Article titled, The need for revamping Brand Tripura, published in Tripurainfo

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TRIPURAINFO : The first news, views & information website of TRIPURA.

TRIPURAINFO

Thsday, November 10, 2016

The need for revamping Brand Tripura

Dr. Manishankar Chakraborty

Identity crisis?

Tripura has substantial number of Netizens and therefore, it is easy to do a thorough introspection by conducting a random survey in social media. All of us can do this small research, especially, when there are loads of virtual friends in different social media platforms representing different states and countries. This small gesture could be the first tender step to know how popular is our state, our capital or even what we make or cater to the world-product, service, manpower or even all of these? One can even ask the location of the state and look for the number of correct responses emanating from the respondents. Ask your acquaintances these few questions, while chatting, and seek a response on a real time basis, without giving any additional time to Google out the answers. Yours truly is pretty sure that you will be surprised to realize the state of affairs pertaining to the popularity ranking of Tripura, even though the state boasts of so many things that can be defined as unique. More importantly, the products, services or human assets those are being provided to all other Indian states and various global destinations, leading to such a state, points towards a severe disconnect somewhere. There, definitely lacks a solid identity for brand Tripura, within the country and outside of it, even after the produce is being consumed by those ignorant consumers. The objective of this exercise and the article is not to get into a blame game, but rather to know the lacunae existing within the system, which is rendering Tripuraites not getting the due acknowledgement, even after providing innumerable benefits to other states and many countries and companies. Looking ahead, the state should not only think of branding, but should also do it on the basis of its core competency, so that Tripura retains its identity for a long time.

Skill development-Way forward?

Skill development is the buzzword all across India, owing to various reasons. The fact that India ought to leverage its population explosion by taking a leaf out of China’s book is no more a secret. The million dollar question is whether India as a country, and Tripura as a state has the wherewithal to reach the level, where China was in the 80’s. It might be true that India woke up from the deep slumber a little late, courtesy, Indian Information Technology and Information Technology enabled Sectors making ripples in the global stage. The Indian footprints in IT and ITeS sector is gradually fading with China moving towards that direction to add to its already existing manufacturing prowess. Many ASEAN nations have also joined the bandwagon. The moot question is therefore, to develop a competitive advantage for India in general, and Tripura in particular that is sustainable for a long time and can also withstand the fierce competition from all around. This would be the bed rock for Tripura to brand itself amongst the comity of states and nations. Merely having departments with staff, devoid of clear cut goals, deadlines and processes, would serve no purpose in skilling people on a continual basis as it’s all about putting in place a culture, where initially the onus lies on the promoters and once established, it shifts to the beneficiaries.

Learning from others

Tripura has been in the forefront for supplying quality manpower to India and Global Inc., however, the reason for the state not being given due credit at the national and global stage can be attributed to a range of factors. The factors are, quality alone, devoid of quantity does not make one take notice, furthermore, Tripuraites, nationally and globally has not been successful in branding themselves either because a composite identity has been missing or probably the state could not use a high decibel advertising to make the world realize that, Tripura happens to be a quality manpower supplier, and yes, highly skilled ones at that! Individual brilliance sans the collective efforts presented by Telegus, Malayalis, Punjabis, Gujratis, Marwaris, and Sindis is the one of the major factor for Tripura as a state and its residents having identity crisis, not only for themselves, but also for their motherland.

Tripura has a big missing link in the branding aspect, and therefore, does not get identified instantly, and quite often people who are poor in the knowledge pertaining to geography needs to be explained that the state neighbors, Assam or Guwahati serving as a landmark for Agartala and Tripura is indeed a worrisome cause, especially when it comes to the aspect of branding. Even though the state is known internally for handicrafts, handlooms, oranges, tea, the image has not been able to cut across the competitive clutter of Indians in general. To make it at the global stage would call for something even more monumental, especially when it comes to branding on the basis of something which is concrete and sustainable.

USP and Brand Ambassadors

Does that mean Tripura does not have a Unique Selling Proposition (USP)? The answer is an empathic NO! One should thank DipaKarmakar profusely, for making Tripura take center stage in a sport, where Indians have never been related to. Branding a state calls for such unconventional measures to be taken by harnessing talents which are hidden deep within the heaps of processes and systems full of red tapes and lack of motivation and leadership. If Tripura is to realize its dream of being a state which not only exports its products and manpower silently to the national and global stage, it is high time for the administrators to look for ways, where the state can build on its inherent strengths and create opportunities for nurturing of those latent talents. Why can’t Tripura use DipaKarmakar, the late RD and SD Burmans as brand ambassadors to promote the state by developing a plank based on tourism, education, handicrafts, handlooms, sports, music, art and literature, culture? Time to develop a punchline for the state on the basis of the core competency and position it strongly by leveraging the aforementioned or any other famous personalities from the state.

