Brandstand: The Party has won. Let the party begin

Now that the elections are over, it is time for us to get back to work. To take fullest advantage of the promised stability and surpass newer frontiers in our chosen pursuits. There will never be a better time for Brand India to fulfil its truest potential.

Every global organisation or investor wishing to enter India will find the circumstances most favourable, the renewed term leading to more amenable policies. Thus, providing an opportunity for Indian entrepreneurs to genuinely grow wings, by gaining global marketplaces or cementing their ambitions. Quite naturally, the Indian customer will benefit with greater choice and increased convenience – a commensurate increase in purchasing power through job creation guaranteed to accelerate this further. Whatever be the political leanings, every citizen will gain from this momentum, which in turn increases our responsibilities considerably.

This is squarely the best chance in our history to become a genuine new-age superpower – economically strong, peace-loving and committed to sustainable growth. For starters, the focus of skill development programmes must rest on innovation and entrepreneurship – the final frontiers for a nation with strong conceptual foundation. The IB curriculum in schools, albeit limited and expensive, is relentless on such matters and it is necessary for an indigenous version to be developed for rapid amplification. Which will focus, across all levels, on converting skill sets from process compliance to incubating new news. Jugaad, the intuitive version, will become an asset for adoption, strengthened by genuine pedagogy. This is the logical annexure of Make in India, more fundamental and impactful.

Compliance to ethics and integrity will remain a key ingredient, in a world hostile to misdemeanours in this front. Like the Hippocrates Oath, every professional or academic institution must ritualise the Honesty Oath, to be emulated by corporate organisations as well. This is indeed a matter of culture, strong punitive deterrents in place, including legal and societal. Connected to this is the establishment of equitable conduct in work and other public places, eliminating the rogue actions that often mark professional environments. Diversity and Inclusion quite naturally are logical consorts, becoming mandatory in practice and policy.

Time is thus ripe for the Brand India movement, defining a distinctive and attractive work and consumption culture that becomes aspirational for others. A genuine alternative to the Japanese or American ways, in terms of being effective and innovative. It must start with the core value proposition, drawn from the foundation of education and sincerity that is the hallmark of middle-class India. To this one must add enterprise and aspiration, lacing it with the inimitable ammunition of emotion. Emotion, which when applied appropriately, can be a vital adhesive for sustainability – ensuring alignment across demographic segments quite like Bollywood.

Intrinsic to this new system will be a renewed view of work-life balance – incorporating the pristine principles of Yoga and Ayurveda in official curriculum. Thus, relief from the imported practice of excessive workdays, instead focussing on a solution-based environment. The Indian management culture will thus be a derivative of our best practices in culture, creativity and lifestyle – collaborating seamlessly instead of being constantly competitive.

A few softer dimensions can also be derived from such practices, in the form of business conduct. Free-spirited open offices with light and inspiration, an indigenous version of WeWork with all the requisite values. Attire, inspired by the Fabindia movement, stylish half-jackets replacing the suit and an accent on natural fabrics. Creches becoming a compulsory part of all modern office complexes – to empower the modern lady worker to perform sufficiently.

The above contributing to the rise of the modern Indian corporation, a key pillar of Brand India. An eclectic blend of productivity and emotionality that is currently our own but with bandwidth to becoming a global way of working. Now that the Party has won, it is time for our party to begin.

(Shivaji Dasgupta is the Founder of INEXGRO Brand Advisory and can be reached at: inexgro@gmail.com)

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