The “NOTA” Conundrum!!!

The country now is in election mode. Well, almost perennially India suffers from election fever. If it’s not the Lok Sabha elections which come now a days once in 5 years (thankfully), we have state elections in the 30+ states usually in clusters every 6-9 months. Just when we came out of the Bihar election grip, we have presently 4 states namely Tamil Nadu, Kerala, West Bengal and Assam in the cusp of elections. Though sitting in Mumbai I am far off from the theatre of action, I can sense a common feeling atleast in 3 states one that is of despondency! Except for Assam, the despondency arises out of frustration of making a choice when there is actually none!  My reading is purely based on what I read, see, watch and deduct from the media. Thankfully apart from the mainstream media we also have the social media which provides additional insights.

In Tamil Nadu, since the demise of MGR in late eighties, people have been alternating between the two Dravidian parties – DMK and AIADMK. DMK was thrown out in the last state elections after public realized that they couldn’t keep pace with the complex family tree of its leader Karunanidhi. They opted for the simpler “2 leaves” only to realize that grass is greener on the other side. Though AIADMK started off well with the Amma branded social interventions, in the last 2/3 years Governance in Tamil Nadu has been Ram ke barose! Ace historian and author Ramachandra Guha once mentioned that Tamil Nadu had always a much disciplined bureaucracy which ensured efficient and smooth running of the Government. But this alone cannot substitute for executive vision and direction for the state. That too in today’s age of competitive federalism. Within India it is clearly a zero sum game. One state’s loss is certainly another’s gain.  With its leader medically not fit and the second rung leaders mentally not fit and only keen to beat their own set standards of sycophancy, the ruling party AIADMK has certainly failed its voters. The irony is, the other choice which people used to have namely the DMK – the situation is worse. An ailing leader in his 90’s who is unable to keep his house/family in order is hardly an inspiration for people who expect to put their state in order. Apart from these, there are 2/3 more fronts who are at best competing for the consolation prize! BJP has no local leadership to boast of, Captain’s party leads only in providing comic relief and PMK is at best a caste based outfit with limited reach. This is the first time I noticed in Tamil Nadu a sense of lack of interest among common people like Taxi drivers,… on the poll outcome!!! They only wish that whoever comes doesn’t rock the boat. So the expectations are quite timid.

West Bengal is another tale of irony. People there voted “in” Mamata who promised Poriborton by over throwing the Communists who had an iron clutch over the state for 30 odd years. 5 years hence, the only Poriborton seems to be the change in colour of paint in public buildings – from Red to Blue!!! Otherwise the Mamata led Trinamool Congress is another communist outfit with a Congress name! The state is struggling to attract industrial investments inspite of having an erudite industry friendly economist as Finance Minister. With this situation, the choice before the Bengalis is a tough one! Whether to give Mamata more time for bringing in Poriborton or to change themselves and go back to the Communist regime. The Communists who have smartly tied up with Congress in the state with a fervent hope that Arithmetic may help where Chemistry fails do not yet have a visible leader in the state. The idiom of “choosing between the Devil and the Deep Blue Sea” doesn’t need any better example!  BJP which is the 3rd choice is an emerging force in WB. Still emerging.

In God’s Own Country, God only knows what will happen. A state which routinely toggles between the Congress led UDF and Communists led LDF by that logic has to turn “left” this time over. I feel that frankly in a state that is kept afloat by foreign inward remittances, the people don’t care who rules the state. So they just alternate between the Congress and the Left.  But with oil economies struggling with oil prices hitting new lows in the last 2 years, the remittances have also hit new lows. Irony died a dog’s death when Congress which is in an understanding with the Left in WB is fighting the same Left in Kerala!!! Is there a 3rd option? Here again BJP is an emerging option. But early days yet to give a shot at capturing power.

