These days, everyone is finding their niche, their place in the big-bad capitalist market, their branding, if you will. And apparently, this includes a new and improved “upscale” India. The idea is to increase increase tourism dollars by catering to the upper class. But how will this affect the culture of India?
Amitabh Kant, former joint secretary in the ministry of tourism, just released a new book called, Branding India — An Incredible Story. In it, he details how the “Incredible India” campaign, created in 2002, has approached increasing tourism.
