Debate around the Growth of the Indian Economy!

Few weeks ago, the GDP numbers for the 1^st 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 1^st 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

In #2019, no TINA but be wary of TAIL!

As 2018 winds down and we step in to 2019, for India, it is just not another new year. Mid of 2019 is when we will have the Lok Sabha polls that will determine if Narendra Modi will get another shot at being the Prime Minister. In my memory, I cannot recall of any individual who has come for so much scrutiny as an elected representative. And whose re-election is being discussed and debated so intensely in the country. First up, blame it all on the social media and its growing tentacles!

The fact that a government’s performance is coming up for such a rigorous appraisal itself, augurs well for our country. It should be like that. I only hope that this appraisal business isn’t selective and not just reserved for Modi Sarkar! If I think as to why this government has come under such a close assessment, I realise that it should blame itself for the same.

Did we have any other government in the past that

Set targets for itself on many fronts?

Which announced the targets and put them out in public domain?

Which tracked the actual delivery against the targets and presented them for everyone to see and comprehend easily that too mostly on real-time basis?

Today we know, not just what this government’s targets are for rural electrification, construction of highways, building targets, opening of bank accounts so on and so forth but also where it stands in terms of achievement. One look at the https://transformingindia.mygov.in/performance-dashboard/ site gives us an update on a real-time basis. It is not that governments in the past did not set targets for themselves. But all these targets were usually in terms of outlays announced in the Annual Budget speeches and seldom one would know what the final outcomes were. Between the outlays and outcomes, the India story remained in tatters. I guess not any more. So, if people keep remembering the promises made and get disappointed if some of the promises have not been met fully or adequately, blame it on the Government’s efforts of putting out data in the open which makes it possible to compare achievements Vs goals easily.

In comparison to the upbeat mood in 2014 and 2015, today the mood in the country is more sombre. Even the most loyal fans of Modi have realised that probably he chewed more than what he could swallow. Five years are just not enough to turn around and solve all the ills of the country. That too when the global economy is facing one headwind after another! But then, as a country we had our own share of misses. Right when the economy was getting back on track in 2015/16 from the throes of policy paralysis and negative vibes and was poised for a leap, this government let loose the Demonetisation devil on the economy. This set the economy back by 2 years to get back on track. That we didn’t fully collapse and managed to grow the economy at a slower pace nevertheless, would be a miracle, academicians would pore over in the years to come!

Before the effects of Demonetisation could subside, this government went ahead with the introduction of GST which according me is the biggest Tax reform in Independent India. Irrespective of the critics who take on this government on the “not so perfect” GST, I maintain that it was extremely creditable on the part of Modi Sarkar to launch the GST without further delaying, on the 1^st of July 2017. In India, in aspects of meeting deadlines, we Indians follow religiously and rigorously the Theory of Elasticity which says solid materials deform under the application of external force and regain their original shape when the force is removed. So, in the quest of a perfect, ideal GST, if this government had deferred the launch, who knows, perhaps we will still be talking of “introducing the GST” in the upcoming budget! Against that, today we already have a thriving GST which is now going to complete 2 years! The introduction of GST will remain this government’s biggest achievement when its history is written.

The short term pains inflicted by these 2 moves (Demonetisation and GST) to the small and medium businesses combined with the government’s failure to address the Banking crisis at the beginning of its term have led the BJP to the situation where it is today. In its strong hold states like Gujarat, Madhya Pradesh, Chhattisgarh and Rajasthan, the party’s support base has been dwindling. On the contrary, the Congress which seemingly had no hope of a revival till mid-2017, has smelt blood and is hoping to deprive Modi of a second term and a shot at history.

In India today, in the main stream media and also probably social media, the obituary of Modi Sarkar is being written on a daily basis. As per me, it is too early to write off Narendra Modi in the context of 2019. In spite of his government’s misses in terms of promises and more importantly the delivery of Achhe Din, his personal credibility as a leader who is keen to deliver, is intact. I do believe that there are those who are disappointed with him. But they are still not disgusted with him. Yet. My personal feeling is that they would like to give him another chance. The same states which voted out the BJP recently could very well see voting for Modi in the Lok Sabha polls!

