.im4change.org/css/style-inner.css" onload="this.rel='stylesheet'" media="all" crossorigin="anonymous">
<link rel='dns-prefetch' href="//im4change.org/css/custom.css" crossorigin >
<link rel="preload" as="script" href="https://www.im4change.org/js/bootstrap.js">
<link rel="preload" as="script" href="https://www.im4change.org/js/jquery.li-scroller.1.0.js">
<link rel="preload" as="script" href="https://www.im4change.org/js/jquery.modal.min.js">
<link rel="preload" as="script" href="https://www.im4change.org/js/jquery.ui.totop.js">
<link rel="preload" as="script" href="https://www.im4change.org/js/jquery-1.10.2.js">
<link rel="preload" as="script" href="https://www.im4change.org/js/jquery-migrate.min.js">
<link rel="preload" as="script" href="https://www.im4change.org/js/jquery-ui.js">
<link rel="preload" as="script" href="https://www.im4change.org/js/setting.js">
<link rel="preload" as="script" href="https://www.im4change.org/js/tie-scripts.js">
<!--[if IE]>
<script type="text/javascript">jQuery(document).ready(function () {
jQuery(".menu-item").has("ul").children("a").attr("aria-haspopup", "true");
});</script>
<![endif]-->
<!--[if lt IE 9]>
<script src="/js/html5.js"></script>
<script src="/js/selectivizr-min.js"></script>
<![endif]-->
<!--[if IE 8]>
<link rel="stylesheet" type="text/css" media="all" href="/css/ie8.css"/>
<![endif]-->
<meta property="og:title" content="LATEST NEWS UPDATES | A New Brand Driver by Ashok V Desai" />
<meta property="og:url" content="https://im4change.in/latest-news-updates/a-new-brand-driver-by-ashok-v-desai-696.html" />
<meta property="og:type" content="article" />
<meta property="og:description" content="
We Indians implicitly believe in India’s great past. Recently, that past has been given a statistical underpinning by Angus Maddison. To celebrate the beginning of the 21st century, Maddison wrote a book called The World Economy: A Millennial Perspective. There..." />
<meta property="og:image" content="" />
<meta property="fb:app_id" content="0" />
<meta name="viewport" content="width=device-width, initial-scale=1, maximum-scale=1, user-scalable=no">
<link rel="apple-touch-icon-precomposed" sizes="144x144" href="https://im4change.in/images/apple1.png">
<link rel="apple-touch-icon-precomposed" sizes="120x120" href="https://im4change.in/images/apple2.png">
<link rel="apple-touch-icon-precomposed" sizes="72x72" href="https://im4change.in/images/apple3.png">
<link rel="apple-touch-icon-precomposed" href="https://im4change.in/images/apple4.png">
<style>
.gsc-results-wrapper-overlay{
top: 38% !important;
height: 50% !important;
}
.gsc-search-button-v2{
border-color: #035588 !important;
background-color: #035588 !important;
}
.gsib_a{
height: 30px !important;
padding: 2px 8px 1px 6px !important;
}
.gsc-search-button-v2{
height: 41px !important;
}
input.gsc-input{
background: none !important;
}
@media only screen and (max-width: 600px) {
.gsc-results-wrapper-overlay{
top: 11% !important;
width: 87% !important;
left: 9% !important;
height: 43% !important;
}
.gsc-search-button-v2{
padding: 10px 10px !important;
}
.gsc-input-box{
height: 28px !important;
}
/* .gsib_a {
padding: 0px 9px 4px 9px !important;
}*/
}
@media only screen and (min-width: 1200px) and (max-width: 1920px) {
table.gsc-search-box{
width: 15% !important;
float: right !important;
margin-top: -118px !important;
}
.gsc-search-button-v2 {
padding: 6px !important;
}
}
</style>
<script>
$(function () {
$("#accordion").accordion({
event: "click hoverintent"
});
});
/*
* hoverIntent | Copyright 2011 Brian Cherne
* http://cherne.net/brian/resources/jquery.hoverIntent.html
* modified by the jQuery UI team
*/
$.event.special.hoverintent = {
setup: function () {
$(this).bind("mouseover", jQuery.event.special.hoverintent.handler);
},
teardown: function () {
$(this).unbind("mouseover", jQuery.event.special.hoverintent.handler);
},
handler: function (event) {
var currentX, currentY, timeout,
args = arguments,
target = $(event.target),
previousX = event.pageX,
previousY = event.pageY;
function track(event) {
currentX = event.pageX;
currentY = event.pageY;
}
;
function clear() {
target
.unbind("mousemove", track)
.unbind("mouseout", clear);
clearTimeout(timeout);
}
function handler() {
var prop,
orig = event;
if ((Math.abs(previousX - currentX) +
Math.abs(previousY - currentY)) < 7) {
clear();
event = $.Event("hoverintent");
for (prop in orig) {
if (!(prop in event)) {
event[prop] = orig[prop];
}
}
// Prevent accessing the original event since the new event
// is fired asynchronously and the old event is no longer
// usable (#6028)
delete event.originalEvent;
target.trigger(event);
} else {
previousX = currentX;
previousY = currentY;
timeout = setTimeout(handler, 100);
}
}
timeout = setTimeout(handler, 100);
target.bind({
mousemove: track,
mouseout: clear
});
}
};
</script>
<script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-472075-3']);
_gaq.push(['_trackPageview']);
(function () {
var ga = document.createElement('script');
ga.type = 'text/javascript';
ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(ga, s);
})();
</script>
<link rel="stylesheet" href="/css/custom.css?v=1.16"/> <script src="/js/jquery.ui.totop.js?1575549704"></script> <script src="/js/setting.js?1575549704"></script> <link rel="manifest" href="/manifest.json">
<meta name="theme-color" content="#616163" />
<meta name="apple-mobile-web-app-capable" content="yes">
<meta name="apple-mobile-web-app-status-bar-style" content="black">
<meta name="apple-mobile-web-app-title" content="im4change">
<link rel="apple-touch-icon" href="/icons/logo-192x192.png">
</head>
<body id="top" class="home inner blog">
<div class="background-cover"></div>
<div class="wrapper animated">
<header id="theme-header" class="header_inner" style="position: relative;">
<div class="logo inner_logo" style="left:20px !important">
<a title="Home" href="https://im4change.in/">
<img src="https://im4change.in/images/logo2.jpg?1582080632" class="logo_image" alt="im4change"/> </a>
</div>
<div class="langhindi" style="color: #000;display:none;"
href="https://im4change.in/">
<a class="more-link" href="https://im4change.in/">Home</a>
<a href="https://im4change.in/hindi/" class="langbutton ">हिन्दी</a>
</div>
