Incessant travel. Much like the incessant rainfall, can have multi-dimensional impact. Just like viral fever. Back from a trip to Delhi. Or somewhere close to Delhi. Browsing through my photo albums i chanced upon two snaps. A study in contrast. Here is the first one.
Had this at a street corner. In a dry and sultry afternoon, a couple of months back. In the peak of summer, this was perhaps the best of drinks. He packed quite a punch. With ginger, lime and of course, sugar cane juice, spliced out by the age old splicer ! And what a crowd ! All of it for Rs. 5 only !
A couple of weeks later, i was at a fancy mall. And advertisement for sugarcane juice, caught my attention. And i queued up. All the store in charge was to do, is to push in the sugarcane and out came the juice.
As i waited out my turn in the queue little did i realise that it costed my Rs. 40/- ! Rs. 40 /- for a glass of sugar cane juice !!
I enjoyed the taste of the street side juice much more than the taste at the fancy mall. Now what was it because ?
a. Was it because i saw it being made ? In the true sense of ‘seeing’ !
b. Was it because the Rs. 40/- robbed the charm of the juice in the second case ?
c. Or was it because the drink in case 1, genuinely taste better ?
To me, it appears that it was a combination of all three ! These days, packaging seems to be everything. No matter, what the real stuff is made of, if you package it well, chance are bright for you to make a sale. It is happening everywhere !
As i continue to grapple with this fact, i have been told time and again that its about getting a space in the mind ! Its all about positioning they say. Its not the what you do, they say. Its the how you package it. That’s remarkably simple & disconcerting too.
So, in the fast paced world which doesn’t have time to look inside, its the outsides that are beginning to count ! How true is that ?
Oh, BTW, when did you last have sugar cane juice. With ginger. With lime. And the sound of a motor which causes the wheels to splice open the cane to give you juice!! Yummy ! No frills. True value !