Mr. Amitabh Kant is presently CEO of National Institution for Transforming India (NITI). He is a member of the Indian Administrative Service, IAS (Kerala Cadre: 1980 batch). He is the author of Branding India – An Incredible Story. Mr. Kant has been a key driver of the “Make in India”, Startup India, “Incredible India” and God’s Own Country” initiatives that positioned India and Kerala State as leading manufacturing and tourism destinations. These campaigns have won several international awards and embraced a host of activities – infrastructure development, product enhancement, private-public partnership and positioning and branding based on extensive market research. Mr. Kant also conceptualized the “Atithi Devo Bhavah” – “Guest is God” campaign to train Taxi Drivers, Guides, immigration officials and make them stake holders in the tourism development process. Mr. Amitabh Kant was also the National Project Director of the Rural Tourism Project of UNDP which made a paradigm shift in spreading tourism to Indian villages which had core-competency in handicrafts, handloom and culture.