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At one level, the heightened interest in this new formulation called Brand India is easy to explain. It points to a desire to engage with the outside world, shedding the insularity of an earlier time and signaling openness to being evaluated. The interest in India as a brand allows us to move past one strain of descriptions about the country - the eroticization of India as a land, which could not be spoken of without indulging in adjectival excess. It also marks a change from the relentless self-righteousness with which the Indian state engaged with the rest of the world and shows that it recognizes a need to understand and acknowledge what other parts of the world think of it.
For the middle class, the idea of Brand India becomes a vehicle of participation and acts as a sign that the country has more active and articulate stakeholders who espouse its cause aggressively. It allows for the translation of a large, abstract concept into an ownable and easy-to-consume confection. Brand India as an idea adds velocity to the vocabulary that surrounds India, enabling it to be characterized by using a set of verbs than the abstract nouns of old.
But in the manner in which it gets framed and used currently, the formulation called Brand India Works at many more levels. By separating itself from the amorphousness of All of India and creating boundaries around this new entity, Brand India becomes shorthand for the ‘material parts of India.’ It also locates itself in a perpetual present, as the idea of India being a brand allows its past to become shriveled into a statistic at best and a burden at worst. It promotes the notion that this is an idea that is under active construction and that everything that we do today is intensely relevant to how this idea will eventually pan out.