Business

India and the Global Attention Surplus Disorder!

Jan 17th, 2023:  BBC releases the first part of the documentary on Modi titled “India: The Modi Question”. Among other things, the documentary goes on to levy charges on Modi for his role during the Gujarat riots back in 2002 when he was the Chief Minister of the state. It is another matter that the courts and different committees have delved into the same matter for so many years and have exonerated Modi for his involvement in inciting the riots as claimed by the documentary.

Jan 24th, 2023: Hindenburg, an American short seller, publishes a report on the Adani group in which it accuses Adani group of “brazen stock manipulation and accounting fraud scheme over the course of decades.” This was just three days before the opening of Adani’s FPO in the market. The ensuing brouhaha led eventually to the withdrawal of the FPO only after a massive evaporation of its market capitalisation.

Feb 6th, 2023: In the US, the Deputy Secretary of State briefed that “The surveillance balloon effort, which has operated for several years partly out of Hainan province off China’s south coast, has collected information on military assets in countries and areas of emerging strategic interest to China including Japan, India, Vietnam, Taiwan and the Philippines,”

Feb 17th, 2023: At the Munich security summit, an annual conference on global security issues, George Soros, an American business magnate and philanthropist launched a scathing tirade on the Indian Prime Minister Narendra Modi. In his speech, he also referred to the Hindenburg report and said that Modi and Adani were close allies and that their fate was intertwined.

If you look at all these stories, a few things are strikingly common – the stories are about India, they are damning in design and emanating from outside India.

Quoting World Bank data, Centre says Indias PPP-based economy reached $8 trillion in 2017

Welcome to India’s “Global Attention Surplus Disorder” TM (GASD) era. At the outset, let me clarify that this has got nothing to do with Attention Deficit Disorder which is a mental condition. Global Attention Surplus Disorder is when a country is subjected to excessive attention globally because of which stories mostly of the critical type about the country keep coming out at regular intervals.

It is important to note that all countries are not automatically subjected to this syndrome. In the evolution of any country, there comes a time when the country becomes in a way eligible for excessive attention.  Once eligible, it becomes a part of this privileged league of nations. I believe that for India, this started last year (2022), though we have often threatened to get into this league but slipped back in the last minute. Why did India become part of this league and is getting subjected to GASD?

When a sportsperson starts doing well in mega events, she starts becoming the cynosure of all eyes. She also comes under scrutiny not just for her sports feats but also for her conduct in her personal life (Think Sania Mirza). Among all the film stars, if you are a top star like one of the Khans, obviously you are at the centre of all attention and scrutiny. You will receive your regular dose of bouquets but when the brickbats come, they will be heavy and bitter. Ask Aamir Khan. If you are the among the richest and most famous you cannot escape the attention of the prying news reporters. Look at the Ambanis. A dominant and globally successful company is always under media scrutiny not just for its success but also for its omissions and commissions. Search Google. A very quick upstart, which was initially the darling of the one and all could face the bile of the same media and regulators worldwide when it becomes over-successful. What happened to Facebook (Meta)? Even when a politician becomes extremely popular with the public and becomes a darling of the masses, he becomes a victim of excessive and continuous scrutiny. Even if it’s a Modi.

This has what has changed for India in the past few months. For a populous country like India, it weathered the Covid storm pretty well. In the past few years, the fundamentals of the economy are getting stronger because of which the country’s resilience to external shocks has improved drastically. Despite global headwinds like Covid, the Ukraine war and now the global economic slowdown, India continues to grow at a faster clip than all major economies. For the future, the world is now predicting that this could be India’s decade. There is a visible transformation of infrastructure in the country. Highways, Railways, Airports, Metros, sea links are all finally moving toward completion in the next five years after being in a permanent Work In Progress phase. The adoption of digital solutions to solve the country’s public issues seem real and this holds a lot of “hard” promise for the future. In the past, our promises remained “soft”.  As we saw in the recent mega order of the aircrafts, big powers are looking to India to help them.

In Marketing it is said that for a market leader apart from doing routine things to increase its share, and expand the market, the bigger challenge is to ring-fence itself from some “Public Relations (PR) storm” or other that it is subjected to now and then. For example, a successful brand and a leader in its category like McDonald’s has to spend extra marketing resources for challenging litigations and Class action suits by say, Vegans. A vigilante group will never waste time and resources on going after say a Biggies Burger or a Burger Singh (yes these are Burger brands and competitors to McDonald’s in India)

My point is, getting subjected to Global Attention Surplus Disorder is a sign of India’s success. It means that India has arrived. In my opinion, China started suffering from this around the mid-2000s when its economy started firing on all cylinders and China became the so-called factory of the world. But that’s when coverage of its record on Human rights, Freedom of expression, Public Data accuracy, Transparency Index, Corruption, etc. also started finding its way into the global media regularly. There is not a single day when there is no negative story on China these days in reputed publications like The Economist, The Washington Post, The New York Times and so on. China has been suffering from GASD for many years; India has just started.

In the coming days, weeks, months and years, you will see India being in the eye of the storm frequently and more often. We have to get used to this excessive attention from the world. As a country, and as a government we should put processes in place to handle PR storms of varied nature from here on that will ensure less Governmental time on such issues. At the same time, we should pick the right battles to fight. Otherwise, we could get into a vicious distractive cycle. India is at the cusp of making history. Focus on the job at hand is more important than getting waylaid by distractions.

As Cricket experts would say, in seaming conditions and turning tracks, a batsman should know which ball or bowler to attack and more importantly which to be “well left”!

Image courtesy: Hans India

The Maahaul of India Shining!

If you are an avid watcher or reader of global commentary, you cannot miss the ongoing spotlight on India and mostly for good reasons.  India seems to be the shining star in what otherwise seems to be a global economy that is still coming to terms with post-Covid recovery and the spiralling effects of the Russia – Ukraine war. The past few weeks have seen a downpour of bad news on the economic front globally. And it is not just from the US which is a prime mover in the global economy but other developed nations as well.

India though seems to be a lonely planet in the universe. The stock markets are on a historic high as we approach the end of this calendar year and despite the global demand situation, the Q2 GDP numbers at 6.3% demonstrate that India is tiding over the global headwinds reasonably well. Therefore, on cue, we have been seeing many opinion pieces, commentaries, and encomiums of late not just within India but globally, saying that this could be India’s decade and so on. I am calling this the “India Shining” sentiment for easy understanding! The point to note is the maahaul of India Shining keeps visiting us every 5-6 years and ebbs off after a while.

The phrase “India Shining” was of course used for the first time by the Vajpayee-led NDA government to project a positive outlook of the country to foreign investors back in 2003-04. The campaign was envisaged by Jaswant Singh as the finance minister. Later on, it took shape of a political campaign for NDA in the 2004 polls. Many expert commentators till today opine that the India Shining campaign was the main reason for its defeat in the 2004 Lok Sabha elections. If one does a fine toothcomb analysis of the results, it will be clear as daylight that NDA was defeated due to other issues. We will keep that for another day, another blog.

