The Case of Iconic “CHINNA”:

Deepening Lenses on Diversity:  (Drafted based on Real Life observation)

(Note: CHINNA- The Word “Chinna” means “SMALL” in Telegu)

Diversity is a real mix of everything that gives a complete boost to our morale regardless of wherever we are. This post is completely a live story of a small guy who lives just adjacent to my house. I live in an independent house on top floor, close to that there is an apartment which was named as BRIO KAWLE (Probably a Marathi Owner), which comprises of 25 flats, some are owned & rests are on rental. Most of the families reside over there are more or less belongs to middle/upper middle class background (Employee set-up mindsets). There is a security fellow, not professionally trained as a security but more of proposed one who probably migrated from Rural sites in search of livelihood/employment, with his family & one kid (Small Boy- CHINNA). This fellow lives in the basement in a single shaded room, involved in ironing clothes for the apartment people to generate extra income, as the cost he receives as a security is not enough to support living for three (3) people. His Boy – CHINNA won’t go to school, helps his father in delivering the ironed clothes to respected flats. But, the children resides over there goes to English medium schools, wear moderately branded clothes & have a classic life styles overall.  Those children collectives used to play either on rooftop or in the basement area every evening, but the thing was that they have never allowed CHINNA to be part of that their play group, the reason was obvious ( caste/creed discrimination, status symbol, income , etc & probably many more).  Being regularly hated or rather not accepted as a part of his same age group collectives he feels frustrated & normally goes to TERRACE & support himself with the railings for sometime & get back to his routine work, which I have been observing for the last six (6) months as my room is on top floor & spend little time on rooftop as part of my regular schedule. The other day I saw him watching me, from rooftop, he was trying to say something & continuously showing his hands to me, at first sight I have not realized but after some time I felt like showing my right hand with a smile, immediately I can see a different kind of colour that’s germinating within him which is called “Owning Himself”- with confident, joy & happiness, being accepted & fearless, & most importantly the respect for an individual, regardless of age & without any other discriminations. Since than, I have not seen him waiting infront of those children’s playgroup in the evening to become part of that. As Probably CHINNA started believing that Life is not limited to this people whom he see on day to day basis, but its beyond that, which is broader & beautiful. I asked some simple questions to myself (as I don’t have any business to go back to those children or to their parents to address the same), “What kind of teaching they are getting from Schools?” What is that those parent’s / elderly members in the family are actually nurturing in their childrens?  Hopefully if Iam not wrong People like those Children’s Parents/ Elderly members within the family will go outside for work on daily basis – Govt/ Non-Govt./ Private. What is that they are delivering or learning over there? Whether they are fulfilling their responsibility or not? But truly speaking their patterns which is indirect doesn’t reflects me positive. Today, “Diversity” is a BUZZ, but our simple basic homework @ societal perspectives is incorrect & incomplete. But, we are expecting an Emerging Global with economic security; well that’s sounds optimistic on paper, no idea about real world. Lastly, let me sum up by saying that “Diversity is not about defining; it’s more to do with deepening our thoughts/ imagination & marrying to that by simply participating with every layers of community@ different environment, which encourages a new rhythm of robust growth.

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Not So Branded becomes Brands:

Positioning Thru Platforms/Portals

In the early 2000 era, the options @ market level are not too many, spl. In the context of retailing that offers several classifications, ranging from Foods to Fashions.  The only buzz about Brands we heard that encourages shopping appeal are Shoppers Stop, Lifestyle, Pantaloons- Big Bazaar, Food Bazaar, Brand factory etc & namely few. But during the Post 2009 era, Technology has given a complete totality of advancement for Enterprising with Low Cost & market/consumer optimization approach which leads to Definition of E.Commerce/ E.Retail, thereby nurtured some of the Great Global Platforms/Portals namely- Snapdeal, Flipkart, Myntra, Groupon, OLX, Flickr, Yepme, Zovi, & many more. Social Media/ Digitilization have empowered the Youth Audiences to engage on unaccountable time period for better know-how about day to day happenings.  This drives a huge impact for those above mentioned platforms to take the advantage of those Community Collectives to understand their likes/dislikes & respond to it clearly with innovative/ multidimensional products/services along with better value propositions- like discounts/gifts/bundling /biddings & many more extra offers that actually emphasize the Brand velocity/connections. Normally, what exactly, those Platform/Portals are doing, they actually outsource everything (Branded/ Non- Branded) package it & put a proper pricing & than resell it.  The biggest bet here in terms of gaining the Competitive advantage is mainly focus on Trade-offs.  How Uniquely the Specific portals are attracting/engaging more User base by their unlimited options of deliverables with unique promotional strategy. The Business momentum here is the Portal/ Platforms & its performances with specialty which actually curving the Niche from branding point of view. Today, if we ask anybody even in Tier-II/ Tier-III Cities people are talking about all those windows which shows an unique style of purchasing/buying pattern with definite satisfaction & experience. Now, every Industries/ Businesses are trying to invest in Internet media thru platform approach independently or collaboratively as one of the core tool to reach out to target audiences & enforce their brand image for better returns with cost /time saving aspects.  It’s all about the process of exploring market base followed by evolving with time that drives the relationship with Brands having significant appeal of change process/ information & adaptability towards Sustained Growth. Last but not the least Building Brands is all about Broadening our Thoughts with learning’s that illustrates a Smarter World with Smart Solutions.

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