Levis blue jeans, plush Revlon lip paints, Chanel toilettes, chick Nike shoes and a sliding Nokia… its all fabulous for a stroll in Connaught place. That’s the trend baby… if you don’t have.. u are dunce!

We at school were quite away from all this, preferring salwar- kurta or max. skirt. Boys were left with a locally stitched shirt and pant, along with a Bata shoe. Vimal, Raymond, Mayur… were the favorite names in fabric. However, there has been a starking hybridization of the dresses to improvise the east and west reflection together for both- fabric and design.

Sweaters and pullovers had their own story to tell.. hand- woven by dadis and mummys over a platter of gud- sweets, chai and groundnuts, clinging knit- sticks while basking in the sun with other aunties… telling 10 times to each other that is WOOLMARK and not cashmilon (??!) …Wearing those made from Lal- Imli or Raymond oon was a big deal of sophisticated guys. The caps, mufflers and gloves came from re- aligned oon of old sweaters, with all possible haggard impulsive color combinations, just to make it complete from all remnants stored in a cardboard Lal Imli oon box… remember?

Today, we don’t find a single person wearing a knit sweater, unless an infant with dadis and pardadis surrounding, or too old,  or from a remote place.

Who’s got the time yaar to make it, and what will my friends say if I wear than shoddy looking dress?

Weekender, Levi’s, Park Avenue…that’s the call of time for attention. Maybe, the brand reflects how hot my pockets are!

The only thing I remember time immemorial, as strong and successful branding sector, has been cosmetics and personal care. Creams, powders, perfumes all advertised extensively in Saritas, Grihshobhas, hoardings… the only change I see today is the hybridization with international (and highly expensive) brands, but advertising remains today through same modes. Abroad, you can see sales guys standing outside big cosmetic malls handing sprayed strips of perfume of your choice to entice with the last try!

Electronics have a different story… with lot of things have come which we literally dreamt off. A Jolly or Beltek TV was enough to see, but now we do not talk anything less than SONY, SAMSUNG or at least LG (@ minimum… hahaha!); sometimes enough taxing on the home budget through a loan.

Not to forget the mobiles marketing, exploiting the brandishing behavior of the human cult to the max.

The theme is.. why do we run for brands? What is the psyche behind this? Is it-

Positive side-

1.      To stick to quality?

2.     Longer lasting

3.     Better performance

4.     Latest technology

5.     Inquisitiveness of the west?

6.     Better after- sales service

Negative side-

1.      Status symbol

2.     Parity with fellow guys

3.     Image building

4.     Show- off

I guess you got my message. Your comments and views will make the purpose of this blog stronger. So.. I welcome and look forward for your liberal comments and views…  J J