Wassup

Wassup ‘Get a free plate of Gol Gappa on showing this message at the shop’. This is a Whatsapp message from a chaat-walla in Jodhpur. Move further north to Bareilly, and a boutique owner shares weekly catalogues and takes orders. Again on Wassup. In Jammu, a young girl excited for her wedding in the offing…

My Mom’s Kitchen

My Mom’s Kitchen Eating out, especially in urban India, is no longer an occasional, celebratory gesture, rather it is more of an everyday (or an ‘often’) event of convenience. The reasons for this shift has been attributed to economic independence, social culture, cognitive shifts, work-life balance, recreation etc. But we wonder if it means more…

Defining Cool

Defining Cool An adjective, a noun, a verb …‘cool’ is a word which is profoundly used and inconsistently defined. But if one does get down to it … what really does ‘cool’ mean? ‘Cool’ at best can be pinned as a non-permanent idea…a concept…a thought – generated by external events. ‘Cool’ denotes positive affirmations thus…

Cricket Crazy

Cricket Crazy #Factcheck: Was it the ‘British syndrome’; ‘flexibility of rules and low cost factor’; ‘need for an idol’; ‘making a mark on the global map’…or the combination of all these factors which led to the religion-like status, the sport of cricket enjoys in India today? When introduced by the British the game was played…

Fashion

Fashion A recent study conducted for a fashion brand took us knocking on the door of fashion conscious females living in urban India. Fashion, we realized, is not a matter of function as much as that of emotions (as with most things in India!). Fashion equals positive social reinforcements resulting in a personality boost…notching up…

App Fad

App Fad After feeding in your height and weight, an app can tell you the exact amount of water you need to drink in a day and will even remind you in intervals. Another app changes one’s look (makeup, hair, and clothes) as trial before going through with the transformation in real time. Then there…

Superstitions

Superstitions Widely held but irrational beliefs, every country/culture have their own sets of superstitions. However with the science driven thinking of 21st century, the mystery around superstitions is slowly giving way to logical explanations and rationale. What’s interesting is how in India the status quo is a balancing act between old beliefs and modern logic…

Fitness or Fitting In

Fitness or Fitting In Signing up for a 6-month or annual gym membership and showing up twice a week; relaxing yoga session followed by gorging on a plate of samosas ; morning walks that turn into communal news sessions. Association with fitness seems more a result of social conformity and makes us wonder if there…

Koffee

Koffee When it comes to beverages, Koffee has held an elite space in the category (even before Coffee became ‘Koffee’, thanks to Karan!). When koffee was added to the Indian grocery list, it was as an expensive, imported luxury used sparingly in a few households and not at all in many. Its association with ‘exotic’…

Home Delivery

Home Delivery In India, pass through any market in a metro city and one thing that starkly stands out is the ‘free home delivery service’ every seller offers. It’s like a magic lamp for marketers delighting the desi Aladdin a.k.a consumer base! The concept started with pizza deliveries and slowly but surely spread to other…

Looking Inside For
Wellness

Looking Inside For Wellness Over the last decade or so, we have seen a whole bunch of gyms (even women only gyms!), dieticians, cosmetologists, health foods mushroom across cities in India. They celebrate healthy living. The concept of health goes beyond fitness, but more importantly includes ‘Wellness’ where one is looking inside as much, if…

Yayati Complex

Yayati Complex “The psychoanalyst Freud proposed the theory of the Oedipus complex based on the Greek myths to explain the human need to compete with the father for the mother’s affection. The son always triumphs over the father and is consequently consumed by guilt. Indian psychoanalysts believe that this concept is inadequate in the Indian…

Dichotomous Thinking

Dichotomous Thinking Consumer buying behaviour most times works on the critical thinking paradigm – making clear, rational and informed decisions. However, we see some decision making patterns straying from this process and entering the cognitive bias domain. Like for most, absence of ill health equals good health or higher price equals better quality. In such…

Spoilt For Choices

Spoilt For Choices Making a choice seems like ‘the great Indian time-pass’. We take pleasure in the process, relishing the journey. Food menus, shopping, political parties, education boards, IPL teams – Indians love being spoilt for choices. This has nothing to do with the inefficiency in the decision making process but with the need to…

Bobble Head

Bobble Head When it comes to non-verbal communication, Indians display one of the most confusing gestures – ‘the head bobble’…a cross between a nod and a shake, implying a cross between yes and no! It is an intentionally ambiguous gesture and in isolation does not convey any meaning but leaves the communication open for interpretation.…

IST

IST ‘Time waits for none’, must be true for everyone on the planet…except Indians. We don’t follow the hands of the clock, it follows us! ‘When others wait to meet you, you must be really important’ is the #1 mental rationale Indians have which motivate them to be intentionally late. Being late = busy schedule…

Horizontal E-Commerce

Horizontal E-Commerce Our recent researches on the segment led us to understand a complete lack of site loyalty in the horizontal e-retailers space. Knowing that our choices are guided by assumed favourable outcomes…this insight doesn’t really come as a shocker. E-retailers today leave no stone unturned in wooing customers and attracting them…from heavy stocks to…

Hip To Be Sober

Hip To Be Sober India has seen a big shift in the drinking culture in just over a decade. Parties and get-togethers are synonymous with alcohol where age and gender, which were big determiners, has taken a back seat. This is not only a metropolitan thing but has been slowly catching up in towns and…

Custom Made

Custom Made The rising trend of custom made products and services make us wonder about the growing need for individualization that India is expressing. Not only in apparels, customization today is offered across segments from handbags, shoes, and jewellery to sleeping mattresses, household linen, food menus and even motorbikes/cars. The ‘custom made’ concept adds an…

Desi Swag

Desi Swag The evident rise of India on the global map is instrumental in instilling a sense of pride the youth is taking in its country. Whether it be a push from the political side with movements like ‘Make in India’; widespread recognition of popular media, sports, fashion; respect and keen interest of ancient traditions…