Sanjay
Mudnaney
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One
of the big challenges facing the Indian IT industry is that of global
communications. The Indian IT industry has shown the other sectors
the path for building a brand image. The image of India producing
poor quality products does not hold true anymore; Indians are respected
worldwide for delivering quality software solutions. This is no
small achievement for a country that just a decade back was portrayed
through images of snake charmers and elephants on the streets. We
have to maintain and build the global brand ‘India—Super
Knowledge Eco-nomy’.
Need
to collaborate
There
is a need not only for the IT industry but all sectors in India
to collectively build a leverage that can lift India to the level
of a ‘Super Knowledge Economy’. If the agricultural sector,
the old economy, the government, the education system and the media
come together, we will have the power to take on the world. For
this to happen, each one of us needs to look at the larger picture,
beyond our selfish motives of individual survival. Here, there is
a need for leadership, which has been demonstrated by the Indian
IT industry. This can even come from the private sector and we need
not wait for political leadership to drive this change. The IT industry
has created a unique model that is an example for developing nations
to come up on the global map. Indeed, we live in an era where we
not only can make India a global leader, but also set an example
for developing economies worldwide.
Negative
image hurts
What
we need to be careful about are roadblocks to the ‘image’.
As we saw during the Gujarat riots, the splash of violent images
across global media can create an image that will do us undue harm
in our quest to occupy the position of leadership. These negative
images pull the country back on its road to progress. How can we
expect global investments and opportunities when such images of
violence are being seen in drawing rooms of the world. There is
immense damage being done, the magnitude of which cannot be measured
in the long run. Again, it will be the private sector that will
have to take leadership and carry this message to the political
class.
The
digital divide
At
the same time we cannot progress only in certain quarters and create
a digital divide. On the one hand, we have a country that is vying
to be a ‘Knowledge Super Power’, while on the other, major
sections of the public are not touched by the revolution.
The
knowledge power must be harnessed to reach the remotest areas within
the country, to provide every individual the opportunity to grow.
The Internet has opened up a world of opportunities for local governments
and rural economies. We have just touched the tip of the iceberg,
there is a big way to go and again we need the private industry
to come together with the local governments to create this change.
Need
for active PR
In
the global marketplace, image matters. There is a need for proactive
PR. As Nasscom has demonstrated for the Indian IT industry, we need
to create a similar example by using professional services to promote
and actively lobby the ‘India’ image. The best communications
professionals in India can come together to help the Indian government
in this brand building effort. The media too has a role to play
by moderating itself. One example, is hype of the “China brand”
in India. Yes, it is important that we keep competition in the picture,
but at the same time there is no need to sensationalise this factor
to such an extent that it haunts us and we start believing in it
as reality. Remember, in the communications business, as well as
in real life, if someone repeats that day is night a hundred times,
it will stick as reality.
Sanjay
Mudnaney is senior manager for PR & Communications at Mastek
Ltd. He can be contacted at sanjaym@mastek.com.
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