• Investment World
• eWorld
• Catalyst
• Mentor
• Life
• Canvas
• Praxis
• Urban Pulse
• Brand Quest

Ashwini Phadnis

"Apart from cementing trade and investment ties with China, we are also making an effort to get into the hearts and minds of the Chinese youth through the various shows that are planned."

NEW DELHI, Feb. 23

THE over four decade-old `Hindi-Chini Bhai Bhai' friendship is about to get a fresh coat of paint.

While in the early fifties, the initiative to forge the friendship was taken by political statesmen like Prime Minister Pandit Jawaharlal Nehru and Chinese leader Chou En Lai, this time around it will be a fusion of Indian pop songs, culinary delights and fashion statements which could help forge links between the two peoples.

Come October this year, pop star Remo Fernandes hopes to have the Chinese youth dancing to his tunes, while the chefs of some leading star hotels in India are pulling out all their favourite recipes to conjure up an Indian meal which would have the people in Beijing eating out of their hands.

Completing the Indian cultural invasion in China will be fashion designers unfolding their fine drapery on the catwalks of Beijing.

All these events will unfold as part of the `Made in India' show, which the Confederation of Indian Industry (CII) plans to hold in Beijing between October 16 and October 19.

"Apart from cementing trade and investment ties with China, we are also making an effort to get into the hearts and minds of the Chinese youth through the various shows that are planned," the Senior Director CII, Mr Piyush Bahl, told Business Line.

The idea behind the different cultural shows is to make younger people in China aware of what India has to offer in a medium that they are familiar with.

While Remo is said to have confirmed his participation, CII is still deciding on which fashion designer to take to China. Similarly, it is in touch with chefs from both the Sheraton and the Taj Group of Hotels before taking a final decision on who should rustle up traditional Indian cuisines in Beijing. But it will not be all fun and food during the `Made in India' show. A 50-member Chief Executive Officers (CEOs) delegation will also be visiting China during the duration of the fair and focussed group seminars and discussions are also scheduled.

Besides, in an effort to give greater exposure to the Chinese market of the Indian capabilities, road shows highlighting what the `Made in India' show has to offer will be held in Shanghai, Guangzhou, Shenyang and Chongqing. The road shows are expected to start as early as in June this year.

So, the next time you visit China and find an Indian pop song on the top of the charts or find Chinese people wearing the latest Indian designer labels, you know just where to lay the blame.

Article E-Mail :: Comment :: Syndication

Stories in this Section
China, get ready for Indian summer!

Copyright © 2003, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line