The campaign did help to improve the image of India worldwide in that period. India was part of the BRICS coinage, a commentary that would have done countries like India, China, Russia, etc more good than any global PR campaign ever did. I remember in that period wherever I went, the BRICS story dominated discussions in board rooms and what followed was a long period of India Shining till the Global Financial Crisis in the form of Lehman shock struck in 2008.  If you recall, the period 2003 – 2008 saw huge investments in real estate and retail with the free flow of “Hot money” to India, all thanks to the positive India Shining sentiment.

The next brief and passive wave of India Shining started in 2014 after Narendra Modi took over as the Prime Minister of a full majority government after 1989. India was the flavour of the world then and this lasted for a few years till 2017.  The stock markets saw new highs with a heavy inflow of FII in this period.

What we are seeing now is the return of the BRICS type hype. The difference is, three of the constituents of BRICS namely Brazil, Russia, and China are no longer in the good books of the world while India continues to be. There are a few things that are going well for India overall now. A politically stable government that is confident in itself and no longer suffering from coalition compulsions.  A government led by a leader whose popularity and credibility among the masses is unprecedented in a long while which helps take decisions without looking over one’s shoulders.  Introduction of structural financial reforms like the GST and IBC that have stabilized and yielding results. India coming out of Covid relatively better off with life and business back to normal. The swift post-pandemic recovery in the economy despite the global headwinds due to the ongoing war. A nuanced management of the economy in the past few years and in a sense better than what the minders of the economy are being credited for, in my opinion.

Countries and Corporations who had conceived the China+1 strategy back in 2013 to de-risk from China are actually getting serious about executing the strategy now by shifting part of production elsewhere. The Covid pandemic and the way China has been handling the pandemic has now morphed the China +1 strategy into ABC (Anything but China) strategy.  These have certainly helped the cause of manufacturing in India as we can see in the exports of Mobile phones out of India now. We are still scratching the surface here and still miles to go before we become a credible +1 in manufacturing.

There is a visible infrastructural transformation that is happening in India as we speak. Highways, Railways, Airports, and seaports are all getting upgraded or added at a speed not seen before. Again, the pandemic derailed the progress for two years otherwise, many would have seen completion by now.

There is credence therefore to the India Shining sentiment that we are witnessing at the moment. Here is where I would like to add a caveat. Developed countries like the US, Western Europe, Japan, and so on look at other countries when their internal situations are not good. That is how China got the benefit of a huge benevolence from the US in the 90’s when the US outsourced almost its entire manufacturing to China.  Similarly, the US Economy is going through a trough presently with the spectre of a recession looming large. The economy is indeed resilient but there are lots of ifs and buts. Commentators call this the “Yes and But” situation.

If you look at India, I would say we are in a “No and But” situation. Living in India, one cannot resonate easily with the India Shining maahaul. Our cities are in a state of perennial under-construction.  Projects, whether they are flyovers or Metros just don’t seem to finish.  Interest rates have become so high that have pushed EMIs over the roof.  IBC has not helped to resolve quickly the issue of bankrupt companies. In Mumbai, bankrupt builders have ditched projects midway spoiling the aspirations of so many middle-class families and filling the skyline with incomplete towers. Jobs and Unemployment data point to a very grim situation for the youth.

But the economy is indeed growing. GST collections have been on a healthy trend. People are travelling and holidaying like there is no tomorrow. Just look at the long queues for check-in and security checks in big airports like Mumbai and Delhi in the early morning hours. Festival and marriage shopping crowds have been unprecedented of late in shopping areas in all cities. Cheap data and bandwidth have transformed our day-to-day lives in more ways than one. The “India stack” is a global case study. Amidst all the negative sentiments globally, there is an air of positivity in India. We have to move to a “Yes and no But” scenario that too as early as possible.

As Shekhar Gupta says in one of his columns, we have a habit of flashing victory signs early.  India as we speak is still a WIP and a lot of work is yet to be done.  From here, what we need is an uninterrupted home run where the economy keeps clocking 7-8% if not more on a year-on-year basis for 20 years.  If that happens, we will not be talking of just a maahaul but an actual India shining!

Pic credits: Alex Fine in The Economist dated 13th May, 2022.

Where is the “India Story” headed?

  • World over, inflation is at an all-time high.
  • Oil prices are shooting up.
  • There is a shortage of Wheat and other food items.
  • China has shut down its major cities in pursuit of its “Zero Covid Policy”.
  • Experts expect China to be in some kind of a lock down till 2023.
  • Supply chain disruption which started with Covid in 2020 is still on.
  • US GDP growth rate this year is likely to surpass China’s after four decades.
  • The World’s love affair with China is over.
  • Russia’s Ukraine war is dragging on without an endgame in sight.
  • US companies have pulled out or shut operations in Russia.
  • Affinity for Globalisation is now fraught with “Conditions apply”.
  • Almost all nations are seeking “Atmanirbharta” in some form or other without saying so explicitly.
  • A Unipolar world with US as its vertex that existed for two decades since the end of Cold War has now withered.

So, if one looks around, the picture is not very rosy. Where does that leave with the much touted “India Story”?

I think that this phase of 2/3 years is most crucial for India that can make or break the India Story. And the reasons are as follows:

  • Globally companies who had invested heavily in manufacturing in China are looking at de-risking from China. As a country with a huge population and therefore a source for cheap labour, India can fill in, if we get our act together quickly.
  • We are largely English speaking in business and our systems are integrated with the world unlike China which has strong firewalls in place for integrating all systems.
  • India has already proven its prowess in IT and IT services worldwide.
  • We have a functioning democracy that provides inherent checks and balances where transfer of power happens smoothly as per the will of the people.
  • We have a stable government in place now for the past 8 years at the Centre with a leader who is acknowledged and regarded worldwide.
  • India is back on its feet after two years of Covid.
  • With a large consuming domestic population, it is an attractive market for many corporations.
  • India can be the magnet for attracting manufacturing investments in areas where we have core competency like Auto, Pharma etc.
  • India maintains friendship and strategic relationships with big powers like US, Japan, UK etc…

In short, reasons which are all obvious and which we are all mostly familiar with.

For a world that is looking at options, India can be that next best choice if we get our act together quickly. And that is a big IF. Why is it so?  History of India is replete with missed opportunities. Opportunities missed at times due to external geopolitical reasons but largely thanks to internal politics.  Can this time be different?

