There is an author by the name of Rama Bijapurkar, who wrote a book by the name of : We are like that only - understanding the logic of consumer India. I read it recently and dug up more about her on the internet. One thing that really surprises me is her very very positive projection of the Nirma washing detergent.
I hope book writers like Rama Bijapurkar apply their common sense to their writing rather than simply trying to please the corporate bigwigs.
It was a quantum jump in wash quality and convenience compared to the laundry soap that most low income consumers were using, because detergent powders were so unaffordable. Because of the low price, and the large number of poor Indians unhappily watching their clothes yellow with laundry soap, he sold enormous volumes and, despite the low margin per unit, made good money in absolute terms - even by the stringent standards of profitability of any MNC. (Source)
But she also knows that 65% Soda Ash in the detergent can ruin the hands using them for life. So here is the justification she offers :
Even if the detergent had 65% Soda Ash, was harsh on hands - the consumers' answer was that they used a stick to stir the bucket of detergent so that their hands were protected.Now, I don't understand one thing. No matter how you stir the bucket of detergent, to wash the clothes you have to put your hands in detergent. So how did the consumers avoided that? The answer is they couldn't. And countless hands have been ruined by using Nirma detergent - for life.
I hope book writers like Rama Bijapurkar apply their common sense to their writing rather than simply trying to please the corporate bigwigs.
