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Pravasi Bharatiya: How Bharatiya culture has helped NRIs to achieve remarkable feat on global stage

People of Bharatiya Origin are now leading the world’s biggest multinational companies and are also playing important roles in local governance. One of the crucial facts which have helped them achieve this remarkable feat is Bharatiya Culture, which promotes harmony, adaptability and sensitivity [siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget] Ajay Banga, Indira Nooyi, Gita Gopinath, Rishi Sunak – any picking of names from the global leadership lists shows the deep and wide presence of the diaspora from Bharat. From the House of Commons with a count of 19 members to the top two of the three business school deans in the United States, people of Bharatiya origin are marching from success to success. This is a vital, vibrant and value-adding community wherever it may be in the world. It does not matter whether they were born and raised here and then left for foreign shores or have been overseas for generations. What matters is that they have a connection with Bharat.In the business world, the impact of Bharatiyas is perhaps even more pronounced. Adobe, Alphabet, IBM and Microsoft are all led by people of Bharatiya descent. Today, more than 25 of S&P 500 company CEOs are Indian born. This is up from a list of 11 a decade ago. Bharat is the leading country of origin for immigrant founders of unicorns in the United States of America. It is not by chance that there are so many Bharatiyas in successful positions making their mark globally. It is a cultural strength that provides them with an inherent advantage. Bharatiya culture promotes harmony, adaptability and sensitivity. Our culture teaches us to be respectful, flexible and empathetic to others while working diligently to achieve success. We also possess the sensibility to strive without hankering for results. The list of successes spans across fields as diverse as cricket, business leadership or politics. We have a near-permanent presence in the corporate, entrepreneurial, applications technology and financial networks of the West. The areas where there is headroom for us to grow include global media, foundational technology, aviation, defence, luxury and logistics. These connections help us build global connections to Bharatiya businesses and facilitate Bharat’s integration into global value chains. Meanwhile, did you know that the fastest-growing language in America is Telugu? The Bharatiya diaspora plays a crucial role in shaping global social, economic, and cultural spheres. As individuals of Bharatiya origin have dispersed worldwide, Bharat’s soft power boundaries have expanded. Bharat is now much more respected on the global stage – both as a services powerhouse as well as a leader in development. The likes of Satya Nadella, Sundar Pichai or Ajay Banga have not left Bharat,but taken Bharat with them to all corners of the world Economically, the Bharatiya diaspora has been a driving force in fields like technology, medicine, and finance. Culturally, the Bharatiya diaspora acts as a vibrant ambassador for Bharatiya traditions, arts, and languages. Festivals, music, dance, and cuisine from Bharat get rooted in diverse corners of the world, enriching the global cultural tapestry. This cultural exchange not only enhances an appreciation of diversity but also fosters a sense of unity among people from different regions of Bharat. In America, Desi is a proud self-identifier. Socially, the Bharatiya diaspora provides active involvement and financial support to their adopted countries. Even as generational change occurs, their distinctive contribution makes them a formidable force on a global scale. Corporations like Google-led by Sundar Pichai, Microsoft-led by Satya Nadella, MasterCard – earlier led by Ajay Banga have all stated on multiple occasions how important Bharat is for them as a market. Corporations like these are not just net acceptors of Bharatiya intelligence and leadership but also bring a lot back to Bharat itself in the form of partnerships, technological know-how and investments-all of which stand to benefit Bharat in the long run. So, brain drain ought to be thought of as brain gain. The diaspora’s ability to navigate diverse cultural contexts enables them to facilitate communication and understanding between Bharat and their adopted countries. Our Prime Minister has made it a powerful part of his international diplomacy. It has galvanised the global Bharatiya diaspora in the context of a more confident Bharat. Bharatiyas are the highest-earning migrant group in America, with a median household income of almost $150,000 per year. That is double the national average and well ahead of Chinese migrants, who have a median household income of over $95,000. In America, almost 80 per cent of the Bharatiya-born population over school age have at least an undergraduate degree, according to a research analysis by Jeanne Batalova at the MPI. Just 50 per cent of the Chinese-born population and 30 per cent of the total population are under-graduates in comparison. Joseph Nye, a Harvard professor who coined the term “soft power “more than three decades ago, noted, “Such power is created by the success of the diaspora and not merely by the number of people you send abroad. This creates a positive image of the country from which they came and that helps their native country.” Bharat is now much more respected on the global stage – both as a services powerhouse as well as a leader in development. The likes of Satya Nadella, Sundar Pichai or Ajay Banga have not left Bharat, but taken Bharat with them to all corners of the world. Be it economic growth, cultural enrichment, diplomatic relations or social development, recognising and celebrating Bharat’s civilisational export adds to the nation’s well being. The synergistic output from this ‘larger Bharat community are boundless for Bharat as well as for the West. They may have been far away but they are not away.

