Brand India: Building Trust in Ammunition Through Quality Assurance

In a recent statement, India’s Defence Minister Rajnath Singh emphasized the essence of “Brand India” in the context of the nation’s burgeoning defence industry: “If an Indian company makes a promise, it will be fulfilled. If a product is designed to perform within a certain range or at a specific temperature, it will do so without exception. There should be no compromise on quality.” This bold assertion, made at the National Quality Conclave in Delhi, underscores India’s ambition to position itself as a trusted global supplier of defence products, particularly ammunition. The slogan “Don’t go for doubt, go for India” encapsulates this vision, aiming to instill confidence in international buyers. However, the statement also carries a subtle geopolitical undertone, seemingly promoting Indian ammunition as superior while positioning it as a counter to competitors like China and even Pakistan. This article explores India’s push for quality assurance in its ammunition industry, its strategic positioning against regional rivals, and the challenges and opportunities in becoming a trusted global supplier.

The Rise of India’s Ammunition Industry

India’s defence sector has undergone a significant transformation in recent years, driven by the government’s “Atmanirbhar Bharat” (Self-reliant India) initiative. Historically one of the world’s largest arms importers, India is now focusing on indigenous production to reduce dependency on foreign suppliers. The ammunition sector is a key pillar of this strategy. According to a 2024 report, India aims to halt ammunition imports by 2025-26, with local sources already supplying nearly 150 of the 175 ammunition types used by the Indian Army. This shift is supported by substantial investments, with 27.67% of the defence budget allocated to modernizing and expanding ammunition production facilities.

Private players like Adani Defence and Aerospace and SMPP, alongside state-owned entities like Munitions India, are scaling up production of critical ammunition, such as 155 mm artillery shells, which are significantly cheaper than their Western counterparts ($300-$400 per unit compared to $3,000 for European equivalents). Additionally, advancements like the 155 mm smart ammunition demonstrate India’s commitment to technological innovation. These developments not only bolster national security but also position India to capture a share of the global ammunition market, projected to grow at a CAGR of 3.5% through 2033.

Quality Assurance: The Cornerstone of Brand India

The Defence Minister’s emphasis on uncompromising quality reflects a strategic effort to build “Brand India” as a symbol of reliability. Past challenges, such as defective ammunition incidents reported in 2010 and 2016, highlighted quality control issues within the Ordnance Factory Board (OFB). These incidents, including a 2016 explosion that killed 19 soldiers, underscored the need for robust quality assurance mechanisms. The government’s response has been to streamline the OFB into seven Public Sector Defense Undertakings and foster private-sector participation to enhance efficiency and accountability.

Today, initiatives like the e-module launched by the Odisha Police in August 2024 for ammunition inventory management signal a move toward digitalization and precision in quality control. Companies are also adopting international standards, with platforms like India Index verifying suppliers for compliance, financial stability, and transparency to assure global buyers of consistent quality. Rajnath Singh’s assertion that Indian products will meet promised specifications—whether range, temperature resilience, or lethality—aims to erase doubts about reliability, positioning India as a dependable alternative to traditional suppliers like Russia and emerging competitors like China.

Strategic Positioning Against Pakistan and China

The Defence Minister’s remarks carry a geopolitical subtext, subtly promoting Indian ammunition as superior in the context of regional rivalries with Pakistan and China. India’s defence strategy is shaped by the dual threat posed by these nuclear-armed neighbors, with past conflicts and ongoing tensions driving modernization efforts. The Indian Army’s push to stockpile ammunition for a 15-day intense war, up from a previous 10-day reserve, reflects preparations for a potential two-front conflict.

Against Pakistan, India’s ammunition capabilities are implicitly showcased through its ability to produce cost-effective, high-quality munitions. For instance, India’s 155 mm artillery shells are not only cheaper but also tailored to meet modern warfare demands, unlike Pakistan’s reliance on Chinese imports, which account for 81% of its arms imports. The 2022 accidental misfire of a BrahMos missile into Pakistani territory, while embarrassing, highlighted India’s advanced missile capabilities, even if inadvertently.

