Nirmala Sitharaman Calls for Building “Brand Bharat” Beyond Western Influence
Union Finance Minister Nirmala Sitharaman called on India to defy Western influence while crafting its identity as “Brand Bharat.” Speaking at the India Ideas Conclave 2024 in Bengaluru, she highlighted the need for India to take charge of its narrative and ethical production standards without succumbing to external pressures.
Rejecting Western Diktats
Citing examples of traditional industries like carpet making, Ms. Sitharaman criticized Western buyers for their claims of child exploitation, which have impacted India’s artisanal industries. She emphasized that crafts in India are often passed down through families, with children learning the skills alongside receiving formal education.
“We’ve not denied children education… We need to stand up and say, we take care of their education,” she asserted.
Ms. Sitharaman urged for steps to ensure ethical production standards that emerge from India’s own values, not dictated by the West.
Enhancing India’s Tourism and Science
The Finance Minister underscored the need to enhance India’s iconic temples and tourist centers with modern amenities and immersive experiences.
“They should be handled with a perspective that this is where India’s image is being projected. We need better servicing, catering, and tourist guides,” she noted, emphasizing the role of technology in transforming visitor experiences.
She also stressed India’s rich scientific heritage, citing ancient texts like the Sushruta Samhita, as proof of India’s longstanding contributions to global knowledge.
Sustainability Rooted in Tradition
Ms. Sitharaman linked India’s historical practices with contemporary global talking points like sustainability and the circular economy. She remarked that ideas such as “vocal for local” were ingrained in India’s lifestyle long before gaining international traction.
“Most of us ate the food available in our immediate neighborhood, not because of poverty, but because it was our way of life,” she explained.
A Vision for “Brand Bharat”
Quoting Leo Tolstoy, Ms. Sitharaman urged Indians to free themselves from Western diktats and redefine their identity based on India’s unique cultural and historical strengths.
The eighth India Ideas Conclave, organized by the India Foundation, continues in Bengaluru until November 24, focusing on the challenges and opportunities of shaping India’s future.
