History and the consumer ideology


Dissecting the definition below, I am trying to draw some parallels to the developments in Consumer behaviour in accordance with ‘Changing India’ post Independence. “Consumer behavior is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants” With the changing time, lifestyle, mindsets, and human behavior have changed considerably. Cutting across differences of religion, class, gender, nationality and ethnicity. The pursuit of ‘The good life’ through practices of what is known as ‘consumerism’ has become one of the dominant global social forces. With the work of Aristotle and his teaching on ethics, a term ‘The good life’ was coined for the life that one would like to live for happiness, But it didn’t remain as simple as it sounded by then, ideas changed, contradictions arise, and humanity experienced a good divide. As we can see, India’s GDP, in absolute numbers, has grown from a mere Rs 2.7 lakh crore to Rs 57 lakh crore in 67 years of independence. While 67-years of independence have seen many changes in the socio-economic landscape of Asia’s third largest economy. Though the process of industrialization was started at the time of the British government, but the right direction was given to the industrialization process after independence. To achieve economic stability and prosperity the government planned and designed various strategies. Plans like “five year plans” and various other commissions and committees were formulated to guide the economic path of India. Industrial growth especially small scale industries got a boost after post-liberalization. The government policies like the investment ceiling for the SSI sector and priority lending has infused new life in small industry. Some revolutionary ideas, political developments, education opportunities and the ‘Internet- which has helped the world go flat’ has successfully contributed towards shedding our faulty stereotypes. Also, welcoming the change agents, Accepting competition with a wide variety to choose, Numerous Laws and policies changed along with time, benefiting the manufacturers, sellers as well as consumers. Consumers were less anxious by then, but they are more aware and smart when it comes to selection and purchasing. A savvy consumer could distinguish between high-quality and shabby products quite easily nowadays, it was not the case earlier. While concept of conspicuous consumers is getting widely acknowledged. For example, Driving a luxury car shows that the consumer can afford to drive an automobile that others may admire; that admiration comes not primarily from the car’s ability to get the job done but from the visible evidence of wealth it provides. The vehicle is thus an outward display of one’s status in society We can easily see how in India consumers of different political ideologies make different purchase decisions when it comes to foods, clothing etc. In our country colours like blue, saffron, green are not just colours but also signifies a community, symbolises projection of power and diversity. Liberalization had a huge impact on India’s culture, Consumers moved from SWADESHI to international, like ‘striving to make world class goods’, from isolation to the exposure with the rest of the world, From obeying the authority to freedom of choice. Consumers were earlier sceptical about technology but now they are slowly embracing it. A revolutionary change came when we moved away from ‘Garibi Hatao’ to Aiming for the highest factor (Take India to the 21st century – Rajiv Gandhi’s signature tune) Thus, with the current state of the nation being highly vulnerable, consumers demand and their choices will definitely change with time. So in order to predict and prepare for the future consumer behaviour is always observed in a microscopic way by the research experts.

Anurag Kashyap Explains His Stand – On Rape, Feminism, His Short Film and more

Get some clarity of thought and counter arguments to your agenda, MUST READ

F.i.g.h.t C.l.u.b

anurag--300x300Dear All,

When I am not making movies – which is thankfully rarely – my favourite pastime is to get fundamentally quoted without the context. Blame the lack of space in newspapers today with all those advertisements accounting for most of it. It helps to keep our conversation going, you see. And it has happened again. My whole conversation has been reduced to one line that’s being knocked around, “rape is a bad accident says anurag kashyap”

Fun though it is, I think it’s time I speak for myself and not let some out-of-context quote in a paper, or an edited version of a half-an-hour conversation do the talking.

Sitting here in Karlovy Vary I have been inundated with texts and mails about an interview of mine, that has of course, as always, been completely misread.  It does not help that a long conversation has been reduced to a paragraph…

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‘Highway’ and the Art of Getting Lost

F.i.g.h.t C.l.u.b

Editor’s Note: Imtiaz Ali’s much-awaited film ‘Highway’ released last Friday, and, over the course of just a few days, has achieved the unique feat of inviting equal amounts of love and hate. What’s even more remarkable is the vehemence with which both ‘lovers‘ and ‘haters‘ have expressed their views about the film. Barring the sedate review or two, sharp words have flown between between the two ‘camps’, especially if you’ve followed the buzz on Twitter. Or perhaps you’ve read the gloriously funny Neruda-take on the film. With this Highway it seems, there’s been no middle-road.