Solitary effort is insufficient

The state government as well as the central government had provided opportunities from time to time to showcase the state in events related to handicrafts and handlooms, but one off marketing blitzkrieg in a national and global event would not be of much importance, especially when public memory is short and owing to the cut throat competition, there needs to be a constant hammering through appropriate branding strategies to gain mind share, followed by market share.

Positioning

How should Tripura position itself at the national and at the global level? One, it could be talents provided both at the secondary and the tertiary level of education, but even that would call for the institutions churning out graduates who are not only employable, but also have the ability to value add to the employers scheme of things and that in turn would call for a complete metamorphosis of the education system at both levels. Entrepreneurship could be another area, especially in the MSME (Micro, Small and Medium Enterprises) sector as Tripura can very well groom quality manpower through the ITI’s (Industrial Training Institutes) and Engineering Colleges, Fisheries institutions and all private and public institutions. There may have been abundant talent within, however, the lack of a high decibel marketing, coupled with the enhancement of the quality of graduates especially in the softer aspects like language, behavior, attitude, and adaptability is found wanting, although there are a whole of professionals graduating in various domains.

Teamwork is of essence

A concerted effort through an active Industry-Institute-Interaction Cell at the government level which is proactive 24x7x365 by bringing together institutions of education and higher education to promote issues related to manpower development is the need of hour. The change is important in terms of mindset and the culture prevailing within the state should be changed with immediate effect as the same set of people when they get opportunities at the national and the global stages shine like a sparkling talent and commands respect from one and all. Then, why their peers who decide to stay back does not reach the crescendo? It definitely does not have anything to do with the talent, but more about the ecosystem, environment and support provided by the public and the private sectors. Tripura should learn a lesson or two from states like Kerala, Goa, Assam, Punjab, and even Bihar (known to have most of the public servants) for that matter. There is no harm in getting the best practices from all the states, then explore Tripura’s own, after customizing the ones collected from other states, based on the strengths and weaknesses of Tripura.

International Management Trainer, Faculty and Consultant

Blogs- http://www.manishankarthetrainer.blogspot.com

http://www.manishankarscribbles.wordpress.com

Micro-blog- http://www.twitter.com/manitwitts

 


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Posted comments
Posted On Name e-mail Comments
06/11/2016 01:49:58 Kripanu Sinha kripanu@gmail.com I appreciate your Write-up sir.. & thanks for your valuable Ideas. But Sorry for asking for whom you making this ideas. For the people of Tripura or for the Tripura Govt??? need your rply sir, correct me if i m on the wrong way,,,
06/11/2016 10:17:05 Indraneel Bhowmik eyebees@gmail.com Loved reading it.
07/11/2016 06:59:01 suparna Bhattacharjee trinfosbhatt@gmail.com There is no doubt that, our little state princess,’Tripura’ enriched with natural resourses.It is just on the way of utilizing resourses.A very thoughtful article. tremendous writing, Sir.
07/11/2016 10:03:14 Dr. Manishankar Chakraborty emailmanishankar@gmail.com @Kripanu Sinha- Its meant for all the stakeholders responsible, directly and indirectly towards the brand building process of the state.
08/11/2016 09:28:47 Munna Banik banikmunna745@gmail.com Nice article
09/11/2016 06:18:30 kakuli deb barma kakulidebbarma@gmail.com i really liked this article..very intresting and excellent article…keep writing sir

Posted comments
Posted On Name e-mail Comments
06/11/2016 01:49:58 Kripanu Sinha kripanu@gmail.com I appreciate your Write-up sir.. & thanks for your valuable Ideas. But Sorry for asking for whom you making this ideas. For the people of Tripura or for the Tripura Govt??? need your rply sir, correct me if i m on the wrong way,,,
06/11/2016 10:17:05 Indraneel Bhowmik eyebees@gmail.com Loved reading it.
07/11/2016 06:59:01 suparna Bhattacharjee trinfosbhatt@gmail.com There is no doubt that, our little state princess,’Tripura’ enriched with natural resourses.It is just on the way of utilizing resourses.A very thoughtful article. tremendous writing, Sir.
07/11/2016 10:03:14 Dr. Manishankar Chakraborty emailmanishankar@gmail.com @Kripanu Sinha- Its meant for all the stakeholders responsible, directly and indirectly towards the brand building process of the state.
08/11/2016 09:28:47 Munna Banik banikmunna745@gmail.com Nice article
09/11/2016 06:18:30 kakuli deb barma kakulidebbarma@gmail.com i really liked this article..very intresting and excellent article…keep writing sir
10/11/2016 10:42:36 Rakesh Roy roy.rakesh092@gmail.com Very interesting article sir.
11/11/2016 11:49:35 Subrata Dey subratadotcom@gmail.com Tripura is already famous due to some celebraties. good idea to make it more large with social media.