So under the circumstances, the best choice for the voters in all these state seem to be to press the “NOTA – None of the above” button to really communicate their unhappiness.  However even if the maximum number of votes cast is for NOTA, the candidate getting the most of the remaining votes would be declared winner. Just that there will be a clear message in terms of the voter’s resent of the parties in the fray. My guess is that people don’t want to profess helplessness by voting for NOTA. So, they opt for the best of the worst choices and finally get a party to rule them which they actually didn’t want.  Hence the conundrum that whether NOTA really helps!  Remember having NOTA as an option was touted to be one of much needed electoral reform to give the choice to the voter to express her anguish in case she was not happy with the candidates in the fray. But in reality it has turned out to be a lame choice. So I guess we need more than just having a NOTA button on the EVM that will ensure that the verdict reflects our true choices.  Probably a re-election if NOTA gets the maximum votes?? But for now in the election multiple choice question, NOTA is a Naught.

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Postscript: Today is Mother’s Day! That is just for rest of the world. In Tamil Nadu when Amma is in power it’s Mother’s Day 365 days of the year😜😜

Toon Courtesy: Surendra

Ki, Ka & Family!!!

Adman turned filmmaker Balki’s latest outing as his previous ones treads into unchartered territory in Bollywood. This post is not a review of the film but about its narrative. So, I’m not getting into rating of the film which anyway as per me was far better than his earlier work – Shamitabh. In this one, Balki through the male protagonist attempts to remove the differentiation of the “lings” in Hindi language namely स्त्रीलिंग (streeling) feminine and पुल्लिंग (pulling) masculine. I can pretty much understand as to where Balki is coming from. Like most of us from the South of Vindhyas probably Balki also found it difficult to figure out where to use Ka and Ki while conversing in Hindi😂. So getting rid of these “lings” would be a thing most of us will welcome!

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But the film is not about any reform in Hindi but about a new form of relationship between an urban couple.  For the benefit of those who gave this Ki and Ka a miss, here’s the premise of the storyline where the film attempts to break established gender stereotypes. (You may like to watch the trailer here which would sum up the premise better) The man sits at home as a house husband while the woman pursues her career ambitions and is the one “pulling” the strings of the purse that is. The man cooks, cleans, does the household chores and also satiates the sexual needs of the wife adequately while his wife is engaged in drawing up boardroom strategies to sell her company’s products as a marketing pro. All this voluntarily and not out of forced circumstances. Now this is a new hatke formulation for Indian society and a Bollywood film – one which instantly brings smiles on the faces of urban women. In one stroke, Balki has earned the fandom of millions of women by making “Ki” (lady) the actual “Ka”(Man)!

So far so good. However in reality, if ones looks at the timeline of relationships between couples atleast in urban India, there has been a gradual progression but one that has still not reached Balki’s make believe stage yet. The evolution in society has been like this. In our grandparents’ times, the role definitions were very clear. The man (husband) is supposed to be the bread winner and is the protector of the family. The lady (wife) did all the work at home as a house wife and was generally subdued. These were the unchallenged “Ka” times! As literacy and family income levels increased, women became slightly more empowered. The next was the generation where the role clarity became hazy. While the husband continued to earn and be the head of the family, the wife apart from taking care of the house, also did her bit in enhancing the family income. So this was the era of the “Super Woman” who was still subdued at home. Though the wife was equally involved in earning money, somehow at home she was still expected to handle everything right from the kitchen to children’ studies. Still the “Ka” era. The next generation – probably the current one is where I guess things are more balanced. Both the husband and wife are equally well educated, ambitious about their respective careers and at home they just simply outsource the work. Or the husband grudgingly or otherwise plays ball to share work. Actually the “Ki and Ka” times.  (I must hasten to add that some of the above situations referred to in historical context exist even today. I’ve just referred to the trend)

Now what Balki has shown in the film is his fantasy of a “Ki” Era. An era where the woman is completely emancipated. Now the question is – Is this the future? Will we be seeing more and more men preferring to be house husbands willingly and would women take it as their comeuppance?? One doesn’t know.

