A Bridge to India

 

There is an upsurge of interest amongst future focused organizations worldwide to fathom the implications of the emergence of India and China as important players in the world economy. As the two emerging economies shed their past and develop greater confidence, competence, and infrastructure, they are bound to influence the style and substance of international trade, manufacturing, and marketing.

 

From the attention it is receiving from the media and from the FDI, China appears to be ahead of India in integrating its economy with the global economy. Chinese authorities have managed fast growth and attracted FDI through controlled liberalization of the economy and smart management of the “Brand China.”

 

Unlike a more centralized form of government in China, India is faced with the responsibility of managing progress within the democratic system of governance. Indian political rulers cannot force changes in India’s economic structure unless the majority of her population sees the benefits of any economic, cultural, and/or social transformation making a clear difference in their lives. While it is true that in India, a nation of a billion people, there is a significant middle class that is raving to harvest emerging opportunities in the global and liberalized economy, and wants to benefit from technological advancements, there is also a larger population that feels sidelined from development. It is this population that asserts itself through the ballot every five years to give a reality check to the political leadership. They too would be willing to participate in the process of globalization, but only with those who demonstrate sensitivity to unique cultural, social, economic, and psychological factors that characterize the Indian heartland. In India, the early adopters of modern lifestyles do not go to vote; those who live in the villages and small towns and in the poorer communities of metropolitan cities do. And therefore, no matter how attractive the prospect of fast market reforms may seem to the proponents of liberalization, India will evolve at its own pace. Though the pace of change in India seems slower than in China, it is more participatory and, therefore, likely to be more sustainable. There are already signs of social stress surfacing in China, where opening of markets is inspiring the poorer population to revolt against the government policies, especially in the southern regions of China. Without a plan for a transition to a democratic system of governance, where aspirations and energies of the disadvantaged population are harnessed rather than suppressed, the Chinese economy may be headed for challenges that can ultimately threaten continued patronage of the liberalization process.

 

Only those who have the grit and commitment to partner with India in managing a grassroots-level change are likely to ultimately be rewarded with a partnership. While India is raving for change, it is not likely to completely metamorphose into a western model of a marketplace. Indians are proud of their history and the traditions they have inherited from hundreds of years of cultural evolution. Indians are also wary of the designs of foreign traders, having once lost their independence to the East India Company. A vast majority of Indians are poor, and are tied to social and religious customs that often challenge the sensibility of international partners. Rural employment is one of India’s biggest challenges, and any proposal for economic transformation must address the issue of generating more employment as opposed to more automation.

 

To understand India, one must understand Gandhi. Though trained in the western model of education, Gandhi understood the ground realities of India as no other leader since his time has. Even those who love to hate Gandhi recognize the fact that the values that drive India can best be explained in the writings and actions of Gandhi. On the issue of globalization Gandhi wrote, “I do not want my house to be walled in on all sides, and my windows to be closed. Instead, I want the cultures of all lands to be blown about my house as freely as possible. But I refuse to be blown off my feet by any.”

 

Ultimately India will evolve on its own terms, no matter how eager proponents of liberalization are for following China and embracing the western model of development quickly. In the process of partnering with India in managing a change, international partners will discover a new flavor being added to the eclectic character of their product. This will happen only if they show sensitivity to the ethos and diversity of Indian culture. The opportunities for doing business with India are abundant, but harnessing those opportunities will require an open mind and willingness to accommodate diverse cultures, different aesthetics, and new frameworks for delivering value to people.

 

Those who wish to invest in the evolving economy of modern India need to make efforts to understand the Indian mindset, especially the majority of people who live in small towns and villages far removed from the major metropolitan cities. While metropolitan cities are fast becoming the showcases of the western lifestyle, the majority still retains a strong connection to its tradition. It is only through direct connection with this India that the true potential of the Indian marketplace will be revealed. The professionals engaged in marketing, branding, and advertising for the Indian market took a long time to appreciate the concepts, values, and imagery that appeal to indigenous sensibilities. Instead, for a very long time mainstream marketing was focused on emulating the western design. It is gradually dawning upon this sector that the majority of Indians resonate better with messages and images that reference their values and surroundings. The metaphors Indians draw upon to make sense of their experiences are often different from the metaphors people from other cultures draw upon. India has 22 official languages and 1,600 dialects, and the majority of Indians—even those who speak English—think in their native language or dialect. Through increasing exposure to international events, brands, and media, Indian people are beginning to gain familiarity with foreign concepts and imagery. Some of them do yearn for a connection to the western culture. However, the fact remains that deep inside, the Indian mind does not want to and cannot completely dissociate itself from its nature, and any effort to resonate with the imagination of Indians must involve building a bridge that connects the heart of India to the rest of the world.

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This initiative is inspired by the discussions on the online forum

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