In this essay for the University of Southern California's Center on Public Diplomacy blog, the author looks at India's incense manufacturing and distribution industry for insights in understanding the globalization of culture and as a model of innovation that India has developed in this and other sectors to successfully create new, affordable ‘cultural products’ for world markets.
For India, definitively establishing herself as the place of origin for cultural products and practices worldwide is critical not only for the economic benefits that accrue from patents and intellectual property rights, but for the tangible and intangible benefits of strengthening the elements that go into what is understood as soft power.
To read the full article, please see this link: Acknowledging India's Role in Globalized Culture Through the Incense Trade | USC Center on Public Diplomacy (uscpublicdiplomacy.org)