But if one analyses all the above formulations, it is abundantly clear that the dominant “Ka” era is on the wane. The dominant “Ki” era is still a fantasy and would be in all probability fraught with its own dangers.  It would seem that the one which can work is the “Ki and Ka” formulation. However I have another construct in mind. Which is the “Ki, Ka & family” formulation. Where the husband and wife take care of the earnings part, share the household work and at the same time teach the children to embrace household chores and do their bit willingly. The best process of coaching is always the demonstrative process. When a child sees his dad cleaning up a shelf on weekends, he tends to pick this as a habit when he grows up. Apart from being demonstrative, I believe it is equally important to let children do the work instead of being too protective. In my experience I’ve seen that behind most misogynistic men have been indulgent parents. This is wonderfully demonstrated in the Award winning #sharetheload commercial of Ariel. Watch it here. Where the old father rues the fact that he never helped his wife –in her household work and that his son in law who is seen ordering around would have also not witnessed his dad helping at home!! And commits himself to share the load henceforth in household work. Now there can be no better news than this for any woman for whom Newspaper, TV and now mobile phones are sworn enemies for life😃😃.

“Can you please stop typing away to glory and share the load here?  It’s the wife at home. “Yes, coming!!!” is my loud war cry. Followed by, “Beta, put off the TV and come to the kitchen. See what appa is doing”!!!😃😃

So for me it’s not “Ki” or “Ka” or even “Ki and Ka”. It has to be “Ki, Ka & family”👍👍👍

“Idea Extension Trap”!!!

Al Ries and Jack Trout the “Art of Positioning” gurus in their best seller – ‘Positioning – The battle for your mind’ devoted one full chapter on what they call as the “Line Extension Trap”. They claimed that Line Extension whereby marketers having built a successful brand in one product category extend the same brand to another line of products is a trap. A vicious trap which as per the marketing gurus ends up diluting the core promise of the original brand.  A Ponds talcum powder which has been a very successful brand when extended to a tooth paste confuses the consumer and eventually fails. And there are more examples. But in business, line extension is often the trap which the brand managers walk into with their eyes open with their advertising agencies in tow.

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These are the times of “Big Ideas”. And I see the same extension happening on good ideas. For example once an advertising communication idea once does well as measured by the viral and viewership statistics the temptation is to flog it again and again.  This, without realizing that the idea is already way past the best before date. A telling example of this is the Star Sports’ Mauka Mauka campaign. The first spot (see here) on this now familiar campaign was conceived before the Indo-Pak encounter in the league stages of the ICC ODI World Cup in 2015. With the background of the previous Indo-Pak meetings at the Cricket World Cup which have all been won by India, the spot featuring a Pakistani fan waiting desparately for a Mauka (opportunity) to celebrate a Pakistani win was bang on. The idea, the story and its execution no wonder caught the fancy of millions of fans and the commercial soon became a case study for viral marketing! It also spawned a variety of spoofs which added to the value of the Idea. So it was not surprising that Star Sports followed it up with another Mauka spot for the next India match which again became popular. Having smelt blood, the broadcaster decided to flog the Mauka Idea. India exited the World Cup in the Semis, but the Mauka spots didn’t. Now as the World Cup progressed, Mauka spots started to get boring, repetitive and almost were like being thrust upon the audience. One year later, for the ICC T20 World Wup, Star Sports was back as the official broadcaster. So did the Mauka ad just before the Indo-Pak match. Only that this time, the story line looked unnatural and the ad fell flat in terms of idea and execution. Now this is what happens when marketers (Star Sports in this case) waltz into the “Idea Extension Trap”. Star Sports is not alone and there are many others in its August Company.

Vodafone for one. I feel that the mobile service provider with its once adorable pug has also fallen into this trap. For its 4G launch (watch here), it has tried to resurrect the charm of the pug which few years ago did wonders for Hutch with its “Wherever you go our network follows” campaign. The pug again was brought into action when Hutch became Vodafone and it wanted to popularize their “Happy to Help” stores. But now in this Vodafone’s 4G launch campaign, the pug is looking tired and jaded (atleast in our eyes) and the campaign when compared to the Airtel’s 4G campaign doesn’t stand and that’s in my humble opinion.

