I recall shortly after the publication of The Idea of India, and at the height of the 'coolBritannia' phase in Britain, being invited out to lunch by the doyen of British corporate identity design,Wally Olins of Wolff Olins. He had recently acquired as a client one of India's largest companies, and Olinswanted to discuss the image problem faced by Indian companies with real global ambitions, seeking exportmarkets: how to erase the image of India as a producer of cheap, poor quality goods, ridden with bureaucraticinefficiency, and what sort of image should they seek to project?