power brands

V.K.Dhoot , Chairman and managing director , videocon group

India is the world's second largest populated nation and is more diverse than most other nations across the globe -- from its culture to geography, from its languages to religion, from its climate to ethnic background of people, this nation's greatness comes from its capacity to promote this intrinsic diversity and transform the same diversity into one of its greatest strengths. The pride that comes in one's heart when one hears the name of India mentioned in global events and in international power corridors, is not restricted to any special class of people -- every Indian feels committed to the thought of India and yearns for India to be considered the greatest nation of the world.

In 1947, when India gained Independence from Great Britain, perhaps the biggest "brand" the world knew then from India was the name of a person who was considered legendary and was the most respected globally, more so in India. The Father of our Nation personified the values that the nation stood for and the world recognised the greatness in this man and the philosophy he personified. Gandhiji taught to us that if India is the world's second largest populated nation and is more diverse than most other nations across the globe -- from its culture to geography, from its languages to religion, from its climate to ethnic background of people, this nation's greatness comes from its capacity to promote this intrinsic diversity and transform the same diversity into one of its greatest strengths. The pride that comes in one's heart when one hears the name of India mentioned in global events and in international power corridors, is not restricted to any special class of people -- every Indian feels committed to the thought of India and yearns for India to be considered the greatest nation of the world.

In 1947, when India gained Independence from Great Britain, perhaps the biggest "brand" the world knew then from India was the name of a person who was considered legendary and was the most respected globally, more so in India. The Father of our Nation personified the values that the nation stood for and the world recognised the greatness in this man and the philosophy he personified. Gandhiji taught to us that if a nation had to be great, its people had to embrace the values of global humanity and global patriotism incompleteness. In other words, to consider all humans and all nations as equal, and to uplift disadvantaged communities globally were the ultimate truisms, as per Gandhiji. There is no wonder that chapters after chapters and hours after hours are devoted in schools across the globe, when teachers teach their students about Gandhiji and what the most important pillars of humanity have to be, as per his teachings.

Gandhiji's values, I believe, are the truism that the greatest of Indian companies and the greatest of Indian brands have to stay committed to. The greatness of a brand does not come purely because it sells the most or is recalled the most. The greatness of a brand is gained because of the values that the brand persona embraces and disseminates to its customers. And those brands, which have committed themselves to not just trying to sell more, but to ensure that their brand positioning statement promotes global humanity values, are the ones that the world has embraced with passion and love. How wonderful it would be if the story of a corporate brand were to be taught in schools by teachers to their children on what values they should espouse! If you thought that that is difficult, imagine the efforts taken by Bill Gates to improve the cause of global humanity, and you will realize why the same world, which used to imagine of Microsoft as a cutthroat competitor in the world of information echnology, now loves Bill Gates beyond measure for the values he is spreading to the new generation entrepreneurs and to the world in general. Schools across the globe are teaching their children about the work he does, not because he is a billionaire giving away money in philanthropy, but because he is truly committed to improving the state of the world's children. Because of Bill Gates and the message he has spread with commitment, today, the richest of billionaires across the globe have now started giving away their billions in philanthropy to improve the condition of millions living in abject conditions globally.

India as a nation is a land of Power Brands. Global economies realize that by 2025, the Indian middle class will be the largest in the world and would make up the biggest middle class consumer set globally, larger than that in China. While global economies are still attempting to push their economies towards growth figures, India is racing ahead. Industrial production in the third quarter of FY 2015-16 grew by 9%, a spectacular rate. Services too grew at a similar 9%. The overall GDP growth has been around 7.5%, ahead of any Western economy's GDP growth rate. This is the century when the world has started recognising the best of Indian brands.

