Death of an Emotion!

Yesterday was one of those days. That too a Saturday. I had not seen or touched the day’s newspaper till about 5.00 PM in the evening! It doesn’t happen this way. Usually, the newspaper is dissected in the early hours in the morning and by evening it is consigned to a heap meant for raddiwala. The Covid-19 pandemic has ushered in a lot of changes in our lives and lifestyles. Some temporary and some I reckon would be permanent. Our connect with the newspaper would probably fall in the latter category.

When a complete lock down was announced in March, among other things, the daily newspaper became a casualty. Media houses had to suspend printing of the newspaper and so there was no door to door distribution. For few days, there was an intense sense of withdrawal symptoms in the morning without getting to read the newspaper. And why not? After all, the daily newspaper has been a fellow traveller in our lives all these years.

When I was growing up in Trichy (Tamil Nadu), The Hindu newspaper was part of our lives. Initially for reading in detail mostly the sports column in the last page. Descriptive analysis of Rajan Bala about the previous day “Test Cricket” or Nirmal Shekhar’s take on the Tennis match the previous day were part of my daily routine. When I was over ten years, the attention started going to other pages as well to cover politics, arts, films etc. Reading of The Hindu served many purposes. Apart from helping us to keep up to date on the news and happenings of the day, it helped to polish our English language skills immensely.

When I moved to Bombay later for further studies, I had to shift from The Hindu to The Times Of India as Hindu was not available in the mornings. It was not printed in Bombay those days and the day’s edition used to come by the evening flight and was available for sale only after 3.00 PM that too in select outlets in select suburbs like Matunga. Those who have read The Hindu for long would admit that adjusting to any other newspaper was so difficult then.

Eventually that adjustment happened. So much so, reading any other newspaper then became difficult. It was the 90’s and India was witnessing the first waves of consumer boom. The manifestation of this was being witnessed in the media whether it was Television or the Newspaper.  A medium like The Times of India joined the party early, while it took a while for others and eventually almost every newspaper started emulating the Times!  I don’t want to make this piece as a commentary or comparison between different newspapers. But enough to say the newspaper would change but reading the newspaper in the morning as a habit continued to thrive all along.

This trend continued through the next two decades of the internet boom. The obituary of the newspaper has been in the works for a long time now. Particularly with the advent of the mobile phones, TABs and more importantly cheap connectivity. I don’t want to comment on other countries where the dynamics are different. But in India, even till last year, the print media readership overall grew by 4.4% over the previous year.

In spite of the possibility to read newspapers online, somehow most of us were still hooked on to reading the physical newspaper that too first thing in the morning every day. We might have caught up with the main news the previous day itself on TV and would have seen some of the headlines on social media then and there. But still, reading the newspaper was a morning fix. For many, particularly of the previous generations, newspaper in the morning with the coffee or tea had even a romantic ring to it. And for few, the daily chore of emptying their bowels would not happen without the newspaper in hand. And there are those who get depressed in the morning after a national holiday when the newspaper doesn’t make the morning appearance at the doorstep.

The pandemic though has changed everything. There was no newspaper at all till June. By then, we had survived the initial withdrawal symptoms and learnt to manage without the morning physical newspaper. After the initial few weeks, many of the media houses smartly started sending the links for their E-papers. We started reading the same though grudgingly. Then they allowed the physical printing and distribution of newspapers around July, even then there were very few takers. Considering the nature of the Corona Virus spread, newspapers were seen as a major threat. And finally around September when we all started reconciling to a co-existent life with Corona, we allowed newspapers to be distributed as before. But then somethings have changed at least for me.

At home, I don’t rush to the door in the morning to pick up the newspaper when the bell goes. The newspaper remains at the door for a long time till one of us remembers to pick it up.  Even after that, it is left in a corner untouched for some time. And after few hours during breaks, I glance through it very quickly.

Yesterday was one of those days when I didn’t look at the paper till evening! Today is a Sunday and as I type this piece, I have still not read today’s newspaper. What a climb down from a time when during weekends we used to call for an additional newspaper like The Indian Express in addition to the regular newspaper and spend more than an hour poring over from top to bottom. Post Covid, things may be limping back to normal. Newspaper business may not be dead yet. But I can vouch that the newspaper emotion is dead.  Do you agree?

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?

The “Singhamisation” of police!

If the alleged gang rape and subsequent murder of a young girl in Hathras, UP was not terrible enough, the post death handling of the situation by the UP Police was even more horrendous. It is still bewildering, that someone suggested or ordered a midnight funeral for a murdered victim by the police instead of handing over the body to the parents! 

If that was in Hathras, UP, can anyone forget what happened in Sathankulam in Tamil Nadu, few months ago? In a bizarre case, a father and son duo were beaten to death under custody in Sathankulam police station. For what? For apparently violating lockdown rules!

Last year, in Hyderabad, the police killed the suspects involved in rape and killing of a vet in an early morning encounter which seemed like a scene lifted straight out of a Rohit Shetty (Hindi) or a Hari (Tamil/Telugu) film!

Add to this, the Sushant Singh Rajput case which was hogging media headlines till recently where the police of one state has been in logger heads with another.

Welcome to Singhamisation of Indian police. What is common in all these and more is the crying need for police reforms in India, a long neglected issue by any government of the day.

In our country, the commentariat often talks of the demand for reforms of all types – Economic reforms, labour reforms, judicial reforms, education reforms and so on. But seldom do we get to see the demand of police reforms in the same intensity. And I have always wondered why. As per a data point, roughly 9% of GDP is lost every year on account of poor law and order!  And if you remember, GST as a tax reform was introduced because it was believed that it will improve the GDP by up to 3%! And here we are talking about three times that!

