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Case Title:

Building Peace through Business: The ‘Aman ki Asha’ Way


Can peace make profit or profit make peace? Sounds like ‘chicken or the egg’ causality dilemma. The ‘Aman ki Asha’ peace campaign started by The Times of India and Jang Group, media houses from India and Pakistan respectively, hopes to restore peace by reviving the bilateral trade relations that have been jeopardized due to ideological conflicts between them. The case study provides scope for discussion on what can be the various initiatives that would foster healthy relations between the two nations. And whether trade would truly bring in peace or does it only intend to fulfill the criteria of benefitting gains from the partnerships?

Pedagogical Objectives:

  • To understand the nature and severity of animosity that exists between India and Pakistan and also estimate all the possible costs and redundant costs and benefits lost between two countries
  • To examine the origin and promising potential of Aman ki Asha initiative jointly launched by Confederation of Indian Industry (CII), The Pakistan-India CEOs Business Forum, Jang Group and the Times of India and debate on the relevance and efficacy of this initiative in bridging the gap between India and Pakistan, politically
  • To debate, in the light of Aman ki Asha, whether public-private partnerships play any key role in bolstering the trade between the countries, especially when their (public-private partnership’s) intentions are not binding on the country’s foreign trade and other major macro economic policies.

Keywords: International Trade, Bilateral Trade, Aman Ki Asha, Trade between war-torn countries, India Vs Pakistan, India-Pakistan Trade, Improving Trade Relations, Public-Private-Partnerships, Imports and Exports between India and Pakistan, Social Cause Marketing, Times of India, The Jang Group, SAARC, SAPTA

Course:  International Trade and Finance, Government and Business Environment

Concept:  Removing the trade barriers between two war-torn countries

Key Focus:  How can public-private partnerships foster bilateral trade, especially between two warring nations? Can a solution be found to a political problem with economics?

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