Kamal Ghorui
Spiritual leader Sadhguru on Friday urged business leaders to ensure that “Made in Bharat” becomes synonymous with quality, saying a strong national brand benefits not just companies but every citizen.Addressing over 100 brand managers, business owners and C-suite executives at the Brand ‘INSIGHT’ programme at the Isha Foundation’s centre in Coimbatore, Sadhguru said, “You must make sure ‘Made in Bharat’ means it’s the best. You must build a brand like that. We must make sure the nation’s brand is built because when the nation’s brand is built, every citizen’s brand, not only business, every citizen’s brand is better.”The three-day leadership programme, underway from February 27 to March 1, is designed for professionals in branding and marketing.Highlighting what he described as India’s improving global perception, Sadhguru said, “Many of you travel outside the country. Have you noticed in the last five to eight years’ time, suddenly you present the Indian passport, people are looking at you little more respectfully than they used to ten years ago? That’s brand building. India has built its brand consciously. And it’s good. Is it enough? No. They have to build the brand much bigger. If the brand of Bharat is built to a certain level, then all the other brands, the doors will open very easily for all the other brands. That must happen.”He also spoke about branding in the context of yoga, saying, “Branding is a part of impactfulness…. Well, yoga is a grand example of that – for what it is, the spectacular level of impact that it has on people and the efficacy of how it works. Literally everybody in the world should be on it. But bad branding for a long time! We are trying to change the branding for which I am accused of in various ways. Because something that has that level of efficacy and such a spectacular impact on human life, most human beings don’t even know what it is.”The Brand INSIGHT programme, launched in 2023 and currently in its sixth edition, focuses on branding strategies, positioning and creative excellence through workshops and case studies. This edition is being facilitated by industry professionals.