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The AI Alchemy

AI is helping marketers anticipate consumer needs, preferences, and behaviour, reflecting its continuous evolution from theoretical concepts to tangible, transformative applications in our daily lives [siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget] AI is not a recent phenomenon; its roots trace back to 1950, when Alan Turing introduced the Turing Test, a ground-breaking concept that challenged machines to exhibit human-like intelligence. This test, where a human judge interacts blindly with both a machine and a human, sparked enduring debates on machine intelligence, consciousness, and the ethical implications of creating human-like machines. Fast forward to 1998, and the Furby, an electronic creature with interactive capabilities, captivated hearts and became a cultural phenomenon, symbolising the playful integration of technology and companionship in interactive toys. In 2010, Hanson Robotics unveiled Sophia, a humanoid robot with a remarkably human-like appearance and advanced AI. Sophia could engage in conversations, express emotions, and make eye contact, pushing the boundaries of robotics. As a cultural and technological icon, Sophia triggered discussions about the future of human-robot interactions, AI ethics, and the evolving relationship between machines and humanity. Talking about ChatGPT, the platform reached 1 million users in a mere five days after its launch in November 2022. Today, in the age of the “always-on” consumer, AI plays a pivotal role in shaping personalised and instantaneous experiences. With its real-time analysis of vast datasets, AI anticipates consumer needs, preferences, and behaviour, reflecting the continuous evolution of artificial intelligence from theoretical concepts to tangible, transformative applications in our daily lives. Todd Horowitz and Jeremy Wolfe’s research at Harvard Medical School unveils an intriguing facet of the human brain’s interaction with visual stimuli. Brands are no longer fighting for space in the consumer’s memory; they are vying for a place in the consumer’s identity. Every interaction, whether a social media post, an AI-generated advertisement, or a customer service response, contributes to the construction of these memories. The always-online nature of Gen Z is akin to a continuous digital pulse that spans through the market. Social media content, blogs (long or short), and online platforms have become arenas where opinions about brands are formed and shared instantaneously. The notion of brand loyalty has transformed into a dynamic, reciprocal relationship where consumers actively participate in shaping brand identities. This real-time, two-way communication demands transparency, personalisation, agility, and an authentic brand persona. Transparency, once a choice, has become a non-negotiable currency in the digital marketplace. The always-online generation is not just well-informed; they are discerning critics who demand accountability from the brands they engage with. Social and environmental consciousness is no longer a trend but a baseline expectation. Brands are under scrutiny, and their commitment to sustainability, diversity, and ethical practices is integral to earning and retaining consumer trust. As per the Havas Meaningful Study 2023, 77 per cent think companies and brands should be transparent about their commitments and promises. The third rule of differentiation, as coined by branding experts, pertains to ‘meaningful’ differentiation. It’s not merely about being different but about being better, or, at the very least, being perceived as better. Gen Z is not swayed by superficial distinctiveness; they seek brands that align with their values and contribute meaningfully to their lives. Brands are expected to be not just products or services but active participants in societal dialogues. In the contemporary landscape of consumer expectations, the concept of 24/7 accessibility has become paramount. With consumers perpetually online, there is a heightened demand for constant accessibility from brands, be it through customer support, social media engagement, or online services. The rise of 24/7 Chatbots driven by AI, spanning across all categories, exemplifies the commitment to seamless and instant interactions. The shift from traditional marketing to personalisation is evident as consumers increasingly seek tailored experiences. Generic marketing approaches are losing efficacy, giving way to a preference for content, products, and services that align with individual tastes. Integrated experiences are also crucial, with consumers expecting smooth transitions between online and offline channels. Brands excelling in providing integrated and consistent experiences across various touchpoints are poised for success. Authentic branding, especially valued by Gen Z, demands transparency and social responsibility. Brands must genuinely align with consumer values to build and maintain trust, as any hint of insincerity can lead to a loss of credibility. As AI becomes more prevalent, responsible AI practices are gaining importance, with consumers seeking assurance that their data is handled ethically and privacy concerns are addressed. Empowering consumers through generative AI is a rising trend, enabling the creation of user-generated content and collaborative product development. Brands are now expected to involve consumers in the creative process, allowing them to contribute to and shape the brand narrative. Link: https://bwmarketingworld.businessworld.in/article/The-AI-Alchemy-/02-01-2024-504181

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