Incredible !ndia arrived on the main street of Davos during the World Economic Forum with Tea, Coffee and Art diplomacy. This special initiative is sponsored by IBEF, the India Brand Equity Foundation – a public-private partnership between the Ministry of Commerce and the Confederation of Indian Industry. It was created and executed by BrandsMission, with the cooperation of Indian and Swiss partners.

The effort includes three Incredible !ndia Tea Lounges on the Promenade (main street) of Davos and an Art Exhibit with photographs by Dinesh Khanna. It was inaugurated on the 25th of January 2008 by Mr Rahul Bajaj, Chairman of Bajaj, Member and former Chairman of the International Business Council of the World Economic Forum. Mr Bajaj visited the Cioccolino Cafe together with Mr. Jayant Bhuyan, CEO of IBEF, and Mr. Fernando Morales-de la Cruz, Founder of BrandsMission, to discover how two Bajaj Auto Rickshaws made it from India to the snow of Switzerland. The three wheelers were placed on the corner of Promenade and Platzstrasse, one of the busiest corners of Davos Platz, as an important element of an art installation associated to Incredible !ndia.

The visit of Mr Bajaj was also a warm welcome for the photographer Dinesh Khanna who came from New Delhi to open his Incredible !ndia art exhibit presenting 40 images representing the beauty and magnificent colours of India. The art exhibit of Dinesh Khanna was officially opened by the chairman of the governing council of Davos Hans Peter Michel.

This Indian hospitality and art project marks the beginning of a partnership between India and Davos. The Gemeinde of Davos is working with IBEF and BrandsMission to develop a full partnership with India that includes cultural events and marketing cooperation, with the participation of the private and public sectors of both.

Fernando Morales de la Cruz, founder of BrandsMission resumes: "Our mission was to bring Incredible India's hospitality to the participants of the WEF and to the people of Davos. While doing so, we found ourserselves welcomed with special warmth by the people and the government of Davos.

One amazing anecdote of this project is that the Swiss artist Azucena (Susanna Beetschen) co-owner of the Chill Lounge decided to take down her own paintings to host in her own cafe part of the photographic art of the Indian Photographer Dinesh Khanna.

More than 800 hundred economic, business and political leaders attending the WEF from around the world, dozens of international journalists, as well as thousands of locals and tourists have visited to date the three Incredible !ndia Tea Lounges and the Art Exhibit located at the Chill Lounge, Cioccolino and Cafe Raetia. All Lounges offered during the WEF Incredible India teas and Indian Coffee as well as warm and colourful Indian hospitality in more than 10 languages. The Indian Coffee served during the WEF was Jalayatra, a special blend provided by Nespresso, a Swiss company.

The lounges remain managed by their owners in cooperation with Vivek Verma a de facto Tea/Hospitality Ambassador from India working with BrandsMission.

The Incredible !ndia Tea Lounges, the Indian Coffee and the Art Exhbit by the Indian photographer Dinesh Khanna are true examples of Swiss Indian cooperation. The collection of photos is on display for the public and the prints autographed by the artist are for sale at the Chill Lounge and at Cioccolino until February 15th.