I believe keeping aside what happened in the past, as an eternal optimist, things can be different if we played our cards differently.  Towards this, I am suggesting a three-point agenda:

  • Put economic prosperity and therefore growth at the top of the country’s agenda. Think, breathe, and act basis the same.
  • This means that at the Centre, States and local level including WhatsApp groups, we must put a stop to all divisive agenda items. The country must focus single minded on issues related to economic growth. Today, at these crucial times, we are spending our time and attention on issues like origins of temples and mosques. I think we all know the origins of the temples and we don’t need to further spend time and resources to establish the facts.  This is a needless distraction at this point of time for us.
  • Centre and states must work towards this goal of economic prosperity as a team. Unfortunately, today, there is an atmosphere of Centre-state friction for which I believe both the Centre and States are responsible. On the other hand, if Centre and states co-operate and work together, I am sure the pace of growth can be fastened. Let me cite two examples to demonstrate my point:
    • In Mumbai, one of the crucial Metro line projects is now in limbo because of the tussle between Centre and State over the location of the Metro car shed/depot. This is clearly unfortunate and there seems to be no sign of a solution to break the impasse.
    • Last week, at the World Economic Forum at Davos, many of the states from India had individual booths along with a strong contingent to pitch for investments. This is indeed appreciable. But, what if, instead of states fighting among each other to attract investments, the Centre and states had worked a joint plan? What if we had a common India pavilion at a much larger scale with separate booths sector wise with participation from concerned states? I feel this would have made a much larger impact and will also ensure joint ownership in execution once a project is landed.
      • Labour is indeed a state subject. But it is high time a common acceptable labour code is thrashed out between Centre and states and implemented asap. A GST council type labour council be set up asap to arrive at a consensus on this. I believe that such a labour council will also help to wade off local political opposition to changes in labour laws for all political parties.
      • One of the key issues for attracting investments for manufacturing is making available land at reasonable prices. Again, a consensus among states and Centre needs to be arrived at for changes in the current land acquisition bill and implemented asap.
    • In essence between the Centre and State what is needed is Co-opted federalism and not Competitive federalism. Dwelling too much on semantics like “Union Government” Vs “Central government” is just a sheer waste of time.

Author and Columnist T.N.Ninan in a recent piece in The Print says, “For India, economic disorder is a reality to be reckoned with, but it also presents an opportunity” and I agree completely.  If we blow this opportunity, I am afraid that the India story will turn to be a Saas-Bahu type soap where the end doesn’t matter as long as there is some drama every day.

HNY to HNQ??

As I sit to pen my first blog for this year in the early days of another New Year, I am reminded of my first post for the last year which was titled “Thank God it’s a New Year”! That time (1st week of 2021) we were just coming off what appeared like a terrible year. The entire world was disrupted by the global pandemic in a scale not seen or heard in many, many decades.  But then by January, we already were recovering and started gradually getting back to pre-Covid way of living. Lockdowns were over, travel started and so on. So, the theme of my piece then was that the worst was behind us and we must thank God that we are in a New Year and raring to go.

In the year 2021, we did finish the first quarter on a high. There was optimism all-around of a sharp turn around. But then, just in a few weeks, the world in general and India in particular was mauled by the 2nd wave.  I shudder to recount the horrifying things which were happening around us in the months of April/May/June/July. Enough to say that the cursed tentacles of the virus were still spreading all over spelling doom on all recovery predictions.  Drawing room conversations were all around the availability of vaccines and the time when vaccines will provide an eventual shield for the virus.

If we recall, by the third Quarter of 2021 however, things on the ground started changing rapidly. The vaccination pace picked up dramatically with better availability of vaccines by August. And we were talking about flattening the curve for the second time. Through the festival season in the months of October/November the mood was upbeat and we could start seeing the recovery even in “Contact sensitive sectors” like travel, tourism and so on.

Things started dramatically changing again with the discovery of the Omicron variant in South Africa in early December. And towards the end of December and as we speak now, we are witnessing another rapid spike in cases and preparing ourselves for the inevitable third wave!  If you have been following the IMF predictions for the global economy and specific countries through the pandemic, you will realise that they have been changing their forecasts every quarter up and down. Now, what am I trying to drive at here?

With such an uncertainty in the world triggered by a virus and its variants today and it could be something else tomorrow what does it leave for long range planning for a country /company /household etc.?  It is tough. To elucidate this point let me talk about the way Indian government handled the economic support during the pandemic versus some of the larger well to do countries. When the pandemic struck in March 2020, big economies like the US, Canada and European countries who could afford, opted for cash transfer to its people to pump prime the demand and therefore the economy. Some of the Non-resident Economists of Indian origin of the likes of Dr. Raghuram Rajan, Dr. Kaushik Basu and Dr. Abhijit Banerjee also advocated this route for India and were extremely critical of the Narendra Modi government for not going the whole hog and opting for a more calibrated “Drip support” approach.

In this approach, instead of direct cash transfer, the government opted for free supply of rations to the needy and generous support of working capital to ensure that the businesses stay afloat. There were also moratoriums on loan repayments for most part of the year 2020. The logic of the economic think tank that included the likes of Dr. Bibek Debroy (Chairman – PM’s Economic Council) , Sanjeev Sanyal (Principal Economic advisor in the Finance Ministry) and Dr Krishnamurthy Subramanian (Chief Economic Advisor) was to take one step at a time when how the virus situation will pan out was uncertain, uncertainty being the key word. The time period for which any support was to be provided was not clear. Also another important thing, during the pandemic induced lockdowns, the issue was in the supply side largely. People stopped going to salons during the pandemic not because they didn’t have money. The same logic can be extrapolated to other service sectors as well. So, the idea was to keep the powder dry for eventualities in the future. As per IMF’s Dr. Gita Gopinath, large economies including the US have no more leg room left to keep supporting the economy and hence are facing an imminent challenge if the virus continues to hold sway. I must say therefore that the Indian think tank certainly stand vindicated on this account when we had to contend with the second wave and now the third wave.

My point therefore is, are long term planning or Annual plans relevant anymore? Things on the ground change so dramatically and drastically these days that any assumption for the better or worse of the future happenings is proved wrong very quickly. Since in India we understand similes from Bollywood easily, let me give an example. RRR is the next film after Bahubali from the ace director Rajamouli. This is also a magnum opus that has been made in multiple languages. Obviously due to the huge budget involved, it had to opt for a theatrical release and was planned for a release in January. The entire team was seen doing mega roadshows in different cities as part of the promotion for whole of December. But then, I see today that they have taken a call to postpose the release due to the like increase of restrictions in many cities due to the Covid surge of late! So it is a matter of few weeks for things to change for the fate of a film that was on the works for five years!

Even in the context of business in the pre-Covid times, I have not been a big fan of rigorous annual planning as, over a period of time, I have seen that assumptions and market conditions change drastically leaving the annual plans as an academic exercise. Now in the post Covid New normal, I feel that time has come to focus on QSQT (Quarter Se Quarter Tak).  While an overall Annual plan can be made for directional purposes, the drilling down of everything to quarters and months and weeks is a wasteful exercise in my opinion. In the sense does it make sense to assume that Omicron is not going to impact the economy so much and plan expenses accordingly for the coming fiscal year? Or we in any position to comment the recurrence of any new waves in the future? Instead in the current situation, whether it is the country or corporation or housing society or our own house hold we may be better off to keep the horizon of three months and take it from one quarter to another. On that note, wishing you all a Happy and contented New Year or should I say Happy New Quarter (HNQ)?