In India, maintenance of law and order hangs in between the clichés of “Law and Order is a State subject” and “Law will take its own course”!  Law and Order which is one of the deliverables of the police is a state subject. States are run not just by ruling party at the centre. Few states are under the main opposition party, few by smaller opposition parties and many are ruled by regional parties. This situation exists at any given point in time. So, every party worth its salt has a stake in maintaining law and order and therefore interest in keeping the police under its thumbs.

I really don’t know when the last time a government seriously intended to initiate police reforms in the country. Even the Supreme Court directive of implementing the Prakash Singh recommendations in Prakash Singh Vs Union of India case in 2006 I believe has not been heeded to. The fact is no Indian state has fully complied with the recommendations. In irony we can say that police reforms is one subject in which all political parties are on the same page!

I believe that the cornerstone of any police reform needs to be “Independence” and “no Interference”. Unfortunately, the institution of police has been used by the ruling class as an instrument of exercising power and control. So much so that in any government the Home Minister, under whom law and order and therefore the police comes, becomes the De facto No. 2. Not the finance minister or the minister holding any other economic portfolio.  The big question is, will any party coming to power would ever give up on keeping the police under their thumb? If our armed forces can be reasonably independent though reporting to a civilian government, why not the police?

The next key focus in police reforms I believe, must be around recruitment, training and compensation. We must not forget that people in the police force have not been dropped from heaven. They are all from the same society as we are. And they read the same WhatsApp forwards as we do. So their world view is shaped and influenced in the same manner as ordinary people. And hence they have their own biases. We saw how this kind of biases come in the way of effective policing even in a developed and mature society like America.  I am talking about the death of George Floyd in Minneapolis when a police man was kneeling on Floyd’s neck for nine minutes even when Floyd was pleading for his life. The key is proper recruitment and training where one’s personal biases do not come in the way while discharging public duty.

Though policing is a highly stressful and high pressure job in India, the police are inadequately compensated. And that’s a major reason for not being able to attract bright people to join the force.  Adequate and attractive compensation will also reduce the menace of corruption that exists even at low levels. So, the combination of reformed recruitment, proper training and attractive remuneration will go a long way in the police discharging their duties in a more professional way.

Coming back to Singhamisation of police, whether films depict life or life follows films is an unending debate. The reality could be a mix of both. If you see Indian films, there was a time long ago, when they usually featured bumbling cops who will reach the scene at the end when everything was over. Then there was a phase where cops were usually of the corrupt variety who will be siding the villains.  Presently it is the Singham era, where cops are this macho super heroes and “Naan Police illa, porukki” types. They deliver justice in their own way and if that means taking law in their own hands, so be it.

And this is what we see in real life as well which is what I call the Singhamisation of the police. Incidentally, the common man in the street who is just interested in timely delivery of justice and not necessarily in the method, loves this. But the point is, if we have to prevent another Hathras or a Sathankulam, police reforms is the need of the hour and not Singhamisation.

Incidentally, Prime Minister Narendra Modi while addressing a bunch of IPS probationers recently, told them not to be influenced by films like Singham. After having initiated bold reforms in agriculture and labour, the time has come for Modi to take up police reforms as well. Then he doesn’t have to worry about Singhamisation of police!

The New Age Circus!

Circus – as we know it traditionally as a form of entertainment, may be on the decline. But a new age Circus has taken centre stage now and is threatening to overtake all forms of entertainment on offer. And that’s the TV News media circus.  Ever since the explosion of satellite and cable TV in India, there has been an explosion of TV channels in India in general and the News variety, in particular. A Wiki entry says that there are 400+ TV channels just for News in India presently, all clamouring for a share of the viewership pie.

With that kind of competition, survival needed a re-engineering of the News broadcast model. And that’s when most of the channels modelled their News programming to present wholesome entertainment. Today, if there are different options in channels like GEC (General Entertainment Category), Sports, Children entertainment, Religion & Spirituality and so on, for the grown up man, (I am not being sexist here. Just that I believe more than women, men tend to relish the entertainment on offer on News channels) News channels are a new category of entertainment that can be called as NEC (News Entertainment Category).

For the past several weeks now, this category has been buzzing with activity after the unfortunate death of Sushant Singh Rajput. Much has been written about how the goal posts in this case have shifted from suicide to abetment of suicide to murder to financial fraud to nepotism to drug consumption with the latest being Bollywood’s connection with the drug mafia. This unravelling of the story has been partly driven by a vigilante TV media which is conducting its own trial every night during prime time. It’s unfortunate that the TV media and not the investigating agencies has been in the forefront of setting the agenda of this case and every turn has been a result of some expose or other by the TV media.

As a result, what we see today is a competition among channels through orchestrated leaks and PR stunts to set the agenda for investigation.  Today, the Rajput case which was just pursued by one channel or media house in the beginning has now become an obsession for most channels/media houses. The result is a full blown war among channels, media houses and its star anchors and them taking sides depending upon what suits them and their TRPs. So, when Rhea Chakraborty gives interviews to a few channels, the other channels label it as a PR stunt to extricate herself from the case. And when Kangana Ranaut talks to few channels on nepotism, other channels label it as a distraction exercise and so on.

There are those who are integral part of the media but not part of the Rajput saga who have been critical of the tamasha going on in News channels. And they have also blamed the viewers of their choices which as per them is responsible for the degeneration of TV News channels. As per me, they only reflect the “these grapes are sour” sentiment. If they had got an opportunity to be part of the saga, the commentary would have been different.

There is no doubt that the Rajput case has heightened interest on TV news for many in India, going by the BARC statistics before and during the Rajput saga. A channel like Republic Bharat has managed to become Number 1 in Hindi News category dislodging Aajtak just during the Rajput saga! I do not watch Republic TV these days. But many do. And that’s why it is the leader in English News category by far. As kids, we liked watching a Circus. And as adults, many enjoy watching TV News which is increasingly resembling a Circus.