In the big screen also oflate, idea extensions have become rampant. The original Hrishikesh Mukherjee’s Gol maal was a classic and will remain one. This is one film which got remade in almost all major Indian languages. But the subsequent Rohit Shetty imitations of Gol maal in the form of Gol maal returns, Gol maal 3,..  will remain just that.  Lowly imitations of an idea which has now been flogged to death. Rohit Shetty went one step ahead by milking the same Gol Maal idea in another name – Bol Bachchan!!

This bug of Idea Extension is most prevalent in TV programming content. A successful format gets packaged, repackaged and extended and finally kills the original idea. When Kaun Banega Crorepati becomes a roaring hit with Amitabh Bachchan in Hindi, the producers extend the same KBC format to different languages with regional stars. The fact remains that there can be only one Amitabh Bachchan. The regional shows turn out to be pale imitations of the original big idea.

Is this trend of extending and flogging ideas which have worked in the past, due to pressure on time or pressure on cost, or a thought out strategy or plain laziness or a combination of all these is a matter of conjecture.  But one thing is very visible and clear. The temptation to walk into the “Idea Extension trap” is real and looks like may not recede in the near future.

Post script: Now here’s the irony. Having tasted enormous success with their 1st book –‘Positioning – The Battle for your Minds’, where they warned marketers of the “Line Extension trap” authors Al Ries and Jack Trout did exactly the same thing. Extended the “battle” concept to their next book and called it ‘Marketing Warfare’!!!

Ilayaraja 1000!!!

Boxing a tribute for a man who just completed a journey of 1000 films as a music composer in my usual limit of 1000 words is going to be tough. Even tougher is going to be the task of choosing from his expansive body of work for driving home a point. So it is with much trepidation, I sit to pen this tribute to the Maestro Ilayaraja, – as per me the best “all around” Indian composer of film music of our times on his 1000th film as a music director. The film Thaarai Thappattai (names of folk percussion instruments) and its maker Bala are indeed lucky to be a part of this milestone.

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For those in their 40’s and 50’s and who grew up in the south of Vindhyas and Tamil Nadu in particular, Ilayaraja (Raja from now on) would have been a fellow traveller in life with his music. Tamil Film music has 2 eras – one before Raja and the other after. For the very discerning and ever critical ears in South India inspite of Raja making waves early, I would say he was on “probation” probably till his 100th film – Moodu Pani.  That was a good 5 years since he made his debut in Annakili. Till then, there was a feeling that though he was good, he was repetitive and can’t see beyond Tharai Thappattai – folk style I mean. But ever since this landmark of 100 films I must say there was no looking back. And as we stepped into the 80’s Raja with his music was like “Narasimha Avatar” – Omnipresent. Thoonilum Irunthar, Thurumbilum Irunthar!!!

Honest Disclosure. I am an unapologetic admirer of Raja’s work. A lot has been said and written about his modest upbringing, his travails as a struggler in Madras,..,… and how he became what he is today. So not going to dwell on those. This piece is entirely going to be on my connection with Raja and his work.

For me the tipping point was Raja’s music in Bharathiraja’s Nizhalgal.  In a middle class household with just a radio to define the entertainment quotient, my first brush with Raja was the Sunday afternoon programme in Trichy AIR called Neengal Kettavai where the top 10 songs of that time were played. I remember many weeks when the entire 10 songs were of Raja’s. Then gradually technology presented many options to be in touch with Raja.  From his initial style of churning rustic tunes and melodies, gradually his repertoire extended to Western Classical melodies, tunes laced with Carnatic scales and other contemporary stuff.

I started this intended hagiography like piece on Raja by saying that he is the best “All around” music composer of our times. His music was melodious at times, haunting at times, chirpy at times, romantic at times, melancholic at times. I am now at a loss of better adjectives. Enough to say that his music went beyond just great songs. Many aspects of his work prove this beyond doubt.

