Cash Mukt Bharat!!!

  • The neigbourhood vegetable bhaiyya Yadavji is still going strong negating all predictions that the organized retail will swallow the likes of him. Organised retail didn’t quite swallow him. But he is now a fringe player of that organized retail. I pick up the weekly need of vegetables and fruits. His son who is in his early twenties, quickly totals up the bill in a handheld POS (Point of sale) device and lets me know the amount. He then sends me a request for the payment using his UPI (Unified Payments Interface) App on his smart phone. I approve the same and the payment gets credited to his account.

  • Adi Ganesh Store which was a popular shop in our neighbourhood In Mumbai catering to the typical needs of the South Indians (Read as Filter Coffee powder) is now Adi Ganesh Super market. They now accept payments in credit cards even for purchases under Rs. 100.

  • At the Guruvayurappan Temple nearby, the Hundis for coins and cash have been replaced by plastic card swiping machines where all donations can be made and receipts received.

  • Our family physician DrPurab is still the smiling self and fit as ever. He continues to give his own medicines but one can pay his fees through credit card.

  • The “Old paperwala on call” still comes promptly to collect the old newspapers. He now has a tie up with the Big Bazaar chain of stores and gives Big Bazaar cash cards for the paper taken.

  • Almost all auto rickshaws are now part of some aggregator or other and are accepting payments through mobile wallets.

  • The Domestic help handed over a card which had the details of her bank account number to which she requested the salary be transferred.

  • It looked like that the benefits of JAM (Jan Dhan Yojana/Aadhar/Mobile phone) which had threatened to be just a great theory has become a reality.

I realized that India in Jan 2025 is not the same in more ways than one as it was in 2017 when I left for abroad.  But I am surprised first, impressed next and fascinated finally by the transformation of a country in the area of financial inclusion and the transition to almost a Cash Mukt Bharat in just 8 years!

Almost everybody I talked to credited this transformation to various moves the present BJP Government undertook and in particular the “Demonetisation” of 500 and 1000 Rupee currencies in 2016. I remember that time very well. It was in November of 2016 when the country had just finished its annual quota of bursting crackers for Diwali. On 8th night, it was the turn of the Prime Minister to set off his Diwali bomb. At the stroke of midnight 500 and 1000 Rupee notes lost their legal tender. What followed in the next couple of weeks I now realize had sown the seeds for India almost becoming a Cash Mukt Bharat.

currency

With almost no cash in hand available, the general public had to resort to ways and means to avoid using their left over legal tender and use them only sparingly. People started doing day today shopping of veggies/fruits,.. in super markets instead of the neighbourhood vendor though he sold stuff fresh.  People avoided auto rides by hailing on the roads and resorted to “Ola Autos/Ola Cabs” where they could pay by mobile wallets. Within few days as banks resembled Ration shops of the 80’s India with serpentine lines right from sunrise, vegetable and other vendors started accepting cheques for payment in fear of losing their customers.  Most food establishments who had a minimum limit for accepting credit cards removed such limits. In the hinterland of India is where the impact was colossal. Though a big population was banked under Jan Dhan Yojana, till then they were not banking. The overnight shortage of currency, helplessness in otherwise carrying out day to today lives and finally the threat of losing business permanently pushed many to figure out alternate ways for making and accepting payments and they did. There was utter chaos for few days as the country came to terms with the move but ultimately in the long run, change did happen. In India normally change is slow. But under duress change is swift.

“Can you get up now?” It’s the wife at home waking me up from my nice Sunday afternoon siesta.  “I told you to think of a topic to write for the daughter for tomorrow’s Children’s Day event. Did you think of something??” I had not. But muttered as usual, “Yes”. What’s the topic on?? She asked. And I answered, “My dream India @ 2025!!!”

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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 1st 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😆😆

Acche Din toon

Postscript: My apologies if the title made you to believe that this post is another post mortem of the 1st 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