Helping Hand: The Indian SME sector's contribution to GDP was about 40% in 2004 and over 11.4 million SSI units provided employment to about 27.1 million people. Also, SME's contributed to about 40% of the country's industrial production and 34% of the country's exports.⁶

Now, the twist in the story. Rane Brakes Linings Ltd. demonstrated its world class quality by winning the Deming award in 2003. Yet, even today only 3% of its total revenues come from overseas exports.⁷ Co-branding with auto majors like TATA, Hyundai or Toyota, will help it improve its brand image and market share in the global market. This is just a single example. Co-branding arrangements are possible between Arvind Brands, Versace and an established cotton supplier in Coimbatore. What about a local food processor tying up with Amul or Haldirams? How about extending the alliance of one with Heinz or Kraft?

Co-branding in such a way will help local companies develop a global image. In this age of SCM and CRM, co-branding must be used to increase operational efficiency and profitability. All this will finally lead to a huge growth in GDP, as the SME's are major players in our economy.

Brand India: Thailand and Malaysia being smaller than MP attract more foreign tourists than the whole of India!! We now have an "Incredible India" brand, but that is not enough. Private-public co-branding is very essential here. Which foreign tourist will not be lured by an Incredible India package co-branded with a hospitality partner in Taj-Hotels, an airliner in Jet-Airways, a travel partner in Cox & Kings, and a wireless mobile-cum-internet provider in Airtel?

Next

6 Year End Review 2004 - Ministry of SSI & ARI Report, Govt. of India.
7 "Rane Brake Eyeing Commercial Aviation", The Hindu Business Line, August 25, 2005
http://www.thehindubusinessline.com/2005/08/25/stories/2005082502710200.htm

* Contributed by -
Santosh Kumar Vuppala,
Batch of 2007, PG Program in Communications Management,
Mudra Institute of Communications, Ahmedabad.