Apart from this factor of Modi’s personal charisma, there is another important factor at play. People like to call it the TINA (There Is No Alternative) factor. I don’t believe that there are no alternatives to Modi. In fact, we have many. We have the spectre of a Rahul Gandhi becoming the Prime Minister, if a Congress led UPA front emerges as the biggest. Or else it could be toss between a Mamata Banerjee or a Mayawati or a Chandrasekhar Rao or any other leader depending upon how many seats they win, as part of a coalition which will be cobbled together post the elections. In all these cases, a leader of the party with 30-40 MPs would head the coalition of 10-15 parties with each party playing the “I am indispensable” card!

This Mahagathbandan where, parties will oppose each other in one state but will come together in another state is only a Maha”cut”bandhan who want their share of power and the perks that come with it. I believe that people are smart enough to understand and realise that Modi Sarkar might have disappointed but will still probably vote for him not because of TINA but being weary of TAIL – The Alternative Is Lousy!

In the past, we saw many Accidental Prime Ministers as we didn’t sight TAIL properly! Hope 2019 is different. On that hopeful note, wishing India a momentous 2019!

Cartoon courtesy: Satish Acharya

Single party majority sarkar or Coalition sarkar?

Last week, parts of a speech of our National Security Advisor, Ajit Doval made headlines. Speaking at the Sardar Patel memorial lecture, Doval said that India needs a strong, stable and decisive government for the next 10 years. He also predicted that weak coalitions will be bad for India.

While I was reading this, I was reminded of another speech made by Y.V.Reddy, Former Governor of RBI some time in 2017. “Interestingly, the highest growth in India from 1990 to 2014 was really during coalition governments… So, in a way it is consensus based… in Indian situation, a coalition probably produces better economic results than a strong government,” Mr. Reddy told a Washington audience on September 27.

From the two specks of wisdom, we can assume that while the former spoke from security point of view, the latter did from economic point of view. While I don’t remember many reactions to Y.V. Reddy’s opinion then, Doval’s speech has triggered a lot of rebuttals, primary one being, this piece from The Print’s Shekhar Gupta where he has argued that majority governments in the past including that of Rajiv Gandhi’s in the 80’s and the present one of Narendra Modi have not been better off significantly than the few coalition governments we had in between!

Without going back too much back in time, I would like to focus on the present majority government of the BJP in this post. By the evening of 16^th May, 2014 when it was clear that BJP against all expectations and pre-poll predictions, was hitting the half way mark on their own, there was euphoria all around. Even among the non-BJP loyalists, there was visible excitement of how a majority government can decisively take the country forward without having to constantly look over its shoulders. By nature, coalition governments formed mostly through post poll alliances come with the spectre of instability. So, here was a government finally which had the numbers on its own and a two third majority with its allies. So, can’t blame the public at large including the author if they thought that Acche Din finally arrived for India!

In India, we have had a long history of taking one step forward and few steps backward. Unfortunately this did not change even with a single party government with a decisive leader at its helm as we found soon enough in 2014. We soon found that adequate majority in Lok Sabha is not enough and that the government needs numbers in Rajya Sabha also to be effectively called as a “true majority Sarkar”! And for that, the wait needed to be longer – another 5 years or so!

As per me, the virtues of a single party majority Sarkar got exposed when this government failed to get the amendments in the Land Acquisition Bill passed. In his 1^st meeting with the Chief Ministers, Narendra Modi was reported to have got the feedback from most of the CMs (including of the Congress) that the tough and impractical clauses in the Land Acquisition Bill presented the single biggest challenge in getting many infrastructure projects off the ground. The government went about making changes in the provisions and tried to pass the bill. But couldn’t get the bill passed through in Rajya Sabha where the Congress and the Left blocked it effectively. The majority government then tried to use the Ordinance route many times but finally gave up, coming under the cloud of Rahul Gandhi’s Suit Boot Sarkar jibe! As we speak, in spite of this Government’s intent and drive towards kicking off many infrastructure projects, land acquisition continues to be the biggest impediment in meeting deadlines for large game changing projects!

Here, I feel that a coalition Sarkar of the stable type as NDA-1 run by Vajpayee or the UPA-1 run by Manmohan Singh, would have handled this differently. By engaging with the respective oppositions through dialogues and agreeing to give and take on a few provisions. Since many Congress CMs were on board on the changes to the Land Acquisition Bill, dialogues with the Congress party leadership through some of these CMs would have probably done the trick leaving the Left isolated on this. As we all know now, in the initial days of this government, its single point agenda was to isolate the Congress. What if the government had given the status of the Leader of Opposition to the Congress in the Lok Sabha as a quid pro quo to getting their support to a few important bills in the Rajya Sabha? Machiavelli or our own Chanakya would have been proud, isn’t it?