My father Shri. Nandlal Madhavlal Dhoot was just a simple sugarcane and cotton cultivator. It was in 1955, just a few years after Independence, when he courageously took the step of importing machinery from Europe and founded the Gangapur Sakhar Karkhana (Sugar Mill). When villagers were living in abject poverty around that region, this mill development unleashed a mini-industrial revolution in the surrounding areas, phenomenally improving living conditions and people's future. History books note his name as the pioneer of industrial activity in Marathwada India. When he introduced India's first world-class colour television in the early 1980s by founding Videocon, not many believed that the business could be successful. But it was not monetary success that he was anyway targeting -- his main aim was to improve the lives of people through innovative products. These are the values he taught us time and again. I firmly believe that today, the reason why 50 million of our customers believe in us is not just because we sell great products -- it's because of the fact that the philosophy running our organisation has always been centered around what my father taught us.

Today, the mission of Videocon is "to enrich lives across the globe through our technological marvels." I hope we have been able to stay true to this value and I hope we stay committed to this forever. Clearly, if we could do it, so can any other brand that is honest to its primary value. And that is what my recommendation to all entrepreneurs, marketing experts, strategists, and CEOs who want to transform their brand into a Power Brand, will be as follows: Consider each step you take, against the question of whether it contributes to the betterment of global humanity. If the answer is yes, stay true to the path, and one day, teachers globally would teach your brand story in classes to young children. That, my friends, is true greatness for a Power Brand.

power brands

Mr. Adi Godrej , Chairman – Godrej Group

Adi Godrej is the Chairman of the Godrej Group and several entities that are part of one of India’s leading conglomerates. These include Indian companies like Godrej Industries, Godrej Consumer Products, Godrej Properties as well as international companies such as Keyline Brands U.K. and Rapidol South Africa. In his capacity as chairman, he also presides over the Group’s joint venture company Godrej Hershey.

For his contribution to Indian Industry Mr. Godrej has been the recipient of several awards and recognition s including the Rajiv Gandhi Awards 2002. Mr. Godrej received his undergraduate and master’s degree in management from the Massachusetts Institute of Technology. He lives in Mumbai, India. Mr. Godrej is married and has three children and two grandchildren.


The world’s largest democracy continues its GDP growth at about 8 percent. A robust growth trajectory has made 1.2 billion people boast of a stable annual growth rate, rising foreign exchange reserves and booming capital markets. The growth story seems to be on a roll indeed, and Indian PowerBrands depicts the extraordinary journey in its one-of-a-kind initiative exemplifying the most powerful brands in India run by the most influential icons to take on and beat their competitors. The ideology further augments the brands identity, stability, sustainability as well its credibility. The abundance of the number of domestic companies and rising multinational corporations with a truck-load of brands for consumers to choose from has enhanced the quality of the business environment in India, it has constantly changed nonetheless keeping up with the times in recent years. The strong fundamentals underlying the Indian brand-value make it an obvious choice for investors all over the world, we are the world’s second largest market after all, so why not? There is ample reason for India’s viability as a destination for foreign investment as we live in the time of numerous overseas powerhouses still entering our economic borders. The brand-o-nomics highlight the above, we are talking about higher disposable incomes, an emerging middleclass, a low cost competitive workforce, investment friendly policies and a progressive reform process, and all contribute towards India being the appropriate choice for investors. Indian PowerBrand is a holistic effort to spell out the strength of India Inc. and define the Indian global superpowers of the future.

Overseas investors are still looking at our nation as an attractive investment destination owing to the prospects of high returns. A number of Multinational Corporation and overseas companies from all over the world have established business in India and have expanded over the years. We have witnessed a number of success stories – both Indian and multinational firms have registered higher profits, increased turnover and higher sales over the years. This has induced them to reinvest profits and inject fresh capital into their processes in order to reap the benefits of the Indian growth phenomenon. Investments have been made by corporations across the board and all the sectors have seen inflow of funds. Global players such as Ford, LG Electronics, Samsung, Sony, Amway, Tupperware, PepsiCo, MacDonald’s, Oracle, Vodafone and Nokia among others have benefited from their operations in India and have made expansion plans for the country. The companies plan to expand by way of product diversification, setting up a manufacturing base in India, increasing the existing production capacity, establishing research centre among other methods. A brand is always at the center of a company’s interest, managing a brand is not just a matter of putting theories into practice, but an art with a cutting-edge market-ability, the paramount importance to the success of the company. This extensive research driven project delivers an array of brand value, brand perception and brand resonance.