Image courtesy: Kat Millar.com

Tata…, Air India!

The last time I flew Air India was before the pandemic to Shanghai from Delhi and return. The reason to fly Air India was obvious. There were no direct flights from Mumbai to Shanghai (Yes, surprise of surprise, after Jet Airways stopped flying this sector) and to save time on transit, it made better sense to fly to Delhi and take the direct flight to Shanghai. For most of us, the reason to opt for Air India for international flights, particularly when travelling for business/work would be this.  In the absence of a better option and not necessarily being the first choice.

The other set of non-business travelers from India (Students, Senior Citizens, vacationers) opt for Air India for cheaper fares or the extra baggage allowance which comes handy.  In the past one or two decades, rarely I have seen or heard anyone opting to fly Air India for its superior service or for the flying experience.  And herein lies the sad and sordid tale of Air India as a National carrier of India. If this is the situation with Indians, one can imagine where Air India would stack up in the minds of foreigners.

The situation was not so bad all along for Air India. During my MBA days, way back in 1990, we did a survey of air travelers in Mumbai as part of a marketing project. International travel was not common those days as it is now. I vividly remember that Air India fared very well in terms of perception and I guess those were the heady days for the Maharaja. But in the subsequent years as International air travel picked up and when the market was actually exploding in India post liberalisation, Air India was imploding.

The reasons for the rot in Air India have been chronicled well in Jitender Bhargava’s (Former Executive Director of Air India) book – The Descent of Air India. In a deadly cocktail of an indifferent and unaccountable Top management, political interference and string pulling and a demotivated and tired staff, there was only one direction the airline was heading – southwards. Of course, he argues that the descent was accelerated by ill-timed and ill-advised decisions including purchase of new fleet at uncompetitive prices and signing of non-profitable bilateral agreements during the UPA regime.  Irrespective of the political regime, it is a known fact that PSUs like Air India and ITDC were treated like personal fiefdoms by both the executive and the bureaucracy to further their own personal interests.

Now and then, different governments have tried to revive Air India by blowing money on marketing campaigns and taking advantage of exclusive route agreements.  The Air India marketing campaigns have always been top notch. But as I have said before, the best marketing campaigns cannot save a floundering product. Some of the attractive routes, Delhi-San Francisco for example, are profitable and well sought after by Indians but such far and few successes in between cannot sustain a full airline.

The present sad state of affairs at Air India, the losses it has accumulated, the capital it guzzles on a monthly basis, the struggles of the staff in getting salaries on time etc. have been documented well overall and hence not repeating those points here. Enough to say that if there was any company which the Government of India should disinvest and exit in a hurry, it was Air India. So after a few attempts in that direction right from the first time under the Vajpayee’s regime to Modi’s current run, finally the disinvestment of Air India is a reality.

 

Air India is Ghar Wapsi for the Tatas. The story of how Tata Airlines became Air India by a forced nationalisation is also well documented. It will be interesting to observe how the Tatas embrace Air India and more importantly turn it around quickly. For Ratan Tata, there is an emotional connect with Air India. But then, we know how just having emotional connect doesn’t help in business. It calls for a Himalayan effort to start from scratch, change the culture, compete and build a world class airline. Tatas of course is not new to the airline business. They have been running Vistara in a joint venture with Singapore Airlines for some time now. Tatas also have investments going in Air Asia – a regional airline. But then, taking over a fledgling Airline like Air India and turning it around is another cup of Tetley tea!

Airline business is one business which is CAPEX intensive and OPEX intensive at the same time. There are businesses which are highly CAPEX intensive but once done, do not incur high operational costs (Like the mobile telephony business). There are businesses that don’t require high CAPEX investments but need working capital and operational efficiencies to remain afloat and profitable (Like trading businesses). Airline business is one which demands very high CAPEX investments (Planes, slots, infrastructure etc…), high operational costs on a daily basis (fuel, high salaries, marketing etc.) and require operational efficiencies of the highest order in order to be profitable. The moving parts are so many that with one wrong move, the business can get into a crisis mode. Ask Vijay Mallya or Naresh Goyal. This is one of the reasons why we have seen so many airlines folding up in India itself ever since the skies were opened up to private players.

In Airline parlance, there are this headwinds and tailwinds. Tailwinds propel the flights and headwinds have the opposite effect. In he history of Air India as a business though, it has seen only headwinds.

I am certain that Tatas would have obviously done their homework that too extensively, before bidding for Air India. Now that they have won, they have their task cut out. There are many things going for them, on top being the good will of Indians in general towards Tatas. That’s why we didn’t see much of opposition to the announcement of Air India being sold to the Tatas. With “revenge travel” post Covid expected to take off, the timing is just right for Tatas to soar into the Indian skies with Air India N.0! I am personally looking forward to the day when I would opt for Tata-Air India as my first and only choice when I fly abroad. For now, it’s Tata, Air India from GOI and as Amul says, a “Good Buy for Tata”!

Post Script: Interestingly, the Air India Staff Union expressed its happiness over Tatas winning the Air India bid! When was the last time a staff union was happy over privatisation in India? And when was the last time we saw no noise from the Left over privatisation?  Acche Din are here, guys!

Debate around the Growth of the Indian Economy!

Few weeks ago, the GDP numbers for the 1st quarter of this fiscal year for India were published. As per that, the Indian economy grew by 20.1%. In the following days, there were columns, Op-Eds and Social media commentary on whether it was a good quarter or not. Since “Neutral media” is an Oxymoron, depending upon the leanings of the media, the economic performance was either branded “historic” or “pathetic”. There are no surprises here and we have now learnt to live with the media spin on all issues.

Along with the media, the tribe of “Neutral Economists” is also on the wane.  Depending upon their political affiliation, the first quarter performance was touted to be “record breaking/highest ever” or “worst/shocking” in decades by reputed economists.  Therefore for an Aam Admi, it is difficult to judge what actually the situation is. And the truth as in many situations may be somewhere in between.

I am no economist but as an ardent follower of the Indian economy, I tried to make sense of the numbers and the trends thereof and this is what I find. I would like to hear the opinion of the readers as well on my hypothesis.

In isolation, a GDP growth of 20.1% is of course very good. But, we should not forget that this is at the back of a low base of -24.4% same Quarter last year. In that sense, some of the commentary from pro Government circles that this growth is massive and is earth shattering etc. is immature.  At the same time, commentary from the opposition side comparing this with GDP rate pre-Covid and claiming that actually it is lower than what it was two years ago is equally immature. And this is why.

