EYE - February 12 - February 18, 2012
Unlike her Bombay counterparts, Yellamma doesn’t worry too much about job descriptions. Her paradigm is different. She offers head massages to all my mother’s visitors, some of whom accept and tip well. After my initial splutter at this, I thought she had managed what retailers in malls struggle to do – monetise footfall! She offered me an oil massage too, and suggested moving into a room at the far end of the house to relax better. I thought happily about a conversation that I had with the chairman of an MNC making premium beauty products, who said that they had to recalibrate their notion of luxury and pampering for India; customized massages to home are available only to the very affluent in America, but easily accessible to middle-class India. My happiness was rudely interrupted by Yellamma using the opportunity to tell me to recommend a salary raise for her, in […]
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EYE - January 29 - February 4, 2012
One of her case studies was about a TV advertisement of a leading brand of household liquid cleaner in the UK, which had the male voice-over saying, “Kills one hundred percent germs-DEAD”, and a visual showing the woman cleaning the house. She explained that one of the reasons the brand was losing market share was that its ad was out of sync with the rise of feminism. The ad had the male, authoritative voice-over coded as “master” and the workabee female coded as “servant”. A decade or so ago, a popular Indian toilet cleaner brand ran an ad with a woman relaxing with the newspaper and the husband saying appreciatively, “That’s my wife cleaning the toilet”, and explaining how easy it was to achieve great cleaning with no effort. Today, while toilet cleaner ads still talk to the woman and explain the wonders of U-bends and germs to her, it […]
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Business Standard, Mumbai - 20th Aug 2011
But the Anna-ists have invented yet another category of social activism that wants to job-share with the government in law making – we draft the Bill, you pilot it through Parliament; you implement it as a government, but we monitor your implementation. Even if the Anna-ists calm down soon and this bout of activism fades, it reveals a lot about some of the fundamental changes that have taken place in India recently, which has taken many people by surprise, including the government of the day. And this question is one that has been engaging the more thoughtful print media compared to the frenzied electronic media with its ball-by-ball commentary on television. For a start, a lot of people were wondering why the middle class is not revolting about rising prices. Yet when it comes to corruption, there is an uproar. There has been a general consensus on and disapproval of […]
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Rama Bijapurkar / November 20, 2010
I thought of this story as I was looking at some really basic data, unembellished by any rocket science analytics. The data related to the two magical weapons that we think will annihilate all obstacles and take us to superpower glory. One is the demographic dividend and the other is middle class. This column presents simple data with obvious takeaways on the demographic dividend from a 2009 survey by NCAER Centre for Macro Consumer Research (NCAER-CMCR) and pleads with policy makers for a segment-wise, targeted employment generation policy (not employment guaranteed through manual labour policy or even a sporadic skills development set of programmes, but a holistic policy that looks at what people we have, what they can do, what jobs need to be done/can be done, and how to fit the two). It also pleads for marketers to think about youth markets as beyond denim branded jeans and style-statement […]
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Rama Bijapurkar / October 16, 2010
For example, how did consumption patterns change after World War II when the men came back to a changed and unfamiliar world, and the women had the upper hand because they had coped independently through the war? What were the consumption behaviour changes when women’s participation in the workplace became the norm in America? Shared responsibility was forced on the men, and when men went to shop for the home or for the children, they did it quite differently from women. It struck me that in India, we have a lot of business strategy discussions in which social, demographic and lifestyle changes are listed. We, however, are yet to sharply define and quantify them, and then relentlessly push for the “so whats” that could be in a variety of areas. In middle-class urban India, with heavy traffic and great distances between home and workplace in big cities, many kids are […]
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