Tuesday, May 5, 2026
The most urgent constitutional amendment that India needs to retain its identity, unity and dignity
Saturday, May 20, 2023
Brand Reality
For marketers, brand managers and advertisers, consumer perception is reality. However illogical and half-baked and misplaced, ‘what consumers think and perceive’ about one’s product and brand is the unshakeable truth set in stone. In a consumer-driven economy where the customer is royalty, it is understandable to think so. But...
- Does having such a mindset and attitude help?
- Does it help the consumer, the company, the brand itself?
- Is it right to formulate business strategies based on beliefs?
- Is it right to invest billions of dollars based on opinions?
- Does this gap between the marketer’s reality and the consumer’s reality create a conflict?
- Do the objective reality and the subjective perception of the brand create a dissonance in the marketer’s mind?
- Is it time to bid goodbye to brand image and brand perception and welcome brand reality?
What is reality?
The Oxford English Dictionary defines reality as the sum or aggregate of all that is real or existent within a system, as opposed to that which is only imaginary. The world view about reality is that it is in fact ‘perceptions, beliefs and attitude towards reality’. We all live travel the journey of life through our own reality tunnel which is a subconscious set of mental filters formed through our beliefs and experiences. And as we all use different filters, each one of us observes the same world differently and therefore we can say ‘truth lies in the eyes (or mind) of the beholder’. Out of all the realities, the reality of everyday life is the most important one since our consciousness requires us to be completely aware and attentive to the experience of everyday life.
Our sense of reality is deeply affected by how our senses work together. If at all there is an objective truth, it gets mediated through our senses. And although we are bombarded by stimuli and data from all directions, we choose only a fraction of them to form perceptions. Our reality is not just defined solely by how you and I see the world. It’s something we share. Our society is akin to a fabric woven out of shared beliefs. Observations and opinions are shared, discussed, adopted and what emerges is an amalgamation of shared reality.
Why a ‘brand’ is shared reality?
Sociologists Peter Berger and Thomas Luckmann talk about social construction - the development of jointly constructed understandings of the world that form the basis for shared assumptions about reality. The theory centres on the notion that meanings are developed in coordination with others rather than separately within each individual.
What we think and feel about a brand, its usefulness, its contribution and the role it plays in our lives is a belief. The idea of a brand might well be born in the mind of an entrepreneur or conceived in a company’s boardroom. It might be given a name, an image, a colour and description by the design team of a creative agency. It might be promoted by a celebrity. But is that its reality? A brand’s image and perceptions about it is decided by its consumers – both the accepters and the rejecters. And while the opinion about a brand might be expressed individually, it gets shaped collectively. It is therefore an example of shared reality. And shared reality is the greatest illusion of all.
What then should a marketer or a brand manager or an advertiser know while creating, managing and promoting a brand? How much time and money should these professionals invest in these activities if they know that the brand’s reality is based on selective perceptions? And is there a way in which the marketers and advertisers can understand precisely how these perceptions are formed and which of these perceptions shape the brand reality and how this happens?
Tuesday, May 12, 2020
Gini Coefficient, Gandhian economics and democracy
- Levels of income
- Inequality in income and consumption
- Social indicators
- Indicators of vulnerability to risks and of
socio/political access
$1.00
|
$1.25
|
$2.00
|
$2.50
|
266.5 (24.3%)
|
455.8 (41.6%)
|
827.7 (75.6%)
|
938.0 (85.7%)
|
- “…These results raise the question of why there is a positive
cross-country correlation between income and democracy today. We provided
evidence that this is likely to be because the political and economic
development paths are interwoven.” – Income and Democracy – Acemoglu et al
- In ‘The Growth Effect of Democracy: Is It Heterogenous and How Can
It Be Estimated?’ Torsten Persson and Guido Tabellini have showed that
democracy has an effect on economic growth.