First, the reality is, on a trend line after a massive negative growth of 24.4% in Q1 last year and growing marginally by 1.6% in Q4, a growth of 20.1 in Q1 this year shows that the economy is indeed recovering and the recovery is V-shaped to be precise. This is certainly to be happy about.

Second, we must keep in mind that during Q1 this year, we got caught by a massive second wave which again put several curbs on the functioning of the economy, which was as such firing at much lower levels than before. So, among the eight buckets which contribute to the GDP namely Manufacturing, Construction, Agriculture/forestry & fishing, Mining & Quarrying, Electricity/Gas/ Water & other utilities, Trade/Hotels/Travel & Communication, Finance & Real Estate and Public administration, Defence & other services, it is obvious that a couple of engines are not firing at all. It is therefore natural that when you compare with the pre-Covid situation, the GDP in absolute numbers will be lower. This however does not take away the fact that with the easing of restrictions, the economy is obviously recovering.

Third, let us take a look at the monthly GST collection numbers for the past couple of years.  The average monthly GST collection figure in 2018-19 was Rs. 98,114 Cr. and the average in the 1st four months of 2021-22 is Rs.113,333 Cr. 2018-19 was pre-Covid, normal times and these four months are right in the midst of Covid. And compared to Rs. 101,818 Cr. monthly average last year. So just a cursory glance shows that the economy is on the mend clearly this year.

Here, I would like to dwell into a larger point and thereafter a question.

I would presume that GST collections represent transactional activity in the economy with respect to both goods and services. We are all aware that post the pandemic all “Contact” based sectors have been severely affected. This includes the likes of Travel, hospitality, Wining and Dining (all these for business and pleasure), impulse shopping, recreation and entertainment of all sorts and other human touch related services (salons, spas…). While the Software industry per se has not got affected due to Covid with “Work from Home” filling in well, the ecosystem around it has been significantly disrupted. This includes transportation, catering, real estate, utilities, other discretionary spending and stuff.

As common public, our shopping is mostly restricted to what is required. We travel only when it is utmost required.  The “Festival economy” which is big in India has been crippled since last April.  So my question is, when transactions around goods and services have been curtailed, how is it that the monthly GST collections have shown a growth over 2018-19? (Pre-pandemic period)

There are can be two inferences from this trend:

First, if the monthly GST collection is showing such a robust 15% growth (over 2018-19) even during the pandemic times, once we are done with the pandemic and when all the cylinders start firing, we are looking at an exponential growth in monthly GST collection figures. (Even adjusting for inflation)

Second take away is, either with whatever limited avenues left to us, we are consuming much more than average or there is a significant shift towards formalisation of the economy. I would like to believe in the latter. I don’t think we are consuming more than what is required. However, certainly our purchasing patterns have changed. Due to the pandemic imposed curbs, it is possible that our dependence on the neighbourhood mom and pop stores have come down and we have got used to the convenience of door delivery for everything.

As a personal example, pre-Covid, we used to buy vegetables and fruits from our neighbourhood bhaiya. Once lock down struck, this shifted to a vegetable vendor who was arranged by our apartment complex for door delivery. Here, payment was through G-pay/PayTm etc. Now in the past few weeks, the same vendor is now part of an E-Commerce aggregator called Bhajiwala.com! Bhajiwala.com, I am sure is within the ambit of GST and hence clearly part of the formal economy! My view therefore is, the benefits of GST implementation which we were all looking forward to is beginning to accrue and will be more visible when we are out of the pandemic.

It was widely believed that once GST is implemented, it will add 1-2% to the annual GDP. I now believe that once the pandemic is over and when economy starts firing in all cylinders like before, the bump due to GST could be in excess of 2% because of the increased formalisation of the economy is the last 2/3 years. This I am talking about even after the pent up demand effect.  That should put the naysayers of the GST to rest.

Though we cannot take the stock markets as a real indicator of the state of the economy thanks to its fickle and speculative nature, probably the markets are seeing into the future as above which others are not.  Which is why the markets have been on fire since the last few months even in the midst of the pandemic.

In conclusion, I would like to say that yes, the high growth in Q1 is due to the low base effect.  Yet, it is a significant milestone and pointer towards a robust economic recovery. It is certainly one to be cheered upon if not celebrated upon as yet.  Acche Din are around the corner!

Pic Courtesy: The Economic Times

Covid – Contending with the Waves of Uncertainty!

If at all there has been one thing which is consistent with Covid, it is its remarkable inconsistency.  From the time Covid entered our collective lexicon in February last year, every theory or conclusion related to its behaviour has been found to be inconsistent or invalid very soon after.  Like India was never affected by Bird flu or SARS virus, so we will not be affected by Corona virus (See the situation today). India is a hot country and in peak summers, Virus cannot survive (It did hit us through the last summer). India will be spared as we have better immunity for many diseases (Of course India was not spared).  During monsoons in places like Mumbai, Covid is going to create a havoc (There was no specific spike during monsoons).  Masks are required only if you have symptoms but hand washing and sanitising are most important to prevent the spread (Today, it seems it is the other way – Masks are most important and hand washing is not that important).  Once vaccines are found, that will be the end game for Covid (Vaccines were indeed found but the end game is still not in sight).  Once you take the two doses, you are safe (Now the latest theory is, we may have to take vaccines every year!). This was just to list a few theories on Covid which have got negated along the way.

We must keep this in perspective when we make our judgement on the way the municipal administration or State governments or the Central government or the Prime Minister have handled what is now called as the 2nd wave in India. Let us all be honest. Since the dawn of this New Year, all of us have in some way or other started moving towards leading a normal, pre-Covid life. We started – travelling out of our cities, taking vacation breaks, working from Office, wining and dining out, going to places of worship, having social get togethers, planning for house functions and getting domestic helps back in our houses, to mention a few normal/pre-Covid activities.

All of us were keen to put Covid behind us and lead a normal life. We all understand that it is important for economy to get back to normal which can only happen if consumption in all spheres get back to normal. We were all happy when GST figures reached pre-Covid levels and were delighted when it started exceeding pre-Covid numbers. All this when we also got the news that vaccines were available and we could see some light at the end of the Covid tunnel. We all celebrated and rejoiced about how India came out unscathed on Covid.

What we did at individual levels, companies did at their level as well with respect to businesses. And similarly the administration and Government did at their levels. In this period, we must not forget that farmer protests which in normal Covid times could be super spreader events were going on in most parts of North India. Yet, we didn’t see any spike in Punjab or Delhi or other states where farmers in large numbers were protesting taking limited or no Covid precautions. A full test match was held in Chennai with spectators watching it and there was no spike after that. Looking at these I guess, the Election Commission went ahead with the conduct of the polls in the five states in March and April. Ditto for the Uttarakhand government for the Khumb festival.  We all lowered our guard. Not just the government.

