When somebody goes to US for the first time, he/she is obviously very excited. There are so many new things to see and do, everything there seems to be very exciting and nice. This was especially true of me when I first landed in a small city called Salt Lake City in Utah in the year 2000. During then, Food-World was only just starting off in India, malls and multiplexes were still a few years away. Four-lane roads almost didn't exist either. Hence everything I saw in that small US city seemed to be wonderful. But as time progressed and I visited other places in US, I realized that all cities of the US were very very similar to each other. Similar freeways, similar roads, similar road names (Cedar street readily comes to my mind), McDonalds, Burger Kings, Mixican food joints, Wal-marts, 'Target's, down-towns with high rises. If you had seen one city, you had seen them all. Unless of course you were visiting a national park or other such tourist attraction.
India is not like this. Every city has it's own character and uniqueness. This is especially true for cities in different states, but towns within a state too are never a replica of each other. Compare Hubli and Mysore, you get the idea. The people in US speak about 'cultural differences' between various states/areas of their country, like east coasters and mid-westerners. They have no idea how much diversity can a country can possess until they learn about India.
I have observed a trend recently that is just a trickle now but I expect it to speed up in the coming years. Indian cities are slowly losing some of this diversity and becoming 'normalized'. This trend can now be majorly seen with higher middle-class and high end of the society in bigger cities, fast spreading into smaller towns.
I was in Chennai recently and since I had a few hours of free time during one evening, I roamed in and around Spencer's plaza, the most famous mall in Chennai. Outside the mall, I saw a billboard for 'Fitness One' and I exclaimed "Hey, they are in Chennai as well". In fact, most billboards were of national brands. Inside the mall, I got a sense of deja-vu when I saw outlets of so many familar brands Ihad seen in Forum Mall or Garuda Mall in Bangalore. Cookie Man, Samsonite, Pizza Hut, Subway and so on. In fact I returned from the mall being kind of disappointed, because it felt like I could have seen all that in Bangalore. I should have go to Marina beach instead, that is something that will never come to Bangalore :-)
I had believed that people in Chennai just can't speak Hindi. So I believed that anyone who doesn't know Tamil should try to speak in English. However, to my surprise I found that I was able to get more mileage out of speaking in my broken Hindi (theirs was worse!) than with English. I had found this to be true in Cochin too an year ago. So I am now convinced that within a few more years (or a decade), it will be possible to converse in Hindi almost everywhere in India.
As brands spread their wings across India, they will slowly erode the uniqueness of all places, making them look more and more like each other. It is already possible to go anywhere in India, transact on your ATM card, continue to use your cell phone, visit a cyber-cafe, buy your favorite brand's bottled water, eat your favorite food, buy a flat built by the same developer and feel at home in many other ways. As time goes by, this trend will only increase, making all cities and towns 'normalized' across India. We are miles and generations away from making our cities replicas of each other like it is in the US, but the trend is definitely in that direction.
No comments:
Post a Comment