ISSN (Print) - 0012-9976 | ISSN (Online) - 2349-8846

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Rebranding Bengaluru

Embracing Eco-socialism to Unveil the City’s Soul

The Government of Karnataka has launched the “Brand Bengaluru” initiative with a key aim to rebranding the city to ensure a safe and inclusive environment. Ironically, such initiatives are only flagbearers of capitalism, as the residents of the city are neglected and social inclusion is overshadowed in this initiative. Highlighting the necessity of an eco-socialist approach, it is important that we create an alternative system that is driven by inclusivity and social equity instead of elite consumerism.

In June 2023, the Government of Karnataka met with 42 experts from varied fields and launched the initiative of “Brand Bengaluru.” This initiative plans to elevate the city’s global potential to achieve new heights (Express News Service 2023a). The plan focuses mainly on aspects of corporate branding so as to make the city the leader in the technologically driven world, bringing in leading multinational companies and state-of-the-art infrastructure and improving the current structure to match global standards. Among all the eight sub-areas identified, the major concentration of this initiative is on infrastructure development to ease traffic congestion and solve the problem of rain-fed floods.

However, somewhere behind all these changes, is the city at the risk of losing its soul? Bengaluru, which was supposed to thrive on the unique narratives of its citizens, is devastated by the multitudes of advancements in the name of the creation of a brand or reconceptualisation of its already created brand: “IT Hub,” “Silicon Valley of India,” or most recently “Startup capital.” Immediate attention is needed to rethink the priorities of this initiative, which neglects the views of residents from lower socio-economic backgrounds.

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Updated On : 6th Feb, 2024
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