Recently, one of my friends in India asked for my views on Non-corporate Indian brands that have had global impact.
His question was -
What is your take on these global brand concepts from India. How does world see it? Do they have momentum of their own which could turn them into a big global phenomenon?
This started me thinking and the result is printed here... as an ongoing series...
In my opinion and observation, the biggest, most recognized, with the most impact, and one of most visible non-corporate brands is definitely - "IIT". The mere mention "IIT" in almost any forum draws an immediate response of admiration. IIT Alumni having been having a tremendous impact in the US, especially since the 1990's, leading upto the highly visible pre-dot.com success and subsequent bust of various start-ups fronted by various IIT Alumni.
Brand "IIT" has given a majority of the Indian Diaspora a great deal of visibility, material well being, and an extremely powerful lobbying platform in the US. Caused upheavals in the US immigration rules for H1-B, L-visa categories, caused a huge and ongoing economic & IT/BPO boom in India, and a perceived negative on impact on the US economy and employment.
Brand "IIT" has given the Indian education system credibility and respectability, which was severely lacking before the dot.com success of various IIT Alumni - Entrepreneurs and Venture Capitalists.
Though the Indian Medical Community was quite successful in the US, they did not belong to a single monolithic establishment where they were groomed for future success.
Earlier success by Indians in the US was usually termed as a individual and fleeting moment to celebrate.
Brand "IIT" currently has the momentum and should continue gathering momentum as highly visible force in the future, if it does not fall victim to it's own success.
That being -
1. The growing perception among various US employers, and even major Outsourcers, is that the current crop of IITians and graduates of other Tech schools from India are starting to act like mercenaries. Running after the money without having the genuine skills and experience to plod through some of the basic task oriented stuff that needs to be done on a daily basis. A process through which prior IIT alumni went through before breaking out and achieving their visible success.
2. A perception and a possible move towards the dilution of the core IIT curriculum in a manner to reflect and be able to integrate easily with the US higher education standards.
3. As mentioned in point -1, higher turnover from the IITians in the corporate world leading to a disruption in corporate growth due to the re-assignment of multiple individuals to the same project, resulting in lower productivity. A pattern that is being commonly encountered by various US companies off-shoring work to India.
4. The above would lead industry to look to alternatives outside of India, which would greatly inhibit any further growth on brand "IIT". Schools have impact, but ultimately it is industry that employs them and provides them a platform to excel and gain recognition.
His question was -
What is your take on these global brand concepts from India. How does world see it? Do they have momentum of their own which could turn them into a big global phenomenon?
This started me thinking and the result is printed here... as an ongoing series...
In my opinion and observation, the biggest, most recognized, with the most impact, and one of most visible non-corporate brands is definitely - "IIT". The mere mention "IIT" in almost any forum draws an immediate response of admiration. IIT Alumni having been having a tremendous impact in the US, especially since the 1990's, leading upto the highly visible pre-dot.com success and subsequent bust of various start-ups fronted by various IIT Alumni.
Brand "IIT" has given a majority of the Indian Diaspora a great deal of visibility, material well being, and an extremely powerful lobbying platform in the US. Caused upheavals in the US immigration rules for H1-B, L-visa categories, caused a huge and ongoing economic & IT/BPO boom in India, and a perceived negative on impact on the US economy and employment.
Brand "IIT" has given the Indian education system credibility and respectability, which was severely lacking before the dot.com success of various IIT Alumni - Entrepreneurs and Venture Capitalists.
Though the Indian Medical Community was quite successful in the US, they did not belong to a single monolithic establishment where they were groomed for future success.
Earlier success by Indians in the US was usually termed as a individual and fleeting moment to celebrate.
Brand "IIT" currently has the momentum and should continue gathering momentum as highly visible force in the future, if it does not fall victim to it's own success.
That being -
1. The growing perception among various US employers, and even major Outsourcers, is that the current crop of IITians and graduates of other Tech schools from India are starting to act like mercenaries. Running after the money without having the genuine skills and experience to plod through some of the basic task oriented stuff that needs to be done on a daily basis. A process through which prior IIT alumni went through before breaking out and achieving their visible success.
2. A perception and a possible move towards the dilution of the core IIT curriculum in a manner to reflect and be able to integrate easily with the US higher education standards.
3. As mentioned in point -1, higher turnover from the IITians in the corporate world leading to a disruption in corporate growth due to the re-assignment of multiple individuals to the same project, resulting in lower productivity. A pattern that is being commonly encountered by various US companies off-shoring work to India.
4. The above would lead industry to look to alternatives outside of India, which would greatly inhibit any further growth on brand "IIT". Schools have impact, but ultimately it is industry that employs them and provides them a platform to excel and gain recognition.
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