<nav class="fade-in animated2" id="main-nav">
<div class="container">
<div class="main-menu">
<ul class="menu" id="menu-main">
<li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children"
style="left: -40px;"><a
target="_blank" href="https://im4change.in/">Home</a>
</li>
<li class="menu-item mega-menu menu-item-type-taxonomy mega-menu menu-item-object-category mega-menu menu-item-has-children parent-list"
style=" margin-left: -40px;"><a href="#">KNOWLEDGE GATEWAY <span class="sub-indicator"></span>
</a>
<div class="mega-menu-block background_menu" style="padding-top:25px;">
<div class="container">
<div class="mega-menu-content">
<div class="mega-menu-item">
<h3><b>Farm Crisis</b></h3>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/farm-crisis/farmers039-suicides-14.html"
class="left postionrel">Farm Suicides </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/farm-crisis/unemployment-30.html"
class="left postionrel">Unemployment </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/farm-crisis/rural-distress-70.html"
class="left postionrel">Rural distress </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/farm-crisis/migration-34.html"
class="left postionrel">Migration </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/farm-crisis/key-facts-72.html"
class="left postionrel">Key Facts </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/farm-crisis/debt-trap-15.html"
class="left postionrel">Debt Trap </a>
</p>
</div>
<div class="mega-menu-item">
<h3><b>Empowerment</b></h3>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/union-budget-73.html"
class="left postionrel">Union Budget And Other Economic Policies </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/forest-and-tribal-rights-61.html"
class="left postionrel">Forest and Tribal Rights </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/right-to-education-60.html"
class="left postionrel">Right to Education </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/right-to-food-59.html"
class="left postionrel">Right to Food </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/displacement-3279.html"
class="left postionrel">Displacement </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/right-to-work-mg-nrega-39.html"
class="left postionrel">Right to Work (MG-NREGA) </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/gender-3280.html"
class="left postionrel">GENDER </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/right-to-information-58.html"
class="left postionrel">Right to Information </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/empowerment/social-audit-48.html"
class="left postionrel">Social Audit </a>
</p>
</div>
<div class="mega-menu-item">
<h3><b>Hunger / HDI</b></h3>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/poverty-and-inequality-20499.html"
class="left postionrel">Poverty and inequality </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/malnutrition-41.html"
class="left postionrel">Malnutrition </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/public-health-51.html"
class="left postionrel">Public Health </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/education-50.html"
class="left postionrel">Education </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/hunger-overview-40.html"
class="left postionrel">Hunger Overview </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/hdi-overview-45.html"
class="left postionrel">HDI Overview </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/pds-ration-food-security-42.html"
class="left postionrel">PDS/ Ration/ Food Security </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/sdgs-113.html"
class="left postionrel">SDGs </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/hunger-hdi/mid-day-meal-scheme-mdms-53.html"
class="left postionrel">Mid Day Meal Scheme (MDMS) </a>
</p>
</div>
<div class="mega-menu-item">
<h3><b>Environment</b></h3>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/environment/time-bomb-ticking-52.html"
class="left postionrel">Time Bomb Ticking </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/environment/water-and-sanitation-55.html"
class="left postionrel">Water and Sanitation </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/environment/impact-on-agriculture-54.html"
class="left postionrel">Impact on Agriculture </a>
</p>
</div>
<div class="mega-menu-item">
<h3><b>Law & Justice</b></h3>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/law-justice/social-justice-20500.html"
class="left postionrel">Social Justice </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/law-justice/access-to-justice-47.html"
class="left postionrel">Access to Justice </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/law-justice/human-rights-56.html"
class="left postionrel">Human Rights </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/law-justice/corruption-35.html"
class="left postionrel">Corruption </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/law-justice/general-insecurity-46.html"
class="left postionrel">General Insecurity </a>
</p>
<p style="padding-left:5px;">
<a target="_blank" href="https://im4change.in/law-justice/disaster-relief-49.html"
class="left postionrel">Disaster & Relief </a>
</p>
</div>
</div>
</div>
</div>
</li>
<li class="menu-item menu-item-type-post_type menu-item-object-page "><a target="_blank" href="https://im4change.in/nceus_reports.php">NCEUS reports</a>
</li>
<li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children parent-list ">
<a target="_blank" href="https://im4change.in/about-us-9.html">About Us <span
class="sub-indicator"></span></a>
<ul class="sub-menu aboutmenu">
<li class="menu-item menu-item-type-post_type menu-item-object-page"><a
target="_blank" href="https://im4change.in/objectives-8.html">Objectives</a>
</li>
<li class="menu-item menu-item-type-post_type menu-item-object-page"><a
target="_blank" href="https://im4change.in/contactus.php">Contact
Us</a></li>
<li class="menu-item menu-item-type-post_type menu-item-object-page"><a
target="_blank" href="https://im4change.in/about-us-9.html">About
Us</a></li>
</ul>
</li>
<li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children ">
<a target="_blank" href="https://im4change.in/fellowships.php" title="Fellowships">Fellowships</a>
