MARKING INDIAN

India has not successfully have a global brand before few years but now it is one of the most emerging economy and the whole world and corporates have their eyes on the country. Tata, Infosys, various It and BPO’s companies have successfully created brand.
The big theme of the day at AdAsia 2003 was the growing trend of global Indian brands (GIBs). Presentations by Reliance chairman Mukesh Ambani and Aditya Birla group CMD Kumar Mangalam Birla on the creation of a country strategy for Brand India only underscored the complementary micro development of the emergence of GIBs. It was also a day when home-grown Indian companies were highlighted. These included the AV Birla group, Reliance, Tata Consultancy Services (TCS) and Ranbaxy.

A lot of work needs to be done to develop Indian brands as a Chinese business brand breaks into the global Top 20, says Steven Manallack*.
India has the largest number of brands in Asia and has the second highest number in the world, but how many Indian brands truly resonate around the globe? Certainly Chinese brands are starting to become known – with one, Chinese Mobile, making a sparkling entry at No 4 in the global top 20 brands.
. Indica drives Tata to the top of Indian brands

Tata has emerged the top Indian-owned brand in A&M magazine’s top brands survey. It is ahead of other homegrown brands such as Nirma, HMT, Godrej, Fevicol, Dabur, Amul, Hero, SBI and Bisleri.
But among Indian and foreign owned brands in India, Tata ranks third behind Colgate, the leader, and Dettol. The fourth and fifth slots have been bagged by Hindustan lever soap brands, Lux and Lifebuoy, respectively.
Interestingly, in the last top brands survey carried out by the magazine in 1999, Tata occupied the 22nd spot. Since then, it has leapfrogged into the top bracket. Tata’s gain has been Amul’s loss, it slipped from the second place in the 1999 survey to 42 this year.

Desi brands in foreign lands

Made in India and meeting success overseas? Yes, it’s happening in scores. Reasons range from lower trade barriers to hard-core marketing. Catalyst looks at the trend.

DABUR CHYAWANPRASH in the US, Kingfisher beer in the UK, Kinetic scooters in Latin America, Zodiac shirts in Holland, Amaron batteries in Singapore, Nightingale diaries in Europe, and Hidesign bags in Norway!
In the Indian context, it’s a case of globalisation in reverse. At a time when the Indian marketplace is teeming with multinational brands across categories, Indian brands have been quietly creating a foothold for themselves overseas. Ranging from food products, cars, two-wheelers, fairness creams, carpets, ayurvedic products, herbal cosmetics, watches, liquor, clothing, leather bags, even diaries – the gamut of Indian brands that have made it on to the global map is mind-boggling.