- Although the care for the working class was equally genuine in
both, Gandhian socialism draws inspiration from Indian spirituality while
Marxism was born from the sweat and blood of the industrial capitalism.
- While the need for affirmative action was equally emphasised by
both, Gandhian socialism is based on trust in the good sense of the zamindar,
while Marx believed in force.
Monday, April 6, 2020
On being a vaidika dharmika (hindu to others)
Today there is a lot of concern and talk about the danger to Hindu dharma from Islam and Christianity. In the few, but increasingly frequent discussions on this subject that I have been involved in, and wherein I have been forced to think about and express my views (the key word is stand) are on this, I have, by virtue of being put into compartments, learned two things: one, that none of the participants themselves are aware of what hindu (I consider this label to be most inappropriate, inadequate and even insulting to describe this great way of life) dharma is; and two, that I am proud of what I myself am and what my dharma is.
All this talk about Hindutva, Hinduism, Hinduness etc is basically hatred for other beliefs. Aggression is the clearest indication of insecurity. I see a similarity in a particular type of definition. I think it is called 'negative definition’: I.e. defining something by describing what it is NOT. Nowadays Hindus are becoming 'people who are not Muslims, Christians, etc'.
Friday, February 14, 2020
An open letter to all political parties
To BJP, Congress, these people, those people, people who support those people, people who support these people
Once upon a time, there was a time when ‘we’ meant ‘all’. Beware Congress! By ‘once upon a time’ I don’t mean ‘before BJP came to power’. Beware BJP! I also don’t mean to refer to the time before Islam entered India.
Damn! Just see what you have done! Today, because of you we have to think so much before saying anything, we have to measure the political correctness of every word, every phrase. Why? We even have to think about our facial features and looks. The very fact that we have to be politically correct is what is very incorrect about your politics.
Beware Leftists! Before you start crying intolerance, let me tell you that you too are intolerant about those who don’t tolerate you. Beware Rightists! This doesn’t mean I am one of you.
Who am I?
I am one who doesn’t want to take sides. I am one who does his Sandhyavandane every day, but his evenings are incomplete without Ghulam Ali’s ghazals. I am one who wants his son to bat like Sehwag and bowl like Wasim Akram. I am one who sees the essence of ‘aham brahmasmi’ in these lines of Akbar Allahabadi: ‘…har zarra chamakta hai anwaar-e-ilahi se, har saans yeh kehti hai hum hai toh khuda bhi hai…’
I believe by now the left and right sides of your brain are sending messages like ‘Error!’, ‘Invalid Input!’, ‘Abort!’ to each other.
I am one who flirts with women, but respects them. But that doesn’t mean I carry a placard that says ‘Respect Women’. Men deserve respect too. In fact, I don’t respect ‘elders’ or ‘leaders’. In fact I am one who respects ONLY THOSE people who deserve respect: people who speak the truth, people who are punctual, people who are disciplined, people who don’t do shoddy work, people who are not corrupt. Yeah! Go figure that one out! See, this is why I don’t respect YOU.
I am one who likes Bhagat Singh, but doesn’t hate Gandhi. I like Nehru’s ‘temples of modern India’ phrase, but I love visiting temples and churches. Just makes me feel good. That doesn’t mean I want THE temple. Nor does it mean I don’t want it. It doesn’t matter to me. I am a Smartha Brahmin, but my god is Spinoza’s god. Yet, I don’t ‘pray’. My only prayer is that I make myself so responsible and healthy and skilful, that I don’t need to ‘pray’ before any god again. Are you with me?
I am one who knows double-meaning jokes on Shiva, Ram, Mohammed and Jesus. There was a time when we would share these jokes in a group that had Ganesh, Hanuman, Ali and Paul. I am one who knows the finest Sardarji and Mallu jokes picked up from Bhalla and Siju. That was a time when cracking a joke on a god NEVER meant disrespect to the god or his devotee. A joke was a joke. YOU do realize that this is not a joke anymore, don’t you?