</li>
<li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children "><a
target="_blank" href="https://im4change.in/media-workshops.php">Workshops</a>
</li>
<li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children "><a
target="_blank" href="https://im4change.in/research.php">Research</a></li>
<li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children "><a
target="_blank" href="https://im4change.in/links-64">Partners</a></li>
<li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children"
id="menu-item-539"><a target="_blank" href="https://im4change.in/hindi/"
class="langbutton langlinkfont17">हिन्दी</a></li>
</ul>
</div> </div>
<!-- <div style="float: right;">
<script async src="https://cse.google.com/cse.js?cx=18b4f2e0f11bed3dd"></script>
<div class="gcse-search"></div>
</div> -->
<div class="search-block" style=" margin-left: 8px; margin-right: 7px;">
<form method="get" id="searchform" name="searchform"
action="https://im4change.in/search"
onsubmit="return searchvalidate();">
<button class="search-button" type="submit" value="Search"></button>
<input type="text" id="s" name="qryStr" value=""
onfocus="if (this.value == 'Search...') {this.value = '';}"
onblur="if (this.value == '') {this.value = 'Search...';}">
</form>
</div>
</nav>
</header>
<div class="container">
<div id="main-content" class=" main1 container fade-in animated3 sidebar-narrow-left">
<div class="content-wrap">
<div class="content" style="width: 900px;min-height: 500px;">
<section class="cat-box recent-box innerCatRecent">
<h1 class="cat-box-title">A New Brand Driver by Ashok V Desai</h1>
<a href="JavaScript:void(0);" onclick="return shareArticle(625);">
<img src="https://im4change.in/images/email.png?1582080630" border="0" width="24" align="right" alt="Share this article"/> </a>
<a href="https://im4change.in/latest-news-updates/a-new-brand-driver-by-ashok-v-desai-696/print"
rel="nofollow">
<img src="https://im4change.in/images/icon-print.png?1582080630" border="0" width="24" align="right" alt="Share this article"/>
</a>
</section>
<section class="recent-box innerCatRecent">
<small class="pb-1"><span class="dateIcn">
<img src="https://im4change.in/images/published.svg?1582080666" alt="published"/>
Published on</span><span class="text-date"> Dec 15, 2009</span>
<span
class="dateIcn">
<img src="https://im4change.in/images/modified.svg?1582080666" alt="modified"/> Modified on </span><span class="text-date"> Dec 15, 2009</span>
</small>
</section>
<div class="clear"></div>
<div style="padding-top: 10px;">
<div class="innerLineHeight">
<div class="middleContent innerInput latest-news-updates">
<table>
<tr>
<td>
<div>
<p align="justify"><font >We Indians implicitly believe in India’s great past. Recently, that past has been given a statistical underpinning by Angus Maddison. To celebrate the beginning of the 21st century, Maddison wrote a book called The World Economy: A Millennial Perspective. There he says that India was the world’s largest economy in the first millennium AD. It produced one-third of the world’s income in the first century, and 29 per cent in the 11th century. Under the Mughals in the 17th century, India’s share of world income was 24 per cent. Although China had overtaken us by that time, India’s share was greater than that of the whole of Europe. By 1951, India’s share had fallen to 4 per cent. Why it fell so far is a question we can leave to historians. </font></p><p align="justify"><font >What is striking is our poor performance since Independence. India had an extremely high brand value in 1947, despite Partition and the communal riots. Its new rulers got much publicity and goodwill because of the way they had won independence without violence; the world assumed that now that India was independent, it was bound to emerge as a major power. But the expectations were belied, and the opportunities went to waste. The government tried State-led industrialization, and wasted the one major national asset it had, namely private enterprise.</font></p><p align="justify"><font >It introduced comprehensive import substitution, and built up inefficient industries. As a result, they could not use international markets to expand. The global market is 25 times as big as India’s; an industry that can access it can grow much more than an industry confined to the home market before it faces a market constraint. A number of countries, which were initially poorer than India, did just that; they built up internationally competitive industries. As a result, they grew much faster and became richer than India. And by establishing their presence in the world market, they built up their brands. By the 1980s, little countries like Korea, Taiwan, Thailand and Malaysia had better brands than India. </font></p><p align="justify"><font >Luckily for us, the import substitution strategy finally broke down in 1991, and India went bankrupt. Liberalization was forced on India. When I was taken into the government in 1991, changing the world’s image of India was one of our most serious problems. After forty years of socialism, instability and failure, people across the world were sceptical that India had changed stripes.</font></p><p align="justify"><font >But the reforms of 1991 worked. India opened up to foreign trade and investment. As trade and investment flows increased, so did the interest of the outside world in India. Today, the circumstances have completely changed. Indian government officials do not have to go round the world trying to interest investors today; instead, they spend their time making complicated rules about which foreign industrialists can invest in India and which cannot and on what terms. India’s image has also changed over the years. Before Independence, India was known as a country of elephants and snake-charmers. Maharajas were its brand ambassadors. Their pomp made for good spectacle; their foibles were lapped up by the Western press. But the rulers who took over India in 1947 were not fond of the Maharajas, whom they regarded as remnants of a feudal age and friends of the British. They were ashamed of elephants and snake-charmers; they dreamed of a metallic, modern, industrial India signified by dams and steel mills. So they wasted the images they had inherited.