Tag: tourism

NICE Aarohana

There is Nothing Soft about Soft Power

A nation’s Soft Power is based on the use of three resources: its culture, its political values, and its foreign policies.
NICE Friend, Sridhar Pai Tonse, elaborates about Soft Power and the NICE vision in this essay.

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Business

Required: Jugalbandi in Cultural and Creative Businesses

Billion-dollar cultural brands like Levi’s jeans, McDonald’s, Corona ($8b beer brand from Mexico!), Louis Vuitton, Gucci and so on emerge from the cultural credibility of their countries of origin. It is time that the building of Indian cultural brands occurs. It is time for Brand India to take shape. 

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