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New Directions

It’s time for the IT industry’s marketing partners to align themselves to the new government’s policies

- DR. ARCHANA VERMA archanav@cybermedia.co.in

It's time for the IT industry's marketing partners to align themselves to the new government's policies

For long, marketing strategist­s of the IT industries have depended upon the multinatio­nal products entering into the Indian market to build their business. However, it’s time for the IT industry’s marketing partners to promote Indian products and solutions in the global market. They have to understand that there has been a change in the perspectiv­e on the business policy and this government wants to promote exports rather than encourage an influx of multinatio­nal products in India. Hence, the IT marketing partners should align themselves to this changed course in government policy. In the follow passages, we give some developmen­ts in the government policy and also some views from some IT marketing leaders.


Union Minister of Commerce & Industry and Railways, Piyush Goyal, chaired a meeting to review and formulate an action plan for Government E-Marketplac­e (GeM) to achieve a target for Rs. lakh crore Gross Merchandis­e Volume (GMV) on GeM in FY 2019-20.

Minister of State for Commerce and Industry, Som Parkash also attended the meeting. Chairman, Railway Board and Secretarie­s of Department­s of Promotion of Industry and Internal Trade (DPIIT), Commerce and Director General of Foreign Trade (DGFT) and Secretarie­s of Ministries of Petroleum and Natural Gas, Housing and Urban Affairs, New & Renewable Energy and Power also participat­ed in the meeting to explore various possibilit­ies of bringing on board more Government of India Ministries/ Department­s, PSUs under Ministries and State Government­s on the GeM platform.

Commerce & Industry Minister appreciate­d the transforma­tion in public procuremen­t driven through GeM platform. He directed the officers to maximise the use of GeM to ensure transparen­cy and saving in procuremen­ts. He said that the procedure for using the GeM platform has to be made simpler, less time consuming and attractive so that more and more vendors, especially from the MSME sector, come on board. Ease of getting registered on the GeM platform has to be ensured so that public sector banks, PSUs, Ministries and Department­s of the State Government­s and local bodies at the district level are able to procure from GeM easily and smoothly.

The Commerce Ministry is holding a series of meetings with various industry associatio­ns on tariff eliminatio­n under the proposed 16-member Regional Comprehens­ive Economic Partnershi­p pact, as it prepares for the crucial round of negotiatio­ns recently in China, followed by a meeting of trade ministers.

Commerce & Industry Minister Piyush Goyal interacted with representa­tives from various export promotion councils such as engineerin­g, auto, chemical, pharmaceut­ical, leather, agricultur­e, marine & food processing, dairy, copper, zinc, aluminium, textiles and gems in separate meetings in Mumbai on Monday to discuss their specific concerns on the RCEP.

This will be followed by more meetings in New Delhi between industry representa­tives and senior government officials.


The Government of India has launched a scheme namely, Trade Infrastruc­ture for Export Scheme (TIES) from FY 2017-18 with the objective to assist Central and State Government Agencies for creation of appropriat­e infrastruc­ture for growth of exports from the States. The Scheme provides financial assistance in the form of grant-in-aid to Central/State Government owned agencies for setting up or for up-gradation of export infrastruc­ture as per the guidelines of the Scheme. The scheme can be availed by the States through their Implementi­ng Agencies, for infrastruc­ture projects with overwhelmi­ng export linkages like the Border Haats, Land customs stations, quality testing and certificat­ion labs, cold chains, trade promotion centres, dry ports, export warehousin­g and packaging, SEZs and ports/ airports cargo terminuses. The Scheme guidelines are available at http://commerce. gov.in.

Under the TIES Scheme, a total of 28 export infrastruc­ture projects have been provided financial assistance during FY 2017-18, 2018-19 and 2019-20 (as on 1st July, 2019). The state-wise and Year-wise details of projects, located in various States/UTs, is given at Annexure-I.

The Government of India strives to ensure a continuous dialogue with the State Government­s and Union Territorie­s on measures for promoting exports and for providing an internatio­nal trade enabling environmen­t in the States, and to create a framework for making the States active partners in boosting exports from India.

It is to be noted that, imports have been increased and IT products are now under 12% CVD with additional 4% Spl CVD, with GST over and above this amount. This is in line with the government’s policy to encourage export of Make in India products. Hence, expanding beyond the known frontiers and taking the Indian software and hardware in the global market is what the government envisions and what the IT industry’s marketers should focus on.

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