Rajasthan’s USPs can attract major investments. The state has a strategic location, talent pool, natural resources, access to consumer markets, great infrastructure, more potential for auto components, solar, renewable energy, gems, jewellery and textiles sectors, and unique tourist attractions.
However, certain issues need better management through communication and industrial policies. These include uneven investments, limited access to coastline, water shortage and supply, and competition from neighbouring states, especially Punjab, Haryana and Gujarat. The ‘Invest Rajasthan’ and ‘Resurgent Rajasthan’ websites contain the same information. What is required is one government portal which is updated on a daily basis.
The state is growing rapidly because of the constructive steps taken by the government. But capitalising on the impact of such measures is necessary. One can refer to initiatives such as the Single Window Clearance Act, MSME Policy Package, Rajasthan Investment Promotion Scheme 2010, focus on public-private partnership model in urban and social sectors, proposed aerotropolis — a modern city modelled around airports to promote aviation-intensive business — to facilitate exports and shipments along the Delhi-Mumbai Industrial Corridor passing through the state, etc.
For an effective investment promotion campaign, a paradigm shift in communication is essential. It must focus on investments in key sectors, create ambassadors and endorsers for the state, drive partnerships with international organizations and/or associations, conduct seminars /summits that target investments, invite big names for the events, and roll out a sustainable communications campaign.
The campaign should highlight Rajasthan as modern through advertisements, in-flight brochures etc. It must uphold business leaders/trade missions featuring the titans of Rajasthan Inc. Road shows led by new generation entrepreneurs can achieve a lot. It must give rise to national and international media exposure, including ministerial profiling, and world leaders acknowledging the dynamism of Rajasthan’s leadership.
Media vehicles must focus on the positives. Rajasthan offers an investor-friendly policy framework, good industrial ambience, robust infrastructure, and skilled manpower. It combines opportunities with advantages for retailers and industries ranging from manufacturing to service sectors. It develops human and natural resources in a systematic manner, and completes infrastructural projects on time.
Several corporate leaders have praised Rajasthan’s virtues. “I think the town (Jaipur) itself is very attractive. It’s… very well-maintained;… plus, we have a lot of graduates and a lot of excellent colleges to pick future employees from….,” said Pramod Bhasin, President, GE Capital. “We shifted to Rajasthan mainly because… the law and order situation was better… which is very vital for investment, conducive business environment, positive approach at all levels of Government, fiscal incentive policies… and BIP, which is a premier organisation of Rajasthan that has supported us at every stage,” observed Ashok Kajaria, CMD, Kajaria Group. “I have not seen a Government, so fast, communicating, so honest and transparent in its approach,” noted Shivinder Mohan Singh, Director, Fortis Healthcare Ltd. “Rajasthan… has been a leader in driving wind power development, and we are happy to inaugurate our first S97 installation in the world here today,” noted Tulsi R, Tanti, founder, Chairman and Managing Director, Suzlon Group.
Rajasthan’s core sectors like the automotive industries, IT and IT-enabled Services, ceramic and marble, textiles, and power generation merit more visibility. Significant brands that are part of Rajasthan’s core sectors have a big market presence, and this can be used for investment promotion. That list includes Wipro, Ashok Leyland, Grasim, Tech Mahindra, Federal Mogul, Mico, Arcelor Mittal, Honda, Bhilwara Spinners, Liberty, Tafe, Autolite, JK Synthetics, Genpact, Kajaria, Suzlon, Vestas Enercon, Infosys, and Wireless Logix.
Rajasthan’s story must be told through world-class creative material like yearbook, films on core sectors and investment possibilities, testimonials from delegations, CD and web content woven around socio –cultural life, fast–track investments guide book, and war book for all crises. It must target that space where investors are looking: online and on-ground (seminar and conferences). Tools which will have the most impact are banner ads on global business portals, and search engine optimisation to drive traffic.
Rajasthan is a special state. Let the investors know it is.