In India, the balance of trade – exports to imports – is higher than what the nation has recorded in recent years, which is only made possible by the marketability of these powerful brands. This phenomenal fact comes from the Government’s viable norm of encouraging the set-up of manufacturing plants and R&D centres along with a sales-wing, formulating an attractive special economic zone (SEZ) platform. Today India officially exports BMW vehicles and part, Hewlett Packard notebooks, Nokia handsets, Sony electronics to name a few, which is merely a handful of what the list actually comprises of.

Our nation’s brand-economy has strong fundamentals and is host to several eminent global corporate giants that are leaders in their respective fields. The nation has grown to become a trillion dollar plus economy with a largely self-sufficient agricultural sector, a diversified industrial base, and a stable financial and services sector. India looks to the future with confidence of meeting the domestic and international challenges to fast and inclusive growth. Even during the global recession, our nation remained among the top 3 investment destinations. Few nations have the growth potential that India already enjoys, inevitably becoming a land of opportunities. The track record of these Indian companies on the global arena has further strengthened that confidence. I would like to congratulate Marcom on the initiative that they have taken to showcase these Indian companies that have scripted the Indian success story to the world!

power brands

Kamal Nath , Union Cabinet Minister of Urban Development

The real estate industry has been an integral part of the India growth story – both in terms of development as well as in the emergence of India as an economic superpower. Real estate companies, both big and small, have played a significant role in bringing about a paradigm shift in the urban landscape – both aesthetically and also from the perspective of bridging the deficit in the housing sector. There is a need of yet another paradigm shift i.e. to baring in the latest technologies and global best practices in the next phase of urban growth in India.

It’s true that the economics in Western Europe and the United States impact us, but India continues on its strong growth momentum. To say that there is a downward trend in terms of demand in the real estate sector would be incorrect. The reality is that the real estate sector has witnessed such a boom that anything that doesn’t thunder as loud is considered a gloom. Even a slight dip triggers panic. The reality, however, is very different.

The need of the hour is the optimum use of real estate and a more efficient land management system. There is a need to make optimum use of our land resources. If we take away our mountains, forests, deserts and rivers from the total area, the density increases substantially, making efficient management of the real estate very important.

Sixty percent of India’s GDP is generated in urban areas. In the next decade, it is set to touch 70 percent. With urban areas buzzing with economic activity and people migrating from rural to urban areas, providing urban infrastructure is going to be a big challenge. This infrastructure challenges is not limited to only the Tier-I cities, but also the Tier II and Tier III cities. We have to keep in mind the municipal corporations and municipalities, both large and small, as the prospects of development there are exponentially high. We also have to remember that as the urban infrastructure deficit is very profound, we will not be building for the future, but catching up with the past. Therefore, we must fast-track our efforts to meet the infrastructure deficit.

Another phenomenon that is catching up is ‘Green Revolution’. Everyone and everything is going green today. We need to integrate environmental concerns with infrastructure creation. To ensure sustainability, urban planning must ensure that buildings and townships have their own facilities and do not strain the carrying capacity of that area – sewage, water and other natural resources.

Post liberalization, the influx of FDI has given a further fillip to the real estate industry and india in general. Whether it is real estate sector’s contribution to the GDP or India’s growth, the industry with its mirage of old and new players is on a growth path. It is changing the skylines of numerous cities every day, besides being a major employment provider. Ancillary industries such as cement, steel, brick, timber, etc are supported by the realty sector, thus promoting development, expansion and all-round growth.

