State hires consultants to build Brand Maharashtra | mumbai | Hindustan Times
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State hires consultants to build Brand Maharashtra

mumbai Updated: Apr 03, 2010 01:46 IST
Ketaki Ghoge
Ketaki Ghoge
Hindustan Times
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The Maharashtra government has decided to take the corporate route to attract more industrial investment and beat competition from other states.

The state Industries Depart-ment has hired global business consultants, Ernst and Young, to give Brand Maharashtra a makeover as a preferred investment destination.

It is also planning a revamp of the Maharashtra Industrial Development Corporation (MIDC), a nodal agency for industries wanting to set up shop in the state.

The Economic Survey of 2009-2010 said Maharashtra bagged the maximum number of industrial projects, but the quantum of investment was lower than that in Gujarat, Orissa and Chhattisgarh, where mining attracts heavy investment.

“There was a time when industries would come to us and we would allot land. Now, we need to change perspective. We have to go and sell our industrial sites and infrastructure to private players,” said Industries Minister, Rajendra Darda. “We hope this strategic partnership will change the way we do business.” Darda, however, denied Maharashtra was slipping on the industrial investment map.

The Rs 1.6-crore project will take off this month. The consultancy will submit monthly reports sharing market knowledge, insight and strategy.

It will help MIDC keep in touch with developments across industrial sectors. “We are not aware of the moves, trends in the market,” said a senior MIDC official, requesting anonymity. “If industries are shifting from Surat, we should be able to quickly offer sites in north Maharashtra, but we don’t. We are slow.”

The consultancy will help MIDC with a branding and marketing exercise to discard its ‘babu’ image for a more corporate one. This will help the agency deal with international delegations that come looking for business opportunities.