Ramamritham rules

Alas, Ramamritham is alive , well and strong and he rules upon all that he surveys (pun intended).  The Indian Government will announce today in parliament that it would open up the retail sector to foreign investment. No doubt the Left will organise some bandhs, yell at 10,000 decibels in the Lok Sabha, and then this law will be passed while the opposition will walk out en masse.

Ostensibly, this is economic reform. Its a pathetic, 15cms of reform after a decade of nothing happening, but we'll reserve that criticism for another day. What has got my goat is Ramamritham's dirty footprint all across this move.

Firstly foreign investment of 100% will be allowed in Single Brand Retail, but only 51% in multi brand retail. Therefore a Marks & Spencer store can be 100% foreign owned, but Carrefour can't. Even though they may both sell precisely the same things (M&S does sell a lot of food). Pray why ??

Secondly Ramamritham has excelled himself in drafting a series of conditions for allowing  even this. Look at some of them

• The minimum investment is $100 m. Where he got this figure is unclear. Why not $82.5 m? But at least we can live with this
• 50% of this $100 m has to be invested in "back end". Then our venerable hero has gone on to clarify that land, rentals and front end stores will not count as back end. No doubt detailed rules on what is back and what is front will be framed. (here is conclusive proof at last that Ramamritham doesn't know his front side from his back side) Lobbyists will work very hard to get IT systems included in back end. But R will qualify that Microsoft Office will not count as back end. Many months of fruitful work and litigation awaits.
• 30% has to be sourced by these companies from small scale (completely irrelevant if the product is rubbish and the consumer does not want it) No doubt a front small scale company will be set up who will buy the stuff from a big company and then sell it to the retailer to fulfill this quota. R being very smart will then draft rules to stop this. The retailer being equally smart will get a small scale company to buy from a small scale company to buy from a big company ....... and so on.
• Stores can be set up only in cities with 1 million population. Lobbyists will work to reduce this number to half a million. They will then lobby that last year Gummidipoondi crossed 1 million population and that R should not wait for another 10 years for the next census but instead pass an interim order allowing the store to be opened there.

How can we get this into Ramamritham's thick skull that we don't want him deciding what is good or bad for us as consumers.  Or for the small Indian retailer who he is trying to protect with such quixotic rules. The Indian retailer needs no protection. He is quite a formidable force. Its by no means certain that small retailers will vanish just because Walmart came in - in India the economics of the retail industry, especially the relative high cost of real estate,  is such that this is very unlikely.

In any case, how about letting the consumer choose. Rajalakshmi will vote with her feet and purse. She will buy where something is cheaper, better and where she likes to go. She deserves that freedom. Ramamritham should be booted from blocking the way.

PS : For those new to this space, Ramaritham is the mythical, fictional bureaucrat who takes orgasmic pleasure in framing complex, unnecessary and useless rules in order to make lives miserable for ordinary members of the homo sapiens species.

Why this kolaveri di

The title of the post is simply to substantiate to Gils , Zeno and other  experts that I am "tuned in" ! In case you are still flummoxed, then that is clear proof that you simply aren't up to date with the "in thing" !! Why this kolaveri di is a completely nonsensical song that for reasons totally baffling has become a massive rage and has gone viral in the last four days. Since world success these days is measured in terms of number of views in YouTube (1.8 million in 4 days and rising by the minute) and insane numbers of Tweets,  Facebook mentions and likes ; it can be conclusively established as a massive hit. I am reliably told that it is competing with another equally baffling entity called Lady Gaga for global leadership.

The song is in "Tanglish" - the curious mixture of Tamil and English which is widely spoken in Madras. It is from a forthcoming movie called 3 (zero marks for creativity in naming a movie). The lyrics are complete nonsense and there is virtually no reason why it should appeal to anybody. And yet it is a hit in four days. WHY ????

This is the mystery of success in consumer marketing. No amount of consumer insight or market research will tell you why something will succeed while a similar thing bombs. The consumer continues to be an indescribable mystery. Many pundits will write treatises on why it succeeded, but after the event. Only a rare genius such as Steve Jobs, could confidently predict success, and get it right. That's why he is so highly feted.

Can anybody tell me why Justin Bieber's Baby should have more than half a billion views on YouTube (the kid can't sing for Gods sake).  And why Charlie Bit my Finger was long reining as the top watched video of all time and even now is a respectable 6th with some 400 million views. Or for that matter, why a yucky tasting syrup, developed as a patented quack medicine for  morphine addiction, dyspepsia and impotence should become the largest consumed drink in the world for 100 years.

Who can fathom the mind of Rajalakshmi, Wang Xiao or Jane Doe ?

The awfulness of Benetton

Benetton, the clothing company, has been struggling of late. So they've gone back to  their horrible old formula to promote their brand - make shocking advertisements.

Their campaign is called "UNhate" - whatever that means. These are some of their abominations.

The last one elicited an irritated objection from the Vatican for the depiction of the Holy Father in this manner and that too for a commercial purpose. Benetton has reportedly withdrawn this ad.

Benetton is known for outrageous advertising in the past. I won't dignify their earlier indecencies with  reproducing those photographs. They have included a man dying of AIDS, a new born with its umbilical cord still connected to the mother, a soldier holding a human bone, and the like.

Sure, there is clutter in advertising and you need to break through it. But there must be a sense of decency in business, just as the same as in all walks of life.  Anything that is legally OK, is not OK. Making money by shocking people seems to be an awful way to earn a living.

But in a capitalist system, the consumer has the final say. If enough people are offended by such tactics, they simply will not buy the product. Benetton's sales are some € 2 bn, not too far from where they were a decade ago. Zara, a competitor, which does not advertise, sells € 12 bn. But alas, Benetton routinely wins advertising awards for "innovative" advertising.

Being a committed capitalist, I never thought I would utter the following words, but now I do - I heartily wish that Benetton would go bust. Moral bankruptcy is a prelude to financial bankruptcy.