The real estate industry is a formidable force, and it’s both timely and befitting for an initiative like a coffee-table book, Star Realty 2011-12: Lords of the Land. This book showcases the industry in a completely new perspective and introduces developers, not merely as property developers, but as brands that are the driving force of ‘New India’. I congratulate Daily Indian Media for this brilliant initiative.

power brands

Adrian Smith , Co-Founder of Adrian Smith + Gordon Gill Architecture (AS+GG)

One of the most striking statistics in the world today is the rate of urban densification. According to National Geographic, 60 million people around the world are moving from rural areas into cities every year. That’s a remarkable number, one that presents enormous challenges for urban planners, developers and, of course, architects.

How can this tremendous influx of population in cities be accommodated? How can we create healthy, comfortable living environments for these new urban dwellers in a way that does not encourage suburban sprawl, with its attendant claims on land use, infrastructure and other resources?

The answer, I think is to think vertically, not horizontally.

More than any other typology, the tall building can address the needs of the future while having the least environmental impact, particularly in terms of land use. Skyscrapers are inherently sustainable because they accommodate a large number of people on a small footprint of land. They also offer efficient vertical transportation system; elevators in skyscrapers are estimated to be 40 times more energy efficient and 10 times more materials efficient than an average automobile. Skyscrapers also encourage the use of public transit and help create increasingly walkable cities. Studies have shown that the denser an urban population is, the lower the energy consumption per inhabitant for travel in cars; in fact, there is a direct relationship between the reduction of energy consumption through transportation and the increase in building density. Finally, tall buildings offer significant economies of scale compared to similar amount of housing constructed in lop-rise form. You have to build one roof and one foundation, rather than the multiple roofs and foundations that a group of buildings with the same cumulative area would require.

Tall building – including supertall buildings, which I would define as those which contain sixty stories or more – can also be formed to further decrease their environmental effect. They can take advantage of the faster wind speeds at higher altitudes and drive wind toward building- integrated turbines to generate more power. Because they are less likely to have shadows cast on them, high-rises also make efficient use of photovoltaic systems to absorb the solar power. And deep foundations make them ideal for geothermal heating and radiant cooling systems and solutions.

Supertall towers in particular can be a catalyst for growth and prosperity in cities around the world. People create such buildings for a number of reasons: in celebration of a place or people, to create a symbol for an organization or individual, or to serve as a spark for future development. Landmark supertall buildings also generate publicity and spur economic development and tourism, as we’ve seen in Malaysia with the Petronas Towers. Petronas made little economic sense and sat two-thirds empty for several years after completion, but the worldwide attention it brought to Kuala Lumpur and to Petronas as an oil and gas company was very significant. It established Kuala Lumpur as a tourist destination and enhanced its reputation as a location for business. It also showcased the attractive lifestyle of this part of the world and bolstered its economy. We are now seeing a similar effect in Dubai with Burj Khalifa, the world’s tallest building, which I designed while at skidmore, Owings & Merrill.

When considering the very tall or supertall building, there are, of course, special conditions which must be taken into account. One is the cost-effectiveness of the tower, in particular the return on investment. Cities such as New York, Tokyo or Mumbai have a very high premium for luxury condominiums in its high-density core that could justify the building of a supertall tower if the government permits it.

If the return on investment is not there for a standalone tower, a very tall tower could make sense as the centerpiece of a larger development. The central tower can increase the value of the adjacent land and the buildings around it, making the overall project financially feasible. This was the concept with Burj Khalifa, where the tower itself made little or no profit but increased the value and desirability of the land around it, which made the overall development very profitable. In Shanghai, Jin Mao Tower, which I also designed while at SOM, was a similar example.

A supertall tower also represents a meaningful step forward and a symbol of success and optimism for the future. I have also seen the pride in people’s eyes when they’re involved in creating, owning, building and operating such grand edifices. We must always strive for greatness and find the means to attain it. If not, we will become irrelevant. And if cities don’t continue to build and improve their conditions, they will die. When we lose the spirit to reach for glory, we lose our soul.

power brands

Lalit Kumar Jain ,President, CREDAI

The India of today is going through a transition. This is the period where the country is shedding its coat of the past and moving towards a new beginning, with a new identity as a global superpower. While the Indian economy is surging ahead in all streams, the major catalyst to this growth is the realty sector. This sector, which contributes a large share to the Indian economy, is one of the major harbingers of the growth of the Indian superpower.