In spite of this initial setback though crucial, I do believe that the Modi Sarkar was flying high in that period. From bringing Swachh Bharat to national discourse to bringing back India at the top of investment destinations worldwide, Modi Sarkar could not make a single false move, but that was till November 2016! With the confidence in the Indian economy back and aided by windfall gains from low crude prices, one thought that the Universe was finally beginning to conspire to make India successful. Again that was still November 2016!

In November 2016, Modi Sarkar took on the Universe and went ahead with Demonetisation. What seemed a master stroke initially to suck out black money, soon turned out to be an ill-conceived and ill – executed move that set the economy back by a year or so. The much lauded ‘Jugaad’ mentality of Indians came to party, the result of which we could finally get to see. As much as 99.3% of the junked 500 and 1,000 rupee notes returned to the banking system!! While it is to the credit of the Prime Minister Narendra Modi that his government came out unscathed with its credibility intact or grown even after this very huge miss-step, I wonder if a major decision like this could have been taken without taking the coalition partners into confidence if it was a coalition government. And in the same token, I do feel that the collective wisdom of a coalition cabinet would not have let this move go at least without proper checks, balances and preparations!

I certainly would not add the introduction of GST as a miss-step of this government as many are doing, as I firmly believe that GST was a long-awaited reform and in the introduction of the same, Modi Sarkar learnt its lessons and behaved like a coalition government in listening to and taking all parties on board. The result is there to see. GST is a reality now and after initial hiccups as can be expected from any path breaking reform, the benefits are trickling down with the GDP showing clear signs of recovery in the past few quarters.

A majority government led by a decisive leader provides for great optics particularly from foreign countries’ point of view. And that has its own benefits as major powers would like to believe that the Government/leader they are engaging across the table has the backing of the popular mandate. However, in practice, I have now come to feel that a coalition government led by a party with a fair share of numbers led by a decisive leader may be ideal for a diverse country like India. In that, we do get the advantage of the collective wisdom of alternate views while, the virtues of the decisive leader are also not missed out.

Or going a step further, a majority government with a decisive leader which behaves like a coalition government by not taking key, strategic decisions without passing by the collective wisdom of alternate brains! In short, institutionalizing the “GST Introduction model” for all key decisions!

So going back to the speeches of Y.V.Reddy and Ajit Doval, both may be correct. In parts! Just that like in many aspects in India, the ideal situation may be somewhere in between!

Our Tryst with GST* – * Conditions apply!!!

GST – The Good and Simple Tax, as our acronym lover PM touted during the launch on 30^th June is finally a reality after almost 11 years of intense labour. This along with FDI in retail must count among the most awaited reforms in India by India observers.

So, the advent of a single tax which subsumes, at last count, some 17 different taxes and myriad cesses certainly must count as the single largest Tax reform undertaken in India. Not to forget the application of tax only on value added in the chain. Along with this simplification, the fact that goods from one state can pass thro different states without wait, harassment and accompanying corruption portend a new beginning for trade in our country. In the pre-GST era, logistics and warehousing strategy of companies have been dictated by tax compliance rather than supply chain considerations. In the sense, the number of warehouses and their size would be driven by billing point concerns rather than geographical spread of demand. In the GST era, warehousing will depend on supply and demand equations and not taxation points. And hence like in most developed countries, companies will get to run larger, integrated and fewer of warehouses. Development of more efficient logistics hubs, warehouse consolidation and ensuing FDI will become a reality soon. This is a new dawn for retail, supply chain and logistics industry.

So with all the seemingly obvious benefits of the GST regime, why is it that there is still some cynicism and negativity from different quarters about the move? Why is P. Chidambaram once the prime mover of GST when UPA was in power, cautioning all of us to “Get Set for Turbulence”? The GST in the current form is nowhere close to the one which was originally conceived. Rolling stones probably gather no moss. But a rolling GST gathered whole lot of moss on its way from the wisdom of empowered committees to standing committees to GST council. The current version of GST is a product of what I call “co-operative federal bullying”. The result is instead of the One Nation, One Market, One Tax premise, what we have is One Nation, One Market, One Tax name, 3 Sub Tax names, Multiple Rates, Few Exceptions, Some flexibilities and with an *. * – Conditions apply.