  • Like there is no other composer who can “Value add” to a song situation better than Raja. There are examples galore:
    • In this song from the film Nayagan, the situation is of a duet between the hero and the heroine in happy times. Generally speaking any plain vanilla melodious tune would have done the job. But Raja comes with this peach of a melody – Nee Oru Kaadhal Sangeetham,..(listen here) which conveys the joyous mood between the lovers but with a subtle trepidation. The song moves you to no end and grows on you. Amazing stuff!
    • Another example is this song from Punnagai Mannan. The film opens with this situation I think. 2 Lovers try to spend “quality time” together in a forest kind setting before they call it “Quits” forever. The song is supposed to walk us through this rather traumatic situation. Raja lifts the song situation few notches above with this layered piece Enna satham inda neram,…(listen here)
    • Now look at the very many melodies he churned for plain vanilla duet situations which according to me are equally masterclass – Thendral vanthu ennai thodum,.. or for that matter Vaa Vaa Vaa Kanna Vaa for example.
  • Like Raja’s knack of weaving the story line in the songs. In a sense using the songs to convey a sense of foreboding.
    • If you listen to this song from Moondram PiraiKanne Kalaimane,…. A lullaby song which could have been just that. But Raja (combined with the words of another genius poet Kannadasan) weave a kind of pathos into the lullaby situation and prepare us for what would be coming.
  • Like using a song as a theme in the Background score. Raja is a trail blazer in this.
    • Best example being Then Paandi Seemaiyile,… in Nayagan
    • Another song is Poongaatru thirumbuma, from Mudhal Mariyaadhai.
      • As the film traverses from good times to sad times the mood of the theme song changes.
    • Like being spot on in the choice of singers to suit a particular actor/character/mood.
      • Though those days the choice was limited for singers unlike these days of “Super singers emerging from reality shows” – Raja was canny in his choice. So while he went mostly with SPB/Yesudas for Kamal, It was always SPB for Mohan. And as Rajinikanth transformed from being a villain to an anti – hero to a superstar – Raja also moved from Malaysia Vasudevan to SPB. And he sang himself for the rustic Ramarajan and the likes!
      • When the mood is of sensuousness his call was to Janaki for the female voice. In Idhayathai thirudathey while most of the songs are sung by Chitra the one song (Om Namaha,…) which is a very romantic sensuous number he went with Janaki. By the way this song is another testimony to Point 1 as above.
    • Like Raja being the best in business in India as far as Back ground score is concerned. Apart from his songs, his background score elevates the movie to a different level. I have seen this in many films. But the following examples sort of seal the point.
      • Film is Maniratnam’s Thalapathy. Rajinikanth, Mammooty, Nagesh, Kitty and Arvind Swamy are engaged in a heated argument in Arvind Swamy’s office. Watch this clip. And watch how Raja’s BGM at the end of the scene lifts the drama element of the scene. Best part is for most part of the scene there is no BGM but the timely intervention is what makes it brilliant. This is just pure brilliance.
      • In this very heart rending scene in Kamal’s Apoorva Sagotharargal – it is interesting to see how Raja value adds with his BGM.
      • The Background score in Bhagyaraj’s film – Vidiyum Varai Kaathiru is a case in point where the BGM keeps you on the edge of the seat.
      • Even in his latest outing Tharai Thappattai his BGM is haunting and at the same time outstanding. Watch this.
    • Like without making it obvious, using classical ragas in many of his songs with small tinkering in the scale.

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Long lasting Budget Wishlist!!!

Tomorrow, on the 29th Feb 2016 as the finance minister “rises to present the budget of the Union for the year 2016-17”, he also raises a lot of hopes. In the media in India in the past 1 week or so, it’s been raining wishlists from the budget. As an Aam Admi, I also got tempted to join the bandwagon to submit my own wishlist though I know very well that it’s too late to incorporate even one from this (Wait a minute, may be one can be). But I still go ahead and here’s my list of 10 things which I would like to see change around the budget atleast in my life time.

