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Rebranding Bhutan: A case study in transforming identity

Dr. Sudheer Babu

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Image by Pradip Kar from Pixabay

Nestled in the lap of the Himalayas lies the breathtakingly beautiful country of Bhutan. It is a serene land, rich in natural beauty. However, as a developing nation, Bhutan had limited basic facilities for tourism. Unlike its neighbouring countries, Bhutan had not experienced significant development or economic growth for a long period.

Moving forward in such a state seemed impossible. Bhutan needed a transformation. The country required a new identity. The Bhutanese government formulated a novel strategy: the “Made in Bhutan” initiative, aimed at promoting the nation’s products and services, alongside a unique philosophy—the “National Happiness Index.”

The goal was to harness Bhutan’s indigenous spiritual values and traditions to drive progress, while creating a new image for the country. And indeed, it worked like a charm. The entire nation united in this effort, with every action reflecting this philosophy. Years later, Bhutan became known as the “Country of Happiness” and transformed into a paradise for tourists.

Bhutan implemented a strategy of rebranding. It dismantled the outdated perceptions of the past and established a new, modern identity in their place. Beyond redefining names, logos, and colors, rebranding in Bhutan involved cultivating a new culture, deeply rooted in the country’s fundamental, traditional values.

Re-branding executed hastily or without proper preparation can lead to failure

We see similar rebranding strategies successfully applied in many businesses. There are various methods for rebranding, and you may have noticed changes in logos, such as with V-Guard. Such changes are often driven by clear necessities and philosophies. Altering deeply entrenched images, symbols, and colors in consumers’ minds is a delicate task that must be executed with care. The rebranding strategy should only be applied when absolutely necessary.

Re-branding executed hastily or without proper preparation can lead to failure. Take the failed re-branding of Tropicana as an example. The company made substantial changes to its old packaging design, creating a completely modern look. However, Tropicana’s new look did not gain acceptance among consumers, leading to a 20% decline in sales. Tropicana quickly reverted to its old design. This failed re-branding process demonstrates the risks of altering deeply ingrained images in consumers’ minds without understanding them.

Re-branding can help create a new identity for a brand, instill novelty, and enhance prestige. However, it should not be viewed as a simple process. In-depth study, research, and preparation are necessary before undertaking a re-branding effort. A brand is the personality of a business, and it requires careful consideration before making any alterations.

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Earth

A Green Future in the Making: India’s Renewable Energy Surge

With wind, solar, hydro, and bioenergy resources contributing to this capacity, India is moving steadily toward its goal of energy independence and environmental sustainability

Dipin Damodharan

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Image credit: Jose Roberto Jr. Del Rosario from Pixabay

The coastal winds of Tamil Nadu swept across the lush green fields, carrying with them the promise of a cleaner, more sustainable future. As the sun dipped below the horizon, the turbines that dotted the landscape turned steadily in the breeze, their blades slicing through the air like symbols of progress. In this southern state, a renewable energy revolution was taking root—one that would power not only the homes of millions but potentially reshape the future of global energy.

This transformation is not just a story of Tamil Nadu; it is the story of India, a nation rapidly advancing toward its renewable energy goals, with states like Rajasthan, Gujarat, Tamil Nadu and Karnataka playing a pivotal role in that progress. In October 2024, India’s renewable energy capacity soared past the 200-gigawatt (GW) mark, solidifying the country’s position as a global leader in clean energy. This milestone marks a critical point in India’s journey, as it works toward its ambitious target of 500 GW of renewable energy capacity from non-fossil sources by 2030.

As of 2024, Tamil Nadu boasts a renewable energy capacity of 23.7 GW, much of it derived from its wind farms. These wind corridors, stretching across the coastal plains, are among the most productive in the world. The state is also a major player in solar energy, leveraging its abundant sunlight to complement its wind resources and create a well-rounded renewable energy mix.

Tamil Nadu’s approach to renewable energy reflects a larger national trend. India, with its vast land, diverse climates, and abundant natural resources, is uniquely positioned to lead the global renewable energy revolution. The country’s total renewable energy capacity has surged by 24.2 GW in just a year, reaching 203.18 GW by October 2024. With wind, solar, hydro, and bioenergy resources contributing to this capacity, India is moving steadily toward its goal of energy independence and environmental sustainability.

