In the global marketplace Indian brands are poorly recognized. So far, India as a brand has acheived moderate success in IT, textiles and pharmaceuticals and auto components. In order to build a global brand, Indian companies need to sharpen their focus and become specialists in specific areas of their business.

"Brands are the future. If you want to be a dynamic country, you have to build global brands... If a country like Finland (the home of cell phone maker Nokia), with five million people, can have the sixth most valuable brand in the world, why can't India do the same?"

The previous government had been communicating to citizens for the last few months that India is going through glorious times and there is prosperity and vibrancy in all sectors. The `India Shining' campaign had become one of the biggest ad campaigns in Indian television history. The campaign is hyped to some extent and has been criticized as propaganda and misuse of public funds by many. still the fact is that a major portion of the population has inadequate basics like food, water, electricity, medical facilities, transport etc. However, there are silver linings to these dark clouds. As per CII, the Indian pharmaceutical industry is one of the fastest growing sectors of the economy and has made rapid strides over the years. From being an import dependent industry in the 1950s, it has achieved self-sufficiency and gained global recognition as a producer of low-cost high-quality bulk drugs and formulations. Retail chains from around the world buy goods worth nearly US$ 3 bn from India. After the success of IT, India is all set to emerge as a global outsourcing destination for textiles with export potential of $10 bn in the next 2-3 years. Apart from other factors, this projection is based on good demand from global retail chains like Wal-Mart in sourcing apparel from India.

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