Here we go:

  1. First up, do away with this archaic “Halwa ceremony” where the FM participates to prepare Halwa in the North Block office along with the staff who are going to be holed up for few weeks in isolation running upto the budget. What’s this Halwa got to do with the budget making? On the other hand, “Halwa Kudukarathu” (Giving Halwa) in Tamil is a euphemism for taking one for a solid ride😁😁! So unless the Govt. actually meant this only every year, they should stop this. And what’s this FM and team posing every year stirring up the Halwa😩
  2. On the day of the Budget, one familiar sight every year you can’t escape is the FM posing with a shining new “Brown Brief case” just as he enters the parliament. To me this brief case symbolizes extreme colonialism which we find it difficult to shrug off. In British parliament also same thing happens to date. (For more on the history of the “Budget Bag” pls click here).  For a country, which boasts itself as an IT behemoth and all that jazz why can’t the FM just walk in with a high capacity pen drive or a lap top instead of this antiquated brief case??? Won’t that be cool?

Budget pic3. And as the FM reads the budget speech, it’s usually from a huge bound document supported by a wooden stand crammed with facts and figures. How will it be if the same is presented as a power point presentation – with slides to the point with graphics? (something we could see in this year’s Economic Survey presented by Arvind Subramanian and team)

4. I don’t know when or who started this trend of sprinkling budget speeches with Shayari??? I do know that FMs like Manmohan Singh, Yashwant Sinha and now Arun Jaitley (Not to mention P.Chidambaram and his Thirukural couplets) get into shayar mode in the course of the budget speech but with limited effect. While it’s good to keep the speech which tends to get boring interspersed with some couplets, poetry,… more often than not it looks thrust upon and not in a flow. As if the British left that also as a rule! Some good self-depreciating humour could be a better option!

5. What is this thumping of the desks by the treasury benches for every outlay announced? It’s now obvious that outlay in itself doesn’t mean anything. Before the FM starts reeling out budgetary allocations, I would like to see the FM starting with the “Outcomes” from the outlays of the top 20 items in the previous year and explain how it benefited the people at large. That will give us some idea as how “our” money has been utilized and for the Govt. an opportunity to boast their report card. This can be followed by the outlays for the next year with clearly expected outcomes from the same.

6. And what is this “ranking” business the media resorts to by the Industry captains immediately after the budget? We have now seen that the devil is in the detailed explanations that surface later. So any ranking without understanding the fuller provisions according to me is an exercise dipped in frivolity.

7. And when is the last time you have seen industry captains giving a thumbs down to the budget?? It is generally a mega thumbs up or atleast a thumbs up with conditions attached. The feedback is always ‘right” and seldom “honest”. So why get into reactions from the Industry which are any way far removed from honesty?

8. Any why do the pink channels get excited and scream about the way the Stock market reacts to the budget?? We have now seen many times in the past that the Stock Market reaction to the budget is knee jerk and not borne out of any proper analysis of the after effects of budget proposals.

9. And why do the pink papers – The Economic Times in particular come out with a blockbuster issue the next day of the budget with the full budget speech and the myriad annexures??? Just upload on the net and leave it to the discerned to access if they need. Saving trees and the environment can just start here!

10. And finally, instead of the FM just making a once a year marathon appearance why not present a review of the budget and the progress made on outlays once every Qtr.? This will help us understand which ministries are performing and will aid PM to separate the wheat from the chaff!

I admit that my wishlist is more on the “method” and not on “matter” and “form” rather than “content”. One of my earlier posts (read here) delved on that a bit. Hopefully we get to hear something sweet in the leap year budget speech tomorrow which will leapfrog our economy. And are not dished out the greasy “Halwa” we Tamilians abhor.

Waking up “Make In India”!!!

In a week from now, Mumbai will host the “Make in India Week” – an event planned to give fillip to one of Modi Sarkar’s flagship program – Make In India. This was aimed at reviving the interest of domestic and MNCs in setting up/expanding manufacturing footprint in India – a sure shot elixir to tackle the unemployment malady and create millions of jobs. When this Govt. kicked off this initiative, one would have expected more cheers than jeers. However the reality was different. Leaving aside the noises from the opposition which anyway criticizes what the ruling Govt. does in India (this is irrespective of who is in power and who is in opposition), the naysayers included reputed economists and thinkers. They were of the view that it was too late for India to board the “Manufacturing” bus. China is already in the driver’s seat being the “factory for the world” and global companies are already heavily invested in China. Also the general view that with increasing automation in the shop floor, you don’t need much of low cost labour for manufacturing. So betting on manufacturing to generate millions of jobs may not be a cool idea any more. The session during the recently concluded World Economic Forum in Davos about “The Fourth Industrial Revolution” powered by Connected devices, 3D printers, Super Smart Robots and the like,… probably put paid to this idea of the critics. So instead of playing the catch up, the cynics’ view was that India should play to its strengths namely “Services” and invest further in developing soft skills to scale up further.

