Nations, like people, enterprises or services, have a reputation. When deeply entrenched into consciousness and easily recognizable, that becomes a brand. Brands are related to the merits of the product and its track record. But there is a marketing endeavor in play as well that has an aspirational aspect to it. Brands are also about the future, one that can be credibly extrapolated from the present and the past.

When it comes to a country, the national brand is obviously a fusion and aggregation of different facets of its life. On the global stage, it is much more an integrated positioning of a multiple endeavors. We, in the world of diplomacy, have that responsibility.

Our initial decades after independence saw us struggling with the brand challenge. Given the ground situation, this was not unsurprising. A society recovering from two centuries of colonialism obviously had to painstakingly build itself up, creating new capabilities, institutions and practices. We chose to do that as a democracy, bucking in many ways what was a global trend. And move forward in a polarized world that brought to bear its own geopolitical pressures on us.

In the decades that followed, Indians started acquiring the image of being ‘techies’. Various challenges also led to the realization that on crucial issues – be it trade, nuclear or territorial – India would stand its ground. At the same time, our shortcomings were also on display. Infrastructure lagged behind. The business climate was difficult. Talent was not adequately trained. Manufacturing did not advance. The benefits of growth were not percolating. Our reforms were limited, driven by compulsions rather than strategy.

The last decade has seen a big shift in that regard. Economically, we are now perceived as much easier to do business. The transformation underway in infrastructure is also increasingly appreciated. Whether it is the airports, metros, highways or railways, the achievements of the last decade stand out even by global standards. Perhaps, nothing has been more impactful than our embrace of digital technologies. When we speak about the size of our digital transactions, the magnitude of our socio-economic schemes or the implications for the quality of governance, the world truly stands up and takes notice. The resulting brand is therefore a very different one, where the focus is now on the pace of our progress and the scale of our achievements.

However, it is not just in material terms that there is a shift in how the world views us. Our brand, to a great extent, is built by individual experiences of the world with us. There is a view of our diaspora as being professionally competent, socially responsible and displaying a strong work ethic. It is no accident that many countries with a significant diaspora have now changed their attitude towards India.

Leadership and choices are also a big factor in shaping brands. Many of the transformations I have mentioned are driven by major policy reforms domestically. On the national security front, a firmer response to terrorism is obviously noted. A country that was initially the greatest source of concern during the Covid pandemic emerged as a significant supplier of medicines to others. Internationally, standing up for our consumers when it comes to fuel, food and fertilizer security has certainly been a brand enhancement.

Everybody today sees something of interest to them in our endeavors. Be it blue or white collar, traditional or emerging sectors, creative or executive, we are viewed increasingly positively.

This summer, our nation also witnessed the largest democratic exercise ever. But beyond the electoral exercise, a deeper democratization process has also been continuously at work. Whether it is our politics, civil services, business or sports, the widening representation is visible. The democratic brand is one of particular value.

While recognizing these developments, let us also realize that we are not just one more country. Our history, tradition, culture and heritage makes us stand out. We are one of the rare ancient civilizations that have made a successful transition to a nation state.

It is in this context that we should reflect on Brand Bharat. The very term captures the civilizational aspect, while underlining how much more rooted we have become. Bharat is a statement of authenticity, be it in representation, articulation or beliefs. It is equally a message that we are now more comfortable in our own skin, drawing on our own past, fashioning our own lexicon and advancing our own ideas. The formulation of standing on the two legs of technology and tradition is one effective way of expressing Brand Bharat.

Coming from the domain of diplomacy, we naturally seek to advance that brand in more specific terms. That means defining how Bharat approaches the world. There are a range of answers. The Global South sees a powerful advocate and the driver of Vaccine Maitri. Neighbors recognize a generous and non-reciprocal partner who stood by them during Covid, financial meltdowns or natural disasters. Democracies appreciate a confident partner whose choice has helped universalize their shared attributes. The immediate region and beyond value an emerging First Responder and contributor to global goods. And on the big stage, a multi-vector approach engages the Quad and BRICS, Russia and Ukraine, Israel & Iran and the Global North & South. This is the brand of Vishwa Bandhu.