Brand India was a lost cause. But the FTAs are bringing it back.

Subscribe to enjoy similar stories. For decades, the 'Made in India' label sat uneasily on global retail shelves, signalling an easy pick for discount-hunter. Now, New Delhi is betting that a flurry of newly minted trade deals can flip that script, repositioning the world’s fastest-growing major economy as a producer of premium, high-margin goods to the world’s wealthiest consumers.

The Centre is crafting a sophisticated 'Brand India' playbook to embed Indian luxury, heritage and high-tech goods into the premium supply chains of the US, UK, and European Union, two people familiar with the plans said. The strategy will involve coordinated branding, export promotion and structured engagement with overseas retailers and distributors. The commerce ministry will work in coordination with Indian missions abroad to showcase such products through trade fairs, buyer-seller meets and targeted branding campaigns.

Historically, Indian exports like silk and spices enjoyed undisputed global dominance, only to see their prestige eroded by mass-market commoditization and stiff competition from lower-cost hubs like Vietnam and Kenya. The attempt now is to reverse this. The strategy will centre on high-potential sectors such as handlooms and textiles, shifting the focus from mass-produced garments to heritage luxury, specifically positioning Banarasi and Kanchipuram silks as high-end lifestyle products.

Plantation goods are also in target, by rebranding Darjeeling and Assam tea varieties as artisanal, health-oriented products to claw back market share from Sri Lanka. In Ayurveda and wellness, the attempt is to position traditional herbal formulations as scientifically backed, premium wellness solutions. Education services, healthcare and