Brand Strategy Blog

The Geography Of The Subtle

By Alpana Parida
June 02, 2015
0

3a3ae1c

 

Indians are not known for subtlety. For Indians, ‘more is more’.

Our cinema feels the need to melodramatically articulate every emotion (Mere paas ma hain!!), our wealth is worn – the richer the bride, bigger the jewellery, our colours are deep and bold – we have no place for pastels, our celebrations and rituals are loud; in particular contrast to the western world. A few elite who are the more urbane, more sophisticated – have learnt differently; but this is a small minority.

India was largely an agrarian economy just 2-3 generations ago. For an agriculturist, prosperity is “seen”. You can see the abundance of the harvest and most transactions are in cash – so you see the money. As against that – since the industrial revolution, the world of business and finance does not ‘see’ the money or prosperity. It is a line item in the P&L sheet, that tells you if you are richer or poorer. For the service industry in particular, there is nothing tangible at all. And the ability to feel richer – with nothing real in hand – has gone to an absurd extreme with the excesses in the financial world of the west.

The gross and the subtle, the visible and the invisible are largely explained by these deeper beliefs.

Alpana Parida
A graduate of IIM(A) ’85 and St. Stephen’s College, Economics; Alpana has experience in building and growing brands across India and the US. Our toughest critic, she believes that organizations with prima donna personalities are never scaleable. All our attitude is in our work and not necessarily in our personalities.
About the Author

Alpana Parida

Alpana Parida

A graduate of IIM(A) ’85 and St. Stephen’s College, Economics; Alpana has experience in building and growing brands across India and the US. Our toughest critic, she believes that organizations with prima donna personalities are never scaleable. All our attitude is in our work and not necessarily in our personalities.

Leave a Reply

Your email address will not be published.