Marketing Strategies

In a town like Pilani, where a samosa chat acquires the status of lasagne, the primary food station is a roadside stall (or simply called a redi).

The other day I was sitting at one of these redis and was contemplating over what to eat and I saw him squeeze around 25 lemons into a glass. My eyes just widened. As far as food is concerned my tastes are totally feminine. I love sour foodstuff. So I asked him he could make a lemon soda using that pulp.

“Umm…this has 30 lemons in it. You know that right?” He said in his rustic Hindi.

“Ahuh, imagine how sour it’ll be.” I said enthusiastically.

“I am sorry sir, but I cannot serve you this. I just cannot” He shot back.

And then he went on about how 30 lemons would simply kill me. It would just cut through my skin (him giving examples of how lemon juice can erode walls). He said it was his moral duty to stop me from harming himself.

Oh now we’re on to something I thought.

He continued saying how my health is quite important to him, for I was one of his regular customers. He later said that he wasn’t greedy and that, he could have very well made that mega-lemon soda which would have cost 50 rupees (for lemons aren’t cheap in Rajasthan these days), but then what? Would that make him a millionaire? No. Instead he was at a risk of losing me for a couple of days, which would result in losses far greater than 50 rupees to him (for I eat quite a lot).

There is cut throat competition amongst the BITS-Pilani redis. The redi owners (at least some of them), everything works on trust and honesty. You would rather build a relationship with a customer rather than try to get hold of his money (even if that is what you eventually want to do), for the student is going to be around for the next four years. It makes business sense to tell him that the redi pretty much belongs to him and that money isn’t an issue at all.

Also this particular rediwallah also knows that students can bitch a lot (after all he listens to them all day long as they gobble his food) and that he should provide them with the best service to his capabilities. And this makes them loyal which in turn makes these loyal customers as a sort of brand ambassadors.

Later on, this rediwallah also told me quite frankly how the other redi wallah( his main competition) is totally unlike him. How the other person would have readily given me the killer lemon soda with a smiling face. He also went on to say how in a college since we’re away from out parents, we’re like his children in some respect and it’s his duty to at least warn us before hand.

So by now:

1) He’s shown to me that he’s really cares about my health, for I am his main customer and that my health is quite important to me.

2) His competition is a money hungry leech quite unlike him

There is a reason why this redi wallah is so successful. Today he owns a taxi service, couple of restaurants, yet his major source of income is this redi which serves refreshments to over 400 people in BITS-Pilani. He is the undisputed tycoon here. And how does he do it? He keeps his customers happy and takes good care of them, because only if they are healthy will they spend more money on his venture. What he also does is that engages in some pretty interesting conversation. As a result you end up spending more time and hence more money at his redi.

I am planning to do my Economics thesis under him.

Analysing Movies

Rachit's post motivated me to go to the supposedly last Recreational Activity Forum ( RA F) movie.

The movie was Shehanshah.

Yes, yes I quite understand. The only well documented fact about this movie seems to be the monologue from the omnipresent savior of humanity, "Rishte mein to hum tumhare baap lagte hain, Naam hai Shehanshah"

But as I sat in the auditorium with several other mourners I realized that the character of Shehanshah is quite a smart chap. Not only has he a good sense of economy, he knows which role to play when. Now this is something lacking in Superheroes and many unsuccessful entrepreneurs.

He is a cunning chap. Police officer in the morning and a crime fighting superstar studded in black (with a steroid enhanced arm covered in silver) once the sun sets. He doesn't shy away from his duties nor does he give up on the money making opportunities that come his way. He takes bribes from the goons and pretends to be the stereotypical police officer, slacking on the job, chewing that pan which seems to replenish its juices on its own. But come dusk and he transforms into this mean crime fighting hirsute machine with an uber cool baritone.

So lets sum up Shehanshah then:

He acts like a lazy bum while on his day job, networking with high socialites and businessman and maintaining contacts and gathering enough information which he later uses to his advantage while he is "bustin' ass" in the night. He's earning decent too, with all those leather briefcases he's acquiring. And well its only fair, crime fighting is after all a job and why shouldn't one demand a compensation for one's services? The great thing here is that he's also portraying a clean image to the public.

And yes he gets the girl as well.

It had always been a curiosity of mine regarding the mode of income of Superheroes.

These are the Superheroes we need to worship, who have a keen eye for a good deal.

P.S: Meenakshi Sheshadri was surely well endowed back in the day.

A billion strong or weak?

While having a discussion with my wingies on the eve of a SPM test, I came up with the following hypothesis.

India should become a super in the recent future. People say that India will be a super power second to China. But I feel that might not be entirely true.

Lets consider China's case. What has happened there in the recent years is something of anti-baby boomers. Though people secretly still produce more than one child and don't report it during the census, the overall population growth rate has certainly declined compared to the last census which was way back in 1990.

I feel the next few decades and the immediate times after that are going to be very crucial. China will move into a newer time where they will not have as many young people as they did have earlier. This they will realise only once the current generations comes to age. There are chances of work being outsourced to India instead. Its just a possibility after all.

Yes obviously this hypothesis makes a lot of assumptions some of which might not be quite accurate but all I'm saying is that its a point of view. Reports show that by 2050 India would've overtaken China as the most populated country, and that too if we take official records, in reality, it could be much before that.

According to the 2001 census, about 35% of India is 0-14 range and nearly 60% is 14-60 years. Currently around 75% of the population is below 38 years of age. The numbers are large, it all depends on which way you look at it. It can mean a billion mouths to feed, where as it also means double the number of hands which can work. A billion strong or weak?