A company can sell products in Bharat but remain beholden to foreign interests. This raises an important question about the new Indian economy: When Indian startups attract foreign capital and follow foreign compliance systems, how Indian do they truly remain?
Take Lenskart, for instance. They proudly claim to be “built in Bharat, for Indians.” This is a lovely sentiment, but it prompts deeper inquiries. Bharat isn’t just a market; it represents a rich civilization full of symbols—like the bindi, kalawa, and tilak—that hold profound meaning. These aren’t just decorative elements. They carry history and identity. So when Indian brands shy away from these symbols, it begs the question: Who are they truly trying to please—customers, culture, or capital?
For many in Bharat, a bindi isn’t merely a dot; it’s a symbol of femininity and spirituality. It reflects cultural roots. The disconnect arises when these meaningful traits are viewed through a corporate lens that prioritizes neutrality and compliance.
In global corporate discussions, identity is often seen through risk assessments, making culture a secondary concern. A bindi might be seen as just a “majority marker,” while other symbols like hijabs are understood as minority expressions. This oversight underestimates the everyday significance of these symbols in Bharat’s social fabric.
The issue of governance is complex. Lenskart’s founders may be Indian, but when it comes to ownership and valuation, global forces come into play. A company’s primary customer might shift from the consumer to the investor, leading to a conflict where cultural expressions can seem less valuable than appearing globally compliant.
It’s clear that frameworks like Environmental, Social, and Governance (ESG) standards are crucial, but they need to resonate with local culture. These concepts, rooted in Western contexts, may miss the mark in Bharat. The templates we use need localization to protect and acknowledge the dignity of all identities, especially the civilizational backbone of India.
It’s essential for companies not to just say they are “Built in Bharat.” They need to authentically embrace Indian identity, not only in marketing but in governance too. Respect for cultural symbols should be part of every company’s operations, and employees should feel free to wear these expressions of identity without fear of repercussions.
This goes beyond one business; it’s a reflection of the entire unicorn ecosystem in India. Many companies want Indian loyalty while often leaning towards Western governance practices. This contradiction needs resolution. India cannot attain its aspiration of being a global leader while its companies are uncomfortable with local culture.
For companies to thrive, India also needs to set strong cultural safeguards. Setting policies that respect diverse identities should be non-negotiable. Every employee deserves to express their cultural and religious identity freely, as long as it doesn’t compromise safety.
The recent Lenskart incident highlights a broader issue: India’s journey toward economic strength is intertwined with cultural confidence. A country can develop powerful enterprises yet lose its cultural voice if it doesn’t embrace its own roots.
To truly engage with Bharat, companies must respect its symbols. Bharat isn’t merely a market or a trend; it’s a living civilization. If a business desires Bharat’s trust and loyalty, it must genuinely appreciate and integrate its cultural heritage.
In the end, the challenge remains: Can Indian companies attract global investment without compromising their cultural essence? It’s essential to remember that Bharat is not just a transient market; it’s a profound civilization that demands respect, understanding, and authenticity.
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India,Culture,Bharat,tradition,Lenskart Controversy,Bindi Row,Lenskart Bindi Row