</font></p><p align="justify"><font >But the image they wanted to project was different from India’s reality, and it continued to be different from the image abroad of India. The disjunction between the two images — the image that people had abroad and the image that the rulers of India wanted them to have — has persisted. The rulers wanted the world to see India as a modernizing, industrializing, dynamic nation. But industrialization was slow to come, so it added nothing to India’s brand. Instead, India became a large-scale importer of foodgrains in the 1950s, and became known as a country of the starving poor. </font></p><p align="justify"><font >The last famine we had was in 1966; we have been producing enough foodgrains since the 1970s. Nuclear bombs were exploded, first by Indira Gandhi in 1974 and then by Atal Bihari Vajpayee in 1998. They made no difference to the balance of power; both explosions were purely public relations exercises, designed to create an image of a strong India. But strength does not come from an atom bomb. The explosions only created the image of strutting rulers who thought a lot of themselves.</font></p><p align="justify"><font >What changed the image of India was something that the rulers had nothing to do with. In fact, they did not know when it began to happen, and did not get a chance to stop it. It was the coming of the information technology industry, and the creation of the market abroad for programmers. India just happened to have a large number of engineers who could turn to programming; American IT companies began to come to India in the 1980s and hire them away. And it is these code writers that changed India’s image. During a visit to Germany some 15 years ago, a German came up to me and said, “You Indians are so intelligent!” I thought he had gone mad. It was the Germans who were most intelligent; theirs was a most difficult language, and even their children could speak it. But the German was referring to our software engineers.</font></p><p align="justify"><font >The IT boom, which transformed India’s image, had nothing to do with our rulers. But they did recently do one thing right, namely the Incredible India campaign. It was a short, simple, snappy slogan; no Indianisms in it. It was not descriptive; instead of telling, it mystified. And the visual images that accompanied it were not of steel mills and dams; they were just images of beauty. So Indians — even official Indians — are capable of doing things right; that gives me hope for the future.</font></p><p align="justify"><font >Now, the IT boom has done its work for India’s image. Net exports of software earned $44.2 billion — a quarter of our invisible receipts and 15 per cent of our total current account receipts. Industry leaders continue to make optimistic projections of its growth, but it is likely to slow down for two reasons: first, because India has already conquered the easier markets and second, because Indian wages have gone up. The Incredible India campaign created enormous interest in India, but it has gone to waste: transport within India has become crowded and chaotic, and Indian hotels have become absurdly expensive. Even for Indians, a holiday in Malaysia or Thailand costs less than a comparable holiday in India. Today, Indians spend nearly as much abroad as foreign tourists spend in India, and our net earnings are negligible. In 2008-09, Indians spent $9.4 billion abroad; foreign tourists spent $10.9 billion in India.</font></p><p align="justify"><font >So we need new drivers for Brand India in the next ten years. What might they be? It depends on where we want India to go. Our plans should be ambitious but realistic; they should be located in our international environment, and use our strengths. My ideas must wait for the next column.<br /> </font></p>
</div>
</td>
</tr>
</table>
</div>
</div>
</div>
<div class="clear"></div>
<br><a href="http://www.telegraphindia.com/1091215/jsp/opinion/story_11864748.jsp" class="re" target="_blank">The Telegraph, 15 December, 2009, http://www.telegraphindia.com/1091215/jsp/opinion/story_11864748.jsp</a><div class="clear"></div>
<div class="clear"></div>
<div class="comment-respond" id="respond">
<a name="commentbox"> </a>
<h3 class="comment-reply-title" id="reply-title">Write Comments</h3>
<form method="post" accept-charset="utf-8" role="form" action="/latest-news-updates/a-new-brand-driver-by-ashok-v-desai-696.html"><div style="display:none;"><input type="hidden" name="_method" value="POST"/></div> <form class="comment-form" id="commentform" method="post" action="#commentbox" onSubmit="return validate()"
name="cmtform">
<input type="hidden" name="cmttype" value="articlecmt"/>
<input type="hidden" name="article_id" value="625"/>
<p class="comment-notes">Your email address will not be published. Required fields are marked <span
class="required">*</span></p>
<p class="comment-form-author">
<label for="commenterName">Name</label>
<span class="required">*</span>
<input type="text" aria-required="true" size="30"
value=""
name="commenterName" id="commenterName" required="true">
</p>
<p class="comment-form-email">
<label for="commenterEmail">Email</label> <span class="required">*</span>
<input aria-required="true" size="30" name="commenterEmail" id="commenterEmail" type="email"
value=""
required="true">
</p>
<p class="comment-form-contact">
<label for="commenterPh">Contact No.</label>
<input type="text" size="30"
value=""
name="commenterPh" id="commenterPh">
</p>
<p class="comment-form-comment">
<label for="comment">Comment</label>
<textarea aria-required="true" required="true" rows="8" cols="45" name="comment"
id="comment"></textarea>
</p>
<p class="comment-form-comment">
<label for="comment">Type the characters you see in the image below <span class="required">*</span><br><img
class="captchaImg"
src="https://im4change.in/securimage_show_art.php?tk=590639556" alt="captcha"/>
</label>
</p>
<input type="text" name="vrcode" required="true"/>
<p class="form-submit" style="width: 200px;">
<input type="submit" value="Post Comment" id="submit" name="submit">
</p></form>
</div>
<style>
.ui-widget-content {
height: auto !important;
}
</style>