Being part of the GST council, the states in their own wisdom, ensured that we as a country don’t get away with a simplistic tax which may throw many Chartered Accountants out of jobs. However, I understand that without having a set of different GST rates (in some cases different rates for the same category as per user segments) or without excluding items like Petrol, Alcohol, Real estate,.. consensus could never have been built in getting GST off the ground. UPA’s failure to make GST a reality during their regime stems from this. So the choice before the centre was to accept what the states demand and bring about a not so ideal GST or wait endlessly for a few more years may be decades before some major economic crisis forces all concerned to come to an agreement on the ideal GST. From that point of view I agree with the stand taken by the Govt. to bring in GST in its present form with its shortcomings, with a hope of ringing in the changes in the coming years. Kudos are in order hence.

The Congress party which at every opportunity reminded us that the seeds for GST in India were sown by the UPA, however, chose to be petulance personified and boycotted the GST launch. While rubbishing the GST in its present form its main “anGST” against GST was that it is being rushed thro and should be delayed by 3 months till September. We all in India know that in our country whatever may be the preparatory time available, things get accomplished at the last minute. If we get more time, we stretch our deadlines accordingly. That if we have more time, we will be more prepared and can do trial runs before actual roll out,.. exists only in theory. Don’t we see in our Indian weddings, folks tying up some loose ends literally till the baraat arrives and continue to do so as the wedding is in progress? Finally when the wedding gets over, its smiles all over. So even after the GST roll out, there will be glitches, teething problems and surprises which I am sure we will find ways and means of getting over. Pushing back by another 3 months is not going to make things any different.

It must be commended that this Govt. stuck to the date of July 1. It would have been very easy for the PM and the Govt. to throw in the towel and put off the launch by a few months. But then, there are other implications. Come Oct. it is the peak festival and hence business season in India. Does It help if the roll out happens when India is in the midst of its biggest Annual economic cycle? Will it help if GST is launched in Jan. in the final quarter of the fiscal year???

The ruling party, the BJP counts traders as its important traditional support base for the party. That the party still decided to go ahead with the tax reform which professes maximum disruptions for this group is a significantly courageous move. In India economic reforms have always been carried out under duress; when push comes to shove. The heralding of GST must be the 1^st major economic reform brought in when not under any kind of stress but just to ease up things for the future. This certainly conjures up the arrival of Acche Din for our country.

Still our penchant for complicating things comes to the fore here as well. Though the GST collections have to be shared between the state and the centre, could it not have been done at the back using technology rather than coming up with 3 variants like SGST, CGST and IGST??? Does the Anti-profiteering clause make sense? Will not competitive economics eventually drive pricing??

GST is indeed a Good and Simple Tax. So there is nothing like a good or better time to introduce the same. But, we should not forget that this is India and we are Indians. So, conditions apply.

Savour the Achhe Din!!!

In these largely agonizing days in India, a call to savour the Achhe Din would seem highly preposterous, isn’t it??? Well, wait a minute!

New Delhi, Oct 1984 – The then Prime Minister Indira Gandhi is assassinated by 2 of her own body guards. Over the next few days, thousands of Sikhs get killed and their property burnt in Delhi in a violent reaction.
Chennai, Dec 1987 – M.G.Ramachandran, the charismatic actor turned Chief Minister of Tamil Nadu died after prolonged illness at his residence. His death sparked off a frenzy of looting and rioting all over the state. Shops, cinemas, buses and other public and private property became the target of violence.
New Delhi & Parts of North India, Aug 1990 – The then V. P. Singh Government decides to accept Mandal commission report which recommended 27% reservation for OBC candidates at all levels of Govt. services. Large scale protests erupted mainly in North India including self-immolation bids by students against co-opting the report.
Mumbai, Jan 1993 – Following the Babri demolition in Dec, 1992, what started as peaceful protests escalated into large scale communal riots in Mumbai between Dec 1992 and Jan 1993 where thousands of people died, properties looted and destroyed.
Thane, Mumbai, April 2001 – Shiv Sena Leader Anand Dighe dies in Singhania Hospital, Thane at a relatively young age of 50 following a cardiac arrest. As soon as the news of Dighe’s death broke, irate Shiv Sainiks went on a rampage in the premises of Singhania Hospital and set on fire the hospital.
Bengaluru, Sep 2016 – Supreme Court orders Karnataka to release of 15000 Cusecs of Cauvery water to Tamil Nadu. Immediate violent reactions erupted with burning of TN registered vehicles and destruction of public and private property.

