Making Brand India International
We are
living in an era when transforming changes are going on and we need to reflect
on the future direction of nation that had lost the course in last few decades.
India of tomorrow has to be efficient and global in outlook. At the same time
it has to keep in touch with its roots and culture. This synthesis that is the
core of Modi thinking constitutes basic fabric of building blocks that would
create the future of the country.
We are
witnessing a thrust to efficiency and productivity of working of the government
already. Ministers are ready at 9AM and when they go to office many of their
staff are missing as the old habits die hard. There is no doubt a lot more
input is needed from all the members of cabinet and the staff for the
government to deliver the promises it has made to the public. No longer laid
back culture of reaching office in the afternoon or whenever one finds
convenient is acceptable as the boss himself sets the pace by starting his work
early in the morning. Return of activism in leadership and enunciating the
clear directions of goals can motivate all the members of the team. In fact
Modi is working as if a hardworking CEO of an organization that is determined
to turnround the organization is working relentlessly and handing down the
decisions in an earlier culture of slow and indecisive environment in the
government. Take the case of Ganga restoration originally 20,000 crores were
allocated but for last ten year only paltry sum of 900 crores could be utilized
due to sheer lethargy and lazy style of working of the government. In the
meantime drains and filth continued to pore in the sacred river which has
become virtually a drain itself. More than ten years back when I first time
went to Varanasi for work I found drains running into river and I took many
pictures to file a PIL but later I came to know already some have been filled.
Nothing came out of it. Most astounding fact is that no meeting of the board
that had to monitor the work took place and at the top of it Prime Minister who
was heading the project himself did not attend single meeting in 10 years. One
can imagine how things will move and how the decks will be cleared.
But the
thrust on Ganga cleaning is the Indian message to the world for conservation of
environment and culture of the country that the sacred river represents.
There is
complete emphasis on technology and high tech working with all the Ministries
preparing PDF of their projects and monitoring it . The fact that all tenders
will go on line shows that it is going to usher in transparency that was
missing all along in the working of Ministries. There is open working in public
domain and no clandestine functioning allowed by sheer use of technology itself
and monitoring the work through e governance.
If Steve
jobs could come to an Ashram in India and learn the importance of intuition
that helped him to innovate and give the world new vision of computer age why
it is not possible for India to retain its core culture and also be global?
First
time I introduced Yoga and prayer for
MBA students in Fore School of management, New Delhi that I founded, critics laughed at it as it
seemed anachronistic to them. But I maintained our credo ‘ We are more Indian and yet we are more
International’
When Japan
was transforming itself from rubble of devastation left by World War II, they
adopted a new slogan to address to western world and it was “Your technology my
culture”. This is precisely what Modi seems to be attempting in turning Brand
India international. Japan is an example of how culture and tradition can be
assimilated with modernity and science. That is why they have Zen, Ikebana, Tea
ceremony, Geishas and Haiku while using world’s best technology and innovation
in their country. Friedman in his book World is Flat calls it glocalisation
when local culture assimilates high technology of the global significance. In
order to redeem our pride as a nation we should welcome this synthesis of culture
and global operation as new package to be marketed in the world. We must build
brand India and globally export it.