India’s Foreign Trade Policy Statement released in 2015emphasises the need of a branding strategy. The India Brand Equity Foundation (IBEF) established by the Department of Commerce works closely with stakeholders across government and industry to promote and create international awareness of the Indian products and services in overseas markets. IBEF has undertaken focused branding activities for sectors namely engineering, pharma, plantations (tea, coffee and spices), services, textiles and leather. This is done through a 360o branding approach including onsite branding, advertising in media, digital marketing including social media, PR, knowledge kits and revamping the websites of many export promotion councils. IBEF actively works with Indian missions abroad for its branding activities in overseas events and also supports them with knowledge works and branding collaterals. Department of Commerce encourages participation of exporters, export promotion councils, trade associations et...