So, what am I?
Today there are three types of people in this country: The first category are those who think that BJP can do nothing right. Then there are those who think BJP can do nothing wrong. I belong to the third category: those who think. And I am not alone. So, how large is my group? Well, I guess less than 1% of the population. Once upon a time… 99% of the population was like me. But look what all of YOU have done! YOU have forced people to take sides. Split wide open!
Today it is impossible for a person like me to think, speak, write and express. Beware Activists and Artistes! I am not talking about ‘your’ definition or version of freedom of expression and intolerance. I don’t have a version or viewpoint. In fact I never had just one viewpoint. I don’t want to have a viewpoint. I don’t want to take sides.
I am one who wants to think, speak, write, express, do. Period.
I don’t want to take sides like right or left or centre. I want to think right, left, centre, up, down, front, back, everywhere, nowhere.
In fact I want the freedom to NOT think, speak, write, express, do.
I want to be flexible in my beliefs, but steadfast in just one thing – morals.
And I am alone! And I am a bit scared, but I am very, very worried.
Make no mistake… today activists and artistes say that right-wing fundamentalism and communalism is threatening them. Right-wing supporters say that the nation has to be saved from the clutches of leftist, pseudo-secularist ideology. This ism says that the other ism is a threat. The other ism says that this ism is dangerous. The stark naked truth is this – both sides have support, both sides are empowered, both sides are strong.
It is that 1% of the population like me who really are facing intolerance, persecution, threats and insecurity. When I watch a cricket match between India and Australia, I don’t want to take sides. I want to enjoy cricket. If at all I want to take sides, then I want to take sides with fair-play, sportsmanship and decency. Are YOU all getting this?
Today, none of the ‘sides’ are threatened or in danger of being destroyed. It is people like me who don’t want to take sides who are under clear and present danger.
There is a song by Kishore Kumar in Gulzar’s movie Khushboo: ‘oh maajhi rey… apna kinaara… nadiya ki dhaara hai…’ These lines perfectly summarize my situation. The banks (किनारा) of a river are supposed to be stable and supportive compared to the flow (धारा). But the fact is that the banks never meet (agree). So what does a person do when both banks are dear to him? He makes the flow as his किनारा. In other words he derives stability by choosing the middle path and going with the flow. There is a word for such people – तटस्थ, which could mean neutral or indifferent. Make no mistake. Indifferent people are definitely not uninvolved or unpatriotic or undependable or untrustworthy or irresponsible. We just don’t want to take sides. How difficult is it for you to get this?
Today the worst sufferers of intolerance are neither on this side nor on that side. Today the biggest victims of intolerance are those like me who are on neither side. Today the atrocity of intolerance is being committed on the last remaining neutral 1% - forcing us, arm-twisting us, blackmailing us to take sides. I choose the middle path. Not because I don’t care. But especially because I care.
I care for my family, I care for my clients, I care for my fields, I care for my patients, I care for my students, I care for my customers, I care for my country’s law and order, I care for my nation’s sovereignty.
Who am I?
I am the parent, I am the daily wage labourer, I am the teacher, I am the salesman, I am the engineer, I am the farmer, I am the nurse, I am the shopkeeper, I am the security guard, I am the tailor, I am the carpenter, the plumber, the electrician, the driver, the soldier. I am a human being. I am the citizen of India. Individually I am less than 1%, but actually I am everyone. Almost.
