Bachelor of Management Studies (B.M.S.) Branding in Indian Art and Culture Heritage Syllabus - Mumbai University
This is the TY BMS syllabus under NEP 2020, in force from the academic year 2026-27, examined under form 2225161. The University still sets the earlier Choice Based papers alongside it — forms 2M00155 and 2M00156, whose documents are below — so check which scheme your exam form names before you revise.
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Syllabus for Branding in Indian Art and Culture Heritage
Module I: Foundations of Indian Art and Cultural Heritage Branding
- Overview of Indian art forms, crafts, and cultural heritage as marketing assets, Historical perspective on Indian cultural identity and traditional craftsmanship
- Introduction to concepts of heritage branding and cultural identity, Role of indigenous artisans and communities in sustaining cultural heritage
- Branding Indian Yoga, Ayurveda, and Performing Arts (Classical Dance and Music) on a global stage. Ethical considerations in heritage branding: preservation vs commercialization
- Branding and management of large-scale cultural events: Kumbh Mela, Hornbill Festival, Jaipur Literature Festival, and Kochi-Muziris Biennale.
Module II: Strategies and Practices in Heritage Branding and Marketing
- Marketing strategies for ancient Indian crafts in contemporary markets, Balancing authenticity and modern design adaptations in branding
- Role of social media, virtual museums, and Google Arts & Culture in promoting Indian heritage; Use of Storytelling in cultural branding.
- Positioning Indian heritage in the luxury market; Collaboration between traditional artisans and modern designers (e.g., Sabyasachi, Anita Dongre).
- Case studies of successful heritage branding in tribal and folk arts (e.g., Madhubani, Warli, Bodo handlooms) Analysis of government and NGO initiatives supporting heritage branding
Reference Books
- Cooper, I., & Gillow, J. (2014). Arts and crafts of India. Thames & Hudson.
- Khanna, P. (2020). Heritage marketing: A conceptual framework for India. Routledge.
- Ranjan, M. P., & Ranjan, A. (2009). Handmade in India: A geographic encyclopedia of Indian handicrafts. Abbeville Press.
- Venkatesan, S. (2009). Craft matters: Artisans, development and the built world. Orient Blackswan.
- Bhatia, A. (2023). The iconic brand: Indian heritage in a global market. HarperCollins India.
- Ministry of Culture, Government of India. (n.d.). Indian Knowledge Systems (IKS) - An overview. https://iksindia.org/
- Saraswat, A. (2024). Cultural branding: Theory and practice in the Indian context. Oxford University Press.
- UNESCO. (2025). Intangible cultural heritage of India: From tradition to marketplace. https://ich.unesco.org/en/state/india-IN
- Varma, P. K. (2022). The great Indian middle class and cultural identity. Penguin Random House.
- Government of India. (2022). Annual report of the Ministry of Culture: Promotion and preservation of Indian art and heritage. Ministry of Culture Publications.
- Joy, A., & Sherry, J. F. (2003). Disentangling the ethical terminations of heritage branding in indigenous crafts. Journal of Consumer Culture, 3(3), 259–282.
Reproduced from the University of Mumbai syllabus for Bachelor of Management Studies (B.M.S.) under NEP 2020, in force from the academic year 2026-27. Wording is as printed in that syllabus. Module numbering is as printed there too.
The complete syllabus
This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.