Unleashing 'Bharatiyata': Ascent of the Indian Essence onto the Global Stage

In a world characterised by cultural exchange and globalisation, the term 'Americana' has long encapsulated the rich tapestry of distinct cultural and historical elements that define the essence of America. From iconic brands like McDonald’s, Starbucks and Levi's to influential figures such as Bruce Springsteen and Taylor Swift, as well as Hollywood and Big Tech, the export of Americana has undeniably contributed to the United States' soft power on the global stage over the last 50 years. This phenomenon underscores the transformative power of cultural exports in shaping perceptions and cementing global influence.?

It is against this backdrop that India finds itself in a strong position, poised to leverage its deep-rooted history, diverse culture, unique design aesthetic and technology to usher in a global revolution of 'Bharatiyata'.

'Bharatiyata' is not just a description of what is quintessentially Indian; it is a call to establish a global presence that celebrates India's unique cultural identity and spirit and precipitates its pervasive permeation into the global consciousness.

Imagine Indian brands making a statement on the bustling 5th Avenue in New York, adorning the storefronts of Oxford Street in London, and gracing the prestigious Champs-élysées in Paris. Picture global celebrities walking the red carpet at the Museum of Modern Art (MoMA) and the Cannes Film Festival, adorned in attire that proudly boasts India's unique design imprint. Envision global leaders not only exchanging traditional Indian greetings with a Namaste but also being chauffeured in vehicles of Indian brands that bear our distinct design signature. Flying the airline with our country's name should be looked forward to by flyers globally because it makes them feel immersed in the warm Indian culture and hospitality in the skies.

This ambitious dream may seem incredulous initially, but history bears witness to cultural shifts, with the Chinese abandoning their robes and embracing Levi's jeans or the French bidding adieu to corsets in favour of Uniqlo. The German cars brought with them an appreciation for the engineering excellence in German culture and the Japanese gave us a lens into their focus on design. What do we want people to feel when they think of anything from India - its products, brands, technology?

As we embark on this journey, it's essential to examine specific examples of India’s cultural elements that have transcended borders and become global phenomena. Bollywood and Indian music have been India's most recognisable cultural exports so far, capturing the imagination of audiences worldwide. Indian cuisine has evolved from being a regional delight to gaining international acclaim. Indian flavours, spices, and culinary techniques have found their way into kitchens across the globe, with Indian restaurants becoming a staple in major cities. The enduring popularity of yoga is another noteworthy example. While India might not have reaped substantial economic benefits directly from yoga, its global acceptance has positioned it as a symbol of holistic well-being and mindfulness.?

However, 'Bharatiyata' envisions transcending these established domains to create a robust, deliberate presence across sectors that weren’t historically associated with India. The coexistence of India's rich heritage and rapid modernisation has opened tremendous opportunities for us.

Bharatiyata is about our space technology program that cost-effectively delivers satellites from dozens of countries into space. It is also about how quickly and comprehensively we built and embedded UPI in each nook and corner of Indian society and are now taking it to the world.? Bharatiyata is also about the graceful saree or the timeless kurta pajama, becoming a global fashion statement. While we see glimpses of this when Jennifer Aniston wears a gorgeous Manish Malhotra Lehenga in her upcoming film, Bharatiyata is when the fashion world in Paris or Milan eagerly awaits the latest collections of Sabyasachi, JJ Valaya and upcoming Indian designers and brands to define the trends for the global fashion season. It's about Zara carrying Indian designs in its stores in Copenhagen and Louis Vuitton doing an entire range of products inspired by India.

The vision of Bharatiyata extends beyond merely enhancing visibility to arrive at a point where our cultural heritage is feted and embraced globally. It is an acknowledgement that India possesses the skills, the means, the technological prowess and the stature to propel its unique brands onto the global stage. It is about the pride that swells within us when the world knows that if it is Indian, it must be good. In fact, it must be special. In the same way “Made in Japan” became synonymous with good quality products after WW II or when K-Culture became the gold standard for music, films, dramas, fashion, food, comics and novels in the early 2000s. It's time for the world to be embracing i-Beauty.

The economic impact of such a cultural export cannot be overstated. Beyond mere aesthetics, the integration of Indian design and technology into global markets can lead to job creation, economic growth, and a further positive shift in the narrative surrounding Indian innovation and creativity.

In the realm of technology, India has already made significant strides, producing a pool of skilled professionals and innovative startups. The 'Make in India' initiative, amplified by our ambitious startups, can extend beyond technology to include the creation of iconic Indian brands that merge tradition with modernity, resonating with a global audience.

The time has come for India to dream big and convert those dreams into reality. 'Bharatiyata' is more than just a celebration; it is a strategic vision to build global brands that encapsulate the essence of India and evoke emotions and aspirations on a global scale. With the convergence of culture, technology, and economic potential, India stands at the cusp of creating a lasting legacy that goes beyond borders, inviting the world to embrace 'Bharatiyata' with open arms.?

Our PM’s charisma and the toil of those before us has opened a door for us. It's time to build brands from Bharat that speak for Bharat and take them to the world. It's time for Bhartiyata to take over the World.

Finally, apna time aa gaya.

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This article originally appeared in The Economic Times on 6th February, 2024.