I don’t care whether Gandhi was a desh-bhakt or Godse was a desh-bhakt. For me the true desh-bhakts are the 1% like me – the farmer who toils in the fields, the nurse who tends to my wounds, the teacher who imparts knowledge, the soldier who protects. If at all there are desh-drohis in my opinion, then for me it is those who waste tax-payers money and time on debating whether Gandhi or Godse was a desh-bhakt. Gandhi gave YOU political freedom. But what about OUR freedom? Where is the freedom from child-abuse? Where is the freedom from bad roads? Where is the freedom from power cuts? Where is the freedom from pollution? For the past 70 years, every year 3 months of water shortage and drought is followed by 3 months of floods. Where is the freedom from this lack of commitment to do something about this? In the past 40 years, while the price of every item from grocery to furniture to clothes to stationery to building materials… even petrol or gold has normally risen between 15 to 40 times… there is one item whose price has risen by 300 times. And that is school education. Why? No wonder there is a politician of some kind in the board of directors or management council of nearly EVERY school. Where is the freedom from YOU?
Don’t mistake me… I am neither for, nor against demonetisation, GST, CAA, CAB, NRC, ABC, PQR, XYZ… I don’t understand all this. I trust you and some of the learned people amongst you to think about all of this. Because you are administrators. I voted you – both the proposers and evaluators. Pardon me, I don’t like to use the word ruling party and opposition party because the word ‘ruling’ has a tinge of arrogance and the word ‘opposition’ has a tinge of non-cooperation associated with them. Change the way you describe yourselves. Call yourselves proposing party and evaluating parties. Together you are executives, administrators, implementers.
There is a saying in Kannada which says 'in the fight between the mother and father, the child starved'
So.. Stop this ‘side’-way nonsense! Right now! We don’t want to be on the side of BJP or on the side of Congress; not on the side of this ism or that ism; neither here nor there. For once, can we all be on the side of this 1% whose money ensures you have a home to live and food on your table?
By the way, I know one thing for sure. My letter would have done the impossible – unite you with anger against me. At least, if and when your supporters bash me, I will be happy to know that for once, they shunned their differences.
Dear BJP, Congress, these people, those people, people who support those people, people who support these people
My name is Krishna Jambur and I am the one who belongs to the group which by now should be slightly larger than 1%... 1.01%...1.02%... and growing. Leave your banks… come join us… jump into the river… life is much more meaningful this way. We shall rest on both banks... today here... tomorrow there... after all, the river WILL reach the sea. With or without banks.
The explanatory WhatsApp message that I forwarded on 08/01/2020
Hi,
Yesterday I sent you a message. I hope you've read it (sorry for the length).
What do you think I was trying to say?
The point I was trying to make is that I am sick and tired of the politicians from EVERY party trying to tell me how I should be.
I don't want ANY political party to tell me how to be a good Hindu, Muslim, Christian and so on.
My message was a scream of anguish against the politicians to leave me alone
I have my business to mind. I have enough on my mind - to take care of my family, my children, my parents, my finances, my job, my health...
The last thing I need is for the politicians of ANY party to treat me like a robot and program me.
My message was a clear message to EVERY Indian citizen to ask EVERY political party to mind their own business - and that is to give us good, clean, efficient, corruption-free governance.
The audio recording on 12/01/2020:
https://drive.google.com/file/d/1XDQZxFrjKg6l0aq6Z36Fw_SZl_kb8XB4/view?usp=sharing
Thursday, August 29, 2019
Is Ozler's puzzle not one for the middle-class?
Before I do that, I would like to place on record that I am not a trained economist and therefore not qualified to speak authoritatively on scholarly economics papers. I am just an observer of life and I will forever be a student of life and in case I have made any errors in observation, please feel free to correct me.
Coming to the question on hand, I have observed that there are several angles to this. Do allow me to table them one by one:
1. There is a "Dharmic economics" angle that has been ingrained in most southeast Asian cultures by the Sanatana Dharma (the ancient way of life that people across the world call Hinduism). From Pakistan to Cambodia, the region had followers of the ancient way of life.
This way of life teaches us to be austere and frugal in every aspect of life. It teaches us to see divinity in everything around us and therefore when something fails or breaks down, replacing is the last thing on our minds. We believe in repairing and reusing before throwing anything away. This mentality is termed as 'middle-class mentality'. And we would see this attitude even amongst the most highly educated and wealthiest people in the region. So one can only imagine how it would be with the lower sections of the society.
