A brand, a product range : The appeal, the Endorser


A few days ago I was very delighted to buy Patanjali Hing from a Pakistani store in Hong Kong.

There was a sense of Indian triumph for ‘Made in India’. Staying away from the motherland I am always at my patriotic best. I am and was in awe although Patanjali is not my kind of a brand. What I mean is I won’t go out of my way to buy the products.

Just the day before, I stumbled upon Patanjali Atta Noodles in a different online Pakistani shop. I was very interested to try the product so added in the list. I usually add products over the week before I check out. When I told my friend, philosopher and guide about it he scornfully ridiculed me and asked me not to buy such products.

Right now I checked their website, and ohh my …

There might be ‘customers’ who use these products and will vouch for the brand. And I can understand their preference for the oils and the dhoops, but why on earth should this company / organisation get into making noodles. What is the endorser’s service to humanity for promoting such fallacies?

How on earth, eating atta noodles healthier than eating plain dal chawaal?

Marketing gimmick of getting into the market when the competitor is low (Maggi fiasco) might cost a lot to the brand.

A brand has an appeal and hence the choice of product range. The endorser has an image that too should reflect on the product range. In this case the endorser is also the owner of the brand. God bless the complications.

I find it quite gross that Patanjali also has a beauty products. Come on now! Baba Ramdev and beauty ???

Something is seriously wrong…but surely not with me.



Pondering on my digilife and more…


It is very strange to see the parks and the gardens crowded with Pokemon Go players. Sometimes they do talk to each other though but most of the times it is a silent affair.

The audience is quite diverse, but mostly it is young boys. And sometimes it is young mothers with kids.

Earlier, while travelling in a local transport it was always the helpers rather women folk enjoying candy crush. These visuals were so common that I was afraid that I might get some cavities in my mouth 🙂 Now there is addition of pokemon players or whatsapp lovers or facebookers.

The world that we are transitioning into seems to be a lonely place. Although I am not a talkative person, I shudder at the thought that soon there will be digital interfaces to interact with.

The other day when I was travelling in a Tesla the huge interactive screen excited me, but I was happy to talk to a human driver. After a couple of years a driver would be a luxury or a liability. (And when I mention Tesla I cannot stop thinking about Mars and when I visualise life on Mars I cannot stop thinking about Interstellar.)

I fear that the transition from human to semi automatic to fully automated is happening too fast. For various reasons we are getting pulled into it and I am very nervous.

I shudder that the movie “Her’ will become a reality and I will have digital daughter-in-law and grand children if that would be possible at that time.

I am experiencing a sense of urgency, fear and pressure to broad this digital bandwagon or get left at the outdated platform.

I just want to hang on and go slow.


It is not about product launch, it is about harvesting ecosystems

In this very real world, good doesn’t drive out evil. Evil doesn’t drive out good. But the energetic displaces the passive.

  • William Bernach

The above can be a good analogy in the design world –

In this very real world, good design doesnt drive out bad design. Bad design doesn’t drive out good design. But the energetic displaces the passive. 

Apple is the prime example here. As we have followers and blind followers of the brand there also people who hate and despise it to no end.

Still to no ones surprise, the brand will post yet another record profit.

The reason being that Apple event is not about a single product launch. It is about their ecosystem. After every 6 months, they are enthusiastically upgrading and adding newer species to their ecosystem. They are making their ecosystem stronger with devices and technology. The old ones are removed and the ecosystem is kept healthy.

So when a customer buys an apple product, the brand knows that sooner there will be an ecosystem following him. No doubt the products are great and offer consistent experience, but apple makes sure that the customer can never break the ecosystem. Either you are part of it or you are out. This exclusivity also acts in a favour of the brand. While for those who are out of the system will feel that the grapes are sour.


At one point of time I used to be fan of Metro interface of Windows phone. I bought 2 phones in that frenzy. I was happy with the wireless charging feature and the UI. In lieu I had lesser choices in apps, which didnt bother me much until the phone conked off.

I got 1% return for a phone that wasn’t even a year old, the hell started breaking loose. How could a loyalist be treated like this?

What I had not realised back then was robustness of offering. Windows phone didn’t have any ecosystem in hardware or apps. It was destined to fail the customer since there wasn’t enough energy/ motivation in them to drive it.

And hence, how the energetic displaces the passive.



yeh hai Hong Kong meri jaan!

Selling iphone 6 on the pavements just outside apple store! So the shop is sold out but there are lots available outside. Only cash accepted 🙂 and obviously you pay more than the shop price.

I think this is an overkill and this is an understatement! Exclusivity is such an important factor of a brand. But the moment every 3rd person has it, how far it will go and how far can it be stretched?

And when goods are manufactured at this scale, is the premium price really justified?

Here is interesting facet to long queues, it may hold true but I dont think iphone owners need a social proof


I think this link gives the real picture,


Now China has the highest population and also they are quite rich and getting richer


And Chinese rich are different 🙂


But frankly I think the wheel has begun to turn!