New Delhi, Feb. 16 -- For decades, the 'Made in India' label sat uneasily on global retail shelves, signalling an easy pick for discount-hunter. Now, New Delhi is betting that a flurry of newly minted trade deals can flip that script, repositioning the world's fastest-growing major economy as a producer of premium, high-margin goods to the world's wealthiest consumers.

The Centre is crafting a sophisticated 'Brand India' playbook to embed Indian luxury, heritage and high-tech goods into the premium supply chains of the US, UK, and European Union, two people familiar with the plans said. The strategy will involve coordinated branding, export promotion and structured engagement with overseas retailers and distributors. The commerce ministr...