Consumer India

Consumerism is phenomenon spreading across the width and length of the country like never before. This phenomenon is not endemic to particular cities and zones but a characteristic to the modern India. This has led to a spree of chain retailing, hypermarkets, supermarkets, etc. The Indian consumer has never been so privileged to have such a diverse access. News of world class players entering into Indian markets is common place today. The Indian consumer is no more a commodity starved lot today. The Big Bazaar belonging to the Future Group is a revolution to the Indian consumer upheaval.


There have been a number of major reasons to this consumer revolution that is being witnessed in India. The segmentization of the market has been a welcome change where the consumers and retailers are aware of the expectations from each other. The Indian economy comprises mainly of workers in the unorganized sectors and a chain like Big Bazaar has provided affordability and reliability to such a market segment. The possibility of such a revolution can also be attributed to the meticulous supply chain that has been set up by these organizations. This enables enhanced revenues and decreased overheads. The example of such an initiative is the e choupal set up by ITC. Aggressive advertising has helped each of the brands to become visible across the varying demographics of the country. Again, ITC's work has been exemplary in this regard; Bingo is a wonderful example (Demographically varying target segments). The booming economy has helped brands with the improvement in the buying capacity of the consumers; the current generation of Indian consumers is uncompromising in nature. A simple example would be to observe that there is simply no difference in retailing patterns between a posh mall in Bangalore and a similar one in the Queens, NY. Our IT sector also deserves a huge applaud here, after all we are arguably the most sought after IT destination in the world. The role played by the FIIs (Foreign Institutional Investors) is a critical one as we all realize the significance of investment into any sector, we all hope the bulls carry it on........ The recent urbanization trend of modern India has also helped this scenario to a very great extent, also because urbanization entails greater representation in the tax net and that creates a hope for a better India. Last to mention, but not the least is the role played by our very own intrepid entrepreneurs with their incredibly original and innovative ideas. Hats off to our desi leaders.... I strongly feel that Indians have the capability of being immaculate managers due to the fact that the implication of the phrase manage kar lena yaar comes very naturally to us.

The picture is not as rosy and does not apply to the whole of the nation as there are a number of issues on which our country still struggles on. But, the picture presented above is definitely the way forward. This is an optimistic account of things and hope that the optimism pays off. I find the line India Poised very apt in this scenario, with a hope that India finally turns it on......

After all, one cannot discount one seventh of the world population!!!

TSA Trip

TSA stands for Technologists for Social Action. For the uninitiated, TSA is a group of people with an objective to give back to the society, in an attempt of mutual sustenance. It involves a range of activities from visiting Missionaries of Charity (MOC) homes to teaching the underprivileged secondary students (Sri Lankan Refugees).


MindTree happens to be a core participant of this group, the reason being that this initiative is in ideological synchronization with the organizational DNA. Social Responsibility is an essential component of the CLASS (Caring, Learning, Achieving, Sharing, and Social Responsibility) values, which are representative of the culture at MindTree.

This trip happens on the second Saturday of every month wherein the MindTree Minds and their families, friends, etc. dedicate a day of their precious weekend to the benefit of the society. Actually, anyone with a positive intent can join the trip irrespective of the organization one belongs to.

Inline with the theme mentioned, the trip started at about 9AM from the MindTree House III with a separate arrangements for the first timers and regular visitors. This bifurcation is done to educate the first timers on the objective of the trip and relevant information. I believe this is required too, to make participants understand the relevance of this initiative. Also, the first timers were also made to introduce each other in an innovative manner to break the ice and make participants comfortable with each other. As planned, the cabs reached the MOC Destitute Home at around 10 AM. A destitute home is a home for people, who are forced to sacrifice existing relationships due to the lack of love and affection, and set themselves free due to the lack of any loved ones to take care of them. It is a very disturbing scenario wherein one moves out of all family bonds and ties due to the pain one suffers being in it. The experience of visiting a destitute home is one that is unforgettable and very valuable. Each of the residents sees the visitors as their own loved one visiting them, loving them. It involves engaging with the residents, sharing time and energy with them, along with an initiative of serving lunch to them. This takes around one and a half hour and then we proceed towards the MOC Shishu Bhawan. This is a home for children and new born babies, who have been abandoned by parents and illegitimate couples due to reasons beyond the comprehension of a sensitive mind. It is poignant to feel that the children are not responsible for the fate assigned to them, it’s distressing and unfortunate. This is also an experience that has the potential to get the emotional self out of you and makes you wonder what the future of these kids are.... I just hope it’s good. We again spent around an hour with the children surrounded with varied thoughts. This was the last part of the trip, followed by the journey back to the MindTree House in a state of complete silence (Everyone was contemplating I believe).


I strongly feel that one should experience this unprivileged side of life, at least once. There are very few events that have very lasting impression on you, and this definitely has to be one of them. It opens you up to see the other side of things and suddenly the worries of your life start seeming to be so very insignificant. It does make me feel that one does not need a platform to perform socially; it’s just that you should have that intent. It also prevents misdirection in life and helps us realize that it is of utter importance that we avoid creation of destitutes in our vicinity. It is significant that we spread public awareness to make people realize the crime of abandoning a new born and children.

It is amazing to feel the potential of transformation one has, while visiting such organizations and homes regularly. Words are not sufficient to express the religiousness MOC attributes to each of these activities. It’s worth a mention that MOC has been doing a wonderful job with utmost sincerity and dedication. At least, the residents are in a much better state the counterparts straying on the streets. These are organizations that are close to divinity.

The mail seeking my participation read as "TSA is not about material involvement…It is about sharing their lives with us." I could not understand the implication of these set of words then, but now probably I know what the sender wanted to convey.

Children As Soldiers In Strife

India as a nation is facing a new roadblock concerning its welfare of children - The emergence of children as soldiers in strife - This phenomena is most common in the under developed and torn states of Chattisgarh, Jharkhand, Andhra Pradesh, Jammu and Kashmir, Manipur, Nagaland and Assam. Children are getting drawn into fighting both with rebel groups as well as security forces. What was considered a problem in African countries of Sudan, Sierra Leone and other countries like Sri Lanka and Nepal has become a reality for India too. And, this problem has the potential to magnify itself gigantically unless some rectification steps are taken.

According to human right activists, the actual number of children recruited by state or non state groups as soldiers in India is not as obvious as in other countries but we know there is an increasing number of children being drawn into active combat.These children exposed to war and conflict, are one of the most vulnerable groups often forced to witness or perpetrate combat atrocities. They are scarred for life, their childhood shattered.

A UNICEF estimate says about 2.50 lakhs children have been recruited as soldiers in various capacities worldwide. In India no such studies have been done to document the life of these child soldiers. The main reasons the children take to guns being extreme poverty and they see rebels leading well-off lives. To them joining the rebels seems like an opportunity to get out of their misery. When the child soldier learns the tricks of the trade and starts getting money, the parents also enjoy a better life style. While the government doesn't give enough support and compensation for victims, rebel groups step in to act as guardians.

According to the government officials there is no government policy or official guideline about what to do with child soldiers picked up during raids or encounters. Though they are returned to their parents there is no guarantee they will not be picked up by the rebels again. There is no direction for their rehabilitation.

The NGO workers believe the government needs to network with village bodies and activists for holistic development that reaches the interiors. Development of traditional skills and emphasis on natural resource management is essential with improved infrastructure like roads etc.

This situation needs anything except ignorance from the part of the people concerned, our policy makers, administration.... Hence, it is our prerogative to rise and do someting worthwhile to create awareness among the uneducated. For the presevation of our generations to come, our nation, our culture.....