In this News age Circus, the reporters are like the poor animals which are paraded to perform certain items in front of the crowd. Today, the reporters are pushed by their bosses to get sound bites and capture sensational visuals which are put on a loop on TV.  Some of the guests in debates are akin to Jokers or buffoons in a Circus who are there to provide comedy relief.  At times from across the border. They are routinely insulted and howled upon. The spokespersons of the parties are according to me like the trapeze artists in a Circus.  They do the fine balancing act irrespective of the situation, swinging from one position to another as per the need and continue to “hang in there” during the heated debates.  The anchor is the ring master who is often seeing cracking the whip.

What I am trying to say is, as viewers we have long before concluded that News is another form of entertainment and is consumed as such. So, if a particular channel or show is high on ratings, it is because it is considered more entertaining than others. This doesn’t mean that we like that style of journalism. For consuming actual News or for high quality journalistic insights we have our own other sources in the media.

TV channels are sustained by TRPs – Tamasha Rating Points, I mean. And in every genre, the clamour for TRPs has brought in a big shift in programming content. In General Entertainment, from sober family value serials to “Saas Bahu” sagas and Big Boss shows, in Cricket from classical test/One day matches to T20s, in Children entertainment genre from pious Tom & Jerry cartoon types to High Octane adventure shows, in Music category from concerts to Reality shows filled with drama. The genre of News is not an exception. Hence the change from staid reporting of events of the day with visuals to noisy and sensational shouting and screaming matches around events.

The traditional Circus may be on the wane and struggling. But the New Age Media Circus is alive and kicking. And you get to watch that every day, 24*7 that too from the couch of your drawing room. And as a viewer do not have any other pretense about it.

Nate Silver, an American writer and editor famously said, “A lot of news is just Entertainment masquerading as News”.

How wrong he was!

All News is just Entertainment masquerading as nothing!

Cartoon credit: Satish Acharya

“JUST” learning to live during the pandemic!

Vijay Yadav* is a small time vegetable and fruit vendor who has been carrying out his business in Mumbai since 2 decades now.  Ever since the lock down, in our apartment complex, he is one of the suppliers of fresh vegetables and fruits. Twice a week, we place order over WhatsApp to him and he delivers the same at the parking lot of our building. He informs us the due amount on WhatsApp and we pay the amount due to him through Google Pay.

22nd Aug, 2020 was Ganesh Chaturthi. Due to the current pandemic situation, we couldn’t go to the local market for Pooja related shopping (different types of Flowers, Garland…) on the eve of the festival. When we were wondering what to do, Meena*, our regular flower seller informed us to our pleasant surprise that she will home deliver whatever flowers and items we need and asked my wife to send the list over WhatsApp. On the 21st evening, the list was delivered at our ground floor. She informed us the amount and we made the payment to her through PayTM.

On 22nd Aug was also our Avani Avittam (Janeu changing ceremony) for which our regular Cheenu vaadhyar (bhatji) sent us the YouTube link to join him. From home, we completed the rituals and promptly sent the Acharya sambavana thro Google Pay.

In between we had to consult for a routine ailment with our Homeopath doctor.  We did the same over phone. He said he will send the medicines to our house within 1 hour. He has a tie up with Swiggy and the medicines were delivered at our doorstep. The doctor gave his UPI id for transferring his fees, which we did.

What is common in all these? It is that we and the other parties involved were able to carry on with life even during the lock down period without stepping out of our place, fairly smoothly. And if you look at it closely, this was made possible through a combination of Smart phones, Bank accounts (to which we could transfer the money) and more importantly the UPI platform through which we could transfer money real time into bank accounts of beneficiaries.

It was Dr. Arvind Subramanian, Ex-Chief Economic Advisor to the Government of India who in his 1st Economic Survey document coined the term – “The JAM Trinity” and said that the potential of Jan Dhan Yojana, Aadhaar and Mobile phone could be harnessed to plug subsidy leaks and ensure a more targeted delivery to those needy.  This was the beginning of Modi’s 1st term during which, the government gave a huge push to opening Bank accounts for the poor through the Jan Dhan Yojana and also advocated the use of Aadhaar for identifying the needy.  However, in the aftermath of Covid-19, I would tweak the JAM Trinity and say that it is the “Quad of JUST” which is helping to keep the bottom of the pyramid afloat during the pandemic.

If you look at the examples I have provided at the beginning, you would realise that even with the unexpected strike of the pandemic, what has been sustaining at least some fraction of the economic activity is a combination of

J (Jan Dhan Accounts) – through which we could transfer money to beneficiaries who are not so privileged like Domestic helps, small time vendors and so on.

U (UPI Platform) – without which money transfer to bank accounts through mobile wallets like Google Pay or PayTM for example, couldn’t be so easy and swift.

S (Spectrum) – as in the advent of 4G which has made data usage cheap and ubiquitous in India

T (Technology) – Without which all these would not have been possible at all.

In this four, I would like to focus on the UPI bit. United Payment Interface (UPI) developed by National Payments Corporation of India was launched in India in April 2016. But it was post the Demonetisation that UPI as a tool got its fillip in terms of adoption and usage. Just look at the numbers. From just 21 banks who were part of UPI in 2016 when it was launched, today it is more than 140. The transaction volumes have grown exponentially from 2.06 mn. in Dec 2016 to 1.49 bn. in July 2020. And in terms of revenue, it has gone up from Rs. 13.17 crore to Rs. 29.05 Lac crore in the same period!!

It’s been so much of a runaway success that Google (which is part of the UPI through its GPay product) has written to US Federal Reserve Board urging it to build a similar faster payment service platform in the US citing the case study of UPI.

As documented very well by Shankkar Aiyar in his book, The Accidental India, in post Independent India, almost all of the successful economic transformations happened as an answer to a crisis. Similarly, the success of UPI in India also, could be pointed towards the cash payment crisis situation that resulted due to Demonetisation in November 2016. While Demonetisation might not have yielded the originally intended objective of the government namely to suck out the black money from the system, I feel that it has delivered or still delivering other positive outcomes.

