The three key values of Brand India are based on a strong foundation of integrity and technology. Today, in a radical change from the past and after shedding historical baggage, India stands for high quality at a very competitive cost, with innovations in products, processes and business models. These are now cheaper, better, quicker, and of course, different. Our environment is also characterised by the prevalence of integrity, trust and recourse, based on a strong and independent judicial system, an open and free media, which assures awareness and independent recourse in case of any problems or disputes. Finally, our high levels of technological sophistication and capabilities, combined with a strong tradition of spirituality, deep respect for knowledge and learning is helping drive Brand India forward.

The modern drivers of Brand India include the IT industry, media — particularly films, music and TV and the Indian diaspora. I see change in all these as being positive, as their outreach spreads and their quality — and, hence, impact — improve. Over the next 10 years, innovation is going to become far more important and will drive both Brand India as well as the growth of India’s knowledge industry. Knowing India’s inherent advantage in innovation, (which other country enjoys the two vital ingredients of diversity and adversity in such ample measure?) this is increasingly going to be the USP of India.

Already, products like the Tata Nano and bottom-of-the-pyramid products and services like eye-care and heart operations are helping to establish India’s strong credentials in this area. Over the next decade, innovation and better infrastructure, coupled with the demographic dividend (a young, well-educated and skilled population) will be big drivers. Soft power — through films/ media, music, culture, design and software — will be the underpinning for the new Brand India.

However, we cannot afford to be complacent. We must realise that the most important step towards becoming a knowledge hub is high-quality education and skills training. Encouraging, promoting and facilitating innovation will be equally important. In these areas, steps being taken, such as the Right to Education Act (RTE), reforms in higher education, establishment of the National Skills Development Corporation and National Innovation Council, show that we are on the right track to facilitate this process.

- Kiran Karnik