The future of Indian brands lies in storytelling not jingoism

Flying Cursor Interactive’s Shormistha Mukherjee argues that for Indian consumers look up to Indian brands, the answer doesn't lie in patriotism, but in storytelling.

This article is part of a Spotlight series on the opportunities and challenges facing India-born brands. Read more

On 12 May, in a nationwide address to a country that was reeling under the economic impact of a lockdown that kept getting extended, the Indian Prime Minister, Narendra Modi, issued a clarion call: "Vocal for Local."

While there seems to be a lot of confusion regarding what he specifically meant - vocal for just products made in India, or vocal for companies set up anywhere in the world, but now manufacturing in India, suddenly there seems to be a resurgence...

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