China, a major arms exporter with 5.9% of the global market, poses a more complex challenge. Chinese ammunition and equipment, often sold at below-cost prices to countries like Pakistan, Bangladesh, and Myanmar, leverage Beijing’s Belt and Road Initiative for political influence. However, international buyers remain wary of Chinese products due to concerns about quality and political strings attached. India is capitalizing on this hesitation by offering reliable, competitively priced alternatives. For example, India’s $375 million deal to supply BrahMos missiles to the Philippines demonstrates its ability to secure high-value contracts in China’s backyard.

By emphasizing quality assurance, India is not only countering China’s market dominance but also positioning its ammunition as a strategic tool to strengthen ties with nations wary of Chinese influence. The slogan “Don’t go for doubt, go for India” subtly contrasts India’s reliability with perceived uncertainties surrounding Chinese products, appealing to international buyers seeking dependable suppliers.

Challenges in Becoming a Trusted Global Supplier

Despite its progress, India faces significant hurdles in establishing itself as a trusted global supplier. First, its defence export sector remains modest, accounting for only 0.2% of the global arms market as of 2015-19. While exports reached $2.5 billion in FY 2023-24, India dropped out of the top 25 arms exporters in FY 2022-23, indicating challenges in sustaining momentum. Key markets like Myanmar and Sri Lanka also procure from China, creating stiff competition.

Quality assurance remains a work in progress. Incidents like the 2020-2023 crashes of Advanced Light Helicopters (ALHs) and the rejection of the naval version of the LCA Tejas by the Indian Navy raise concerns about reliability among potential buyers. Additionally, India’s private sector, while growing, is hampered by bureaucratic ties to public-sector firms, which can stifle innovation and efficiency.

Financing is another bottleneck. Unlike China, France, or Turkey, which offer credit guarantees to buyers, Indian banks are reluctant to finance arms exports to countries with high credit or political risks. The government is addressing this through the Export-Import Bank (EXIM), which is expanding low-cost, long-term loans to attract buyers. However, scaling this initiative to compete with global players requires significant resources and diplomatic outreach.

Finally, India’s diversification of arms imports—from Russia to Western suppliers like France and the US—has created a trust deficit with some partners, potentially limiting technology transfers critical for indigenization. Balancing strategic autonomy with the need for advanced technology remains a delicate task.

Opportunities and the Path Forward

India’s ammunition industry is poised for growth, driven by increasing defence budgets, technological advancements, and a global demand for cost-effective solutions. The government’s focus on indigenization, with 75% of the capital procurement budget earmarked for domestic industries in FY 2023-24, is fostering innovation. Major platforms like the Pinaka rocket launcher, BrahMos missile, and Akash SAM are gaining traction in markets like Armenia, the Philippines, and Vietnam.

To realize the “Don’t go for doubt, go for India” vision, India must prioritize several strategies:

1. Strengthen Quality Assurance: Invest in advanced testing facilities, international certifications, and digital inventory management to ensure consistent quality. Collaborations with NATO countries, as seen with Reliance Defence, can enhance credibility.
2. Expand Financing Options: Scale up EXIM’s loan portfolio and explore government-backed credit guarantees to compete with China and Western suppliers.
3. Target Emerging Markets: Focus on countries in Africa, Southeast Asia, and Latin America, where China’s influence is growing but quality concerns persist. Diplomatic efforts, as suggested by the Stimson Center, can help identify trusted buyers.
4. Leverage Strategic Partnerships: Deepen ties with Western allies like the US and France for technology transfers while maintaining relations with Russia to ensure spare parts for existing systems.
5. Promote Brand India Globally: Use platforms like the National Quality Conclave to showcase success stories, such as the BrahMos deal, and counter negative perceptions from past incidents.

Conclusion

India’s ambition to become a trusted global supplier of ammunition is rooted in its commitment to quality assurance and the “Brand India” philosophy. By emphasizing reliability, as articulated by Rajnath Singh, India is positioning itself as a counterweight to China’s market dominance and a strategic partner to nations seeking dependable defence solutions. While challenges like quality control, financing, and competition persist, India’s cost-effective production, technological advancements, and diplomatic outreach offer significant opportunities. The slogan “Don’t go for doubt, go for India” is more than a marketing pitch—it’s a call to action for India to deliver on its promises and reshape the global defence landscape. As the nation continues to modernize its ammunition industry, it is not only preparing to defend its borders but also aiming to win the trust of international buyers, one reliable product at a time.