Today, however in India, we have been savaged by a Covid Tsunami. So, what we see all around are depressing news about deaths, sufferings and other collateral issues, all related to Covid. We have been hit by a lethal second wave which none of us saw it coming. This is where the first failure of the epidemiologists, experts and relevant authorities in the administration come into picture. All the while in the 1st Quarter of this year, I only saw experts explaining how India has flattened the curve and how we were moving towards herd immunity.  So, when other countries like the UK, USA and a few European countries were hit by a second wave, why was there no alert from the experts of a potential second wave in India?

In the mid of March, we could see suddenly numbers rising in states like Maharashtra and Kerala without any specific trigger like a super spreader event. When at that time, a few were enquiring with me on what’s happening in Mumbai, I mentioned that it is only a question of time the numbers start going up in other cities/states. And that’s what happened. So, when a person like me without looking at any regression models or analysis could predict that we are up to an imminent spike in numbers, how come the state governments and Central government did not realise that we are walking into a sudden burst if precautions are not put in place immediately.

Even in the 3rd week of March, if the Election Commission had announced strict regulations on campaigning or Khumb was made symbolic as it was done eventually, things would have been different. Or if all states including Maharashtra started what it is doing today in terms of restricting movements, we could have avoided the crisis. This is the second issue.

As some wise man said, “Before, you are wise. After, you are wise. In between, you are otherwise!” In hindsight everyone is God. Anyway, today lock downs have been put in place and I am sure, the numbers will start coming down in the next 4 weeks. Already the numbers in Mumbai are showing a declining trend day by day. But, once we reach a trough, again it will be time for “Unlock 2.0”. When that happens, we may once again at some point of time witness a third wave, unless by that time we have vaccinated a reasonable mass of people.

It is clear therefore that the key to prevent further waves, is vaccination. Or so we hope at this point in time, unless even this theory gets demolished. It is now apparent that the vaccination roll out has been patchy.  Just six weeks into opening up of the vaccination program to public, we have a shortage of both the vaccines.  And I am not joining the chorus of why India exported vaccines when we should have used it for Indians first. The external affairs minister has articulated recently that if we do not support other countries, we cannot expect support from other countries for supply of raw materials. This could be the official line. But the main reason why the government also decided on exports initially was the shelf life, in my opinion. The government cannot give this reason out for obvious reasons.

The shelf life of Covishield is six months from the date of production. As per Serum institute, by the end of December, it had already produced about 50 million doses of the vaccine. I must add here that it had started producing and piling up inventory even before the official approvals. Since the vaccination roll out in India was planned to be in phases starting first with the health and frontline workers for obvious reasons, the stock would not have been consumed before the expiry. Hence, exports meant to serve triple purposes as per me. Consumption before expiry, generation of good will with Vax diplomacy and fulfilment of commercial and licence related contracts for Serum.

A committee under Niti Aayog has been entrusted with the roll out of the vaccination program and it appears that the whole plan was based on “let’s cross the bridge when we get there”. How else can we explain the fact that the Central government had not secured supplies for the vaccine from the two approved sources at least to cover 60% of the adult population right at the beginning? Why is it that the companies were not committed working capital support right at the contract signing stage? If there was a clear plan of sharing of responsibility between Centre and states, it was never made transparent. And today we see that the whole vaccination has been opened up but without ensuring supply. From vaccine hesitancy, it is now a rush for vaccine. It is going to take at least till June for stabilisation of supplies. To me, more than not anticipating the second wave or being lax on taking actions after witnessing the second wave, the ill preparedness of the government on the vaccination roll out is the main issue.

While it is now clear that we as a country have landed our foot into a second wave land mine, the last thing we should see is politicking over this and the never ending blame game between the Centre and states. It is high time that the Centre and states work together in diffusing the crisis rather than pointing fingers on who is wrong at this stage. This is a collective failure of all of us, the society, the administration, the domain experts, the State and the Central government.  As common public we must now learn to be cautious throughout even if we have taken the vaccine, control our instincts to get back to normal lives soon and learn to deal with what could be waves of uncertainty in the coming months.

Having said that, in terms of accountability, the buck of course stops at the top, which is the Prime Minister. He must now quickly move towards establishing a separate ministry for Covid and have a competent minister and set of bureaucrats to man the same.  This ministry should be tasked with all activities related to Covid as an umbrella entity. Being pro-active should be the core mantra for this entity.  It should be acting on a WAAR footing – Watch – Anticipate – Act – Repeat.

As we have seen, unless we get out of Covid quickly, lives and livelihoods will be under jeopardy – caught in the ensuing waves of uncertainty.

Pic Courtesy: India Today

Budget -21, Reform push and Time to Market!

There have been budgets in the past which have sort of quickly moved away from the headlines. And there have been budgets which remained in the headlines but for all wrong reasons. This year’s budget, incidentally the 8th one from the Modi Sarkar presented by Nirmala Sitharaman has managed to hog the limelight for all the “right” reasons. The pun here is well intended.

Talking of the reaction to this government’s previous budgets, it’s always been muted and for obvious reasons. Ever since Narendra Modi became the Prime Minister way back in 2014 that too with a clear majority, the expectation has been that he will bite the bullet on many of the much needed, long pending reforms. Honestly, the previous budgets of the Modi Sarkar were mostly incremental budgets with some increased allocations here, some improved programs there and so on. “What’s the Big Idea”? ‘Where are the Big bang reforms?” were some questions hurled by the commentariat post every budget. It has been my observation that under Modi, the budgets have just become an annual statement of allocations and outlays while Big Ideas whether it was the Swachh Bharat Abhiyan or the Ujjwala Yojana et al were launched outside of the budget. But in this year’s budget, there has been a welcome change to announcing some “Big Ideas”.

The positive vibes around this year’s budget can be attributed to the announcement of few big ideas which have been reformist in nature, while keeping the budget free of any “bad news”. One is the announcement of the setting up of an Asset Reconstruction Company (ARC) which is a euphemism for a “Bad Bank”. Second, is the statement of intent on “privatisation” of two Public Sector Undertaking Banks and one General Insurance company. So far, governments have been taking umbrage under the term – Disinvestment without putting out the word “Privatisation” so openly.

Not just the budget, but the announcement has been followed up by speeches in the parliament and other forums by those who matter in the government, on the seriousness of the intent. In fact, as per news reports, Niti Aayog has recommended to cut the number of state owned Public Sector Undertakings (PSUs) to just 24 from over 300 that exist today. If this programme takes off, it will make Modi a reformist of “Thatcherian” proportions. If you recall, Margaret Thatcher way back in 1979, on assuming power systematically embarked on a reform program to revive the British economy. She deregulated markets, cut tax rates, removed exchange controls and consigned militant trade unions to oblivion. But, it is the privatisation of State owned corporations like British Steel, British Petroleum, British Telecom and British Airways that stays as her enduring legacy till today. So, what Thatcher achieved in the early 80’s in the United Kingdom is what Modi is embarking to do in India after forty years. That brings to the next point of this post which is the important piece of “Time to Market”.

