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How Swadeshi Brands Benefitted From Rabindranath Tagore’s Iconic Stature Tagore’s involvement with Swadeshi advertising had the atypical pattern of the ‘ours is better than yours’ – understandable in a market where everything is too new to be loved in itself, and easier to be pitted against a common enemy. Rabindranath Tagore at work in his study at Santiniketan. Photo: Wikimedia Commons “To most of my generation, talking about Tagore does not come easy. Because to us Rabindranath was more than just a person. He was to us a compelling symbol, a symbol of India’s cultural regeneration.” – K. G. Subramanyan, ‘Rabindranath and Art: A Personal View in Nandan (1977)

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