Among the top is the formalisation of the economy which is a Work in Progress. The huge success of UPI has made conducting business smoother and easier even during lock down times even for the micro business community. At the same time, the added benefit is the expansion of the formal economy where less and less transactions happen through cash.

The last few months ever since the pandemic struck, have been testing times for any country and its economy.  It’s my feeling that after the initial complete lock down phase of two months, Indians have accepted the reality and have started looking at ways and means of getting on with their lives even without any dole from the government in the form of cash support. Purely from the stand point of micro businesses, they have all tried to adapt their business models to at least survive and stay afloat. Accepting orders through WhatsApp, doing home delivery and equipping themselves with online payment options are some of these adaptations. And these may very well stay even after the pandemic is over. In that sense, while the media commentary (when not busy with Sushant Singh’s death that is) could be around doom and gloom due to Covid in India, the common man has learnt to live during the pandemic with the “Quad of JUST” and will to survive.

Postscript: Way back in November 2016, in the aftermath of Demonetisation I had written a post titled Cash Mukt Bharat (Read here) where I had fantasised of an India where cash transactions have reduced completely by 2025. We are in 2020. Looks like many things mentioned in that post have already become a reality.  Amen.

*All names changed.

Pic courtesy: Yourstory.com

Ram Mandir and the Positioning battles!

“Positioning” in my book is one of the most important and enduring concepts of marketing. How you position your brand in the minds of the consumer, leads you to all the other elements of the marketing strategy. Any lack of clarity or misstep mid-way on how your product is positioned in the minds of the consumer, is usually reflected on the poor or waning market share of the product. Why am I referring to the concept of positioning which is already well known, in the context of the Ram mandir?

In the run up to the Bhumi Pujan for the Ram mandir at Ayodhya which took place this week on the 5th of August, it is interesting to see how most of the mainstream political parties fared in the positioning battle. I would group them as winners, losers and neutral based on how the parties reacted to the event.

In the positioning battle, the foremost winner is of course the Bharatiya Janata Party (BJP). The party had made the Ram mandir its existential issue in the 80’s with which it could rally the Hindu vote.  Now in power for the second consecutive term in government, the party got a golden opportunity to make good the promise to build the mandir by way of a favourable Supreme Court verdict.  It must be noted that though the temple construction was made possible due to the Supreme Court verdict, in the minds of the party’s voter base, it is the Narendra Modi led government which has made it possible after such a long wait.

Therefore, it was expected that the Prime Minister Narendra Modi would lead from the front in being a part of the historical Bhumi Pujan. For those who scorned at the leader of a secular country being present at a Hindu religious event, the answer lies at the core of BJP’s positioning strategy. That is of the only party in India to represent and protect the “Hindu Hith” (Hindu interests).  So, why would Narendra Modi let go of an opportunity like this being a ardent Hindu to be out there to leverage on the positive public sentiment emerging out of the Mandir construction?

There were also those who felt that a spectacle like this could have been avoided when the country is fighting a huge pandemic. I feel that from the party’s point of view, re-scheduling the event or making the event low key due to the pandemic would have dented its Nationalistic positioning. “When the time is considered to be the most auspicious for starting the work of the Ram temple, why should we dilute the importance of it due to a virus? That too a virus of Chinese origin?” would have been the thinking among the stake holders.  And not to forget the urgency to complete the temple construction and throw it open before the end of the term in 2024.

In my opinion, it would not have done any damage if the party had somehow got its Ram mandir mascot Lal Krishna Advani to attend the function at Ayodhya. In fact, the presence of Advani alongside Modi on the stage would have added  heft  to the event.

If BJP was the foremost winner, the foremost loser in this battle is obviously the Congress. After having positioned itself as the bulwark of secularism in the country, what did it do now? One by one, its party leaders on cue talked about Bhagwan Ram, Ram Rajya and so on. Starting from Priyanka Gandhi to Rahul Gandhi to other leaders like Kamal Nath, Manish Tiwari, Digvijay Singh, there was a virtual stampede to appropriate Lord Ram and even take credit for the temple construction. In the voter’s mind, the “Hindu” space is clearly occupied by the BJP. By trying to be a political “Me Too” (borrowing the phrase from Barka Dutt) in that space, can Congress ever be able to woo the Hindu voter base? On the contrary, it might have ended up alienating its Non Hindu voter base. How will that section of the voters trust Congress now to be their saviour? In fact, this re-positioning could lead to Congress being neither here nor there. In my opinion, Congress should have just said that it respects the SC verdict and happy that it is being implemented.

The other prime loser is the Shiv Sena. Shiv Sena has been in the forefront of the Ram mandir movement from time immemorial.  Its leader, the late Bal Thackeray was positioned as the “Hindu Hriday Samrat” for the longest time. So, here was the chance to cement its positioning as a party that stands for Marathi interests locally and Hindu interests nationally. And accordingly, its leader Uddhav Thackeray should have pulled all strings to be there on the stage at Ayodhya on the 5th August.  Even if that was not possible, the party should have at least been generous in supporting the event. Instead, it chose to make a “sour grapes” statement denouncing the conducting of the event in the midst of Covid!

Apart from the BJP, the other winner in my eyes is Asaduddin Owaisi and in turn his party, the AIMIM. And here’s why. His is a party with a core Muslim voter base back in Hyderabad. So, in line with this positioning he stuck to his guns of strongly condemning the Prime Minister for being a part of such a Hindu religious event in a secular country. This would keep his positioning among his voter base intact and in the absence of alternatives, can help his base expand outside of Hyderabad.

