Author Archives: Marianna Korniienko

Improving brand Kashmir need of the hour

Srinagar, Nov 16: Stressing the need for improvement in ‘brand Kashmir’, Deputy Commissioner Farooq Ahmad Shah Saturday said there was huge potential to explore avenues in fields like agro industries and the tourism sector in the Valley.
“In the past ‘Kashmir’ was considered to be a prestigious and famed brand in global export market, but now the scene is that we have mostly become a consumer market,” he said, adding that improving the brand Kashmir was the need of the hour.
Shah said Kashmir had little number of success stories in private enterprises and brands.
Speaking at ‘design and business talk at SKICC’, an event organized by “Mixin” a brand management company, Shah said there were plenty of entrepreneurs in Kashmir who started their businesses but couldn’t make it big because of the lack of exposure and support.
“There are many entrepreneurs who have taken loan from the Entrepreneurship Development Institute (EDI) but majority of them has not even able to repay it,” Shah said.
Citing an example of Gujarat, DDC said despite being a “non-tourist” place, Gujarat spent forty thousand crore on tourism this year which was the eight year budget of Jammu and Kashmir.
Later, leading industrialists, designers and creative thinkers also shared their stories of making their brand successful.
President, FCIK, Muhammad Ashraf Mir said: “Branding is the common marketing strategy aimed to increase the product awareness, customer royalty, sales and overall value of company.”
Mir said that branding was a “measure of whether people know about a company product, services and philosophies.”
“Basic idea is that people can’t buy what they don’t know exists in the market,” he said.
Others who spoke on the occasion were Sudhir Sharma CEO Indi design, Dr H. Shah Joint Director I&C along with others.
Greater Kashmir was the media partner for the event.

Published in Greater Kashmir, 16th November 2013

Create brand images of your products: Shah to youth

MIXIN-300x203Srinagar, November 16: Asking the young entrepreneurs to create a brand image of their products, District Development Commissioner Srinagar Farooq Ahmad Shah Saturday said that there were less number of success stories in Kashmir in private sector.
Speaking at an event ‘Mixin’- organized by Indi Design- a design and innovation consultancy- at SKICC, Shah said that there were many entrepreneurs in Kashmir who started their businesses but couldn’t make it big because of the lack of exposure and support. The event was organized in association with J&K industries and commerce department, Entrepreneurship Development Institute (EDI) and Federation of Chamber and industries of Kashmir (FCIK).
“There are many entrepreneurs who have taken the loan from the Entrepreneurship Development Institute but majority of them have not been able to repay it back,” Shah said.
Giving an example of Gujarat state, Shah said despite being the non-tourist place it had spent Rs 40,000 crore on tourism this year which is the eight-year budget of Jammu and Kashmir.
Shah said that there was a desperate need of branding the products to compete with other states of India.
“Handicrafts, carpets, shawls in Kashmir can be a brand name across the world if we work hard and be honest in the trade,” Shah said.
Later, experts, designers and creative thinkers also shared their stories of making their brand successful.
The other dignitaries who were present on the occasion include president Federation Chamber of Industries Kashmir Mohammad Ashraf Mir, CEO Indi design Sudhir Sharma, Joint Director I&C Dr H Shah along with others.

Published in Rising Kashmir, 16th November 2013

Valley entrepreneurs need innovation, branding to reach global market: Experts

MIXIN-300x203SRINAGAR: In order to have higher access to national and global markets, experts here on Saturday asked entrepreneurs and industrialists of the Valley to use designing and branding as a tool to reach success.
Experts shared their experiences and success stories during a daylong conference, ‘Mixin-Design+ Brand +Business Talks’, held at SKICC here on Saturday. Conference was organized by Srinagar chapter of INDI Design, a global brand, design and innovation consultancy, in association with J&K Industries and Commerce Department, EDI and Federation of Chamber and Industries of Kashmir.
Highlighting importance of Brand, Sudhir Sharma, CEO, INDI Design, India, said that in order to maintain global standards and meet customer expectations, brand identity is must.
“To strive in the market consistent use of varied design approach with simple language and pictographic displays is the most required thing in contemporary business standards,” Sharma said.
He also said that brand image should necessarily strike to one of the five human senses and if it does not yields social and economic benefits then it is total failure.
Terming micro, small and medium enterprises (MSME) as the backbone of Indian industry sector, Shashank Mehta, Senior faculty, National Institute of Design, Ahmedabad, said that use of design in small industries has now become a necessity for the development of MSME.
“Design provides a holistic understanding of the overall controlling factors of business, design protects and preserves the brand and increases the competitiveness of products,” said Mehta.
Speaking about new approaches in packaging, Deepak Manchandra, Packaging Expert Firstouch, Delhi, urged entrepreneurs to utilise art and technology effectively while going for packaging process.
“Packaging and design go hand-in-hand. A large number of brands have shown a significant development by effective packaging without proper advertising support,” Deepak said.
In her welcome address, managing director, INDI Design, Srinagar, Uzma Showkat highlighted the importance of the conference being held in Kashmir valley.
“Entrepreneurs and business people in Kashmir are reluctant to these kinds of innovations and experiences. The very aim of organising this conference is to make them aware about the need and importance of design for successful business,” Uzma said.
“Mixin is a series of conferences designed to inspire budding entrepreneurs and local businesses to build their brands and take their businesses to greater heights.
Commissioner-secretary Industries and Commerce Department, Farooq Faktoo and District Development Commissioner, Srinagar, Farooq Ahmad Shah, besides a number of young entrepreneurs, were also present at the occasion.

Published in Kashmir Reader, 17th November 2013


Mixin Srinagar (16th November 2013)

More than 200 participants visited Mixin program in Srinagar on 16th November 2013. Thank you for overwhelming response!


During my recent interactions with management executives and management students I realized something that has been bothering me for a while. All our education (not just for management but for other streams as well) is about learning things and processes and procedures that happened in the past. Case studies, analysis, facts, listings…students are taught about how to look at the past. They can find material, look for articles and celebrate people who have performed.

What is missing (and in my view that’s a big thing) is how to look into the future. How to learn from the past and use that to create a future. They are missing the art of looking at trends, forecasting and predicting. I also find that most faculty does not understand this concept either. In my view this kind of education will only produce good followers and will not create leaders.

Regular but simple classes and lectures on design thinking can bring about a sea change. Students need to learn to experiment, and accept that failure is an important part of learning. They need to be taught to be comfortable with fuzzy concepts.

Unlike the past, the future is not one definite concept; it is open and free. We can make the future happen. I hope more and more colleges will try to integrate creativity and design thinking workshops into their courses.

“Education”, editorial by Sudhir Sharma
Published in POOL 39

Sudhir Sharma “Become Ganesha”

Sudhir Sharma, inspired by symbolism of Lord Ganesha, shares secrets of success for entrepreneurs at KarmaKonsum Conference.

Preisverleihung Gründer Award 2013 from KarmaKonsum on Vimeo.