Brand Bharat Represents Authenticity and Global Engagement, Says EAM S Jaishankar

External Affairs Minister S Jaishankar highlighted the concept of Brand Bharat, describing it as a symbol of authenticity in beliefs and representation. He stated that it signifies India's growing comfort with its identity. In a virtual address at the India Ideas Conclave, he emphasised that this brand also represents Vishwa Bandhu, engaging with diverse global entities like the Quad, BRICS, and both the Global North and South.

Jaishankar elaborated on India's journey from its freedom struggle to independence and the subsequent decades. He noted that the initial years post-independence were challenging due to colonial legacies. Despite these hurdles, India emerged into the new century as a cohesive polity, a dynamic economy, and an optimistic society. This resilience was not guaranteed, and some nations did not achieve similar success.

India's Economic Transformation

The minister pointed out that India's global perception has shifted significantly over the last decade. Economically, India is now seen as more business-friendly. The country's infrastructure advancements, including airports, metros, highways, and railways, are recognised globally. The embrace of digital technologies has been particularly impactful in enhancing India's image.

Jaishankar explained that Brand Bharat is about authenticity in representation and beliefs. It reflects India's self-reliance or Atmanirbharta in economic activities. This brand signifies India's comfort with its heritage, drawing from its past to shape its future ideas and expressions.

Cultural Heritage and Global Engagement

India's rich history and culture make it unique among ancient civilisations that have transitioned into modern nation-states. Previously, when India's global standing was lower, this heritage might not have been as significant. However, combined with achievements across various fields today, it assumes a new importance.

The minister stressed the importance of reflecting on Brand Bharat in this context. The term captures India's civilisational roots while highlighting its growing confidence. In a world seeking independence from global elites, India aims to engage on its own terms by balancing technology with tradition.

Diplomatic Efforts and Global Perception

From a diplomatic perspective, India seeks to advance Brand Bharat by defining its approach to global interactions. The Global South views India as a strong advocate and leader in initiatives like Vaccine Maitri. Neighbouring countries see India as a supportive partner during crises like Covid-19 or natural disasters.

Democracies appreciate India's confident partnership in promoting shared values. The immediate region values India as an emerging first responder contributing to global goods. On the international stage, India's multi-vector approach involves engaging with diverse entities like the Quad and BRICS.

This comprehensive engagement strategy embodies the brand of Vishwa Bandhu, reflecting India's commitment to being a reliable partner across various global platforms.