Apart from these winners and losers in the positioning battle in the aftermath of the Bhumi pujan at Ayodhya, I would say there were parties who didn’t gain or lose. These are parties like the AIADMK in Tamil Nadu (just issued a statement congratulating the PM for the foundation stone laying ceremony), Mamata’s TMC (Issuing a plain “Unity in Diversity” message), Janata Dal (United) in Bihar (keeping silent), Mayawati’s BSP (crediting Supreme Court for paving the way for the temple construction) and DMK in Tamil Nadu (remaining silent). In doing what they did, they chose to remain consistent with their respective party’s positioning in the minds of their voters.

Like for brands, being consistent with its positioning is crucial for political parties as well. A mid-course correction in positioning can be undertaken as a strategy but, the new positioning cannot be a poor “Me too” of the market leader. This is what Congress is attempting and in doing so, is walking straight into to the trap “positioned” by the BJP!

Cartoon credit: Satish Acharya

Taming the Dragon!

This is intended to be a sequel to my last week’s blog– Return of the Dragon. If you haven’t read it, please read here.

The military standoff between India and China at the border is slowly turning into a diplomatic one with both sides waiting for other side to blink first. Marathon disengagement talks are going in parallel with coercive military build-up on both sides. And in India, we have set in motion a slew of things in an effort to “tame the Dragon”.  But what real options do we have to tame the Dragon?

I remember vividly that whenever we used to have these military tensions with Pakistan triggered by some terrorist attack, though we are a militarily and economically stronger nation, experts would say that a full blown war with Pakistan is not an option between two nuclear powered countries. At the same time, we were told that we must raise the cost for Pakistan to carry out terrorist activities, whatever that means. Since there is little economic activity going on between India and Pakistan, it doesn’t really make any difference to Pakistan even if we sever all economic ties.

Between India and China too, a full blown war is out of question considering the fact that we are both nuclear powers. The issue of longstanding boundary dispute can be resolved through talks and diplomatic efforts. But, since both countries cannot give up even a square inch of land, a solution to the boundary dispute is not coming any soon. Under these circumstances, the best option which is face saving for both is achieving Status Quo Ante!

At the same time, while pursuing diplomatic engagement to get the troops back to where we were before this round of escalation, it is necessary for India to raise the costs for China to deter it from indulging in border escalations.  This, I believe can happen only on the trade front.  On the trade front, I believe that China has more to lose than India if relations are spoilt.  And this is opposite to what the commentariat in the India media feel. That being the case, what are some of the options?

  • China is an exporting economy. For the past few years (coincidentally since Xi took over in 2012), the Chinese economy has been floundering, after years of high growth. Under the circumstances, it cannot shut business with a country like India which is poised to be the most populous country in the world soon. In 2019, we imported US$75 billion worth of goods from China. Those who say that this is miniscule compared to the total exports of US$2.5 Trillion China does, are missing the larger point. As globalisation weakens and Nationalism grows and in particular when large economies like the US, Japan and Germany are talking of de-risking from China in the wake of Covid-19, spoiling trade relations with India and denting the prospects for trade growth is the last thing China can afford. So, leverage on this aspect.
  • A quick look at the last quarter’s import data shows that Electronic Components, Telecom Instruments, Industrial Machinery, Computer Hardware and Peripherals are the top 5 categories of imports from China and take up almost 33% of total imports. As a country, we must roll out a solid, strategic plan for developing the domestic Electronic Hardware manufacturing industry. This cannot happen overnight. But can happen with a vision and a roll out plan in the next ten years. Considering the fact that the role of electronics, is on the continuous rise in every aspect of our life and every aspect of engineering, the scope for just catering to the domestic market and then emerge as a competitive, key part of global supply chains is huge. There has been talks in the past to build a globally competitive electronic manufacturing industry in India but this is the right time to translate those talks into actions on the ground.
  • Ever since, we lost lives of our soldiers in the border standoff, the cries of “Boycott China goods” have become louder and more visible. A total and real boycott of these is not neither feasible nor advisable under the current circumstances. Chinese components are a key cog in the Indian manufacturing wheel today.  Instead, whatever government does needs to be only “covert” and not overt. In short, kick off “Salaami slicing” in aspects of trade and commerce.
    • For example, for all government purchases, government cannot openly declare that it will not buy “Made in China” products. However, it can signal a preference to “Made in India” products.
    • Just last week, government made it mandatory for sellers to indicate the “Country of Origin” for their products offered on the GEM (Government E Marketplace) portal. While this was touted as a move to promote the Prime Minister’s Atma Nirbhar Bharat vision, that it was a move to identify products coming from China was not lost on trade observers. Government can do more covert actions like this.
    • For big infrastructure projects, go slow on Chinese companies. (There are many ways of doing this)

  • In the private consumption space, there is a groundswell of opinion among the common public against Chinese products. Usually this sentiment is very temporary. But now, as the government cannot take part directly in festering any Anti-China emotion, it can use the party, its loyal trade bodies and Non-profit bodies to do the job in keeping the sentiment alive for a long time. Though in terms of dollar terms, the reduction in imports in the consumer goods space may not be significant for China as a country, any reduction in demand and orders particularly with the weakening demand due to Covid-19, will affect the Chinese sellers. For example, for the upcoming festival season in India, even if the orders are reduced by half than usual for the many consumer items including domestic appliances, garments, plastics, gift items, decorative items etc. it will be significant blow.  And if that demand turns into orders for Indian manufacturers, it will also aid the economy here.
  • Creating stumbling blocks for Chinese origin businesses like more scrutiny of compliance matters is another way of covert signalling. For example, just last week, without citing any reason, India customs officials said that there could be delays in clearance of goods imported from China. Moves like these will raise the costs for those importing Chinese goods in India and indirectly act as a deterrent for promoting those products in India in the long run. Here, I would like to add that these moves cannot be sustainable in the long run. But, in the short term helps in messaging. And the Indian government doing this now is a smart thing to do. Manufacturing activity and demand in India is any way weak and tepid at this point in time. So, any delay of a few days here and there is not going the move the dial significantly. I am sure that this will be a short term prick rather than a long term change in process.

