This country is now hotly debating about the desirability of allowing foreign investment in retailing and Delhi is literally on the boil with politicians of all hues and colors expressing their views in the Parliament as well as outside. But does any one have any idea about what is happening at the ground level? Obviously not! Otherwise the discussion would have become an exercise in futility. Whether it is Walmart or Tesco or any other global giant coming to India, if past experience of other similar investors from abroad like Starbucks, McDonalds or KFC is to be reckoned with, it is not easy for any of them to get a firm foothold in India for a long time to come. The reason is that the culture, tradition, lifestyles and attitudes of a vast majority of the people in this country, except for a minority segment, will not allow them to co-habit with the ambiance, luster, lavishness and service offered by the investors from abroad who may have deep pockets and vast experience in luring new customers. Here is a piece of nostalgic reminiscence of a typical Indian citizen after experiencing the pleasure of seeing the foreign players operating in the country, enjoying the same for a few days and then reverting back to the old style of dhabas and chaiwallahs.
'A blind lascivious beggar sings a bhojpuri ditty. Pregnant clouds over Bombay monsoon raindrops like the breasts of Khajuraho; heavy and laden. It is an overcast afternoon and the sun is no more. Humidity and sweat tugs at the will to go on. A long line of India's young and trendy in Converse, in UCB, all Adidas and iPhonery wait for their turn at the recently opened Starbucks. Growing up in India, I remember queuing up outside the very first McDonalds in New Delhi for an hour to have a seven-rupee ice cream. KFC took us to giddy heights of rapture. A chicken wing in hand and a glass of frothy Coke in the other, we had arrived. We were no longer Indians any more. We were cosmopolitan Americans. It didn't last that long. We fell out of love with the Golden Arches and the Colonel and reverted back to our cuisine. The scales fell and we realised that tandoori chicken, a bit of chilli and a pickled onion on the side was timeless. It was forever. Similarly, this is still a nation of roadside and railway station chai-wallahs. City workers, students and manual labourers all frequent little shacks by the roadside for a spot of tea dust in hot milk. Corpulent politicians in spotless tunics, world-weary swamis and lecherous vagabonds squat under flimsy tarpaulins with a kulhad of cardamom chai and a slice of wheat rusk; a rare egalitarianism in a country riven by class and caste.The friendly chai-wallahwith his muzzein-like call in the morning is a constant in an ever-changing India. Starbucks and a host other shiny coffee-wallahs will never equal the pavement camaraderie".
Probably there may be lot of truth in what is said above. But one need not expect that these new mega players with sackful of money will run away soon from the country because their strength is patience, perseverance and vast experience in dealing with people in emerging countries like China, Mexico, Brazil, Indonesia etc. A classical example of am entirely foreign product taking deep roots in India is the Noodles first introduced almost two decades ago and it was after sustaining persistent losses for a long time did this product started making money for the manufacturers. Probably the new foreign players like Starbucks may also become established after a few years if they persist, though losing heavily in the first few years in the bargain. Same applies to FDI in retail also. The task for foreign players is not going to be easy and they should not expect an easy walk over any where in the near future.
V.H.POTTY
http://vhpotty.blogspot.com/
http://foodtechupdates.blogspot.com
'A blind lascivious beggar sings a bhojpuri ditty. Pregnant clouds over Bombay monsoon raindrops like the breasts of Khajuraho; heavy and laden. It is an overcast afternoon and the sun is no more. Humidity and sweat tugs at the will to go on. A long line of India's young and trendy in Converse, in UCB, all Adidas and iPhonery wait for their turn at the recently opened Starbucks. Growing up in India, I remember queuing up outside the very first McDonalds in New Delhi for an hour to have a seven-rupee ice cream. KFC took us to giddy heights of rapture. A chicken wing in hand and a glass of frothy Coke in the other, we had arrived. We were no longer Indians any more. We were cosmopolitan Americans. It didn't last that long. We fell out of love with the Golden Arches and the Colonel and reverted back to our cuisine. The scales fell and we realised that tandoori chicken, a bit of chilli and a pickled onion on the side was timeless. It was forever. Similarly, this is still a nation of roadside and railway station chai-wallahs. City workers, students and manual labourers all frequent little shacks by the roadside for a spot of tea dust in hot milk. Corpulent politicians in spotless tunics, world-weary swamis and lecherous vagabonds squat under flimsy tarpaulins with a kulhad of cardamom chai and a slice of wheat rusk; a rare egalitarianism in a country riven by class and caste.The friendly chai-wallahwith his muzzein-like call in the morning is a constant in an ever-changing India. Starbucks and a host other shiny coffee-wallahs will never equal the pavement camaraderie".
Probably there may be lot of truth in what is said above. But one need not expect that these new mega players with sackful of money will run away soon from the country because their strength is patience, perseverance and vast experience in dealing with people in emerging countries like China, Mexico, Brazil, Indonesia etc. A classical example of am entirely foreign product taking deep roots in India is the Noodles first introduced almost two decades ago and it was after sustaining persistent losses for a long time did this product started making money for the manufacturers. Probably the new foreign players like Starbucks may also become established after a few years if they persist, though losing heavily in the first few years in the bargain. Same applies to FDI in retail also. The task for foreign players is not going to be easy and they should not expect an easy walk over any where in the near future.
V.H.POTTY
http://vhpotty.blogspot.com/
http://foodtechupdates.blogspot.com
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