rebranding a businessman as an entrepreneur

How rebranding a businessman as entrepreneur helped?
There was a time where almost all the villains in the Indian cinema were industrialists. Business during the license raj had earned a very bad name. The word bania, Marwari, teli and many other words were used to debase them. The common perception was that these people prospered by crook and by depriving the masses of their rightful dues.
Then suddenly with the onslaught of 21st century a new breed of businessmen emerged. To appear classy they picked up a French name Entrepreneur. Now these people are the new flamboyant and torch bearers of the modern society. I am still unsure who, when and why this rebranding was initiated, but I can say it worked.

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