Now, there is a distinct possibility that China does retaliatory moves (we hear, it is already acting on delaying customs clearance of goods from India). But as I mentioned, today, India imports 5 times more than it exports. So, as of today, it hurts China more than it hurts India. Of course the imported goods are a part of the Indian economic activity and hence any delay or disruption affects those who are in that sector. It is a small cost to pay compared to the cost our defence forces pay with their lives at the border securing our sovereignty.

In conclusion, to tame the Dragon, we must first believe we can, punch above our weight and play to our strengths as a large consuming and growing economy. “Challenge is a dragon with a gift in its mouth. Tame the dragon and the gift is yours” goes a saying. Time to replace the word Challenge with China?

Return of the Dragon!

For few months now, China has been in the news mostly for all wrong reasons. First, due to the way it handled the initial outbreak of the Corona Virus and now for the LAC row.  Ever since the Corona virus became a pandemic bringing the entire world to its knees, there has been a perceptible anti-China sentiment in most parts of the world. In the midst of fighting this perception battle, China also has been engaging in turf wars.  The obvious question is, why would an embattled China engage itself in these activities at a time like this? I am no foreign affairs/Geo political/Defence/Strategic affairs expert. But as an avid follower of current affairs, it is not too difficult to understand the predicament of China, at least towards India.

Consider the following chronology of events (Aap Chronology samaj lijiye):

  • In 2013, China announces its One Belt One Road project (OBOR), now known as the Belt and Road Initiative (BRI). This was aimed at connecting China with important cities and ports in Asia and Europe through maritime corridors and shipping routes. All of the neighbours of India like Sri Lanka, Bangladesh and Pakistan with the exception of Bhutan have joined this initiative.
  • In 2017, India announced its decision not to join this China’s ambitious programme on account of strategic reasons – read as “National Interest”. Not just that, India did not send even a representative to attend the launch summit which was attended by many countries which were not part of BRI. (The project is in tatters with some participants expressing concern over the large debt trap they were walking into)
  • In June 2017, India and China got into a border standoff at Doklam when India objected to the alteration of status quo by China, in constructing a road in Doklam at the trijunction border area. “Operation Juniper” was launched by India whereby, several companies of Indian soldiers crossed over to the Doklam area of Bhutan to prevent the construction. The standoff continued for two months and after hectic diplomatic parleys between India and China, the standoff ended with the halting of the road construction.
  • September 2017: India relaxes its rules relating to obtaining forests clearance for infrastructure and army projects along the LAC in a bid to speed up construction.
  • August 2019: Fresh from the re-election, Modi government changes the status quo of Jammu and Kashmir. As part of that, Ladakh region becomes a Union territory directly under the Central government. Though this is an internal re-organisation, the impact of this move on China was not lost on anyone. During the parliament speech, Home Minister Amit Shah thunders that whenever he refers to Jammu and Kashmir, it includes POK and Aksai Chin.
  • In November 2019, India opts out of the negotiating table of RCEP (Regional Comprehensive Economic Partnership) ostensibly due to the China factor. One of the main reasons from the Indian side is to protect Indian industry and farmers from a surge in Chinese imports, if a free trade pact is signed.
  • February 2020: In the Union Budget, Customs duty on Toys was hiked from 20 percent to 60% to curb Chinese imports. Similarly 10 to 20 percent hike in few other product categories where China was the chief exporter.
  • Mar 2020: In the wake of Covid-19, QUAD (Quadrilateral Security Dialogue) originally intended to be among United States, Japan, Australia and India) got upgraded to Quad Plus to include New Zealand, South Korea and Vietnam. The conference calls, aside from discussing the fall out of the pandemic has also been seen as an opportunity for India to enhance its strategic weight in the Indian Ocean region.
  • April 2020: India revised its Foreign Direct Investment (FDI) rules to prevent “Opportunistic take overs” of firms who have become vulnerable due to Covid-19 triggered business slowdown. This was few days after People’s Bank of China increased its shareholding in HDFC. The move for obvious reasons irked China.

In between all this we also had informal summits between Modi and Xi in Ahmedabad, Wuhan and last year in Chennai, multi-fold increase in FDI from China into manufacturing and construction projects and start-ups and so on.

In Marketing and Public Relations, there is a strategy which is adopted by large corporations. Which is to “Say one thing in public and do exactly the opposite” in a bid to catch the competition on the wrong foot. I forget the exact name for this strategy but let me call it “Marketing by Deceit” TM for want of a better term. This strategy cannot be used by the same company repeatedly but to be used like a onetime Brahmastra!

If you see India’s strategy, it has been something like this. While, we have tried to engage with China to improve trade and diplomatic relations overtly, we have also tried to secure our National interests in matters of strategic concern. I am surprised that this point is lost even on expert commentators who keep referring to Modi’s photo-ops with Xi.

If I were an official in the Ministry of Foreign affairs in China in charge of India, I obviously would be concerned by the above timeline events. Combined with the pressures around the spread of Corona Virus, it is not an enviable situation to be in. As a wannabe dominant power, China wouldn’t like to show that it is embattled or weakened at this point in time. So, the approach of “Offence is the best form of defence” not just in the Indian borders but in Senkaku Islands, in Taiwan and South China seas etc.

Ergo, our attempts at the LAC to up our infrastructure has been faced with a belligerent China. For both the countries, this development comes at a wrong time. Not just India, but China also is facing the ills of a plummeting economy now for few years. Both the countries are also in the midst of fighting the world’s worst pandemic. Hence better sense has to prevail at both sides to avoid a full blown war.

For India and the government, it is paramount to protect the sovereignty of the nation without getting engaged in a bloody battle. In Arthasasthra, Kautilya aka Chanakya says, “Do not reveal what you have thought upon doing. But by wise counsel, keep it secret being determined to carry it into execution!” In line with this, I believe the government will do what it should in India’s National interest without being overt about it in an All-party meeting or in a media conference.  It is laughable that the opposition and the commentariat being hell bent to know what the government is intending to do to resolve the standoff.