Harnessing the Winds of Change

From sprawling solar farms in Rajasthan to the wind farms off Tamil Nadu’s coast, India has carefully cultivated a diverse renewable energy portfolio. The surge in renewable capacity includes an impressive 92.12 GW of solar power, 47.72 GW of wind energy, and 46.93 GW of hydroelectric power. With the addition of bioenergy resources, including biomass and biogas, which contribute 11.32 GW, India’s renewable energy landscape is not just growing—it’s evolving into a robust, multifaceted powerhouse.

The International Renewable Energy Agency (IRENA) reported that India accounted for a substantial portion of the 16.2 million jobs in the global renewable energy workforce.

This progress is not just about reducing India’s reliance on fossil fuels—it’s about securing the country’s energy future. In 2024, non-fossil sources, including nuclear power, now account for nearly half of the total installed electricity generation capacity, a figure that marks an essential step in India’s journey toward energy security and global environmental leadership.

The Winds of Change: How Renewable Energy is Powering Job Creation

But India’s renewable energy revolution isn’t just about the environment—it’s also driving economic growth. In 2023, the sector created over 1 million jobs, with hydropower and solar power leading the way in employment opportunities. The International Renewable Energy Agency (IRENA) reported that India accounted for a substantial portion of the 16.2 million jobs in the global renewable energy workforce. In particular, hydropower alone provided over 450,000 jobs, while solar energy employed approximately 318,600 people, a number that continues to grow.

As India’s renewable energy sector expands, so too does the potential for more green jobs. From construction and installation to operations and maintenance, the job opportunities created in this sector are helping to power not just the economy, but the livelihoods of millions of people across the country.

Leading the Charge: India’s Global Climate Commitment

India’s renewable energy achievements are a testament to its unwavering commitment to addressing the global climate crisis. Under the Paris Agreement, India has made bold promises to reduce its emissions and transition toward a low-carbon economy. By 2030, the country has committed to cutting its emissions intensity by 45% compared to 2005 levels, and to sourcing 50% of its cumulative power capacity from non-fossil sources.

These targets align with India’s long-term strategy to reach net-zero emissions by 2070. The nation’s efforts are rooted in the principle of equity, recognizing that the fight against climate change must account for the differing capabilities and responsibilities of countries around the world.

India is not just a participant in the global effort to fight climate change—it is emerging as a leader. The country’s growing renewable energy sector is proving that it’s possible to combat climate change, secure energy independence, and create millions of green jobs in the process.

India’s Renewable Leaders

While India’s renewable energy revolution is a national effort, certain states have emerged as leaders in driving the country’s green energy push. Rajasthan, with its vast land and abundant sunlight, leads the way with 29.98 GW of installed renewable capacity. Gujarat follows closely with 29.52 GW, bolstered by the state’s aggressive solar and wind energy policies. Tamil Nadu, with its coastal wind corridors, contributes 23.7 GW, while Karnataka rounds out the top four with 22.37 GW.

These states are not just providing energy—they are setting the stage for India’s renewable energy future, serving as models for other regions to follow.

The Road Ahead: A Green Energy Future

As India celebrates the achievement of over 200 GW in renewable energy capacity, the country stands at the threshold of even greater accomplishments. With its eyes set firmly on the target of 500 GW by 2030, India is positioning itself not only as a leader in renewable energy but also as a key player in the global fight against climate change.

Government initiatives such as the National Green Hydrogen Mission, the PM-KUSUM(Prime Minister’s Scheme for Farmers’ Energy Security and Upliftment )scheme, and the Production-Linked Incentive (PLI) program for solar photovoltaic modules are all part of India’s broader strategy to enhance its renewable energy capacity and reduce its dependence on fossil fuels.

India’s renewable energy journey is far from over—but the path ahead is clear. By continuing to invest in solar, wind, hydro, and bioenergy, India is not just meeting its energy needs; it is setting an example for the rest of the world to follow.

In the fight against climate change, every gigawatt matters. And India is proving that, when it comes to renewable energy, the world can count on it to deliver.

