Lalitha Srinivasan

The big theme of the day at AdAsia 2003 was the growing trend of global Indian brands (GIBs). Presentations by Reliance chairman Mukesh Ambani and Aditya Birla group CMD Kumar Mangalam Birla on the creation of a country strategy for Brand India only underscored the complementary micro development of the emergence of GIBs. It was also a day when home-grown Indian companies were highlighted. These included the AV Birla group, Reliance, Tata Consultancy Services (TCS) and Ranbaxy.

The tone for the emergence of GIBs was set by advertising guru Ian Batey, chairman emeritus, Batey Advertising, Singapore, who drew up a list of Indian brands and companies from across sectors which have the power and potential to become GIBs. While some picks were predictable, others were rank outsiders. Mr. Batey is best remembered as the creative guru who conceived the Singapore Girl campaign, which still remains an integral part of Singapore International Airlines' strategy.

This is how Batey placed his bets on potential global Indian brands: Infotech players like TCS, Wipro, Sankhya and Infosys would be able to eclipse western giants if they have global strategic plans in place. A surprise pick was ITC in the FMCG category, which he predicted could give HLL a run for its money in this business. Predictably, Ranbaxy, Mr. Batey added, is his serious choice to tap the $400-billion global pharma market. He also said that if Tata Tetley is able to have a more distinctive India link, it would be able to emerge a stronger brand. And in the biotechnology sector, AV Birla group and Reliance should be front-runners. Another brand that the marketing guru said holds potential is Old Monk. The global booze business is worth about $550 billion and if Old Monk's brand strengths of toughness can be honed further, it could take on the mighty Bacardi in international markets. Surprisingly, the Nutrine brand in the confectionery segment was picked for its toughness, resilience and strong indigenous research and development capabilities. In the textile segment, BE from Raymond's was one that he felt which could put India on the global textile fashion map.

He added, "there is need to move well ahead of China by adding more value to the 'made-in-India' label."

When the farmer co-operatives created the AMBO brand for Alphonso mangoes, he said that there was a huge opportunity to expand its export sales by a conservative 1,000 per cent from the current levels. Finally, he also added that given the high creative standards of advertising and communications in India, there could well emerge an Indian-owned advertising conglomerate that spans across the world.

If Batey's predictions set the tone, India CEOs and advertising gurus only concurred. Said Mr. Birla: "There is a strong trend that is emerging steadily. Many Indian brands have already entered the Asian countries and are doing well there." Added Thomas Verghese, executive president (marketing), Grasim Industries: "Our group's flagship brand Grasim is now present in 18 countries." Ad veteran Ashok Kurien, managing director of Publicis Ambience, said, "five years ago, the scene was different. Now more than ten Indian brands in different sectors are doing well in foreign countries. For instance, Zee television channel has presence in 87 countries across the globe."

Added Shekhar Bajaj, chairman and managing director, Bajaj Electricals, "it will be a slow process, but there's no doubt that Indian brands have already taken on MNCs." Summed up Vikram Kirloskar, vice-chairman, Toyota Kirloskar Motor Ltd: "I think if the brands offer good value for the money consumers pay, they'll perform well anywhere across the globe."