In India, Bruce Lee’s film was released as ‘Return of the Dragon’ as a sequel to his earlier hit ‘Enter the Dragon’! But in Chinese and in the original version released in the United States, it was ‘Way of the Dragon’!  Even in real life, between 1962 and now, let there be no doubt that it is the “Way” and not the “Return”. So, our Statecraft must be prepared to deal with this.

Pic Courtesy: India Today

Packaging of the Package!

In India, in the past few days, most Indians or at least the urban folks have been hooked on to the television by 4.00 p.m. every day. Ever since Prime Minister Narendra Modi made a grand announcement of ushering in an Atmanirbhar Bharat with an economic package of Rs. 20 Lac Crore, not just the devil, hope was also in the detail. So, it was left to the finance minister Nirmala Sitharaman to announce the details that would not belie the hopes of millions of Indians.

In India today and probably the world over, if one has to depend on the media commentary to make up one’s mind on an issue, it is virtually impossible. On any topic, the tone of the commentary and its conclusion can be guessed without even reading the piece or watching the full clip, by just looking at the author’s name or the medium carrying it. These days, very rarely you get to read a piece that gives a balanced opinion on a topic, the two or more sides of it, the pros and cons and possibly the positive and negative impact.  So, even to the slew of announcements the finance minister has been making, the reactions have been on predictable lines. The pro-government media/authors have been only praising the initiatives while those opposing have only picked up holes in the announcements. Balanced commentary is increasingly becoming as oxymoron.

It is under these circumstances that I feel, any government today needs to be super-efficient in its communication, so that it has the intended impact on people.  The usually communication savvy Modi Sarkar, has been found wanting particularly in these dire times, when it is utmost critical to bring in comfort and then confidence to the public at large. I will explain why and will try my best to provide a balanced view.

  • First up, the intention of the government not to get bogged down by Covid, but use it as an opportunity to re-define strategic priorities for the country is welcome. To that extent, Modi’s speech on the 12th May, was pretty much on point. There was a vision and though delayed, a financial economic package to the tune of Rs. 20 lac crore,  which are both commendable.
  • The details of the package were to be released in the next few days which is what happened in the last few days, beginning 13th Feb and ending today.
  • The announcements do reveal that the government has done a lot of homework and that probably explains the delay in the unveiling of the package. Having said that, there has been issues with the content and form.
  • First the content.
    • The government in its wisdom chose to use this opportunity not to just announce the economic stimulus package but also address long pending reforms and amendments in laws which is appreciable.
    • Globally, there is an Anti-China mood and having a strategic game plan to take advantage of the changing winds is important. So, some of the measures announced I believe, are in that direction which augurs well for the country.
    • While few may understand that some measures are meant for short term remedy and others are meant for long term transformation, most of us cannot make the distinction.
    • It would have been better if the Government had broken down the announcement into two parts.
      • The first one, to just focus on the immediate short term stimulus/support measures that will “comfort” the ailing strata of the society. This announcement was the one which was widely and eagerly expected. So, what is in it for the MSMEs whose businesses have suffered badly, the urban and poor workers who are left without work and wages, and the farmers who have lost their income?  In this regard, some of the initiatives like the expanded MSME credit facility even without collaterals, free ration to the poor including those without ration cards and the Additional MGNREGA allocation are greatly appreciable.
      • There has been all around pressing calls for cash transfer to the poor as the panacea for the migrant crisis that has unfolded. The government’s view is that, it believed in empowerment rather than entitlement as a route to support poor at this stage. Also, there is a view that money transfer may lead to longer lines in front of liquor shops. There are no doubt, merits in these arguments. But, considering the current acute distress situation, it would have been good if, the government opted for cash transfer to Jan Dhan accounts of women for the next six months.  That would have addressed the lack of money and the alcohol problem in one bullet.
      • The second part could have been reforms and parliamentary actions that are more strategic that will give “confidence” to investors – domestic and foreign.  Muddling all these and choosing to announce major and a lot of minor initiatives together, has resulted in a problem of comprehension.
      • On each of the days of announcement, Twitter and WhatsApp groups were buzzing with more questions than answers, as to what all these actually meant the Aam admi. If the urban elite couldn’t make out that, how do we expect the poor who are expecting some immediate succour desperately from the government to comprehend what is in it for them?
      • If restricting the announcement to the top four or five big “new” initiatives would have reduced the stimulus to Rs.15 lac crore or something, so be it. That is better than creating a Shock and Awe with a huge amount and eventually leaving the public to just count the zeroes in it for the rest of the year.
  • Second the form.
    • In India, most of us suffer from what I call as the “More Points in Power point” syndrome. We feel that if there are more points in the slide, it is always better. In the corporate world, this syndrome translates itself into “More strategies”, More Key Actions”, “More priorities”, More slides, More everything!
    • In this case, the government too being a victim of this syndrome, ended up re-hashing many old initiatives, repeating stuff which have already been announced in the last budget. For example, the “One Nation One Ration Card” initiative was first announced if I am right in 2016. Stuff like reforming the Essential Commodities Act etc. have been touched upon in the past budget speeches.

The result is that, the Finance Minister ended up making her third budget speech for this year, the only difference being, it was in tranches. From the government’s point of view, this would have helped in deflecting the headlines for a week from the migrant crisis and other related bad news. But, I am not sure if the budget speech type announcements have helped in either “Comforting” the needy or building “Confidence” among the business community!

When marketing Guru Philip Kotler first talked of the P’s of marketing, he just referred to 4 P’s – Product, Price, Place and Promotion.  As marketing evolved, more P’s like Positioning, People and Packaging got added over a period of time. In the modern retail world, packaging got a lot of prominence due its influencing role at the point of sale. In today’s era of political communication too, I believe, even an economic or a stimulus package needs to be “Packaged” properly to reach its desired outcome.

