Revealinginside stories 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…
Revealinginside stories 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…
Revealinginside stories 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…
Revealinginside stories 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…
Revealinginside stories 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…
Revealinginside stories 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.…
Revealinginside stories 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…
Revealinginside stories 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…
Revealinginside stories 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…
Revealinginside stories 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…