The clarion call given by Mahatma Gandhi to boycott foreign goods and become swadeshi swept the country like a wave. In fact it became a movement which later acted as a catalyst for political action. Swadesh translated simply meant ‘buy Indian’. It was then that khadi was born.
Every product has a brand name and it is the brand name that gives the product a certain identity. The well known brands carve a niche for themselves in the consumer market. Over the years these brands established a reputation and became house hold names.
Then what exactly is brand India? India has made a name for herself in the world market. She has also become a strong economic force to reckon with. A look into the Past will tell us that Indian goods were well known in the world market. Early traders and merchants traded their goods for spices and silks. So the term brand India would include everything that is Indian – our cuisine, our textiles, our music and dance and our handicrafts- in fact a myriad other things that are so typically Indian.
Some of the brand Indian items which have had a big impact by transcending barriers are Yoga, and Meditation. Indian musicians, dancers and craftsmen who perform and demonstrate for audiences overseas are in fact – brand ambassadors. If today khadi as a fabric is become a fashion statement abroad, the credit goes to our fashion designers who have retained the essence of the fabric and also catered to western needs. Our exquisite handicrafts are an excellent example of brand India as they are unique and represent the culture or tradition of the place of their origin.
ADVERTISEMENTS:
Our tourist destinations are again brand India and offer something very different in terms of hospitality and experience. So whether it is cuisine, or clothes, jewellery or arte facts the Indian tag definitely sells. Now watch out for the ‘Made in India label’.
Conclusion
Mahatma Gandhi started the Swadesh Movement “boycott foreign buy Indian”. This was the birth of khadi. Brand names give product identity and over the years become a household name. Brand India is world famous for its silk, spices, music, cuisines, handicrafts etc.Yoga teachers, musicians, dancers and craftsmen who perform abroad have become brand ambassadors for the country- The khadi fabric is world famous and so are our exquisite handicrafts which carry with them the cultural tinge of their place of origin. The tourist destinations of the country also offer a unique Indian experience. Thus all things Indian today are popular worldwide and carry the “Brand India label”.