<div id="share-modal"></div>
<style>
.middleContent a{
background-color: rgba(108,172,228,.2);
}
.middleContent a:hover{
background-color: #418fde;
border-color: #418fde;
color: #000;
}
</style>
<script>
function shareArticle(article_id) {
var options = {
modal: true,
height: 'auto',
width: 600 + 'px'
};
$('#share-modal').html("");
$('#share-modal').load('https://im4change.in/share_article?article_id=' + article_id).dialog(options).dialog('open');
}
function postShare() {
var param = 'article_id=' + $("#article_id").val();
param = param + '&y_name=' + $("#y_name").val();
param = param + '&y_email=' + $("#y_email").val();
param = param + '&f_name=' + $("#f_name").val();
param = param + '&f_email=' + $("#f_email").val();
param = param + '&y_msg=' + $("#y_msg").val();
$.ajax({
type: "POST",
url: 'https://im4change.in/post_share_article',
data: param,
success: function (response) {
$('#share-modal').html("Thank You, Your message posted to ");
}
});
return false;
}
</script> </div>
</div>
<!-- Right Side Section Start -->
<!-- MAP Section START -->
<aside class="sidebar indexMarg">
<div class="ad-cell">
<a href="https://im4change.in/statemap.php" title="">
<img src="https://im4change.in/images/map_new_version.png?1582080666" alt="India State Map" class="indiamap" width="232" height="252"/> </a>
<div class="rightmapbox">
<div id="sideOne" class="docltitle"><a href="https://im4change.in/state-report/india/36" target="_blank">DOCUMENTS/
REPORTS</a></div>
<div id="sideTwo" class="statetitle"><a href="https://im4change.in/states.php"target="_blank">STATE DATA/
HDRs.</a></div>
</div>
<div class="widget widgePadTop"></div>
</div>
</aside>
<!-- MAP Section END -->
<aside class="sidebar sidePadbottom">
<div class="rightsmlbox1" >
<a href="https://im4change.in/knowledge_gateway" target="_blank" style="color: #035588;
font-size: 17px;">
KNOWLEDGE GATEWAY
</a>
</div>
<div class="rightsmlbox1">
<div>
<p class="rightsmlbox1_title">
<a href="https://im4change.in/newsletter" target="_blank">
NEWSLETTER
</a>
</p>
</div>
</div>
<div class="rightsmlbox1" style="height: 325px;">
<div>
<p class="rightsmlbox1_title">
Interview with Prof. Ravi Srivastava
</p>
<p class="rightsmlbox1_title">
<a href="https://im4change.in/video/interview-with-prof-ravi-srivastava-on-current-economic-crisis">
<img width="250" height="200" src="/images/interview_video_home.jpg" alt="Interview with Prof. Ravi Srivastava"/>
</a>
<!--
<iframe width="250" height="200" src="https://www.youtube.com/embed/MmaTlntk-wc" frameborder="0" allow="accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture" allowfullscreen=""></iframe>-->
</p>
<a href="https://im4change.in/videogallery" class="more-link CatArchalAnch1" target="_blank">
More videos
</a>
</div>
</div>
<div class="rightsmlbox1">
<div>
<!--div id="sstory" class="rightboxicons"></div--->
<p class="rightsmlbox1_title"><a href="https://im4change.in/list-success-stories" target="_blank">Success Stories</a></p>
</div>
</div>
<div class="rightsmlbox1">
<div>
<p class="rightsmlbox1_title"><a
href="https://im4change.in/interviews" target="_blank">Interviews</a>
</p>
</div>
</div>
<div class="rightsmlbox1">
<div>
<p class="rightsmlbox1_title"><a href="https://www.commoncause.in/page.php?id=10" >Donate</a></p>
</div>
</div>
<div class="rightsmlbox1">
<div>
<p class="rightsmlbox1_title"><a
href="https://im4change.in/marquee"
class="isf_link more-link" title="India Focus?" style="border: 4px solid #fdd922;width: 90%;background-color: #fdd922;text-align: center;color: #000000;font-size:18px" target="_blank">India Focus</a></p> </div>
</div>
<div class="rightsmlbox1" style="height: 104px !important;">
<a href="https://im4change.in/quarterly_reports.php" target="_blank">
Quarterly Reports on Effect of Economic Slowdown on Employment in India (2008 - 2015)
</a>
</div>
<!-- <div class="rightsmlbox1">
<a href="https://play.google.com/store/apps/details?id=com.im4.im4change" target="_blank">
</a></div> -->
<!-- <section class="cat-box recent-box secMarg">
<h2 class="cat-box-title">Most Visited</h2>
</section> -->
<!-- accordion Starts here -->
<!-- <div id="accordion" class="accordMarg">
</div> -->
<!-- accordion ends here -->
<!-- Widget Tag Cloud Starts here -->
<div id="tag_cloud-2" class="widget widget_tag_cloud">
<section class="cat-box recent-box secMarg">
<h2 class="cat-box-title">MOST VISITED TAGS</h2>
</section>
<div class="widget-top wiPdTp">
<div class="stripe-line"></div>
</div>
<div class="widget-container">
<div class="tagcloud">
<a href="https://im4change.in/search?qryStr=Agriculture"
target="_blank" class="tag-link-4 font4">Agriculture</a>
<a href="https://im4change.in/search?qryStr=Food Security"
target="_blank" class="tag-link-4 font4">Food Security</a>
<a href="https://im4change.in/search?qryStr=Law and Justice"
target="_blank" class="tag-link-4 font4">Law and Justice</a>
<a href="https://im4change.in/search?qryStr=Health"
target="_blank" class="tag-link-4 font4">Health</a>
<a href="https://im4change.in/search?qryStr=Right to Food"
target="_blank" class="tag-link-4 font4">Right to Food</a>
<a href="https://im4change.in/search?qryStr=Corruption"
target="_blank" class="tag-link-4 font4">Corruption</a>
<a href="https://im4change.in/search?qryStr=farming"
target="_blank" class="tag-link-4 font4">farming</a>
<a href="https://im4change.in/search?qryStr=Environment"
target="_blank" class="tag-link-4 font4">Environment</a>
<a href="https://im4change.in/search?qryStr=Right to Information"
target="_blank" class="tag-link-4 font4">Right to Information</a>
<a href="https://im4change.in/search?qryStr=NREGS"
target="_blank" class="tag-link-4 font4">NREGS</a>
<a href="https://im4change.in/search?qryStr=Human Rights"
target="_blank" class="tag-link-4 font4">Human Rights</a>
<a href="https://im4change.in/search?qryStr=Governance"
target="_blank" class="tag-link-4 font4">Governance</a>
<a href="https://im4change.in/search?qryStr=PDS"
target="_blank" class="tag-link-4 font4">PDS</a>
<a href="https://im4change.in/search?qryStr=COVID-19"
target="_blank" class="tag-link-4 font4">COVID-19</a>
<a href="https://im4change.in/search?qryStr=Land Acquisition"
target="_blank" class="tag-link-4 font4">Land Acquisition</a>
<a href="https://im4change.in/search?qryStr=mgnrega"
