Day: January 16, 2012

Poverty Consciousness, Stinginess and No Payments in India

India may have a 5000 year old culture, deep religious understanding and a depth of philosophical breath that may make many countries and cultures around the world feel highly superficial in emotional and cultural terms, but India continues to be a country with significant poverty and all the related health, wealth, mental and social issues that come with poverty. Given that the Indian economy has taken off over the last 10 years and that liberalization has been in place since 1991, this further confounds the paradox; since significant strides should have already been made.

Economists and governments have tried to address it from several angles and in many ways – socially, distribution wise, financially, subsidies, better policies, loans, grants, schemes etc. you name it and we have tried it. But in my eyes most of these measures miss the mark. The reason is deeper and psychological. It stems from an inherent subconscious manner of functioning most Indians have. And that is a framework of thinking that they can get away with either fooling the system, or fooling people (their own and others) or fooling themselves. In the long run, none of these work. And as the old adage says “cheaters, simply do not prosper”.

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“We want to grow organically, not exponentially”

In this competitive era where clients don’t mind slamming the brakes on services that do not bring much to the table, it is often the vulnerable who fall victim to the siege. And for an industry like PR which is anyway sidelined by clients and media alike, the scale is always in favour of large agencies. But then there are a handful of small – or rather ’boutique’ agencies, as Dennis Taraporewala, Director, Criesse Communications, would like to call it – which are changing the market dynamics and giving the biggies a run for their money.

With a flurry of big and key clients vouching for the services of this communications shop, the going has been very good for Criesse thus far in India. In conversation with MXM India’s Johnson Napier, Mr Taraporewala declares that boutique shops can redefine the way PR functions as a discipline in India, and talks about how the larger players will be compelled to work in a cooperative fashion with the smaller players, and not in isolation, in future.

Read excerpts here: http://www.mxmindia.com/2012/01/we-want-to-grow-organically-not-exponentially-dennis-taraporewala/