The original manuscript of the article is as follows-

The need for revamping Brand Tripura
Dr. Manishankar Chakraborty
International Management Trainer, Faculty and Consultant
Blogs- 
www.manishankarthetrainer.blogspot.com
www.manishankarscribbles.wordpress.com
Micro-blog- 
www.twitter.com/manitwitts

Identity crisis?
Tripura has substantial number of Netizens and therefore, it is easy to do a thorough introspection by conducting a random survey in social media. All of us can do this small research, especially, when there are loads of virtual friends in different social media platforms representing different states and countries. This small gesture could be the first tender step to know how popular is our state, our capital or even what we make or cater to the world-product, service, manpower or even all of these? One can even ask the location of the state and look for the number of correct responses emanating from the respondents. Ask your acquaintances these few questions, while chatting, and seek a response on a real time basis, without giving any additional time to Google out the answers. Yours truly is pretty sure that you will be surprised to realize the state of affairs pertaining to the popularity ranking of Tripura, even though the state boasts of so many things that can be defined as unique. More importantly, the products, services or human assets those are being provided to all other Indian states and various global destinations, leading to such a state, points towards a severe disconnect somewhere. There, definitely lacks a solid identity for brand Tripura, within the country and outside of it, even after the produce is being consumed by those ignorant consumers. The objective of this exercise and the article is not to get into a blame game, but rather to know the lacunae existing within the system, which is rendering Tripuraites not getting the due acknowledgement, even after providing innumerable benefits to other states and many countries and companies. Looking ahead, the state should not only think of branding, but should also do it on the basis of its core competency, so that Tripura retains its identity for a long time.
Skill development-Way forward?
Skill development is the buzzword all across India, owing to various reasons. The fact that India ought to leverage its population explosion by taking a leaf out of China’s book is no more a secret. The million dollar question is whether India as a country, and Tripura as a state has the wherewithal to reach the level, where China was in the 80’s. It might be true that India woke up from the deep slumber a little late, courtesy, Indian Information Technology and Information Technology enabled Sectors making ripples in the global stage. The Indian footprints in IT and ITeS sector is gradually fading with China moving towards that direction to add to its already existing manufacturing prowess. Many ASEAN nations have also joined the bandwagon. The moot question is therefore, to develop a competitive advantage for India in general, and Tripura in particular that is sustainable for a long time and can also withstand the fierce competition from all around. This would be the bed rock for Tripura to brand itself amongst the comity of states and nations. Merely having departments with staff, devoid of clear cut goals, deadlines and processes, would serve no purpose in skilling people on a continual basis as it’s all about putting in place a culture, where initially the onus lies on the promoters and once established, it shifts to the beneficiaries.
Learning from others
Tripura has been in the forefront for supplying quality manpower to India and Global Inc., however, the reason for the state not being given due credit at the national and global stage can be attributed to a range of factors. The factors are, quality alone, devoid of quantity does not make one take notice, furthermore, Tripuraites, nationally and globally has not been successful in branding themselves either because a composite identity has been missing or probably the state could not use a high decibel advertising to make the world realize that, Tripura happens to be a quality manpower supplier, and yes, highly skilled ones at that! Individual brilliance sans the collective efforts presented by Telegus, Malayalis, Punjabis, Gujratis, Marwaris, and Sindis is the one of the major factor for Tripura as a state and its residents having identity crisis, not only for themselves, but also for their motherland.
 
