The Indian government is exploring the possibility of launching a “Made in India” label to strengthen the country’s brand identity in global markets. According to a report by PTI on October 2, a high-level committee is reviewing the details of this proposal. The goal is to build a brand that evokes a sense of quality, similar to labels like “Made in Japan” or “Made in Switzerland,” which are synonymous with excellence.
Sector-Specific Approach
Officials are considering whether the “Made in India” scheme should target specific sectors where India has a competitive edge, such as textiles. This sector-specific focus could highlight India’s strengths while helping to build a global reputation for high-quality products.
Focus on Quality and Reliability
Experts suggest that the key to promoting “brand India” lies in ensuring consistent product quality and reliability. Ajay Srivastava, founder of the Global Trade Research Initiative (GTRI), emphasised the importance of enforcing strict quality standards to protect India’s reputation in global markets. He noted that India’s pharmaceutical industry has already gained global trust through its production of high-quality generic drugs, and similar strategies could be applied across other sectors.
The ‘India Quality Product’ Concept
A proposed initiative, called the “India Quality Product” label, could further enhance India’s global image. This unified brand would signal excellence and reliability, requiring manufacturers and exporters to meet specific standards for products and packaging. The scheme could initially focus on traditional Indian products like garments, shoes, and handicrafts, before expanding to electronics and engineering goods.
Learning from Global Examples
Srivastava pointed out that branding should only be pursued once India achieves consistent top-tier production standards. He cited China’s strategy from 1990 to 2010, when the country quietly became a major player in electronics manufacturing before aggressively promoting its brands. This approach could serve as a model for India’s branding strategy, focusing first on improving product quality across industries.