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Society

How the Same Customer Can Bring You More Revenue

Dr. Sudheer Babu

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Image credit: Vlad Vasnetsov from Pixabay

You walk into a car showroom, intending to buy the base model of a car, considering your budget constraints. The sales executive shows you the car, explaining its features in detail. He then suggests, “Sir, why don’t we also check out the next variant?” Intrigued, you follow him to the upgraded model and listen as he elaborates on its extra features. You find it much better than the car you initially intended to buy, and eventually, you decide to purchase the higher variant.

The strategy employed by the sales executive here is known as “upselling.” He successfully persuaded you to spend more money on a more expensive model than you originally planned. This is similar to a customer intending to buy an Apple iPhone 16 but ending up purchasing the Apple iPhone 16 Pro Max instead. Or when you walk into a pizzeria intending to have a small pizza but end up ordering a medium or large one due to the server’s convincing pitch. These are all outcomes of effective upselling.

Now, let’s look at another scenario. You enter a restaurant and order a masala dosa, a popular South Indian dish. When the waiter serves your dosa, he also places a vada (a savoury, deep-fried snack commonly found in South Indian cuisine) on the plate. Hungry, you eat both the dosa and the vada, pay the bill, and leave. Though you could have simply eaten the dosa, the restaurant managed to sell you an additional product.

This technique is known as “cross-selling.” The restaurant sold you a vada alongside the dosa you initially ordered. Similarly, when you order a product from Amazon, you often see a message like, “Customers who bought this also showed interest in these products,” accompanied by pictures of related items. Amazon is effectively cross-selling to you.

Both upselling and cross-selling can be applied in any business. Employees should be trained in these strategies, and attractive offers and discounts should be provided to customers

These are two effective strategies in sales. A retailer can sell a bedroom set to a customer who came to buy a cot or mobile phone accessories to someone purchasing a phone. Similarly, a tile showroom selling sanitary products, hardware, and electric fittings follows the same principle. The goal is to get the same customer to buy more products and thus increase sales.

Both upselling and cross-selling can be applied in any business. Employees should be trained in these strategies, and attractive offers and discounts should be provided to customers. For example, offering three t-shirts in different colours for $18 instead of one for $7.20 is likely to attract more buyers. Let’s start implementing these tactics to boost our sales.

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Society

Meet the 14-year-old boy who teaches his own teachers

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Picture this: a 14-year-old boy teaching classes to his own teachers at his school. Raul John Aju, a young prodigy from Edappally Government Vocational Higher Secondary School, Kerala, India, had the unique opportunity to do just that at Huddle Global 2024, India’s flagship startup festival, organized by Kerala Startup Mission (KSUM) at Kovalam.

Raul’s extraordinary achievement is the result of his exceptional expertise in Artificial Intelligence and Robotics, which he has acquired through years of dedication and passion since childhood.

The teen’s profound knowledge of AI and Robotics was showcased during the opening session of the three-day festival.

In his session titled ‘Dream Big, Code Bigger – Shaping the Future with Technology’, Raul captivated the audience by demonstrating how AI tools can empower anyone to start a business on their own.

“AI applications can be leveraged to build a startup from the ground up. Whether it’s developing a business model or assessing the feasibility of your product, AI can help create websites, design logos, and assist in business presentations and marketing,” Raul explained, drawing enthusiastic responses from the crowd.

He further emphasized that AI can streamline every aspect of a startup’s verticals, making the process more efficient and accessible.

Raul has also created an AI-powered legal assistant called ‘Nyaya Sathi’. This free bot provides instant legal information to ordinary citizens, making legal advice more accessible to the public.

Apart from his innovations, Raul teaches AI to international students and employees in the US and UK, covering topics like machine learning, deep learning, and AI language models.

“I use AI to generate presentations for my classes, which saves me a lot of time while balancing my studies and other activities,” Raul shared. He strongly believes that AI isn’t going to replace jobs, but rather, people who are skilled at using AI will shape the future workforce.

“AI is both the present and the future. It boosts productivity, increases revenue, and will unlock a world of new possibilities,” Raul asserted, citing statistics that show how AI has improved efficiency for major corporations.

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