In all the above, one can notice that while the provocations are different – from a leader’s killing to another leader’s own demise to a political move to demolition of a religious symbol to an adverse Supreme Court judgement that too in different parts of the country, the reaction of the people followed a pattern. Violence, looting, mob fury, vandalism,…,…. leading to many deaths and large scale destruction of property.

This proves that as Indians we are a bunch of gullible emotional people. We can get easily provoked into carrying out what are supposedly unlawful activities that bring disrepute to the country and also affect us economically.

In any country’s timeline there are defining moments. Moments which change the destiny of the country for the good or worse. Our country’s history since Independence also is replete with such defining moments – some of them which we can be proud of and others which push our heads down.

I reckon that the Demonetisation call of 8^th Nov, 2016 would be such a defining moment in our country’s history when it’s scripted later. I am not here to pronounce this based on the economic benefits of Demonetisation. The erudite are already doing it with media abound with pieces hailing and trashing the move in same breath. And frankly it is early days yet. However something else that is monumental is happening in the country which is what this post is on.

Going back to what I elucidated in the beginning of the piece, in our country we get easily provoked. And the result of the same is there for all of us to see. In this context let’s look at what’s been happening since that eventful address to the nation of the Prime Minister Narendra Modi on 8^th November:

Bulk of currency in circulation was withdrawn and we were told to go Banks/Post offices to withdraw/exchange the old currencies before Dec. 30^th
Since then there has been serpentine lines in front of banks.
Banks have been woefully short of currency as RBI’s supply chain right from printing to distribution has not been able to cope up.
Banks when they had currency only dispersed high value 2000 rupee notes.
ATMs have not been mostly functioning and if working for few hours, could give us just 1 note of Rs.2000.
The rules of withdrawal and exchange have been changing by the hour and have been the butt of new WhatsApp jokes by the minute! In fact the exchange goal post of 30th Dec. has been brought forward.
Both the TV and print media have myriad stories of how Demonetisation has affected the common man in urban and rural areas.
There have been many deaths attributed to Demonetisation in many parts of the country. Every day there are updates on the death toll in the media.

It’s almost a month now and still the situation is fluid. As one can see that this Demonetisation gamble by the Govt. has presented to us – public many, many opportunities to get provoked. But the one difference is we that have not got provoked. At least up until now. And I hope I have not spoken too soon.

The resultant emotional outbursts leading to violent reactions for events mentioned in the beginning are sometimes quite spontaneous (though it is still difficult to explain the reactions so very violent) but many times orchestrated to further political interests. In this case (Demonetisation) also we have seen few political parties trying their best to spin things out of control and bring the Govt. on its knees. But just that this time around, few things have been different:

The common public of all hue – have not taken to damaging of banks, burning of empty ATMs, attacking Bank officers, setting on fire currency vans,… even when they have been driven to heights of frustration.
There have not been blackening of faces of BJP leaders or burning of effigies of PM or the RBI Governor!
For the 1^st time in my memory, political parties had to go a large length to explain that they were not supporting any Bharat Bandh supposedly after reading the citizens’ Anti bandh mood!
For the 1^st time again in my memory, no political party has given the Demonetisation move a communal colour so far. Otherwise in our country any decision from awarding a Padma Shri to constructing a hospital is given a communal tint by commentators and vested interests very convincingly.

For the above reasons I would like to believe that the benefits or otherwise of Demonetisation notwithstanding, this move will emerge as a defining moment in India’s history – where the public of India completely toed the line of its Prime Minister, shunned the rhetoric of others, remained unprovoked and went through the grind.

I am not sure if we as a country will display such great maturity in reacting to unfavourable events in the future. But for now, let’s savour the Achhe Din!!! Shoba De in her today’s column calls 2016 – Annus horibilis! No, Ms. De – for this significant change in our public reaction, 2016 is in fact Annus mirabilis!!!

Toon Courtesy: Satish Acharya

Also read my other post on Demonetisation – “Cash Mukt Bharat” here!

Marketing of “Acche Din”!!!

