First a disclosure. The topic for this post is lifted from the ace columnist Shekhar Gupta’s columns – the ones he usually pens on his sojourns to the rural heartland of India during election times to gauge the mood of the electorate and to see for himself the changes sweeping the country. This piece is on similar lines. One which is based on my recent visit to Coimbatore where I spent the last few days of the 2015 and rang in the New Year. Coimbatore is the 2^nd biggest town in Tamil Nadu and by no means can be categorized as a rural heartland. It has been an industrial hub with a higher than average per capita income in the state and the country. But for those living in metros like Delhi, Mumbai, Bangalore or Chennai – Coimbatore is an idyllic place with much cleaner air and purer minds. And as you move further away to the suburbs of this town like Vadavalli the “Writings on the walls” are clearer. Let me attempt to recap some of those which I found interesting:

• First up, as you drive down into the city from the airport, through Avinashi Road a commercial nerve centre a new Audi showroom has sprung up! Atleast I saw it for the 1^st time. Not surprising though for a city where the entrepreneurial class had always high exposure and aspiration as far as cars were concerned. But what surprised me certainly was a brand new showroom which was getting ready for Harley Davidson bikes down the lane.
• In a lazy afternoon, as we hit upon the idea of watching a film, Bajirao Mastani won the battle over Pasanga-2 (a Tamil film). My own snotty idea that tickets for a Hindi film will be easily available in a place like Coimbatore got demolished the moment I checked for tickets online. It was indeed a year end and generally a holiday week, the film screened only in 3 multiplexes and just 2 shows compared to 5-6 shows of Tamil movies,…,.. But still for the whole period we stayed there Mastani proved elusive. Still griping with the thought that Madrasis are Hindi haters –Think again!
• More proof of this would emerge when I saw boards hanging like this in gates of houses. Note that stress on “Hindi”

• Coimbatore has huge gas stations. Once as our cabbie got into an IOC gas station, I saw this billboard.

Written in Tamil, it was talking of a promo by which those filling up petrol were eligible for VLCC gift vouchers. Was interesting to see the aspirational connect. And as we drove further I would see many more billboards for VLCC beauty products (Like this one)

• Again further proof for the increasing thrust on looks showed up shortly as I and the wife were going around looking for a friend’s house. The landmarks were “K.R.Stores” and “a beauty parlour”. I kept asking few people for K.R.Stores in vain. The wife then took charge and asked the next lady the directions for the beauty parlour. And lo she clearly directed us to the house we were searching in the scorching sun for the last 15 mins😁. I wanted to tell K.R Stores to change from selling wheat flour, rice flour to being a beauty parlour😁😁

• When the daughter pestered for taking her out, we went to a household products Trade fair which was going on in the Codissia Trade fair complex near the airport. Frankly I was going to such a fair may be after 15 years. My images of these fairs were always of stalls selling products like Roti makers, Vegetable choppers,… which usually work wonderfully in demos at the stalls but fail miserably at home😞. And then you had the myriad handicraft stalls from different states. Stalls hawking bedsheets, pillow covers,… What I saw this time was revealing. There were no stalls pushing choppers and roti makers first up. But one could see stalls selling organic food products, home security solutions, food products made of millet and other exotic cereals, solar products, foreign holiday packages and few stalls peddling fitness solutions including Baba Ramdev’s Patanjali products😃😃!
• The neighbourhood cabwala whom we usually engage was now an Ex Ola wala. He got into the Ola App bandwagon and got out of it within few months. In his own words –‘Ola customerukku nalla Appu. Aana engalukku nalla Aappu!!’ (It’s a good app for customers but for us cabbies it’s a bad deal.). Apart from driving a taxi, he runs a provision store. His son is not interested in this business and wants to be an Engineer. ‘Avan eppo paarthalum ethanayachum kodanjukitte irupaan’ (he’s all the time fiddling around with something or other)
• A videographer in the vicinity now offered live streaming of events. He claims this is a must now as folks abroad need to watch marriages,… live when they cannot attend.
• And If I dare to call so, Coimbatore is fast emerging as the Retirement capital for Tamilians the world over! What started more as a social concept of community based living option for elders (whose children are mostly out of the country) has now morphed into an aspirational option. Coimbatore is now dotted with Gated community spaces designed specifically keeping “living alone senior citizens managing NRO accounts” in mind.

Now all these (except the last one) may not be unique to Coimbatore only. If one travels to a small town in Maharashtra, UP or Orissa the “Writings” may be similar. What is commonly wringing in all these so called “Writings on the walls” is the aspect of “Aspiration”. Whether it is craving for better looks or learning Hindi or wanting to ride a Harley Davidson or seeking better health, the new Indian (even senior citizen if I may add) is not satisfied with what he/she can make do with. But aspires for the better and the best.

It is this idea that Narendra Modi tapped into in his prime ministerial campaign successfully and rode to power. And it is important that his government doesn’t forget this aspect and does everything to fuel economic growth which will give wings to these aspirations at all levels. Ignore these “Writings on the walls” and the writing on the 2019 wall will be clear.