India designs its own image as global power
Brand India is the name of the organisation that since the late 1990's has been tasked with convincing international corporations and heads of state that they should invest in new, modern India. In return for their investment, they get, among other things, access to cheap, well-educated labour.
"The branding campaigns produce seductive images of 'new' India: In the beginning the ads placed traditional Indian motifs together with images of mobile phones, computers, and motor ways to show the investors how India has developed," says Ravinder Kaur, who is director of Centre ...