target="_blank" class="tag-link-4 font4">mgnrega</a>
<a href="https://im4change.in/search?qryStr=Farmers"
target="_blank" class="tag-link-4 font4">Farmers</a>
<a href="https://im4change.in/search?qryStr=transparency"
target="_blank" class="tag-link-4 font4">transparency</a>
<a href="https://im4change.in/search?qryStr=Gender"
target="_blank" class="tag-link-4 font4">Gender</a>
<a href="https://im4change.in/search?qryStr=Poverty"
target="_blank" class="tag-link-4 font4">Poverty</a>
<a href="https://im4change.in/search?qryStr=Farm Laws" target="_blank" class="tag-link-4 font4">Farm Laws
</a>
<a href="https://im4change.in/search?qryStr=Citizenship Amendment Act" target="_blank" class="tag-link-4 font4">Citizenship Amendment Act
</a>
<a href="https://im4change.in/search?qryStr=CAA NPR NRIC" target="_blank" class="tag-link-4 font4">CAA NPR NRIC
</a>
<a href="https://im4change.in/search?qryStr=Job Losses" target="_blank" class="tag-link-4 font4">Job Losses
</a>
<a href="https://im4change.in/search?qryStr=Migrant Workers" target="_blank" class="tag-link-4 font4">Migrant Workers
</a>
<a href="https://im4change.in/search?qryStr=Unemployment" target="_blank" class="tag-link-4 font4">Unemployment
</a>
<a href="https://im4change.in/search?qryStr=PMGKAY" target="_blank" class="tag-link-4 font4">PMGKAY
</a>
<a href="https://im4change.in/search?qryStr=PM-KISAN" target="_blank" class="tag-link-4 font4">PM-KISAN
</a>
<a href="https://im4change.in/search?qryStr=PM-CARES" target="_blank" class="tag-link-4 font4">PM-CARES
</a>
<a href="https://im4change.in/search?qryStr=LFPR" target="_blank" class="tag-link-4 font4">LFPR
</a>
</div>
</div>
</div>
<!-- Widget Tag Cloud Ends here -->
</aside>
<!-- Right Side Section End -->
</div>
<section class="cat-box cats-review-box footerSec">
<h2 class="cat-box-title vSec CatArcha">Video
Archives</h2>
<h2 class="cat-box-title CatArchaTitle">Archives</h2>
<div class="cat-box-content">
<div class="reviews-cat">
<div class="CatArchaDiv1">
<div class="CatArchaDiv2">
<ul>
<li>
<a href="https://im4change.in/news-alerts-57/moving-upstream-luni-fellowship.html" target="_blank">
Moving Upstream: Luni – Fellowship </a>
</li>
<li>
<a href="https://im4change.in/news-alerts-57/135-million-indians-exited-multidimensional-poverty-as-per-government-figures-is-that-the-same-as-poverty-reduction.html" target="_blank">
135 Million Indians Exited “Multidimensional" Poverty as per Government... </a>
</li>
<li>
<a href="https://im4change.in/news-alerts-57/explainer-why-are-tomato-prices-on-fire.html" target="_blank">
Explainer: Why are Tomato Prices on Fire? </a>
</li>
<li>
<a href="https://im4change.in/news-alerts-57/nsso-survey-only-39-1-of-all-households-have-drinking-water-within-dwelling-46-7-of-rural-households-use-firewood-for-cooking.html" target="_blank">
NSSO Survey: Only 39.1% of all Households have Drinking... </a>
</li>
<li class="CatArchalLi1">
<a href="https://im4change.in/news-alerts-57"
class="more-link CatArchalAnch1" target="_blank">
More...
</a>
</li>
</ul>
</div>
<div class="CatArchaWidth">
<img class="CatArchaImg"
src="https://img.youtube.com/vi/I51LYnP8BOk/1.jpg"
alt=" Im4Change.org हिंदी वेबसाइट का परिचय. Short Video on im4change.org...">
<p class="CatArchaPPad">
<a href="https://im4change.in/video/Short-Video-on-im4change-Hindi-website-Inclusive-Media-for-Change" target="_blank">
Im4Change.org हिंदी वेबसाइट का परिचय. Short Video on im4change.org... </a>
</p>
</div>
<div class="CatArchaWidth">
<img class="CatArchaImg"
src="https://img.youtube.com/vi/kNqha-SwfIY/1.jpg"
alt=" "Session 1: Scope of IDEA and AgriStack" in Exploring...">
<p class="CatArchaPPad">
<a href="https://im4change.in/video/Session-1- Scope-of-IDEA-and-AgriStack-in-Exploring-Digitalisation-in-Agriculture-29-April-2022" target="_blank">
"Session 1: Scope of IDEA and AgriStack" in Exploring... </a>
</p>
</div>
<div class="CatArchaWidth">
<img class="CatArchaImg"
src="https://img.youtube.com/vi/6kIVjlgZItk/1.jpg"
alt=" "Session 2: Farmer Centric Digitalisation in Agriculture" in Exploring...">
<p class="CatArchaPPad">
<a href="https://im4change.in/video/Session-2-Farmer-Centric-Digitalisation-in-Agriculture-in-Exploring-Digitalisation-in-Agriculture-29-April-2022" target="_blank">
"Session 2: Farmer Centric Digitalisation in Agriculture" in Exploring... </a>
</p>
</div>
<div class="CatArchaWidth">
<img class="CatArchaImg"
src="https://img.youtube.com/vi/2BeHTu0y7xc/1.jpg"
alt=" "Session 3: Future of Digitalisation in Agriculture" in Exploring...">
<p class="CatArchaPPad">
<a href="https://im4change.in/video/Session-3-Future-of-Digitalisation-in-Agriculture-in-Exploring-Digitalisation-in-Agriculture-29-April-2022" target="_blank">
"Session 3: Future of Digitalisation in Agriculture" in Exploring... </a>
</p>
</div>
<div class="divWidth">
<ul class="divWidthMarg">
<li>
<a href="https://im4change.in/video/Public-Spending-on-Agriculture-in-India-Source-Foundation-for-Agrarian-Studies"
title="Public Spending on Agriculture in India (Source: Foundation for Agrarian Studies)" target="_blank">
Public Spending on Agriculture in India (Source: Foundation for...</a>
</li>
<li>
<a href="https://im4change.in/video/Agrarian-Change-Seminar-Protests-against-the-New-Farm-Laws-in-India-by-Prof-Vikas-Rawal-JNU-Source-Journal-Of-Agrarian-Change"
title="Agrarian Change Seminar: 'Protests against the New Farm Laws in India' by Prof. Vikas Rawal, JNU (Source: Journal Of Agrarian Change) " target="_blank">
Agrarian Change Seminar: 'Protests against the New Farm Laws...</a>
</li>
<li>
<a href="https://im4change.in/video/Webinar-Ramrao-The-Story-of-India-Farm-Crisis-Source-Azim-Premji-University"
title="Webinar: Ramrao - The Story of India's Farm Crisis (Source: Azim Premji University)" target="_blank">
Webinar: Ramrao - The Story of India's Farm Crisis...</a>
</li>
<li>
<a href="https://im4change.in/video/water-and-agricultural-transformation-in-India"
title="Water and Agricultural Transformation in India: A Symbiotic Relationship (Source: IGIDR)" target="_blank">
Water and Agricultural Transformation in India: A Symbiotic Relationship...</a>
</li>
<li class="CatArchalLi1">
<a href="https://im4change.in/videogallery"
class="more-link CatArchalAnch1" target="_blank">
More...
