"It''s a
lot more than that. In the past, India was always trying not to lose. Now, we''re
telling the world India is here to win. We''re trying to change the mindset here,"
he added.
This
high-decibel campaign orchestrated by the tourism ministry and CII that began
on Sunday 23 September and will go on till Thursday.
New
Yorkers and visitors to the Big Apple can choose from a mix of events including
a potpourri of culture and business.
Cultural
events include a repertoire of Indian music, including performances by Ustad Amjad
Ali Khan, Colonial Cousins and Remo; dance recitals by performers from across
India; Bollywood-inspired shows led by Saroj Khan; food festivals, and fashion
shows by Indian designers like Ritu Kumar and Wendell Rodrigues.
Amidst
the festivities are conferences sprinkled across the day, which attempt to let
the world know why India is a great place to invest in.
The
first event rings in on Monday with Ratan Tata leading a group of Indian CEOs
into meetings with their American counterparts, to explore possible areas of collaboration
between Indian and American companies, and would preside over a meeting of the
Indo-US CEO Council to be held in New York.
The
next few days will see seven ministers and 30 CEOs from India, mingle with the
crème-de-la-crème of American business and policy makers, participating
in 41 events, 13 conferences, nine cultural performances, three dinners and seven
receptions, according to Nilekani.
Indian
overseas affairs minister Vayalar Ravi inaugurated the campaign, stepping in for
external affairs minister Pranab Mukherjee who was held up at the UN meet.
The
scale of the campaign is unprecedented, and this message is simple - "experience
India", says Nandan Nilekani. He added that India has come of age, and is
today the fastest-growing free market economy, with a 9.4 per cent GDP growth,
$475 million worth investments in infrastructure, with a young workforce of over
500 million people, and is the fastest growing telecom market in the world.
Members
of the government, captains of industry, and cultural icons showcasing India''s
best are scheduled to leave New York wanting for more by the time the even concludes
on Thursday.
Estimated
to cost around $10 million, half the event''s cost will be borne by the Indian
government, with the other half shared by corporate houses, Nilekani disclosed.
The event is
to heighten awareness about the changing face of India, rather than pull foreign
investment in to the country.
The
campaign is timed to coincide with a session of the UN General Assembly in New
York this week.
Events
are spread all over New York, though Bryant Park, Pier Sixty, Lincoln Center,
and South Street Seaport would host the lion''s share of them.
Over
a 150 artists are travelling to New York to perform a series of cultural shows,
folk dance and music, classical dance and music and contemporary dances from India
films. Also in attendance are some 2o of India''s best chefs for the food festival
at South Street Seaport, flown in by the Tourism Ministry in association with
the hospitality industry
The
National Geographic Channel will also host a photographic exhibition entitled
''''Incredible India by Steve McCurry.''''
