Tel Aviv: With a view to enhance trade with emerging markets like India, an Israeli institute has launched a new programme with special focus on the culture and business practices of the country.

Titled 'Diplomedia,' the programme includes extensive travels by participants to various parts of India for a better understanding of its diversity.

"The programme focuses on the practical aspects of applicative communications," Prof Dov Shinar, Dean of the School of Media Studies, College of Management, which has evolved the novel concept, told reporters.

The tour to India would be followed by interaction with Israeli businessmen already operating in the country, giving the participants a better understanding of the various factors needed in doing business with India, he said.

"We have to look to markets in the East, and India provides the best business opportunities," said Anat Bernstein, who connects Israeli and Indian businesses.

"A lack of proper understanding of the Indian culture and market turns off a lot of businesses for whom the first impressions can be confusing. This course prepares them for the task," Bernstein, a member of Deputy Prime Minister Ehud Olmerts' delegation visiting India this week, said.

Brenstein's role in the programme is to familiarise participants with inter-cultural aspects and provide tips to tackle hurdles in kick-starting business in India.

The course will also include several journalists dealing with economic issues sharing their experiences on "emerging markets" with the participants.