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India: Why not develop a Desi Brand? Part-II
To excel and stand right at first we need to develop our own innovations. But we need not sit in the laboratory rather change the attitude of looking in a mechanised manner; I think, we can look to our own stock of resources.
IMITATION NEVER wins; even if it is a creative copy it will be lower than the original! By imitating Western and American type of initiatives Indian can not come to the forefront and be a leading state, it will be a follower only. To excel and stand right on the top, we need to develop our own innovations. But we need not sit in the laboratory rather change the attitude of looking in a mechanised manner, I think, we can look to our own stock of resources, which are still lying unused and neglected! Here, I would like to give some examples:

Utilise our traditional wisdom: India continues to survive as an ancient culture, while contemporaries like the Greek culture, Maya culture, Gilgamesh etc all have been reduced to history. Vedas, Upanishads, philosophy of India is much appreciated and studied in Western countries.
 
In the United States, Germany, France, United Kingdom, there are many institutes, libraries and learning centers on Indian culture. Vedas were translated in German language by Max Mueller in 19th century, later it was translated in to English by many foreign scholars. Now it is also translated in to Hindi, Tamil, Bengali, but Vedas are not available in many modern Indian languages.

We can create great market of this wisdom both within India and outside the country by publishing these in different Indian and foreign languages and taking the the knowledge to people. We can open universities, culture centers, museums, develop electronic materials, e-learning sites, e-books and sponsor study/fellowships on it.

Scientific-research-study on our Puranas may also be an innovative step. Puranas described many stories which seem to have a scientific meaning; for example ‘Brahmastra’ is described as the most destructive weapon, which should not be deployed except in extreme conditions to save humanity. There are cautions that it will destroy ‘Trilok’ (whole world). In Mahabharata war also no one used this weapon, though king of Gods Indra, trained and presented Arjun with Brahamastra. We don’t know what it was actually; this may be same as nuclear weapon of today!

In Visnu Puranas, the story of Aniruddha (son of Lord Krishna) is amazing. He was developed into a youth within few days using ‘Rasayana’, such vidya’s were used with extreme cautions and shared with very few responsible scholars only! Such stories tell that ancient India had knowledge of such science which is still unknown to world; we should invest in researches to find out the scientific theories from these ancient books and lead the world.

Promote our stories: Our Puranas, Panchatantra, Hitopodesha etc are full of good stories, but we don’t utilise these, even these are not reaching to our children-- while stories of Harry Potter (US), Spiderman etc are flooding the market!

Western countries are now very keen to teach thier students and children on human values, we have lakhs of such stories which can be designed and made as helpful learning materials. These will have a global market.

Invest in excavation and make documentary films to attract world: The ‘Atlantis’ town was described by Plato as a prosperous town, which dates pre-Greek periods; but till now scientists, archeologists, historians of Europe and America are excavating the imaginary town in Atlantic Ocean and trying to prove that it did exist! Discovery, History etc, TV channels are telecasting its search. This search is actually done to add value to European culture and attract attention of world to the place.

India has a submerged ‘Ram-setu’ a ‘Dwarika’ town (kingdom of Lord Krishna) and many more such placed,  which can be excavated vigorously and documented and shown to global audience.

It is interesting to watch that, US and European countries use a very strong and well-woven network to promote their culture and business; starting from education (institutes and universities) to career planning-- job and life-style-- residence to tourism—food and drinks—entertainment and relaxations, medicines and technology and even charity etc —everything is closely related in the same chain.
 
Also here an important point is to mark that, they not only motivate customers to buy the products by highlighting its quality, but inspire customers adding human values like liberty, freedom, women power, gender equity etc for example--if you are not purchasing automatic kitchen-wares you are not admiring freedom for your wife; and if you remember her birthday and offer costly incense bottle, you are a gender-sensitive man!
 
Also if you don’t purchase a Barbie doll you are not worth called as a nurturing Papa! Or if you don’t give the best sanitary nappy to your adolescent daughter, you are an awful mother! So to be a best human being and best fit to all your social roles, you must purchase these ‘innovations’ by first world and be human and civilised!

Fusing business with culture and creating demands for market is the strategy well-used by successful and wealthy countries. We have to remember that they are successful in trade and commerce, the main reason is that they are very successful in promoting prestigious and rich image of their country and their culture, and this goes in a cyclic manner to enrich their enterprise and wealth also.

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