While over the years, the realty sector has been touted as the sector that builds a roof over our heads, the past few years have brought out the existential realm of the sector’s importance. The Indian realty sector, which over the years has been contributing more than $20 billion to the Indian economy, now has a major say in the Indian GDP mobilization. Although, the past years have brought many hiccups into the growth of the sector, the general sentiment of the real estate sector has been one of its anticipatory boom. It is pertinent that the real estate sector breaks off from the shackles it has been bound by for long, and comes out transparent by becoming one of the major contributors to the Indian economy. Issues like transparency in the businesses of the sector, a hike in interest rates and the Land Acquisition Bill have bogged down the sector, which industry pundits say might have a detrimental effect on its growth.

With the general dim outlook of the markets in view of the expected downturn in international markets, it is the real estate sector that is talking the revolution forward. From providing urban and rural India with affordable housing to contributing to the GDP of the country. A sector, which has contributed an estimated $45 billion in the year 2010 come. The avant-garde movements of the industry have taken the sector into Indian economy. In fact, a recent report the realty space in India could see over $2 billion worth of outflows next year.

Going forward, the fall of 2012 promises to bring with it a clearer vision, ground-breaking policy decisions and a clearer frame for the forthcoming revolution of the real estate sector. The year 2012 is touted as the year where the real estate sector will find its bearing in the imminent growth of India’s power. We expect sweeping changes to come in this sector in terms of more policy reforms, better transparency and governmental impetus set to indicate the symbolism of ‘India Shining’ and contribute to the GDP of the country in its truest sense.

power brands

Ashutosh , AAP

Making of a Power Brand Party

Trust and Honesty. These are very big words. But it is these two words which define the AAM AADMI PARTY in the real sense. Critics might find it too hyperbolic and too pompous; it may seem more flamboyant than the party deserves. But if we carefully analyse, we can understand the sense and reason for the spectacular acceptance in Delhi of the Aam Aadmi Party and newly found madness in Punjab and some other areas.

I still remember when AAP won 28 seats in 2013 December in Delhi, it was hailed as a kind of revolution by none other than the biggest brand in newspaper business - The Times of India. When the membership drive of the party was started it swelled to more than a crore in a very short time. The Party did not have the infrastructure to manage the tsunami of support and goodwill; and finally the membership drive had to be stopped. It was no small achievement for a party born just some months back. Indian politics had rarely seen this kind of positivity. Young professionals left their lucrative jobs to join the new kid on the block. Arvind Kejriwal was dubbed a messiah. He was compared with the biggest names in Indian political history. He was termed the Renaissance man. This was more surprising as his government was formed with the support of the Congress against whose corruption it had fought so fiercely.

His government was short lived. He was called a bhagora, a deserter. Then, in the Lok Sabha elections he decided to contest from Varanasi against Narendra Modi. His party fought 434 parliamentary seats. The result was a huge disappointment. The Party lost deposits in more than four hundreds seats and could win only 4. Arvind himself did not manage to garner much votes and lost by 3 lakh votes. AAP lost all seven seats in its pocket burrow, Delhi. AAP was proclaimed dead. We were consigned to the dustbin of history. Even our greatest supporters wrote us off. But we had trust in ourselves and in our honesty of purpose.

Delhi Assembly elections were once again round the corner. We started our journey afresh, with no resources. The BJP and the Congress were hell-bent on wiping us off from the people's mind space. Modi was at the peak of his popularity. He had just won four states for the BJP. He was the unchallenged leader of the country whereas AAP was the upstart. But as the elections were announced the world realised that Delhi would be tough nut to crack for Modi. He tried every trick in the book. Changed his chief ministerial candidate at the last minute; got Kiran Bedi out of nowhere. Every MP was pushed to campaign in Delhi. Money was in free flow. The media was inundated with only BJP and Modi propaganda. AAP was no match. It only had foot soldiers. But when the election results were announced, nobody could believe them- it was 67 Vs 3, out of 70 seats.

