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Thread: corporate India

  1. #1
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    corporate India

    As Team India find themselves in a do-or-die situation at the cricket World Cup, it's not only the Indian cricket fan who is getting a sinking feeling.

    The people most distraught due to the situation is the corporate India, for whom over 40 per cent of the Rs 12,000-crore branding money rides on the Indian cricket team.

    Please explain the bold words. (I have always been problem with the word `corporate')

  2. #2
    Anglika is offline No Longer With Us
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    Re: corporate India

    Quote Originally Posted by user_gary View Post
    As Team India find themselves in a do-or-die situation at the cricket World Cup, it's not only the Indian cricket fan who is getting a sinking feeling.

    The people most distraught due to the situation is the corporate India, for whom over 40 per cent of the Rs 12,000-crore branding money rides on the Indian cricket team.

    Please explain the bold words. (I have always been problem with the word `corporate')
    In this context, the writer is saying that Indian big businesses [corporate India] have been funding/sponsoring the Indian cricket team.

    Their contributions are called branding money [the team will have company logos on their clothes and on banners round the cricket ground.

    Since in a way it is an investment, the success of their investment depends on the success of the team. It is "riding" on the success or otherwise of the team.

    The sentence could be better written:
    Most distraught due to the situation is corporate India, for whom over 40 per cent of the Rs 12,000-crore branding money rides on the Indian cricket team.

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