Keith Bellows, Editor in Chief, National Geographic Traveler

‘I consistently cite the “Incredible India” campaign as a masterstroke of international branding. And who better to tell the story than the man who created it. Amitabh Kant’s book is insightful, thought-provoking, superbly researched, and deftly crafted. While it’s an engaging story of how he made India a tourism juggernaut – and a textbook battleplan for anyone who wants to know how to brand a country – it’s much more. Kant is an engaging writer who combines the nuts and bolts of tourism strategy with a deeply felt sense of India and its singular personality. Yes, he did a brilliant job of selling India, but he did it because he loves it. And his passion shows on every page.’