One of the most popular campaigns under Digital India program, Make In India (MII) is a campaign launched by the government to draw in organizations from around the globe to manufacture and invest in India.
Earlier, we have already given you an introduction regarding our new series- Digital India At A Glance, where we promised to discuss the most popular schemes more comprehensively.
If you haven’t read the blog, I would suggest you do it before reading this one. It will give you a picture of our idea behind the series!
Now, let’s talk about Make In India, shall we?
What is Make In India (MII)?
Now, MII was one of the more earlier schemes launched by Modi Government. The campaign concentrates on facilitating job creation, enforcement to the tertiary and secondary sector, boosting the national economy. The motive behind the campaign was to make India a self- reliant nation while ensuring that the Indian economy gets international recognition.
You can imagine it as a modern swadeshi movement covering almost 25 sectors of the Indian economy including automobiles, biotechnology, construction, IT, chemicals, defense, media, thermal, textiles & others.
What are the objectives of Make In India?
To initiate skill improvement projects for the people of the rural areas & also underprivileged citizens from urban areas.
Opening over 200 centers for training all over India spanning two years.
People between the ages of 15 and 35 would get excellent preparation in jobs like welding, painting, nursing to help the elderly.
Initiating the “Invest India” unit & making it accessible to everyone.
What is the “Invest India” unit?
It is another sub-scheme under the MII project, where the mission is to make working together in India simple, endorsement forms more straightforward and determine the issues in getting administrative clearances within 48-72 hours. The goal is to get the clearances more quickly, through a group of people who would be available to answer every one of the inquiries.
Why do we need to Make In India?
This revival of Indian manufacturing tries to cast the nation as a formidable powerhouse, which is itself a great way to establish a nation’s economic dominance in the international market.
Here are some of the basic advantages of MII campaign:
Employment opportunities
The aim of MII was to create a self-reliant nation, so creating more industries will inevitably create more & more job opportunities for people.
Presently, India has a high 8% or more unemployment rate which means around fifty-five million more jobs requirement. As said earlier MII is working with 25 sectors which means it will create opportunities for people everywhere!
Expanding GDP
The service and Industrial sectors’ contribution to our economy’s GDP has extensively improved in the past half-decade. But the Agricultural sector which holds of the nation’s employable citizens yet makes up for only 14% of the GDP.
By 2014, the Agriculture sector held 16% of the GDP commitment with 60% of the employment. This is just one example.
Improving the work abilities and utilizing more talented workers in industries will make improve the quality of merchandise through MII will lead to more GDP growth in the future. This will subsequently expand India’s worldwide dominance in the division.
Also, this will help in the production of exported goods & domestic products.
Securing the Rupee
The emergence of manufacturing units, jobs & production will convert India into a hub for the fabrication of various commercial products. This will strengthen the position of rupee against the present domination of the American dollar in the market.
Flow of Capital
With the introduction of MII, capital will not only remain in India but also the foreign currency will be provided to the nation as well. This will, in turn, help our country to invest more in sectors like Automobiles & Agriculture which is still lagging.
Also, the wages will increase as investments from foreign countries will also increase!
Increasing brand value
The way Make In India is being promoted from the very beginning, I am sure, it will create a brand for itself.
Most of us city dwellers prefer to invest in foreign brands rather than trusting our own. The result being, small business owners often suffer great loss. Take handloom, for example, we do not appreciate our own production, but people from foreign countries find them extremely beautiful.
MII will establish a brand identity for itself, giving people more resources to invest in our own products.
What was the marketing plan for Make In India?
Launched in the earlier days of the Digital India program, MII made headlines as soon as Narendra Modi made his announcement. Under the initiative, brochures on the 25 sectors and a web portal were released.
The campaign gained instant social media recognition on facebook within just 3 months of its launch.
Some of the initiatives took by the department for promoting MII were:
Mobile App
Yes, they launched a whole app just to promote the initiative!
The app had features like:
- Live Projects: Current projects in India with the summary.
- Sectors: Information on each sector is available in the app like Space, Railways, Automobile, and Electronics, etc.
- Policies: Investors can learn about Indian policies and download related documents.
Also, you can search for keywords in the entire application.
Facebook & Twitter
Their Facebook page is surprisingly very updated with all the current and upcoming events related to the campaigns.
It became the most popular campaign launched by the government with a new member every three seconds on its Facebook page.
According to an official statement, which was reported by India Today, “The initiative has already touched over 2.1 billion global impressions on social media and reached an overall fan base of over 3 million on its Facebook page.
On Twitter, @makeinindia handle the official account has as many as 2.63 lakh followers already within 90 days.
Youtube
The government made sure that the whole speech was covered & uploaded on Youtube.
As a result, it garnered over 5.7 lakh views on its very first day.
Website
Not just the social networks, even their website has received an immense response with page views of over 5.5 million accessed by over 1.7 million users across the world.
And there is a reason for it.
Their website covers detailed topics like a reason to invest, summary, statistics, growth drivers, FDI policies, etc, which is pretty neat.
What was the result?
Within a few days after their launch, the campaign has become a huge, fast-growing digital initiative, with over 2 billion impressions on social media, a fan base of a total of 3 million on Facebook (FB), and as many as 929,000 followers on Twitter as on Feb 2016.
The “MAKE IN INDIA” program received a huge response from all parts of the world. The country’s brand value increased to 32% in the year 2015 as compared to the year 2014.
Brands like Apple, Hyundai, Mercedes Benz started taking interest & building manufacturing as well as data centers in the country.
Since the MII initiative, FDI has followed a positive trend.
FDI inflow from April 2014 to March 2019 ($286 Bn) is 46.94% (approx.) of the overall FDI received in the country since April 2000 ($592.08 Bn).
Although, it has some downsides of it like the negligence in the agricultural sector, some loss of small entrepreneurs, pollution & of course, the infamous Indi-China problematic relation, but it is a bold initiative nonetheless.
MII considers young minds & focuses on building a brand for itself which is commendable in popular opinion.
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