In business, Time to Market is nothing but the time taken by a company to launch a product or a service from the date of firming up on an idea.  For companies, this is an important issue in new product introductions.  In businesses that are highly competitive or for that matter any business, you cannot afford to have a long Time to Market.  That would run the risk of your competitor getting ahead or consumer preferences changing that makes the idea less relevant or even redundant.  I believe that even in the matter of reforms for a government, a short Time to Market is critical. And as a country, our track record on that front is unenviable so far.

In the context of reform push, I believe there are three stages namely – Idea, Intent and Implementation. First, the idea is just floated in a budget speech or on important occasion/forum. Then the Intent is demonstrated when the idea is given a proper shape, laws are formulated if there is a need and resources are allocated.  Implementation is when finally the reform becomes a reality and is rolled out. So, in India if you see the history of Time to Market on important reforms, it doesn’t pose a pretty picture.

For example, take the case of a reform like Aadhaar. The idea and need for a unique citizens identity card was floated way back in 2001 by an Empanelled Group Of Ministers (EGOM) chaired by the then Home Minister L.K. Advani during the Vajpayee led NDA regime. It was only in 2009, when the intent was demonstrated by the UPA government led by Manmohan Singh with the announcement in the budget and then following it up with the set up if UIDAI (Unique Identification Authority of India) under the leadership of Nandan Nilekani. And finally, the first Aadhaar card was issued to a citizen in September 2010. So, from the idea to the launch it took a good 9 years. In the case of GST, from the time of the floating of the idea way back in 2000 to showing the intent in the budget in year 2005 to finally launching GST in India in 2017, it took seventeen years.

In the case of the policy of allowing 100% Foreign Direct Investment in retail however, from the stage of the Idea to Intent to Implementation, the landscape of retail has changed. India doesn’t still allow 100% FDI in multi brand retail. This was seen as an important reform in attracting FDI and employment generation a decade ago. But now with the advent of E-Commerce where 100% FDI is allowed in the marketplace model, 100% FDI in Multi-brand retail is no longer seen as a constraint. In other developing countries like Thailand foreign direct investment in retail gave a huge boost to the economy. But India missed that boom because of the dogma around FDI in multi brand retail which stretched the Time to Market on that reform.

Ergo my point is, if the reforms which have been announced in this budget have to make an impact, short Time to Market is critical. Having floated the Idea of a Bad Bank, it is important to follow up quickly with the formation of the ARC and eventually roll it out within this year itself so that the PSU banks can be freed of the stressed loans and they can get back to lending with more ease. Similarly, in the case of privatisation of PSU Banks, the idea has been floating for a while now. But this is the first time, the government has expressed its formal intent via the budget speech. The road to privatisation is not going to be easy at all with trade unions already gearing to pick up the gauntlet with the government. I though believe just as the mass VRS issue in PSUs like MTNL and BSNL etc. went through in spite of stiff resistance from trade unions, this time, the government may be able to pull it off with a few hiccups. Or so I hope.  Also, while the stock markets are on a high this year, the government can manage to get better valuations.

In the run up to the 2014 Lok Sabha elections, Modi repeatedly talked of “Less Government, More Governance” and “Government has no business to be in business” – thoughts which signalled a clear Rightward tilt on the economic philosophy front. However, till this budget speech, we didn’t see much of action towards withdrawing the government from running many businesses. This budget from that sense is critical in signalling the government’s intent towards moving away from running inconsequential businesses, which is a good sign. And, if the intent is translated into action in a reasonably short Time to Market, then it will be Narendra Modi’s lasting legacy in changing the economic course of this country.

Post Script: If Aandolanjivis are those who make a living out of protests, what about taxing them? And what would be the Time to Market for this idea? 😁

Nothing Private about this!

Ever since, WhatsApp informed all its users of its new update on the privacy terms with an option to accept or “else”, debates and discussions have been happening on whether to move out of WhatsApp or just agree and continue. Irony lost its privacy when all these discussions have been happening predominantly over WhatsApp itself!

In the meantime, rival platforms like Telegram and Signal have seen a huge traction in terms of new users. WhatsApp has been trying to put out the fire through full page ads in mainline newspapers insisting that the new changes are not of any material consequence. And finally, it took a call to put off the effective date for the new policy till at least May which was earlier the 8th of Feb. Hopefully the chatter on this issue will reduce in the coming days. For the rival platforms and media companies though, in these tough times, this has become a bountiful New Year present from the Facebook Corporation.

I personally have been trying to wrap my head around what’s the brouhaha about and what should I do. Privacy is indeed a major issue. But the moot question remains as to where do we draw the line on it. With the advent of technology first in the form of computers, internet, Networks, the Mobile phone and now Apps for anything and everything under the Sun, it is clear that life has become more convenient. At the same time, it is also clear that all these invade a lot into our privacy.

The last time when the issue of privacy entered the drawing room discussions in India was when the Government of India was pushing Aadhaar linking to bank accounts, mobile phones, IT returns and so on. The move was challenged in Supreme Court and post the verdict which sent mixed signals, we don’t see so much push on the Aadhaar front these days in terms of linking with anything and everything. Aadhaar has now been relegated to just being one of the requirements for identity proof.  This is unfortunate because, when Aadhaar was envisioned by Nandan Nilekani and his team, the scope was to use Aadhaar for delivery of many of the Government services. There was also a talk of a virtual Aadhaar Bank. All those big ideas lost their way now due to the battle which a few launched on the privacy front against Aadhaar.

I was then of the opinion that all those who use mobile phones, who are active on social media, who use tools like Google search and maps and so on should never complain about privacy. As part of their functioning, they anyway track the users. So the question of privacy doesn’t arise. The only way to protect one’s privacy is not to use them at all. Even the congressional questioning which took place in the US against Facebook, Google etc.… did not lead anywhere because, at the end of the day, as users we choose to use the tools and accept the conditions that define the usage of these tools. We all have the choice not to use them at the expense of convenience in life.

My position around the new changes in WhatsApp and the next steps, veers around the same points.  If you are a user of Google search, Maps, Mail and the works, anyway a lot of your activity is tracked and shared across platforms. And today, I came to know that our off Facebook activity say in other Apps are being shared with Facebook by the Apps for which we have signed up and accepted the terms of usage! It’s ironical that many who complain about the new update in WhatsApp continue to post “Check in” and “Check Out” status on Facebook!

I also realised that more than the issue of actual privacy, the inhibition towards WhatsApp’s new policy has come from “Big Corporate phobia”. I remember reading in Philip Kotler’s Bible on Marketing that large corporates and market leaders are always prone to becoming victims of negative public reactions frequently and so the Marketing team in such large companies should be equipped to pro-actively sense this and strategize accordingly. Had this privacy update notice come from a smaller player, the response would have been muted. But because it was from WhatsApp which is this humungous communication monster today that too owned by another monster called Facebook, the noise became louder.  And looks like the marketing team there hasn’t read Kotler!

