Karthik Bhai.......

Yesterday was one of the most remarkable days I have had in a while! We were to meet around 10 motorcycle customers and have a chat with them about thier preferences and buying behaviour. My biggest insight here was that in the hindi belt of our country, the education levels play a big role in terms of the media mix that can be applied for this category of products. Also, the level of industrial growth vis a vis IT sector growth plays a major role.

We met customers from various income classes, right from bhel puri walas to teachers in udaipur. The remarkable thing here was that lower the education levels, lower was the interaction of these customers with conventional media like newspapers and TV. Key influencers and Word of mouth play a much bigger role in such cases. Also, with a large number of self employed people in these areas, the best medium to effectively communicate and influence them is activities in the marketplace with activities and demos. Almost none of them had any recollection of the communication and even if they did, they did not back thier judgement to make a choice based on such communication.....This has a grave impact on the way companies in such categories go to market with thier products and promotions!

Buzz is the key word , and those who master the art of buzz and build trust effectively will be the eventual winners!

Coming to the interesting part of the day, Our guide for the day was an ex-don in these areas who is under the cover of having turned over a new leaf in the eyes of the police. Initially, he was very quiet but as time went on , he started talking about his escapades and his less than enviable criminal record!.....It was a little scary, but end of the day he was a perfectly nice guy....Bhaigiri is just a way of life, and it was nothing out of the ordinary for people around us. The personality change was so apparent as soon he started talking of the past: "Kyon Bhai....ek dum chakaaas....." with the ostensible accent we all hear only in the movies :-).....

Anyways.....good times....looking for more such experiences....

Thought of the Hour: Education is the only way to liberate the indian hinterlands!

Life is but a movie.....

My life in the last two weeks has been like a scene out a hindi movie......I was talking to a very interesting lady, circumstances lead me to a potential two timing situation and then the classic miscommunication between the characters leading to some heartburn...but now Iam back on track.

This weekend, one of my friends got engaged and he wanted to surprise his bride by turning up for the event which he was not going to be there for initially......this dude tavelled thousands of miles completely undercover and I was the chief enforcer to ensure that the surprise was well executed. I virtually halted the the engagement for a 15 Mts period in order to " deliver my gift" :-).......but alls well that ends well! it was an amazing surprise and it was a very joyous occasion.

Finally, work has brought me to Udaipur Rajastan. I think fate has it that I will have to travel to every nook and corner in this country and make up for all the time I spent cozy in corner of the country for almost 20 yrs of my life! Till I was 21 the northernmost point in my life was Bombay!!....In the last 1 year, I have travelled to Dehli, Bombay, pune, Calcutta, Interior tamilnadu, Kerala, Upper reaches of the himalayas, Manali, Himachal pradesh, Chandigarh, AP and now Rajastan.....Whew that quite a lot!!

Anyways, The Mood of the Hour: Patience is a virtue, but will it get you anywhere??

Travel Travel...till you Unravel !!!

I have never travelled so extensively in my life thus far, I have never seen so much of india thus far, and yet Iam very excited about yet another short trip tommorow (for entirely other reasons :-))

Last saturday, I started from bangalore to chandigarh and then onto Nalagarh in Himachal pradesh.I had been there for the opening ceremony of our new plant there.The highlight of the place was this amazing Hotel that we stayed in. Its called the Nalagarh fort, which used to be the Maharaja`s house. Supposedly he had 365 rooms for each one of his wives...ideal for a hotel huh!! The view and the amazing regal Bar just added to the fun, but the place was a little disconcerting...I mean there were bats flying around and the bathroom was filled with furniture...how wierd is that!....

Then came delhi....now this is one city which is really starting to scale up to international standards in its infrastructure....the metro was just amazing! Then we visited Karol bagh for some dinner and shopping...the hustle and bustle was simply amazing.

Next day, we moved onto UP....Ghaziabad. It was largely uneventful and we returned to delhi the very same evening. The next day, we started our pilgrimage to the holy city of Varanasi. Now this is when it struck me as to how backward india still actually is!! After dusting off some work, we visited the Kashi Viswanath temple on the banks of the Ganges....it was a nice experience and very different from south indian temples. The again tried to shop , but failed miserably....Im just sooo impatient!

Next day, we visited markets like Mirzapur and then to Allahabad....my impressions were further worsened. Supposedly, all that we see in the movies is very true in eastern UP. Allahabad was tense with the oncoming elections and there gunmen all over the place....

Finally, some solace when we finally came to Lucknow...now this place seems to be developing rapidly and did wipe off some of the nasty memories. Hey, on the way there, we were encountered with a freak storm called Aandhi. It was a wierd sandstorm after which it rained.
Finally we ended out trip in the gandhi stronghold of Rae bareilly.

Whew..that was a tough trip especially in the heat! But great experience though....

Thought of the hour: Customers behave remarkably similarly across markets, corporates are the one who are different across markets