The question therefore is 'how is this linked to earning and spending habits?'. We would be interested to note that in India (and I am sure it would be the same in the region as well), we always keep aside 20-25% of our earnings as saving for the future and we then try and live a comfortable life in the remaining 75%.
AT THIS STAGE, I must highlight that this 'middle-class mentality' is vanishing here and there amongst some demographic groups, but it would never be completely erased from our psyche. Even a business tycoon who wants to buy a luxury car in India would consider its 'resale value'.
So, this "middle-class" mentality makes us quite comfortable in status quo.
2. Let me now talk about the philosophical angle. In the sub-continent, we have a very circular and cyclical concept of life. We believe that life is a constantly-turning wheel of destiny and depending on our karma (actions), our fate is decided. Do good and good comes back. Do bad and bad will return. Therefore we would notice that people in this region are neither too thrilled upon winning the lottery nor are they too disheartened when faced with a loss.
When a person here wins a jackpot two thoughts run through his mind: 'well, I have sacrificed a lot in the past and this windfall is a result of my sacrifices' AND/OR 'I shouldn't be carried away by this because one day all this will go away'.
Similarly when a person suffers a setback (financial or otherwise), he tells himself: 'well, we brought this upon ourselves because of our misdeeds' AND/ OR 'don't lose heart as this is a test and things will turn in the future'.
How this affects our view on earning and spending is that we tend to be wary of windfalls or earning too much money. Why? Because we could get used to the new lifestyle and therefore our fall will be harder when it eventually happens.
If we notice, India's economy is shielded from global recession mainly because of our conservative regulatory fiscal and economic policies.
AT THIS POINT, I must state that a lot of people in India feel guilty about being wealthy. Whether this is because of years of Nehruvian socialist policies or the two angles that I have mentioned, there are some interesting notions that arise in an Indian's mind when he sees someone like him earning a lot. These notions could be: 'he must be taking a bribe' OR 'he must be making some moral compromises' OR 'he must be a cheating his customers' and so on.
3. Then there is the professional caste angle. While there have been injustice meted out in the name of caste, when implemented properly in its right form, the caste system is a beautiful skill-based system of 'division of labour' and 'delegation of duties' that is followed across the world and in every office and organization.
So we have the fisherman's sons and grandsons pursuing the family vocation and excelling at it; the weaver's daughters and granddaughters become weaving poetry in thread and so on.
How this affects the outlook towards money, career and earning is that there is a lot of familial conditioning that encourages people to do something that is now in their blood and part of their psyche. Of course there will be and are exceptions to this, but generally this is a common occurrence in this region.
This "known devil is better than unknown angel" mindset manifests itself into "known low-income career is better than unknown high-income career". In simple terms, this is risk management.
As a market researcher I have come across so many people in life who DO NOT want to take the next leap of faith. Examples:
1) A stand-alone road-side eatery owner who has been attracting millions of fans from across the city and even tourists doesn't want to consider opening multiple outlets, leave alone launching franchises.
2) A freelance (self-taught) carpenter who has the skill and dedication and drive for excellence laughed away the thought of opening a store. I personally offered to design contemporary customized furniture which I know will sell. But he said he is happy with what he is doing.
4. The need money to earn money angle. Here I want to recall the lines of a song from an old Bollywood Hindi film titled 'Golmaal' (meaning hanky panky). The line is 'paisa kamaane ke liye phir paisa chahiye' which translates to 'I need money to earn money'.
This is like a chicken and egg conundrum. I would like to elaborate on this with a personal example.
I counsel unemployed graduates on career planning, self-improvement and related areas. Recently a young man who has topped his class approached me and after helping him make a proper resume, I shared his resume with a few of my contacts. When I began coaching him for the interview process I realized he doesn't even have a full-sleeved formal shirt or a pair of formal shoes which he could wear for his interview. He said he couldn't afford to buy them, leave alone travel to metros like Mumbai or Bangalore to attend interviews.
