A Voyage of Marketing from Swadeshi Movement to Indigenous Branding Destined towards Vikasit Bharat 2047

Abstract

India was known as the golden sparrow from the time immemorial. The gold lied in the richness of the resources. It also lied in the richness of the Indian knowledge system. It is due to the invasion of various foreign dynasties that ruined the wealth to ashes. Also this golden sparrow, mere remained the golden caged sparrow with the colonial supremacy thereafter. With the British rule the wealth yet degraded more. Once the producers turned into just the raw material provider and later on the forced market for the mechanized sellers. Whether or not consumption is satisfied, the Indian mind-set has historically been that of a buyer. The introduction of the new economic policies made it further harder for Indians to be producers Globalization also exposed Indian consumers to the global market, but it also diminished their aspirations to become producers or entrepreneurs. Indeed, there were family business which kept Indian legacy in the Indian legacy in the International trade, but no such special study is being done on their contribution for developing India as a producer. This paper tries to understand what is the significance of Swadeshi movement, the historical context of it in the relevance of progress of Indian Market. Also how is the response of Indian consumer when indigenous brand makes ‘indigeneity ‘as its USP. An understanding of this is crucial to comprehending the extent of Indian brand marketing and how it affects customers.