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ISBInsight is the Flagship Research Periodical of the Indian School of Business

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Malika

Malika is a student in the Fellow Programme in Management at the Indian School of Business.

Beyond the Exotic: Branding India

When people around the world hear the name “India,” what is the first thought that comes to their minds? And why is their impression of India relevant to how they consume Indian products and invest in Indian industry? Our research explains the importance of nation equity and the ways to change a possibly unfavourable impression to sell Indian goods and …

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