Ambani, Kumar Birla pitch for Brand India

Birla had a novel answer that involves turning all Indians into brand ambassadors for the country.

He said the best way to build Brand India would be to convince 1 billion Indians about the quality of this country and its products.

"Imagine the power of the brand if you have 1 billion India ambassadors. We need to be more self-assured."

Ambani pointed out that India was well positioned to grab opportunities being offered. "Intensive competition is opening up new opportunities across the world. India stands to gain from falling global barriers to offer its skill sets," he said.

However, Ambani sounded a note of caution, pointing out that India was losing the opportunity to globally brand products like Basmati rice.

This, he pointed out, was happening at a time when countries like Italy and France were reinforcing their positions in products like fashion, food and wine.

"Building the Indian brand is an imperative that we cannot afford to ignore. It's a new commandment," he stressed.

"We have the wherewithal. We need the will," he added.

Both the corporate bosses pointed to the fact that the world's view of India was changing dramatically. Birla mentioned the fact that 100 Fortune 500 companies were setting up R&D centres in India.

He also pointed to the Dilbert cartoon featuring a brainy IIT-ian and added: "Our intellectual capital for the world. This is least possible to replicate."

Birla singled out countries like Malayasia, Singapore and Dubai which are reaping the fruits of branding by attracting investments and tourists.

When Ambani ended his presentation with a visual of Vande Mataram, the floor burst into applause.

Ian Batey, founder Batey Advertising and author of Asian Branding, who moderated the roundtable session on building Brand India., came up with scores of companies and products that could be used to build the Indian brand.

His list included everything from high-tech software to products like branded Alphonso mangoes. Other names on his eclectic list included Raymond textiles and Nutrine sweets.

He also pointed out that Bukhara has plans to open in cities around the globe and these could serve to give foreigners around the globe a different flavour of India.

Batey also had an unusual suggestion. He suggested that India should send out a giant circus troupe of 2,500 people around the world to showcase Indian talent through a mix of live performances and television shows?