Make in India vs. Incredible India: Branding India Beyond the Exotic
By Durairaj Maheswaran and Malika, with Aarti Totlani
Make in India and Incredible India campaign intend to market India to the global community. Despite India’s dominance in the IT services industry, the world doesn’t perceive India as a modern economy with a competent workforce. Research by Professor Durairaj Maheshwaran and Malika explains the reasons behind this perception and defines ways to change stereotypes to foster confidence in Brand India.