No other phrase has caught the imagination of the public – intelligentsia and others as this “Acche Din” (Good Days) in recent memory in India. The only others I could think of are – Big B’s ‘Lock Kiya jai??’ during the heydays of KBC (Kaun Banega Crorepati). For few years post KBC-Season 1, we Indians were only “Locking” instead of “confirming” or “making sure”😃 . More lately, when Aamir Khan insisted on “All izz well” in Raju Hirani’s 3 Idiots, “I am fine”, “Sab teek hai”,.. got paraphrased by “All izz well”. (“All” being pronounced as “aal” ad nauseum😠) So similarly these days, it’s raining Acche Din!!! Our Prime Minister has turned out to be so good in marketing that his Twitter bio could very well read – “Narendra Modi. Prime Minister of India. And a Marketing Maven”.

And this is exactly what has set the discourse in the media in a wrong track. Once again. “Your Government is all about marketing and packaging” is a refrain the NDA ministers were subjected to in all the interviews they gave around Modi365. The anchors were different, the channels were different, and the language was different. But the shrill accusation was the same. That this Government indulges itself in Marketing and loud at that.

As if “Marketing” in itself is a crime inflicted on society. And this notion is not something which has sprang up with the advent of Modi Sarkar. In general there is this subtext that marketing is nothing but a con job!! That marketing goes well with people with the Gift of the gab!!! And that marketing is all jazz and no mass.

For a long time I used to wonder where this impression came from! Gradually, I got the answers. First, in general Marketing and Direct selling (one to one selling) are often used interchangeably. That selling or sales is just one aspect of Marketing is a lesson which gets drilled in the first few pages of Philip Kotler. However in real life, people who are in say selling of Insurance policies or vacuüm cleaners or Time share holidays on one to one basis are often called as “Marketing” people. In direct selling situations more often than not we end up buying the product just to ward off the salesperson’s thollai/parishan (torture)😞😞. And the thought keeps lingering for quite some time that he/she has conned us into buying. And hence the belief that marketing is just that – A royal conning!

Second, Marketing is also equated to Advertising. Even in B-schools many aspire to join marketing stream with a delusion that they will be associated with creating ads all the time in their career. In reality, advertising is just one part of marketing. When we keep seeing ads of toothpastes which promise “Crystal White teeth” in 45 days or commercials for Nutritional drinks which promise to grow children tall automatically in few months and nothing close to those anyway happen – we conclude that “Marketing” is all about taking people for a ride.

(And there is a third one which I get to see these days often. I.e using the word marketing for “going to the market for shopping”😜😜)

Thanks to the above fallacies, Marketing has got a bad name. In truth, Marketing is not hard selling. Is not advertising or for that matter shopping!! But is a more complex process of creating, communicating, and delivering something that have value for customers. (Ouch, that was a gyan overdose😜). Even a damn good product requires damn good marketing of the same. In political context, the 1991 reforms which are now seen as the game changer for India now, were never marketed that time. So much so, even among the Congress there was such a backlash that Manmohan Singh, the then finance minister had to claw back on the reforms push. If the benefits of the reform programme were marketed well the phrase “Economic Reforms” in India would never have taken a negative connotation. Same is the case with NDA’s disinvestment programme during Vajpayee regime. So this brings to the fore the importance of “Good Marketing” (like the need for good cholesterol – for the sceptics) in politics for Pro bono.

Hence to a large extent, I am glad to see the present Government and the PM going all out to “market” their initiatives whether it is Make in India, Jan Dhan Yojana or Swachh Bharat Abhiyan. Or for that matter packaging the 1^st year achievements as ‘Saal Ek Shuruaat Anek’. As long as the PM and Government are good at last mile delivery of the products as they are in marketing of the same, I am certain Acche Din are round the corner for India. And I am also certain that the PM is also aware of the repercussions otherwise. That Abki Baar Modi Sarkar would be branded as Abki Baar Jumla Sarkar the next time around😆😆

Postscript: My apologies if the title made you to believe that this post is another post mortem of the 1^st year of Modi Sarkar. There has been 100’s of that in the last few days! So didn’t want to add to the clutter. On the other hand, Perception management is one part of Marketing. I thought Marketing itself needed a dose of perception management 😆😆

Cartoon credit: Satish Acharya

anandkumarrs

Random expressions of a Wannabe

Acche Din