I feel a bit lazy and hassled to ditch WhatsApp now and start using another messaging App say like Signal knowing very well that Signal could be acquired by Google or Facebook tomorrow. And what stops the rival Apps from changing their privacy policy tomorrow? And also even after moving to another App for some group activities, if I have to continue with WhatsApp for other groups, it is a pain to dabble in multiple platforms, not to mention of the erosion in the available memory space on the poor mobile phone.

WhatsApp has turned out to be one of the most convenient mode of instant communication today and has become ubiquitous. So ubiquitous that WhatsApp has become a verb. You don’t send a picture over WhatsApp but you just WhatsApp it! It is indeed convenient and it has been free all along. It has broken all kinds of class barriers. It will take a while to completely sign out of this presently. Not that it is not probable. (Remember Orkut?)

Back in 2014, when Facebook acquired WhatsApp for a staggering US$19bn, the first question that came up in our minds was, what all will Facebook do to monetise WhatsApp? What’s been happening of late with WhatsApp is part of the answer to that question. The launch of WhatsApp business accounts, WhatsApp Pay and probably a virtual WhatsApp Bank are all steps to add revenue streams to the company.

It appears that there are two options now. One, if I am so concerned about my privacy, I have to ditch my smart phone, become smart myself, stay away from social media and stop using all the convenient Apps. It’s like going back in time to another era altogether.

The second option is not to get so concerned about the privacy threats and continue to use technology but be conscious of what we do and what we share on Apps and platforms and hope and pray that all’s well that ends well. For now, I have chosen the 2nd option. What about you?

If you like this post, do share among your WhatsApp groups or any other platform you have taken to of late. Thank you.

Pic Courtesy: NBC News

Tanishq Ekatvam – Anatomy of the Campaign!

When you read this, I am sure you will be familiar with the latest product of the “Outrage factory” in India. Tanishq, Tata’s crowning jewel other than TCS provided the raw material this time. The outrage was around an ad which was put out to kick off its new Ekatvam campaign. The company soon pulled down the ad bowing down to the social media outrage but not before it went viral and divided popular opinion.

As a standalone ad, (see here) I personally liked it. The story is consistent with the purported theme of the campaign, where “the beauty of oneness” was being promoted. Oneness in this case was conveyed through the coming together of Hindu and Muslim faiths after a marriage between a Hindu woman and a Muslim man in this case.

There was predictable outrage following the ad where many questions like “Will they show a marriage of a Muslim girl and a Hindu boy?” and “Why are they showing as if the Muslim parents were doing a favour by following the girl’s traditions” and so on. I am certain that if the ad was shown as above, there would have been exactly opposite questions. Newton’s third law – “For every action is there is an equal and opposite reaction” and Whataboutery are the cornerstones of today’s outrage factory.

My take on the ad itself is that it was a well thought out plan. The campaign was launched during IPL just ahead of the festivals which is peak season for brands like Tanishq. And during this period and particularly during IPL, it is important to cut the clutter. One way of doing it is to make a nice commercial but with a contrarian story line. It helps the ad to stand out and also ensures it goes viral. That’s what happened with the Tanishq ad. Today for most marketers, the starting point of a campaign is to make it “Go viral” and if it does, it is the ultimate take away for the bucks spent.  So, kicking off a controversy through the ad is one established method of making it go viral. Many companies in the past have done that and Tanishq is no exception. I had written about this in one of my earlier posts “Stir up to sell” and if you haven’t read that, please do read here.

It is unfortunate that the company decided to pull down the ad. At the same time, it is easy to criticize the Tatas for succumbing to social media pressure in taking that decision. But I believe that it was a pragmatic choice. Already the business is reeling under the after effects of Covid with showrooms just being opened up. And the peak season is just ahead of the company. At this time, it makes no sense to do grandstanding risking the safety of its retail staff and properties.

At the same time, due to the heat the ad cranked up, the ad went viral and more people have seen than probably originally envisaged. The ad and the brand have become talking points for weeks over and even this blog would not have been written if the ad showed a plain vanilla oneness story!

This post though is not about the journey of that particular ad. I wanted to use the window the ad provided to look at the strategy behind the campaign itself.

As I mentioned earlier, the campaign titled Ekatvam has been kicked off by Tanishq just ahead of its biggest season. In North India, the festive season around Navaratri and in particular Diwali/Danteras are peak seasons for buying gold jewellery. And any serious brand would not like to miss out on this high stakes season.

At the outset, Ekatvam seems to be a brand building exercise to build on its core values of “Trust” etc. So far so good. After having seen the ad that sparked the controversy, I went to Tanishq’s website which also showcases the Ekatvam campaign. And here’s the thing! It says “Tanishq presents Ekatvam – the beauty of Oneness!” It says the “thought” being, “Beautiful things happen when people come together. But today, we’re asked to stay apart, keep a distance and be safe. While we continue to do this, through compassion, empathy, hope and care, we’ve come together when it was needed the most.” And goes on further. “The beauty of oneness. One as humanity. One as a nation. Ekatvam. A confluence of India’s finest craft forms, intricately knitted into one stunning collection, bought alive by our skilled Karigars, where similarities and differences all become one!”

Beautiful thought and an excellent copy. However, if this is the Ekatvam (confluence of India’s craft etc.) Tanishq wanted to promote, where does this aspect come out in that ad? It is common marketing wisdom that when a company launches a campaign, it is showcased consistently across media platforms may it be Print, TV, Web site, Digital etc. I don’t see that being followed here. While the website talks of the campaign being a noble effort to bring together different craft forms and craftsmen, the TV commercial tries to convey oneness by bringing faiths together.  If you look at the print ads, the one in North India (see below left) is consistent with the theme in the web site. However, the print ad in South (see below right) doesn’t explain anything about Ekatvam beyond the tag line of “the beauty of Oneness” and looks more like a “Sales promotion” ad.

 

 

 

 

 

 

So, this brings back to my original hypothesis that the controversial ad was part of a game plan to “Stir up to sell”. The brief it seems was to deliberately bring in the Hindu – Muslim angle and showcase the oneness. And probably the company sort of expected the backlash. In any case, backlash or not, the ultimate objective was to make it go viral and maximise the bang for the buck. The outrage factory in my opinion completely missed this point and effectively contributed in making the ad and the brand top of the mind for few weeks.

What the controversial ad would do to sales would be an interesting thing to watch in the coming weeks. While some commentators feel that it may affect the retail sales a bit, I reckon it may not do much damage.

In final summary, just as you shrug off a lean business period after lock down and get into a peak season phase, why would you launch a CSR kind of corporate campaign of Ekatvam?

Post script: Another innocent question to the makers of the ad. When you wanted to showcase Hindu-Muslim confluence, why would you choose a Kerala family as a backdrop when the ad is in Hindi and aimed at festival season (Diwali) in North of India?