There is probably merit in this argument. However if one analyses the different states of India in terms of the economic condition it is clear that no state can hope to survive and grow by just focusing on services. For a diverse country like India with a huge disparity in income and social strata an even economic growth can be achieved only with a mix of manufacturing, services and agricultural activities. The top states in terms of GDP in India like Maharashtra, Tamil Nadu,.. have a very healthy mix as I noted in one of my earlier posts on “Car manufacturing” in Chennai (Read here). A fourth Industrial Revolution may augur well for developed countries with shrinking population, ever rising wages and diminishing demographic dividend but in India we still need to reap the benefits of the 2nd and 3rd.

So I think that this Govt. is right in pursuing the Make In India initiative particularly at a time when China is facing economic headwinds. The labour in China can no longer be termed cheap with wages ever-increasing to keep pace with the aspirations of the people. Many of the global corporations do not want to put all eggs in one basket that too Made in China😁😁. I know for sure that the Japanese are expanding into Vietnam in a big way for production. So could be other countries like the US, Germany,…,.. soon. So the moot question is are we positioned well to make them Make In India??

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As the logo of India’s Make In India program demonstrates, there are many cogs in the wheel for a country to be successful in manufacturing that too for the world. Cheap and Skilled labour, Vendor base, Access to cheap raw material, Quality awareness, Access to ports and logistic hubs (particularly for exports), flexible labour laws, Ease of doing business (which applies not just for mfg.) and above all a very efficient infrastructure (Roads, airports, ports, broadband connectivity,..,…) in short a “pro manufacturing eco system”. And for India while all the other cogs could fall in place over time, the biggest challenge is in infrastructure. One would argue that the eco system will be in place when growth picks up and factories are set up. Necessity is the mother of everything you know. For example wasn’t Gurgaon just a “Gaon” before Maruti?? Today it is a recognized Auto mfg. hub. Similarly there are many examples of PSU Units which were set up first which then turned out to be manufacturing hubs in course of time. Goes the argument. No argument can be more specious than this. Maruti was set up at a time when India was a protectionist state where the promoters (in this case the Govt. of India) can patiently wait for more than 10 years for the 1st car to roll out! Same is the case with many PSU units where the overarching mission was upliftment of the society rather than shareholder value or profits! Not in these “QSQT” (Quarter Se Quarter Tak) days!!!😁😁 And in these days of strict WTO regime the Government cannot slap high duties on imported goods to protect the local manufacturers.

So for Make In India to succeed India needs to get the Eco system right first up. While India has a natural advantage in some aspects like availability of not just cheap labour but also skilled, large Engineering pool,.. the road is long for areas like “Ease of doing business” and Infrastructure as I mentioned before. And fortunately the Govt. has rightly recognized these challenges. Its’ for the 1st time that a Govt. website has spotlight on “Ease of Doing Business” like in the Make In India home page, I reckon. See here. It was a pleasant surprise to see the list of initiatives already taken and ones on the way when I clicked on “Ease of Business” tab. And it is also great to see every day in Newspaper one state or the other hosting Investor summits to lure potential investors with Make In India being an important aspect. So while pitching for investments is all right, I think the state Govts. must also focus on getting the infrastructure in place in their respective states which helps not just manufacturing but in general fosters economic activity. Today inspite of higher labour costs if many companies are still outsourcing mfg. to China it is because of their fantastic infrastructure overall which helps to keep indirect costs lower. India’s labour costs is lower but the indirect costs due to poor infrastructure weighs us down.

