'Brand India' to piggyback FTAs

For decades, the 'Made in India' label sat uneasily on global retail shelves, signalling an easy pick for discount-hunter. Now, New Delhi is betting that a flurry of newly minted trade deals can flip that script.

- Dhirendra Kumar

The Centre is crafting a sophisticated 'Brand India' playbook to embed Indian luxury, heritage, and high-tech goods into the premium supply chains in the West, two people familiar with the plans said. The strategy will involve coordinated branding, export promotion and structured engagement with overseas retailers and distributors. The commerce ministry will work in coordination with Indian missions abroad to showcase such products as well.

The strategy will centre on high-potential sectors such as handlooms and textiles, shifting the focus from mass-produced garments to heritage, specifically positioning Banarasi and Kanchipuram silks as lifestyle products.