All set to market state

The Brand Maharashtra project, an attempt to pitch the state as a preferred investment destination, will take off by October.

The Brand Maharashtra project, an attempt to pitch the state as a preferred investment destination, will take off by October.

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Facing competition from states such as Gujarat when it comes to attracting investment, the Maharashtra government had planned to give the state a corporate spin and launch it as a brand that has multiple investment options.

The Hindustan Times had reported this in April when the idea was first mooted.

Planned by global business consultants Ernst and Young, the project will take off with the launch of a logo and punch line promoting industrial sectors category-wise. This will be done through road shows, advertisements and conferences.

“The world over, investors are looking at India as an investment option and Maharashtra should be their preferred destination,” said Industries Minister, Rajendra Darda. “We have to go to them with a strategy and tell them what we have to offer.”

As a part of the branding process, the consultant has provided the state with a comparison of policies of developed countries and other states with that of Maharashtra.

It has also identified industries that can come up in different areas. For instance, Pune is conducive for the auto industry while Nashik will be good for the wine industry and Konkan for power companies.

Darda, however, is concerned about the power crunch in the state. “So far, industrial areas are getting staggered power supply so there is no problem. But we are hoping this ends by 2013 considering the power plants planned.”