I think now the world is quite convinced on the intent of the Modi Sarkar to promote Make In India. Now the time has come to morph the intent to reality by focusing on Infrastructure for which the states have to work in tandem with the Centre. That’s what will wake up Make In India and not the raking up of intolerance debate every other morning😩

Make in IndiaToon courtesy: Satish Acharya

Jugaad Vs Anti-Jugaad!!!

In the last 2 weeks, 2 TV ads for different products by 2 different agencies but surprisingly around the same theme of Jugaad caught my attention.  One is for Sulekha.com and the other for Exide Life Insurance. Jugaad is India’s contribution to management theory or so it appears. That the word ‘Jugaad’ has a Wikipedia page attributed to it means, it “has” arrived. And I think it had arrived a decade ago. When we started seeing this term being bandied about in management lecture circuits and HBR articles in the context of a Rising India. Yes the same time when BRICS broke into investment strategy discussions around the globe. For the uninitiated, Jugaad is a colloquial Hindi/Punjabi word that can mean an innovative fix or a simple work-around, used for solutions that bend rules. (Courtesy: Wikipedia). One of the very popular examples of Jugaad which has been trumpeted about is the use of old run down washing machines as giant Lassi makers in dhabas of Punjab😤

So what was new in Jugaad?? The concept of Jugaad I believe emanated from the Indian psyche of use first, then re-use, then repair and use and refuse (to throw i.e.). So when you have a problem in hand, as long as you can just do something and fix it and Chalaofy, its fine. These days for our kids, when their slipper snaps, Snapdeal delivers a new pair the next day. In our time, when a slipper gave way, a safety-pin first came to the rescue to pull along for few days. When that also failed, the cobbler under the nearby tree stretched the life of the slipper for few more days. So the immediate instinct was to do some Jugaad to get it going before we buy a new pair.

It was but natural that the word entered the workplace soon. At factories, warehouses, offices – if there was a problem the first attempt is to do some Jugaad and fix it. And in interviews – questions like “Are you a go getter?” gave way to “Are you a Jugaadu??”😜😜 A supposedly smart cookie who can think quickly and provide a cheap and quick fix for problems at work. So the underlying association for Jugaad was that the solution must be quick to implement, cheap and can be a short term compromise. Nobody expected a Jugaad to be a “perfect” solution.

Awesome-Shower-Jugaad

Now this runs antithesis to probably a Japanese way of thinking. In Japan, solutions are found after a lot of thinking (so not a quick fix), they need to be perfect (turn out to be expensive) and for the long-term.

So I guess the Jugaad instinct is all to do with the economic status of the country and its people. In countries like ours which is still aspiring to be a developed country, our priority is to have a fix. Not be a perfect fix. Need not be for long-term. But should be cheap and quick. While this approach has paved the way for eulogizing the concept of Jugaad as a means of “frugal innovation” in countries like India, it also has its shortcomings. As can be seen in our day today lives. For example in the way our municipality fixes potholes in roads. Just fill up quickly with metal and tar and level it only to do the same exercise again in a few months. A Jugaad solution can prove to be a long-term pain and an expensive proposition. In this context, I am uncomfortable with raising Jugaad to a global management technique and all that jazz.

Ergo, interestingly I notice that the same concept which till recently had a positive overtone is taking a negative innuendo. The liberalization and the Software boom have changed things and thinking. These days we deploy less Jugaad in our lives. And we it seems now need long-term, Quality solutions even if expensive. Now coming back to those 2 TV commercials. As can be seen in these 2 ads Jugaad has given way to Anti-Jugaad and the till now venerable Jugaadu is being loathed upon. In my last post “Writings on the walls” (Read here) I wrote about the aspirational India taking wings in the heartlands. I see this emergence of Anti-Jugaad as another instance of the emergence of Aspirational India where the expectations of people have morphed from being just satisfied to yearning for more.

So, are the days numbered for Jugaad in India? May be not. But the question is – As the country which popularised Jugaad is there a “Good Jugaad” which we can still retain and a “Bad Jugaad” which we will have to do away with?

Postscript: As I am typing this racing against the iPad’s battery life, is there a Jugaad for the iPad’s battery life??? Please call me😜😜