The job of building the Indigo Nation brand is far from over and brand building seems to have taken a backseat in the melee of operations. Nothing else can explain why the Indigo Nation brand does not bring any top-of-mind associations and why the website is so poorly planned and executed.

The home page is simple, bland and says little. It does not make an impression or provoke any desire to explore the site. The site visitor is welcomed with the line “Only the Best Fit into Indigo Nation” followed by “Apply for Citizenship.” The lofty concepts of Nationhood and Citizenship are not matched with an equally lofty design or look and feel. The feeble attempt at displaying range and interesting apparel through moving images is lackluster. The message that the range can be worn with equal flair at both a cappuccino pub and a roadside tea stall is not easily noticed because of the design, however it is a worthy concept that deserves appreciation.

The section on quality seems insipid. The only significant statement being that the garments are tested and the tests conform to standards laid down by the American Association for Textile Chemists and Colorists ensuring high quality garments. The way it is put however does not impress or create any positive impression on the brand. The rest of the copy appears to be filler material. The section on the apparel range is disappointing to say the least. This is where the brand could have posted its range and let site visitors drool. Site visitors could vote for their favorite combination or clothing and user profiles could be collected.

The store locator shows something that most people might not know: Indigo Nation is available in seven countries other than India. The brand could add to its stature showing international acceptance but the website does not make this point. Perhaps contributing to this lack of international presence is that the countries where Indigo Nation is available are not known for their fashion sense.

Raves, FAQs, Contact Us, What’s New do little to interest the reader or provide any good brand vibes. The status of the e-store reinforces the suspicion that the website is not fully finished. The contest on match fixing is poorly thought out; it is not funny, it is not engaging, and it serves as an unwanted reminder of a black mark in the history of Indian sport. Again it seems a contest for the sake of having a contest.

Indigo Nation does not explain either through copy or by interpretation or by its site what the brand name means. Other apparel brands have very distinct brands (Allen Solly is remembered for pioneering the concept of Friday dressing—striking colored outfits for work; Louis Philippe is premium and corporate with a crown/crest logo to convey distinction; Peter England offers the “honest” shirt) but Indigo Nation misses out.

The brand does not establish its positioning, relevance to customers/prospects, or differentiation from other brands or communicate its intent or purpose with any clarity. This is a nation that’s going nowhere.