Being Swadeshi Vs Encouraging Mediocrity

Confidence in oneself and in one's country to be the world's best in everything is of course a good thing.

But at the same time it's important to remember that we have no obligation to buy or use mediocre products in the name of being "swadeshi". We've had seventy six years of independence and if we still can't manufacture world class products in some field ourselves then consumers have all the right to buy foreign products.

My favorite example is computers! There isn't a single company in the whole of India that makes globally competitive computers! Seventy six years after independence! Not my fault!

And thus I'm quite happy to be typing right now on a foreign brand computer.

If Indian manufacturers and businesses want us to buy their products, they just have to raise their standards. There's simply going to be no other way to make this happen.

Likewise with customer service! I lived for 11 years in the US and consistently observed the following: If you're a regular customer somewhere, the business establishment values it. The staff always greets you with courtesy and politeness and the owner always ensures that the business you are bringing is rewarded in some way or another. For example, the sandwich chain Subway hands our cards to customers that you get stamped every time you buy a sub. Once you have 8 stamps, the next sub is free. Business establishments understand that the market is competitive, customers have choices and someone becoming a regular customer is good for them. Those businesses who don't understand this principle don't succeed. As simple as that.

Here's the thing about our country: 90% of businesses don't understand this simple principle! They think *they* are doing customers a favor by keeping their stores open! You can try this for yourself: Start going to some shop or restaurant or cafe regularly. After the fourth or fifth time, either the staff or the owner will most likely do something that leaves you feeling taken for granted or cheated or both. The politeness level might go down or the food or beverage you are served will dip in quality. The underlying principle is this: "Ye to roj aata hai, iska kya, dusre customer pe dhyaan do" (English: "This customer comes everyday, what about him/her, focus on other customers").

Madness! With this attitude, no wonder foreign businesses come and capture our markets so easily! Customers will of course go where they are treated better and get better products and services!

Our businesses need to understand this clearly: Customers are not duty bound to be "swadeshi". It's a free and open market and we will very well go wherever we get the best experience!

It is for businesses to adapt to us, not the other way around.