Rebranding a State called Punjab

A Market and Brand Observer's View

#rebranding a State called #punjab !

Today's front and full page jacket ad brought a smile and

surprise at the same time to me as I picked up the newspaper along with my

morning chai ☕

After glancing the complete ad, I wondered why all my life I

never wished or looked for jobs in this state ? Chandigarh is a different thing

altogether but never in rest of the Punjab ? A state so rich economically,

culturally and providing conducive lifestyle and good weather - environmental

aspects, never appealed me. I have always been in education sector and did not

find any University of prominence or educational institution with great career

opportunities there. It didn't mean that there were no opportunities or for

that matter citizens of the state didn't go to the resident universities to

work. They did. But the problem was about outsiders, from other states who did

not have any inclination to come over and work in this state of India, whether

in education or manufacturing or any other vertical- not to mention entrepreurship

either. This must have been the case of people from other work areas as well. of

course, those people who were sent for official postings in private/public

sector on probations, trainings or promotions must have stayed there. For residents of the state too, non-availability of opportunities have long been a problem and becoming one of the reasons for migration to other countries, especially Canada and UK. A different socio-psycho model thrives towards migration, is a different matter of discussion.

Even if one tends to forget the continued political upheaval

that kept the state on tenterhooks, I think the belief, trust and social

security were the major reasons that dissuaded thousands and thousands of

people like me to work in Punjab. People watched with disbelief the bizarre

drama that unfolded since the 1980's and were mentally not prepared to work

there.  Also , the government machinery

was busy in monitoring state’s security that it could hardly plan something

about creating job prospects and working on the image of the state, forget inviting

people from other states of India.

Coming back to 2023, contrary to the popular belief that the

state has majorly agrarian economy (even today it is the biggest contributor), today

major industries in Punjab include food processing, tractors, auto components,

bicycle, and bicycle parts, sports goods, light engineering goods, metal and

alloys, chemicals, textiles, IT, and Pharmaceuticals. Quoting from Tribune

India news (March 10-2023) and as per Punjab Budget, "The per capita

income of Punjab stood at Rs 1,73,873 at current prices in the 2022-23 fiscal

(A) registering a growth of 7.4 per cent (and is touted to grow at 9 % plus in

2023). The per capita income of Punjab is higher than the national average of

Rs 1,70,620." Furthermore, the same source mentions that "The

industrial sector constitutes around 25 per cent of the GSVA with expected

growth of 4 per cent in 2022-23, with manufacturing as the leading sub-sector.

The services sector has seen a surge in its share in the gross value added. The

share of the services sector grew from 43 per cent in 2011-12 to 46 per cent in

2022-23."

The state's culture, folklore, language, lifestyle, artistes,

singers, sportspersons, Agro kings , great businessmen have been a reason to

envy for long. We have seen a strong presence of them all in media and

entertainment field since time immemorial but strangely, the state failed to

allure people for working there or seeking job/entrepreneurial opportunities

from other states. However, today, it is very interesting to see such

developments happening in a state which has been grappling for long with it's

internal security and external attacks at social, religious, psychological and

economical levels.

Other than Punjab, there have been many such states,

especially on the borders of the country that have lacked the possibilities and

opportunities for other state people and therefore could not become successful.

States which timely understood the importance of interstate exchange of Human

Resources and therefore financial resources have gained from the same and now are soaring high in international markets as well.  A society and region develop based on sharing and learning at a very basal level. This thought is important for future prospects and growth.

Definitely, one can’t diminish the importance to strengthen the very

state's youth - the state that has been long called as 'Udta Punjab' . Clearly, in today’s ad, the state’s Chief minister appears to be Gung Ho about investments,

increasing jobs in private and government sector and wishes to make it a 'Rangla

Punjab'.

There is no dearth of investments that can flow into the state owing to a financially sound diaspora and VCs to strengthen the state. But, in order to make it a stronger, they need to work and rebuild the core philosophy of the state  in such a way that a nationwide trust and belief gets transcended on to people from outside as well. Importantly, rest of the country men should also perceive it similarly and come forward to be part of their growth. This will ensure a mixing up of people from across the country and an increased sense of belongingness, relatability and most importantly, trust - which is the core of any brand.

Punjab, today, definitely appears to be prepared for a rebranding and brand rejuvenation exercise. If proven successful, more states that are in similar situation, can follow suit and India shall once again boast of "अयं निजः परो वेति गणना लघुचेतसाम्। उदारचरितानां तु वसुधैव कुटुम्बकम्॥ "

12th of 2023 June.

#india #IndianStates