Lest we forget, Narendra Modi has been the maiden recipient of the Philip Kotler Presidential Award.

Cartoon credit: Satish Acharya

Locking down a tippler!

In India, in the last few days, two set of visuals are making the headlines. One, is the unending stream of pictures of migrants walking along highways trying to reach their homeland. The other is of the long and unending lines of people in cities and towns in different parts of the country in front of liquor outlets. Ever since many of the state governments who couldn’t control their addiction to revenue from liquor (to borrow this fine phrase from Pratap Bhanu Mehta) decided to open up liquor outlets, it has opened up a Pandora’s bottle! Point to remember here is that liquor along with petrol/diesel are out of the purview of GST still and are in the state’s ambit for tax collection. So, not surprisingly most of the states opted for revenue maximisation ahead of Corona minimisation!

In India, the narratives of the so called experts are drenched in Anti Modi’ism. So, in the initial days of Corona, the narrative was around why India is not locking itself down like China did with an iron hand. In a few days into Corona, Prime Minister Narendra Modi did announce a complete national lock down, unprecedented and unimaginable to pull off in a culturally lax country like India. When that happened, the narrative shifted to the lock down not being thought out properly. The pictures of migrants walking along main highways did support this narrative.

During this period, calls from the commentariat including in the opposition were to do a direct benefit transfer to the needy of anything between Rs. 5000 to Rs. 12000 per month so that, many of the poor who have now lost their jobs and income can sustain. Along with this, there was also the call for free distribution of staples. In fact, Nobel laureate Dr. Abhijit Banerjee went to the extent of saying that targeted money transfer be damned and pushed for transfer of cash to the entire bottom 60% of the economy. He felt that targeting at this stage would be costlier and cumbersome.

In a while when the states started getting their act together to reach food to the migrants, the story was about how livelihoods are being lost due to lock down.  In the past few days, many experts tired of the lock down now are veering towards “opening up” the economy, as a complete lock down is no longer sustainable.  And that’s when the decision to open things up, which is now in the hands of the states, was taken by most of the states, who were feeling the pinch of empty coffers. And the key item that got ticked off in opening was the opening up of liquor shops.

And when the liquor shops got opened what happened?

  • In most places, all the gains achieved with so many days of social distancing got neutralised by thronging tipplers who threw caution to the wind.
  • In Bengaluru, on a Monday morning, you could see youngsters’ queuing up to get their stocks of liquor. In their prime, their parents lined up often in front of ration shops to get their share of kerosene, rice, sugar milk and other essentials.
  • In parts of Telangana, in some pictures where you could identify the people as not very rich or even middle class, men were seen lining up in braving dry heat.
  • In Nainital, Uttarakhand, people were seen braving hailstorm to buy liquor at a shop on the day liquor shops were open.
  • In Delhi, a man was seen showering flower petals on people standing in lines outside liquor shops apparently to celebrate them for helping the country’s economy!
  • There was also an invoice from Bengaluru that went viral showing liquor purchases for Rs. 52841 one shot!

Whichever way you look at it, there is something fundamentally wrong in what we saw as an after effect to the opening up of liquor shops. And here’s why:

  • What are the young men and women (who we can assume are working in IT or ITES companies) doing in front of liquor shops in Bengaluru on a fine Monday morning (1st day of the week) when their companies expect them to “Work From Home”?
  • In the other case of poor people crowding the liquor shops, what about their source of money? Did we not hear that many of them have lost their jobs and not getting paid due to lock down?
  • Or is it that they are using the little amounts transferred by the governments to quench their thirst for liquor instead of using it to buy ration and other essentials for their households?
  • Domestic violence reached an All-time high during the lock down period. The sheer number of men in the lines made us think of the women they go back to.

I was disappointed to see once again the media narrative on the above scenario. In the “liberal” worldview, calling for a prohibition is of course untenable. But, at least during these extreme situations of Covid related lock downs, I would have expected a strong questioning of the timing to open liquor shops. Instead what we saw in most media stories were:

  • What happened to social distancing norms in liquor shops? Why did the government not think through this?
    • Really? Even in normal shops, maintaining social distancing is a herculean task. And how can one expect discipline in liquor shops that are opening after many weeks?
  • Instead of opening the liquor shops, why can’t the government arrange for home delivery of liquor thro apps like Zomato, Swiggy, etc.?
    • Yes, the authorities in the midst of fighting the health hazards due to Covid must also spend their time on discussing with Zomatos of the world to ensure efficient door delivery of liquor to nook and corners of India including remote villages. Is it? If such efficiency can be attained in India for booze delivery, why can’t that model be put to use first to deliver essentials to people would be my question!

The fall out of this untimely and stupid decision is there for us to see. Mumbai has rolled back the decision. In Tamil Nadu, Kamal Haasan headed outfit along with few others challenged the decision in the court and obtained a stay on selling liquor for now. The state has now knocked at the doors of the Supreme Court! Few states have slapped very high taxes, which I don’t know will make any difference.

It is not very clear as to which is more dangerous? People’s addiction to liquor or the Governments’ addiction to revenue from liquor? And who has to give up the addiction first? My personal view which could be an unpopular one too is, it is high time governments view this issue in perspective. That is, to look at the so called revenue from Liquor and tobacco versus the money spent on health care to take care of ailments related to smoking and drinking. And when that is done over a longer period of 20-30 years along with the cost of social ills, it will be as clear as daylight that, in a country like India, prohibition in “some form” is essential. Which answers my question as to who should give up the addiction first. It is the State.

Winston Churchill apparently said, “I have taken more out of alcohol than alcohol has taken out of me!” in reaction to those who critiqued him for depending too much on alcohol. It will be however wise to realise that in the case of governments, it is the otherwise.