MBIFL 2026: Kerala rebrand seen as pathway to global recognition

How branding is becoming a foundational force in strengthening Kerala’s commercial and industrial sectors was the focus of the session titled 'Keralam Lokotharamaakunnu; Kerala Rebrandiloode' during the ongoing 7th edition of the Mathrubhumi International Festival of Letters.

The session featured Branding Consultant Dominic Savio, KSIDC Managing Director P Vishnu Raj and Sandeep S Kumar, deputy director of the BIS (Bureau of Indian Standards)

Speakers highlighted how Kerala’s identity, values, and quality standards can position the state as a globally trusted brand.

Emphasizing that Kerala, as a highly literate state, offers fertile ground for brand development, Sandeep noted that brand perception significantly influences consumer purchasing decisions and that strong branding strategies carry transformative power. He said Kerala functions as an experimental market a product that succeeds in Kerala can succeed anywhere, while failure here indicates the need for reassessment.

Dominic described Kerala branding as both a 'kavacham' (shield) and an 'kireedam' (crown) for businesses. While small enterprises may lack large-scale branding capacity, government backed endorsements like the 'Nanma' brand provide credibility, ensuring ethical practices, quality assurance, and consumer trust. He added that while Keralites often underestimate their own value, people outside the state hold Kerala’s standards in high regard.

The panel also discussed Kerala’s workplace gender inclusion, which they said remains notable even when compared to some European societies considered progressive.

Quality emerged as a central theme. Kerala brands undergo continuous testing, certification, and assessment, enabling them to access premium markets. When original, high-quality products enter the market, opportunities expand. The state’s supportive business ecosystem encourages even small scale enterprises to focus on quality and branding.

Highlighting the global presence of Keralites, Dominic noted that many Kerala origin brands now compete internationally. In such a scenario, credible certifications like 'Nanma' become essential in building worldwide trust. Kerala’s healthcare advancements were also mentioned, particularly its effective response during the COVID-19 pandemic. This will strengthened the state’s reputation in medical tourism, drawing international patients.

P Vishnu Raj underlined the government’s role in fostering sustainable businesses by promoting quality, inclusivity, and value-based growth. He stressed that the 'Nanma' initiative represents not just a logo but participation in a broader ethical and social commitment.

The session concluded with the observation that Kerala is steadily evolving into a globally-recognised business space, where branding, quality, and values together drive international reach.