Introduction
Since this post is planned as a first in a long series, let me give a short background here. I had been in Mumbai all my life till I shifted to Indore a year and a half ago. In this series, I wish to compare Indore and Mumbai, highlighting how non-metro consumers are different from the way consumers are usually described in MBA schools and boardrooms of metros. These are all personal opinions and don't reflect the views of my present or past employers. And while I have tried my best to be objective, my sincerest apologies to anyone who finds anything offensive. Do point it out, and I would try to revise wherever possible.
Chapter 1: Religion-, not retail-therapy
What brings people to a metropolis are the job opportunities. Hence, professional networks assume priority over personal relationships. In stark contrast, the reason for a group of people coming and staying together is religion or community practices. This presents a social construct very different from the one we see in metros.
Thus, implications:
- Places of worship, not shopping or entertainment, are the common meeting places.
- Days of festivals, and not days of end-of-season sales, are the prime drivers for purchase of new garments and durables.
- Days of importance to community are celebrated (and are much bigger celebrations) than that of personal importance like birthdays and anniversaries. For the same reasons, the weddings too become occasions for big-ticket expenses, gifting, etc.
- Rallies and gatherings organised by politicians are around festivals. Sometimes, rallies are organised as 'yatras' with local customs and practices influencing start and end points.
- These customs and traditions are a critical source of income for shopkeepers and traders who have built their businesses around items required at these occasions.
Interesting, isn't it? More about the non-metros in the coming posts.
Any unique observations, or anecdotes about the non-metros?
Do share in the comments.
No comments:
Post a Comment