Call of duty

For some officials at the Department of Industrial Policy & Promotion (DIPP), Prime Minister Narendra Modi's pet project, Make in India, is not just a marketing pitch but a call of duty. So, it came as no surprise when one spotted the project's logo, a roaring lion in red, embossed on one side of the business cards that senior DIPP officials have been carrying around these days. From being the administrative face of the government to being its project ambassadors, multi-tasking is sweeping through the ranks of the bureaucracy, it is evident.