china has a poor brand image, which is why they are attempting to hurt india's brand any way possible.
branding is very key to long-term success. it is china that has consistently done the 'south asia' bullshit and advised the pakistanis to scream and shout and get the white guys (bbc, cnn etc.) to use this incredibly inane term.
they are trying to get the following done:
indian elephant -> asian elephant
indian lion -> asian lion
indian subcontinent -> 'south asian' subcontinent
indian ocean -> 'south asian' ocean
india -> 'south asia'
fortunately, it is becoming clear to lots of people that 'south asian' = pakistani by another name, especially after their success at negative branding via the 7/7 attack on london.
meanwhile back at the ranch the chinese are manufacturing this new brand called 'greater china' which includes all spaces where chinese-origin people live.
we are not pushing the existing 'greater india' brand which was current until the 1930s or so, which indicated india's cultural hinterland, southeast asia, tibet, etc. as part of an organic whole.
indians suck big time at marketing and branding.
at the moment, 'made in china' = cheap shit, but they will upgrade their capability. note that the ipod says on it, 'designed in california, made in china', to get away from the cheap shit branding.
indians have to get this 'designed in india' branding going pretty darn quickly.
oops... forgot to add the link i intended to: http://timesofindia.indiatimes.com/articleshow/msid-1188055,curpg-1.cms