Fri Nov 22 20:26:43 UTC 2024: ## Sitharaman Urges India to Define its Own ‘Brand Bharat,’ Rejecting Western Diktats

**Bengaluru, India** – Union Finance Minister Nirmala Sitharaman on Friday called for India to define its own brand identity, rejecting what she termed as Western diktats on ethical production and sustainable practices. Speaking at the India Ideas Conclave 2024 in Bengaluru, Sitharaman argued that India’s rich history and traditions should guide its development, rather than succumbing to external pressures.

Sitharaman criticized Western buyers for imposing standards on Indian industries, citing the example of carpet-making where accusations of child labor led to boycotts. She countered that family involvement in crafts is integral to skill development, and that India ensures children receive education. “We need to stand up and say we take care of their education,” she emphasized, advocating for India to set its own ethical production standards.

The minister also stressed the need for upgrading India’s tourism infrastructure, calling for improvements in services, catering, and visitor experiences at temples and iconic sites to better project the country’s image globally.

Sitharaman further highlighted India’s ancient scientific knowledge, referencing texts like the *Sushruta Samhita*, as a source of national pride and a valuable brand asset. She argued that India’s traditional emphasis on local food and sustainable living predates Western adoption of similar concepts, asserting that this was a lifestyle choice, not a consequence of poverty.

Quoting Leo Tolstoy, Sitharaman warned against internalizing Western dictates, urging India to forge its own path towards building a strong national brand. The Conclave, organized by the India Foundation, concludes on November 24th.

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