</a>
</li>
</ul>
</div>
</div>
</div>
</div>
</section> </div>
<div class="clear"></div>
<!-- Footer option Starts here -->
<div class="footer-bottom fade-in animated4">
<div class="container">
<div class="social-icons icon_flat">
<p class="SocialMargTop"> Website Developed by <a target="_blank" title="Web Development"
class="wot right"
href="http://www.ravinderkhurana.com/" rel="nofollow">
RAVINDErkHURANA.com</a></p>
</div>
<div class="alignleft">
<a
target="_blank" href="https://im4change.in/objectives-8.html"
class="link"
title="Objectives">Objectives</a> | <a
target="_blank" href="https://im4change.in/about-us-9.html"
class="link" title="About Us">About Us</a> | <a
target="_blank" href="https://im4change.in/media-workshops.php"
class="ucwords">Workshops</a> | <a
target="_blank" href="https://im4change.in/disclaimer/disclaimer-149.html"
title="Disclaimer">Disclaimer</a> </div>
</div>
</div>
<!-- Footer option ends here -->
</div>
<div id="connect">
<a target="_blank"
href="http://www.facebook.com/sharer.php?u=https://im4change.in/latest-news-updates/a-new-brand-driver-by-ashok-v-desai-696.html"
title="Share on Facebook">
<img src="https://im4change.in/images/Facebook.png?1582080640" alt="share on Facebook" class="ImgBorder"/>
</a><br/>
<a target="_blank"
href="http://twitter.com/share?text=Im4change&url=https://im4change.in/latest-news-updates/a-new-brand-driver-by-ashok-v-desai-696.html"
title="Share on Twitter">
<img src="https://im4change.in/images/twitter.png?1582080632" alt="Twitter" class="ImgBorder"/> </a>
<br/>
<a href="/feeds" title="RSS Feed" target="_blank">
<img src="https://im4change.in/images/rss.png?1582080632" alt="RSS" class="ImgBorder"/>
</a>
<br/>
<a class="feedback-link" id="feedbackFormLink" href="#">
<img src="https://im4change.in/images/feedback.png?1582080630" alt="Feedback" class="ImgBorder"/>
</a> <br/>
<a href="javascript:function iprl5(){var d=document,z=d.createElement('scr'+'ipt'),b=d.body,l=d.location;try{if(!b)throw(0);d.title='(Saving...) '+d.title;z.setAttribute('src',l.protocol+'//www.instapaper.com/j/WKrH3R7ORD5p?u='+encodeURIComponent(l.href)+'&t='+(new Date().getTime()));b.appendChild(z);}catch(e){alert('Please wait until the page has loaded.');}}iprl5();void(0)"
class="bookmarklet" onclick="return explain_bookmarklet();">
<img src="https://im4change.in/images/read-it-later.png?1582080632" alt="Read Later" class="ImgBorder"/> </a>
</div>
<!-- Feedback form Starts here -->
<div id="feedbackForm" class="overlay_form" class="ImgBorder">
<h2>Contact Form</h2>
<div id="contactform1">
<div id="formleft">
<form id="submitform" action="/contactus.php" method="post">
<input type="hidden" name="submitform" value="submitform"/>
<input type="hidden" name="salt_key" value="a0e0f2c6a0644a70e57ad2c96829709a"/>
<input type="hidden" name="ref" value="feedback"/>
<fieldset>
<label>Name :</label>
<input type="text" name="name" class="tbox" required/>
</fieldset>
<fieldset>
<label>Email :</label>
<input type="text" name="email" class="tbox" required/>
</fieldset>
<fieldset>
<label>Message :</label>
<textarea rows="5" cols="20" name="message" required></textarea>
</fieldset>
<fieldset>
Please enter security code
<div class="clear"></div>
<input type="text" name="vrcode" class="tbox"/>
</fieldset>
<fieldset>
<input type="submit" class="button" value="Submit"/>
<a href="#" id="closefeedbakcformLink">Close</a>
</fieldset>
</form>
</div>
<div class="clearfix"></div>
</div>
</div>
<div id="donate_popup" class="modal" style="max-width: 800px;">
<table width="100%" border="1">
<tr>
<td colspan="2" align="center">
<b>Support im4change</b>
</td>
</tr>
<tr>
<td width="25%" valign="middle">
<img src="https://im4change.in/images/logo2.jpg?1582080632" alt="" width="100%"/> </td>
<td style="padding-left:10px;padding-top:10px;">
<form action="https://im4change.in/donate" method="get">
<table width="100%" cellpadding="2" cellspacing="2">
<tr>
<td width="33%" style="font-family: 'Script Font', cursive, Arial;font-size: 20px;font-weight: 700;">
10
</td>
<td width="33%" style="font-family: 'Script Font', cursive, Arial;font-size: 20px;font-weight: 700;">
100
</td>
<td width="33%" style="font-family: 'Script Font', cursive, Arial;font-size: 20px;font-weight: 700;">
1000
</td>
</tr>
<tr>
<td colspan="3">
</td>
</tr>
<tr>
<td style="font-family: 'Script Font', cursive, Arial;font-size: 20px;font-weight: 700;">
50
</td>
<td style="font-family: 'Script Font', cursive, Arial;font-size: 20px;font-weight: 700;">
500
</td>
<td style="font-family: 'Script Font', cursive, Arial;font-size: 20px;font-weight: 700;">
<input type="text" name="price" placeholder="?" style="font-family: 'Script Font', cursive, Arial;font-size: 20px;font-weight: 700;">
</td>
</tr>
<tr>
<td colspan="3">
</td>
</tr>
<tr>
<td colspan="3" align="right">
<input type="button" name="Pay" value="Pay"
style="width: 200px;background-color: rgb(205, 35, 36);color: #ffffff;"/>
</td>
</tr>
</table>
</form>
</td>
</tr>
</table>
</div><script type='text/javascript'>
/* <![CDATA[ */
var tievar = {'go_to': 'Go to...'};
/* ]]> */
</script>
<script src="/js/tie-scripts.js?1575549704"></script><script src="/js/bootstrap.js?1575549704"></script><script src="/js/jquery.modal.min.js?1578284310"></script><script>
$(document).ready(function() {
// tell the autocomplete function to get its data from our php script
$('#s').autocomplete({
source: "/autocomplete"
});
});
</script>
<script src="/vj-main-sw-register.js" async></script>
<script>function init(){var imgDefer=document.getElementsByTagName('img');for(var i=0;i<imgDefer.length;i++){if(imgDefer[i].getAttribute('data-src')){imgDefer[i].setAttribute('src',imgDefer[i].getAttribute('data-src'))}}}
window.onload=init;</script>
</body>
</html>'
}
$cookies = []
$values = [
(int) 0 => 'text/html; charset=UTF-8'
]
$name = 'Content-Type'
$first = true
$value = 'text/html; charset=UTF-8'
header - [internal], line ??
