Unleashing India on World Markets takes a hard look at the poor performance of Indian exports in various sectors, be it goods, services or tourism. Viewing the issue from a unique perspective, the book discusses possible measures the country can take to realise its full potential in the world market. Maintaining that shifting the blame onto the government is neither helpful nor reflective of the entire story, it seeks to identify the real problems and bottlenecks. Drawing upon his 30 years of experience as a senior executive and consultant across 24 developing nations, Raghu Nandan does some plain speaking about the mindset of India’s business people and corporate leaders as also their very approach towards the business of exports. He addresses a number of pertinent issues, such as why Indian business people accord low priority to exports, the problems foreign buyers face in dealing with Indian industry, and the problems Indian exporters have in dealing with and through non-resident Indians. Adopting managerial approach, the book discusses the practical aspects of the ‘what’, ‘where’ and ‘how’ of exports. It discusses the need for product innovation, improved commercial infrastructure and information sharing. Highlighting the successful experiences of other Asian countries such as Japan, Korea and Malaysia, it draws lessons for Indian exporters. The book also identifies the potential and opportunities for export in non-traditional and indigenous businesses, such as construction, making wooden furniture and marketing festivals abroad. The six appendices provide useful information on exporters in the Asian region. Practice-oriented and written in an accessible and conversational tone, this refreshing book is must reading for business executives, entrepreneurs and exporters.
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