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Subhasish Chakraborty
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As Indians, we are living in an era and are by now quite accustomed to seeing the Indian Prime Minister Narendra Modi being accorded Rockstar receptions in places like Madison Square. Who will forget the “Howdy Modi” event at New York’s Madison Square Garden, on the aftermath of his thumping win in the 2019 Lok Sabha Elections.

Thanks to Prime Minister Modi’s soaring popularity on the world stage as a statesman, India has gained tremendously from “Brand Modi” - be it Foreign Direct Investments, his meetings with global CEOs and engaging the Indian diaspora in the nation’s development......People worldwide have started perceiving India as a much preferred country to do business and invest in its economy. The latest accomplishment is the G20 Presidency conferred upon India for the 2023 summit that is presently underway in New Delhi.

The Logic Behind Using Indian Rock Bands to Woo Indian Visitors:

For most upwardly mobile and cash rich Indians, Switzerland is a dream destination, made popular by Bollywood film industry. Many blockbuster Hindi movie sequences have been shot in Switzerland’s alpine panorama. India with a billion people and the world’s second most populous country, with an economy on the fast track - a $ 3.1 trillion economy, which is the world’s fifth largest, means that Indian visitors are in great demand globally.

According to Forbes – “The average Indian traveler spends $1,200 per visit as compared with Americans who spend about $700, and Brits who spend $500. Traditionally, globetrotting Indians tended to come from Tier 1 cities such as New Delhi, Mumbai, Chennai and Bangalore, but lately smaller cities like Jaipur, Ahmedabad and Amritsar are emerging as important source markets for outbound travel as well.

Since a majority of overseas visitors from India are from metropolitan cities and are in the age group of below 50 years, they have grown up listening to Scorpions, Deff Leppard, AC/DC, Bon Jovi, Pink Flyod.....

Just imagine the impact Davos/Swiss Tourism would create if Indian visitors are offered the enviable option of rocking to the tunes of Indian Rock Bands like Girish & Chronicles(GATC), Parikrama, Agnee, Indian Ocean and others of their ilk.

According to Culture Trips – “The rock musicians of India are a distinctively pioneering group. Seeking both an international presence and fidelity to Indian sound, they find unique ways to blend global music with India’s own varied cultures. Gradually, rock musicians are gaining appreciation in a country still chiefly acquainted with classical and film traditions”.



Case Study of Girish & The Chronicles (GATC):

Despite the infrastructure bottlenecks, Rock bands of India have carved a niche for themselves not just in India but also in the hugely competitive global Rock music landscape. For instance, Girish and the Chronicles (GATC), a Sikkim based Rock & Heavy metal band, recognized for their “soaring vocals, biting guitars, thunderous bass and pounding drums” have been pioneering the Rock & Metal space for a decade now.

Metal Injection, one of the world’s authoritative Rock & Metal music publication is of the opinion that - “India has been churning out some seriously awesome metal lately! Formed in 2009 by vocalist Girish Pradhan, Girish and The Chronicles (GATC) are known for their electrifying and energetic performances on stage. With a mixture of the sound of power ballads and the hard rock and that 80s classic metal sound, they give us a sound that not many bands today can capture.”

GATC’s latest album – “Rock The Highway” (2020) has been an outright hit worldwide and speaks volumes about the inherent musical talents available in the musical ecosystem of India.

This band was invited to participate in Switzerland’s ‘UR Rock Music Festival’

Networking Suggestions:


Summing Up:

With a Prime Minister like Narendra Modi at the helm, music lovers globally expects that as the great nation India, takes giant strides in the league of nations, Indian Rock musicians who are carving out a niche for themselves at the altar of Rock & Roll, will be given the recognition they deserve, thereby heralding the dawn of an exciting era in Indo-Swiss Tourism exchanges.

Let me quote that immortal phrase – “Rock & Roll” is not just music, it is a way of life, it has its own spirit! And, so be it for Indo-Swiss Tourism.




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