Fletcher in the News

Dean Bhaskar Chakravorti on 'Brand India' Adding to the Country's Soft Power

Bhaskar Chakravorti is a Senior Associate Dean at The Fletcher School of Law and Diplomacy, Tufts University.

Brand India saving grace in time of crisis

There's more to India than just its over-emphasized status of being the most populous democracy in the world. Random economic facts like India being the largest producer of milk, the largest consumer of sugar and spices as also the largest consumer of gold till last year, crop up now and then. But there have been achievements in the last few years which have put India on the world map.

Over the last couple of years, India has been seen stamping its presence in the league of global leaders by the strength of its economic power. Consider these facts: The Tata Group is the largest manufacturing employer in the UK; Ireland's richest person - Pallonji Mistry - is an Indian; Coal India is the single largest coal producer in the world; India is the largest whisky manufacturer in the world and the Taj Group is the largest chain of hotels in Asia. Despite a generous trickle of negative news, the list of these positives is also getting bigger.

Brand India today is not just about economics. A significant way in which India is asserting itself is through its soft power. According to Bhaskar Chakravorti, senior associate dean of international business & finance, The Fletcher School, Tufts University, this "soft" presence is India's greatest asset in making sure it counts on the world stage.

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