Tripura has a big missing link in the branding aspect, and therefore, does not get identified instantly, and quite often people who are poor in the knowledge pertaining to geography needs to be explained that the state neighbors, Assam or Guwahati serving as a landmark for Agartala and Tripura is indeed a worrisome cause, especially when it comes to the aspect of branding. Even though the state is known internally for handicrafts, handlooms, oranges, tea, the image has not been able to cut across the competitive clutter of Indians in general. To make it at the global stage would call for something even more monumental, especially when it comes to branding on the basis of something which is concrete and sustainable.
USP and Brand Ambassadors 
Does that mean Tripura does not have a Unique Selling Proposition (USP)? The answer is an empathic NO! One should thank Dipa Karmakar profusely, for making Tripura take center stage in a sport, where Indians have never been related to. Branding a state calls for such unconventional measures to be taken by harnessing talents which are hidden deep within the heaps of processes and systems full of red tapes and lack of motivation and leadership. If Tripura is to realize its dream of being a state which not only exports its products and manpower silently to the national and global stage, it is high time for the administrators to look for ways, where the state can build on its inherent strengths and create opportunities for  nurturing of those latent talents. Why can’t Tripura use Dipa Karmakar, the late RD and SD Burmans as brand ambassadors to promote the state by developing a plank based on tourism, education, handicrafts, handlooms, sports, music, art and literature, culture? Time to develop a punchline for the state on the basis of the core competency and position it strongly by leveraging the aforementioned or any other famous personalities from the state.
Solitary effort is insufficient
The state government as well as the central government had provided opportunities from time to time to showcase the state in events related to handicrafts and handlooms, but one off marketing blitzkrieg in a national and global event would not be of much importance, especially when public memory is short and owing to the cut throat competition, there needs to be a constant hammering through appropriate branding strategies to gain mind share, followed by market share.
Positioning 
How should Tripura position itself at the national and at the global level? One, it could be talents provided both at the secondary and the tertiary level of education, but even that would call for the institutions churning out graduates who are not only employable, but also have the ability to value add to the employers scheme of things and that in turn would call for a complete metamorphosis of the education system at both levels. Entrepreneurship could be another area, especially in the MSME (Micro, Small and Medium Enterprises) sector as Tripura can very well groom quality manpower through the ITI’s (Industrial Training Institutes) and Engineering Colleges, Fisheries institutions and all private and public institutions. There may have been abundant talent within, however, the lack of a high decibel marketing, coupled with the enhancement of the quality of graduates especially in the softer aspects like language, behavior, attitude, and adaptability is found wanting, although there are a whole of professionals graduating in various domains.
Teamwork is of essence
A concerted effort through an active Industry-Institute-Interaction Cell at the government level which is proactive 24x7x365 by bringing together institutions of education and higher education to promote issues related to manpower development is the need of hour. The change is important in terms of mindset and the culture prevailing within the state should be changed with immediate effect as the same set of people when they get opportunities at the national and the global stages shine like a sparkling talent and commands respect from one and all. Then, why their peers who decide to stay back does not reach the crescendo? It definitely does not have anything to do with the talent, but more about the ecosystem, environment and support provided by the public and the private sectors. Tripura should learn a lesson or two from states like Kerala, Goa, Assam, Punjab, and even Bihar (known to have most of the public servants) for that matter. There is no harm in getting the best practices from all the states, then explore Tripura’s own, after customizing the ones collected from other states, based on the strengths and weaknesses of Tripura.

Comments posted till 7th of November 2016 in Tripurainfo-

Posted comments
Posted On Name e-mail Comments
06/11/2016 01:49:58 Kripanu Sinha kripanu@gmail.com I appreciate your Write-up sir.. & thanks for your valuable Ideas. But Sorry for asking for whom you making this ideas. For the people of Tripura or for the Tripura Govt??? need your rply sir, correct me if i m on the wrong way,,,
06/11/2016 10:17:05 Indraneel Bhowmik eyebees@gmail.com Loved reading it.
07/11/2016 06:59:01 suparna Bhattacharjee trinfosbhatt@gmail.com There is no doubt that, our little state princess,’Tripura’ enriched with natural resourses.It is just on the way of utilizing resourses.A very thoughtful article. tremendous writing, Sir.
07/11/2016 10:03:14 Dr. Manishankar Chakraborty emailmanishankar@gmail.com @Kripanu Sinha- Its meant for all the stakeholders responsible, directly and indirectly towards the brand building process of the state.

Other knowledge resources from the same blogger-
BLOGS http://www.manishankarthetrainer.blogspot.com
http://www.manishankarscribbles.wordpress.com
MICRO BLOG http://www.twitter.com/manitwitts
FACE BOOK PAGES ON KNOWLEDGE SHARING, TEACHING ANDLEARNING  https://www.facebook.com/manitheblogger/
http://www.facebook.com/DrManisPage
YOUTUBE LECTURE VIDEOS http://www.youtube.com/user/drmanishankar12/videos
TEACHING AND LEARNING RELATED PRESENTATIONShttps://www.slideshare.net/DrManishankar
BEHANCE TEACHING AND LEARNING ACTIVITIEShttps://www.behance.net/Manishankar ACADEMIA.EDU
https://hot-trends.academia.edu/DrManishankarChakraborty
Research Gate https://www.researchgate.net/profile/Manishankar_Chakraborty
LINKEDIN http://om.linkedin.com/in/manishankarthetrainer
GOOGLE PLUS https://plus.google.com/u/0/+DrManishankarChakraborty12/posts

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About manishankarscribbles

A management trainer, consultant and faculty with experiences in South Asia, Middle East and Australasia. I am also present in www.manishankarthetrainer.blogspot.com and www.twitter.com/manitwitts apart from https://manishankarscribbles.wordpress.com .
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