However, as the fires die down, it’s time to pause and reflect on this undoubtedly fascinating film that’s made some fans of Ali despair at his latest turn; some fans exult in his new achievement; and converted some Ali-sceptics into fans. For now, here’s Shivam Sharma taking stock of the film…

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Emotions unchained

Imtiaz Ali’s HIGHWAY


Before you think about reading this as a review, let me tell you neither I am qualified enough to write it nor much aware of the technical nuances of cinema, this is about how a 2 hr 20 min motion picture made its way to my heart and acquired a place of its own.

Right from Socha na tha’s Viren to Geet to Meera to Jordan to Veera, director Imtiaz Ali carved the complicated, confused characters facing complex situations in life, he believes in those characters because he believes in human beings as clueless and complicated. From playfulness to obsession to separation to union was the earlier path followed, he finally merged the same with death in ‘Rockstar’ taking the theme one step ahead. Ali Lyrically presented the heart wrenching saga with references of Rumi and Baba Farid with some dreamy compositions of Rahman. Right from his first venture Imtiaz was successful in projecting the dichotomies in the lives of his characters, every time he handled the subject carefully and had achieved a pinnacle in understanding of EMOTIONS.

Imtiaz Ali comes this time with a script which he had written 15 years ago and is closest to his heart, the protagonist is Veera who is choking in the claustrophobic environment of high class families, living in posh localities, surrounded with people ready to fulfil her desires with drop of a hat, but there is a past which has been haunting her.

She gets kidnapped by a goon called Mahabir, in her attempt to escape, Veera discovers the pure air she always yearned for, here the linear narrative ends….. And director asks us to indulge into the beautiful tale, figure out what to feel instead of explaining the proceedings. Followed by absence of dialogues and background score, all you are left with is ‘silence’ or they called it ‘implosive silence’ which speaks volumes and comes out as the loudest cry. Passing through the outskirts of Punjab, Rajasthan, Himachal, the north India is captured beautifully through Anil Mehta’s lenses with Imtiaz’s vision and Kamil’s words.

Likewise, there is also something in the past of kidnapper, which is eating him from inside, some lesions from his past of his mother cradling him, singing plangent lullabies. (SOOHA SAHA) don’t remember last time when I felt so strongly for the character and rooted for a tough man to weep, that outburst from Hooda passed the shiver through my heart, eyes became moist and felt relieved.


(Breathing out of bondage)

Meanwhile, Veera explores the world outside and the world within, she travels a journey which she doesn’t care where it  ends, she neither wants to go back nor she cares about reaching anywhere, lost  in the alluring journey of searching self accompanied by a stranger who has abducted her. We see beautiful locations of north India from Veera’s eyes, the only way one can watch this move is by understanding the state of mind of the lead characters. the relation between the two is not to be mistaken as love, it’s their situations and complexities which brings them closer, the comfort which makes them feel secure. It’s more like a space between father-child love and mother-child love.

Imtiaz successfully conveys that, one has to be away from the society to get a clearer perspective of things which one fails to see by living in a shell. Everything from their present lives looks annoying to them, while the journey feels like a semblance of purity. When we live in a certain environment, we are programmed in a certain manner, we have expectations from others and others have expectations from us, but when away, clueless about the roads, people, environment the way we act that time is realism in purest form, we don’t have to play a role, we are free of consciousness, it’s like recreation.

The old saying ‘Distance makes the heart grow fonder’ has been used repeatedly by the director in his movies but projected in the most different ways every time.

Freshly launched from a big banner Aalia Bhatt made a clichéd debut, never thought she will do a role which will be fully depended on her acting abilities, but here she comes out with a brilliant performance displaying wide range of expressions and emotions. In that simultaneous ‘laughter and tears’ scene near the gushing water, she earned a fan there. Such powerful expressions of love, pain, joy, grief all in the same character, I have only seen veterans pulling this out with such great conviction.

Movies of Imtiaz Ali are not to be judged, they are to be experienced, he brings out the most unadulterated form of emotions from his characters. HIGHWAY is not a movie it’s a feeling, it’s an implementation of thematic admiration, and a rare form of storytelling which looks subtle but is simple when looked from senses of virtue. It demands to be watched from the realm of our emotions and surrealism.

