"The new global brands will be Chinese and Indian"

"The new global brands will be Chinese and Indian"

Nirmalya Kumar, Director of Strategy at Tata Sons
  • Sciences Po. Meet Nirmalya Kumar.

    Nirmalya Kumar, director of strategy of Tata Sons

    The main ideas I wanted to give to the students today, was that, just like you have had brands that have come out of Japan and South Korea, the next set of brands that are going to come to the world stage are going to be from China and India. Especially China. So that’s was the big idea. And then the question was: how can Chinese brands become more global, and for that I outlined eight different strategies that can they can use to become more global.

    What is the key to educating good managers ?

    The thing is that, whatever we know today is getting obsolete. So the knowledge part you have to keep up with. But how do you keep up with the knowledge part ? That brings me to the personality traits I’m looking for, when I’m hiring people. The number one quality we are looking for when we are hiring people is curiosity, that you want to learn, and that you keep believe in continuous learning. They are king of connected: if you have curiosity, you will always seek to learn more. Because anything that you learn today, will go obsolete tomorrow. So you have to be a lifelong learner.

    How do you see France?

    It is a wonderful country. They have very very very good companies in this country. Those companies are all across the world, so whatever people say about France does not apply to the French multinationals, because the French multinationals are real global players that compete with us head on, and they are very successful. So one should not get taken in by what you read in the newspapers, but remember that the global French companies are as good as other companies anywhere else in the world.

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  • Nirmalya Kumar, Director of Strategy at Tata Sons ©Sciences PoNirmalya Kumar, Director of Strategy at Tata Sons ©Sciences Po

How can emerging brands, and Chinese brands in particular, become more global? What are the skills and qualities marketing managers should have? These are some of the questions addressed by Nirmalya Kumar, Director of Strategy at Tata Sons, during his lecture at Sciences Po. Watch the video.

About Nirmalya Kumar:

Dr Kumar was professor of marketing and director of Aditya Birla India Centre at the London Business School. He has previously taught at Harvard Business School, IMD (Switzerland) and Northwestern University (Kellogg School of Management). Dr Kumar has worked with more than 50 Fortune 500 companies in 60 different countries. He has served on several boards of directors, including ACC, Bata India and UltraTech Cement.

As an author, Dr Kumar has written six books, the latest being Brand Breakout: How Emerging Market Brands Will Go Global. He has published several articles in Harvard Business Review and other leading academic journals. These publications have attracted over 10,000 citations on Google Scholar.

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