It was an impossible figure. A miracle. Modi's juggernaut had been stopped. It was done by upstarts, by a bunch of loonies, who had no experience in practical politics. It was done by a party whose existence was not even of three years. How did it happen? How had the Phoenix risen from the ashes? I call it the biggest upset of Indian politics since Mrs Indira Gandhi's defeat in 1977. Like Indira Gandhi, Modi was also the leader of the majority government in the centre. He was the first Prime Minister since 1984 whose party attained a majority on its own. All other governments before him were coalition governments with no single party achieving majority.

Political pundits will have their own analysis. How history will judge this victory, will be decided later but in my opinion, as somebody who is part of this political revolution, I can say that it was possible only because people have faith in us, in AAP and believed, despite all kinds of propaganda and media hostility that we are honest and committed to the cause. This was the brand power which made the impossible, possible. For a new brand to make its presence felt and attain a dominant position it has to have two prerequisites- if there is fatigue from the old brands and there is demand for the new. Unless there is space it is always difficult for the new one to make way. And the new has to do something different from the old ones; it has to be disruptive.

Indian politics, which has evolved from the legacy of our great freedom struggle, has degenerated into a system which has de-democratised the entire electoral process. Politics has only one definition that is corruption. The centre of gravity of Politics has moved from the idealism of serving people to becoming a money making machine. Since the early seventies, with the rise of Sanjay Gandhi, politics has become an industry. It is being defined in terms of profit and loss, a new investment destination; the more one puts money, more is the gain. Party tickets, ministerial berths and high positions in party and governments are bought and sold openly. The entry of Aam Aadmi in politics was impossible. Honesty has no currency. Unless one has tons of money, one can't think of contesting elections. System is producing VIPs. Inaccessibility of leaders is the symbol of power. Corruption is a virtue. Criminalisation is worshipped and criminal politicians are looked on at with awe. Democracy has turned into a gang of goons.

In such a climate people felt suffocated. They were looking for an outlet. The ANNA movement came as a god sent opportunity which created an atmosphere against the Congress's corrupt regime and paved way for Modi. Though Modi was embedded in old politics, his approach was new. He offered himself as a solution to all problems. He was not the best option, but the better option. People knew he was one of them but he seemed a shade better. So he was given the mandate. But he proved himself no better than the rest when he became the prime minister.

AAP's entry into politics was disruptive. It challenged the establishment and whatever was wrong with the system. It challenged corruption. It challenged criminalisation of politics. It challenged money power in elections. It challenged VIP culture. These things were challenged earlier also but the challengers did not offer solutions rather, once elected, they became part of the establishment. AAP offered solutions. He not only promised honest and clean politics but also practiced it in reality. The 2013 elections were a breath of fresh air. Not only were the poorest of poor given tickets by AAP but they also contested like a common man/woman. Even after getting elected AAP leaders did not change colours. They remain common men/women. Simplicity and accessibility was their promise, they continued like that. They did not move around in big cars with gun toting NSG commandoes. The MLAs and ministers ride motor bikes and metros with their supporters. In policy making, AAP government initiated the people's participation. Janata ka budget and mohalla Sabhas reinforced people's confidence in AAP’s resolve for clean politics and affordable politics.

Had AAP changed its stripes after forming the government, compromised on its principles, and betrayed the faith which the people of Delhi had imposed in them, then it would have not created waves in Punjab and would not have been seen as a serious contender for power. AAP has not only promised commitment to honesty but also kept that promise. It is this trust which is its biggest ticket for success in the future. It is its biggest brand power.
Strategic Alliance Partners: IIPM and Planman Consulting