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  • At the Guruvayurappan Temple nearby, the Hundis for coins and cash have been replaced by plastic card swiping machines where all donations can be made and receipts received.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

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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 Warfare!!!

“Marketing Warfare” is an 80’s best seller from the famed marketing Gurus Al Ries & Jack Trout in which they elevate “Marketing” to a war and through the book talk about competitive positioning and military strategy. But this post is not about the theory of marketing warfare, but about the way to “market” warfare in the context of Geo-political happenings worldwide and in particular post the “Surgical strikes” which India carried out across LOC somewhere in between 28th and 29th of September.

In yesteryears when wars took place between nations, they were reported. These days they are marketed. I am not exactly sure when this trend started but I presume that the seeds for this were sown with the televising of the Iraqi invasion of Kuwait in 1991. And then followed by “global gurus in marketing” – the Americans allowing journalists to be embedded with their troops to capture and report real time military action. And in doing so colouring the view as seen through the American prism. This I believe helped immensely in garnering public opinion in their favour back home and came in handy in political battles. A good example of such proactive communication is the tactical release of the now famous image of Obama and team watching live the ‘Operation Geronimo’ to catch Osama Bin Laden from their war room in the States. I am certain that the image played its part in getting Obama his second term after what was arguably a lacklustre 1st term. So as in conventional marketing where it is not enough to just have a good product but consumers be told of the same, in wars it has become important not just to engage in military action but to win the battle of the minds in the aftermath with astute communication, packaging – in short Marketing!

This is where I feel that India played its cards very well after conducting the “Surgical Strikes” this week. We are told that this is not the 1st time that our military has undertaken such operation along the LOC or across the LOC, but this is certainly the 1st time we made a clear announcement of it and let Pakistan and the world know of the same.  Here the 1st principles of marketing as I elucidated before came into play. That of not just carrying out the operation but communicating to the target audience of the same and communicating well. Which straight away helped build the narrative and enhance the image of our Prime Minister as a person who walks the talk. From here on irrespective of what happens, the Modi Government can take credit for having altered the image of India as a soft nation – a baggage we have been carrying for too long.

Not just this – the moves and communication preceding the operation have also been smart. After the Uri attack, the usual platitudes of condemnation followed. And then followed by the now famous statement that “the Army will respond at a time and place of its choosing”. As the talking heads in TV studios started analyzing what it means in terms of actual action on the ground, the Prime Minister while addressing a public rally in Kerala deflected all talks of war/military action by saying that our war with Pakistan must be to eradicate poverty. After this statement by the PM, most pundits started talking of the “return of Strategic restraint” in our nature of response. But most forgot the basic principles of warfare which is “you don’t say what you do and you don’t do what you say”! So I was not surprised that a clear military strike followed though I was indeed taken in by the quick timing.

On the other hand on the Pakistani side it has been utter confusion in terms of communication. While the PM Nawaz SharifStrongly condemned the unprovoked and naked aggression of Indian forces resulting in martyrdom of two Pakistan soldiers along LoC” the press release from Rawalpindi military HQ dismissed the strike as a routine “cross border strike initiated and conducted by India”. And interestingly brought in a “marketing” element by claiming that “This quest by Indian establishment to create media hype by “rebranding” cross border fire as surgical strike is fabrication of truth”!!! So while the Pakistani military establishment understood the concept of “Branding/Rebranding”,.. they walked into the trap which India laid.

India conducted the operation, “branded” it as a “Surgical Strike” and informed the world of the same. Pakistani military establishment and the Government openly echoed different views of the same. Now the question is – can you take to a level of serious military escalation after having dismissed the Indian operation as a border skirmish? In ensuring a muted response to the operation from the International community, India has successfully controlled the post operation narrative so far.

The Government having done its part so far carefully and smartly with effective controlled communication (the presser was addressed by DGMO and the MOE spokesperson jointly) could have reigned in the media from hyperventilating the whole night on Prime Time. There was an unwanted competition among anchors that night as if there was a “Kaun Banega Nationalist Anchor” competition! I believe there was some communication the next day from the Govt. to channels to pull back the rhetoric!

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The back cover of the book Marketing Warfare says “Marketing is war. To triumph over the competition, it’s not enough to target customers. Marketers must take aim at their competitors­­ and be prepared to defend their own turf from would-be attackers at all times”. I would like to paraphrase the same and say “Today, War is marketing.  It’s not enough to just win the war but to win the narrative after the war”.

P.S: Everyone who has seen US presidential debates knows that the real show begins after the candidates have said Goodnight. And that is in the “Spin Room” where cherry picked faces from both sides give a spin on what their masters actually said and meant in the debate!!! It’s a war out there, you see!!!