How Brand India Campaign might provide the much-needed fillip to Indian exports

Indian exports

With India’s outbound shipments expected to cross $400 billion by this fiscal year, an official privy to the matter unravels the Commerce Ministry’s plan to launch the Brand India Campaign to give momentum to exports of both services and products in new markets. 

To serve as an umbrella campaign for promoting goods and services exported by India, the initial stages of the campaign will put its focus on Indian exports in specific sectors such as gems and jewelry, textiles, plantation products (tea, coffee, spices), education, healthcare, pharma, and engineering.

The essential focus of the campaign would be on quality, heritage, technology, value, and innovation.

  Commerce and Industry Minister Piyush Goyal has recently reviewed the status of the Brand India Campaign of India Brand Equity Foundation (IBEF)- a trust established by the Department of Commerce with the primary objective of promoting and creating international awareness of the ‘Made in India’ label in markets overseas and to facilitate dissemination of knowledge of Indian products and services.

“The need for such a uniform campaign is necessary because, at present, different sectors have been promoted with individual identities in different ways,” the official added.

The approach of the campaign would include focused export-oriented messaging to both buyers and consumers; new potential markets; Indian talent, tradition, and modernity; and promotional events through digital channels and international events.

An agency will be selected and a Branding Steering Committee will be formed for the purpose besides creation of uniform logo identity, development of branding creatives (films, TVCs, print ads, digital banners).

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