I am sure that there are a lot of deserving candidates across the region who are scared to dream and therefore stop dreaming because they cannot afford to dream.
In conclusion...
I believe that poor people tend to settle for low-return employment because:
- One... austerity and frugality (I call it dharmic economics) is ingrained in our psyche.
- Two... the what goes around, comes around' philosophy makes us wary of getting too rich.
- Three... the 'known low-income career is better than unknown high-income career' risk-management is at play
- Four... the 'need money to earn money' and 'need to be rich to stay rich' fact is at play.
That's all that I wanted to share. I hope this provides us and other researchers working on these areas some perspective on why people behave the way they do. In case I have erred in my observations, do correct me.
Sunday, July 22, 2018
Marriage - the institution vs. marriage - the relationship
- Expectations of individual members from other members and managing the same
- Skills and capabilities of members and delegating responsibilities accordingly
- Interpretation and understanding among members of what is the association's goal and handling of the same
- Motivation of members to join, remain and contribute towards the association and sustaining these levels
- Expectations of individual members from the 'association' and managing the same
Institutionalizing acquisition
It would be appropriate to start this part with the history, etymology and different definitions of marriage, which I believe, can be accomplished - adequately or inadequately depending on what and more importantly how less one learns - through the mind-boggling sources - ranging from the sublime to the frivolous - that are available.
One thing is for sure - no one knows for sure.
Anyway, moving ahead, a few intelligible patterns that one notices when speculating about the origins and evolution of marriage as a system or as an institution, one could suppose that before humans felt the need for the marriage there is no evidence of any sort of emotional attachment or between males and females. Once again, we really cannot say for sure that there was or wasn't any liking or preference. And that is because we don't have any evidence to show that they could or couldn't express their feelings. We have no idea whether they had any affection towards their partner before and beyond mating. We aren't saying that their behaviour was like that of snakes. What we are saying is that we really don't know how they behaved.
But what is conspicuous by its absence in all this is the propertization of the female and her subsequent subjugation and acquisition.
Monogamy - Nature (prakriti) versus culture (sanskriti)
A molecular genetic study of global human genetic diversity argued that sexual polygyny was typical of human reproductive patterns until the shift to sedentary farming communities approximately 10,000 to 5,000 years ago across the world (Dupanloup I, Pereira L, Bertorelle G, Calafell F, Prata MJ, Amorim A, Barbujani G (2003)). Anthropologist Jack Goody's comparative study of marriage around the world utilizing the Ethnographic Atlas found a strong correlation between intensive plough agriculture, dowry and monogamy. If the propertization of the female was wild nature, then its cultured, civilized version was the imposition of monogamy through the institution of marriage.
In other words, men 'settled down'. Without a doubt, humans moved towards monogamy driven by the need to 'settle down' and 'stop wandering about'. While this refers to an occupational and physical move away from a mobile hunting-gathering to a static cultivation, the reference to sexual 'settling down' and stop 'looking around' is unmistakable.
So much for the origin and evolution of marriage.
"I love you so much that I will involve our relatives, religion, society, the courts and the police and make it nearly impossible for you to leave me"
On the other hand, an arranged marriage is like a zipper, where the partners' fathers, mothers, siblings are linked to each other. Frankly, this is the stuff of nightmares for relationship experts and behavioural scientists! It's like a relationship fault line running between two colliding family plates. Incompatibility anywhere along the fault line could build up massive stresses leading to disastrous shock waves and undo the entire fastening.
Having seen a few acrimonious divorces from close quarters I'm beginning to believe that the man doesn't divorce the wife nor does she divorce him. Rather they seem to divorce the institution of marriage itself. Therefore the question should not be 'do you like him/her?' but do you like marriage at all.