Cake\Http\ResponseEmitter::emitHeaders() - CORE/src/Http/ResponseEmitter.php, line 181
Cake\Http\ResponseEmitter::emit() - CORE/src/Http/ResponseEmitter.php, line 55
Cake\Http\Server::emit() - CORE/src/Http/Server.php, line 141
[main] - ROOT/webroot/index.php, line 39
LATEST NEWS UPDATES | A New Brand Driver by Ashok V Desai
Published on Dec 15, 2009
Modified on Dec 15, 2009
We Indians implicitly believe in India’s great past. Recently, that past has been given a statistical underpinning by Angus Maddison. To celebrate the beginning of the 21st century, Maddison wrote a book called The World Economy: A Millennial Perspective. There he says that India was the world’s largest economy in the first millennium AD. It produced one-third of the world’s income in the first century, and 29 per cent in the 11th century. Under the Mughals in the 17th century, India’s share of world income was 24 per cent. Although China had overtaken us by that time, India’s share was greater than that of the whole of Europe. By 1951, India’s share had fallen to 4 per cent. Why it fell so far is a question we can leave to historians.
What is striking is our poor performance since Independence. India had an extremely high brand value in 1947, despite Partition and the communal riots. Its new rulers got much publicity and goodwill because of the way they had won independence without violence; the world assumed that now that India was independent, it was bound to emerge as a major power. But the expectations were belied, and the opportunities went to waste. The government tried State-led industrialization, and wasted the one major national asset it had, namely private enterprise.
It introduced comprehensive import substitution, and built up inefficient industries. As a result, they could not use international markets to expand. The global market is 25 times as big as India’s; an industry that can access it can grow much more than an industry confined to the home market before it faces a market constraint. A number of countries, which were initially poorer than India, did just that; they built up internationally competitive industries. As a result, they grew much faster and became richer than India. And by establishing their presence in the world market, they built up their brands. By the 1980s, little countries like Korea, Taiwan, Thailand and Malaysia had better brands than India.
Luckily for us, the import substitution strategy finally broke down in 1991, and India went bankrupt. Liberalization was forced on India. When I was taken into the government in 1991, changing the world’s image of India was one of our most serious problems. After forty years of socialism, instability and failure, people across the world were sceptical that India had changed stripes.
But the reforms of 1991 worked. India opened up to foreign trade and investment. As trade and investment flows increased, so did the interest of the outside world in India. Today, the circumstances have completely changed. Indian government officials do not have to go round the world trying to interest investors today; instead, they spend their time making complicated rules about which foreign industrialists can invest in India and which cannot and on what terms. India’s image has also changed over the years. Before Independence, India was known as a country of elephants and snake-charmers. Maharajas were its brand ambassadors. Their pomp made for good spectacle; their foibles were lapped up by the Western press. But the rulers who took over India in 1947 were not fond of the Maharajas, whom they regarded as remnants of a feudal age and friends of the British. They were ashamed of elephants and snake-charmers; they dreamed of a metallic, modern, industrial India signified by dams and steel mills. So they wasted the images they had inherited.
But the image they wanted to project was different from India’s reality, and it continued to be different from the image abroad of India. The disjunction between the two images — the image that people had abroad and the image that the rulers of India wanted them to have — has persisted. The rulers wanted the world to see India as a modernizing, industrializing, dynamic nation. But industrialization was slow to come, so it added nothing to India’s brand. Instead, India became a large-scale importer of foodgrains in the 1950s, and became known as a country of the starving poor.
The last famine we had was in 1966; we have been producing enough foodgrains since the 1970s. Nuclear bombs were exploded, first by Indira Gandhi in 1974 and then by Atal Bihari Vajpayee in 1998. They made no difference to the balance of power; both explosions were purely public relations exercises, designed to create an image of a strong India. But strength does not come from an atom bomb. The explosions only created the image of strutting rulers who thought a lot of themselves.
What changed the image of India was something that the rulers had nothing to do with. In fact, they did not know when it began to happen, and did not get a chance to stop it. It was the coming of the information technology industry, and the creation of the market abroad for programmers. India just happened to have a large number of engineers who could turn to programming; American IT companies began to come to India in the 1980s and hire them away. And it is these code writers that changed India’s image. During a visit to Germany some 15 years ago, a German came up to me and said, “You Indians are so intelligent!” I thought he had gone mad. It was the Germans who were most intelligent; theirs was a most difficult language, and even their children could speak it. But the German was referring to our software engineers.
The IT boom, which transformed India’s image, had nothing to do with our rulers. But they did recently do one thing right, namely the Incredible India campaign. It was a short, simple, snappy slogan; no Indianisms in it. It was not descriptive; instead of telling, it mystified. And the visual images that accompanied it were not of steel mills and dams; they were just images of beauty. So Indians — even official Indians — are capable of doing things right; that gives me hope for the future.
Now, the IT boom has done its work for India’s image. Net exports of software earned $44.2 billion — a quarter of our invisible receipts and 15 per cent of our total current account receipts. Industry leaders continue to make optimistic projections of its growth, but it is likely to slow down for two reasons: first, because India has already conquered the easier markets and second, because Indian wages have gone up. The Incredible India campaign created enormous interest in India, but it has gone to waste: transport within India has become crowded and chaotic, and Indian hotels have become absurdly expensive. Even for Indians, a holiday in Malaysia or Thailand costs less than a comparable holiday in India. Today, Indians spend nearly as much abroad as foreign tourists spend in India, and our net earnings are negligible. In 2008-09, Indians spent $9.4 billion abroad; foreign tourists spent $10.9 billion in India.
So we need new drivers for Brand India in the next ten years. What might they be? It depends on where we want India to go. Our plans should be ambitious but realistic; they should be located in our international environment, and use our strengths. My ideas must wait for the next column.
Write Comments