For all those who haven’t watched it yet, before entering the theater make sure that your heart is at right place, all fundamental errors takes the back seat if a product like this reaches that untouched, unexplored part of heart, all you need to do is surrender yourself to the excellence of film-making.

An open love letter to SHAH


All things mentioned below have been said and known to all of us, we srk fans leave no stone unturned to praise him, this is the first time i am pouring my heart on MSword.


(Writing this while listening to chaand tare, tod laau,saari duniya par main chaau, bas itna sa khwab hai)


Before i started, the obvious feeling came to my mind, will I be able to do justice ?, will I be able to put all my thoughts in words? , and then I thought it would be so unfair, if words had that ability to capture a personality. So here i go…….

 A slice of my heart, the push of my life


My first non assignment article, trust me it really takes guts to lift your lazy bum, sit at a place introspect, retrospect and pen it down accordingly, i don’t think it would have been possible or started with none other than SRK, as I mentioned in the title,”THE PUSH”, he is definitely that push in my life, which encourages me, and millions like me to go for things which one loves, for which one can live for, one can die for



For some, including me whenever this name blinks on any sites,channels,posters, our sub-conscious mind never allows us from overcoming the thoughts of this man,  He is like a god’s child, who has been brought to life, to love, to be loved and to inspire. I am not much into god, but if there is any supernatural power there, then i would whole heartedly thank him for bringing SHAHRUKH to life.


He has been that bright light when the gloom was dominant,that joyful smile when everything around was dull,dreary,cheerless. He is that generous human who gives to others, even after no one gave him anything when needed; he is that loyal husband who dared to marry a girl from another religion, in times when nation was going through a rough patch of communal tension. He is the same person who makes your mom sit in front of TV on Sundays shed a tear and say ‘I want that Rahul of K3G’ as my son. Not only as a charming Raj, but from intense coach Kabir khan of Chak de india to philanthrope Rizwan khan of MNIK . Effortlessly he brought cynic pricks on their knees and made them acknowledge his work.

Talking about the movies, acting which is probably secondary for me to admire him. Love was never out of stock in case of brand SRK. From loving your parents,wife,girlfriend,nation to loving your step brother. Through his movies, he successfully simplified the most complicated thing in this world ‘LOVE’.

I always wanted to share the impact, he had on me, never liked about writing sentences stating ’I’, but he is such a priceless possession that i cannot talk about him, without talking about, what he means to me. the feeling of achievement, excitement, numbness and melancholy. He is the only successful one to reach that undiscovered part of my heart. He is a catalyst in every event,every show, energies and passion overflow when he is on stage, love for him was never restricted till the movies, the human inside the star had always been worth more celebrating.


 In an interview,


(( “when will you start making different movies?Better movies?”

SRK-“when will you start asking different questions?better questions?”

How come you are showered with everything from grace,charm,looks,humbleness and extraordinary sense of humour.? ))

The mystery behind you being such a towering personality is a hard nut to crack, and there might be no specific reason or rocket science behind it, i think everyday you wake up to be a better person,shower more blessings and spread more love.

As i am writing this to you, there are so many things inside me that, at the same time i am asking you questions and myself giving the answers. Comforting myself with assumed responses. You will never know, how badly i miss you daily. I had a dichotomy in my life, the days before i met you and after it.

Just point a finger on anyone outside your house chanting your name, any of your 5.5 million followers on twitter, i am just one of them, and very much proud to be one of them , you know what, you might enjoy all the stardom standing on that end, but you are really missing what we feel about you, think about you, on the other side . you will never get the feeling of being a SRK follower. There we are lucky ,not you.

(My love for you and my long lengthy love letter for you doesn’t mean that i forgave you for wankhede brawl, Chennai express and the most important Ra one, okay so don’t get me wrong.)

But why is it that Shahrukh even when in solitude, its you who go through my mind, no one else. Sometimes i even think am I so immature that i rant about you all the time ?, fight for you, care for you , as if i have a blood relation with you,as you are a third person from a third world, who doesn’t even know that if i exist, but you once said, blood relations are imposed on us, relations which we make by our choice are the real and stronger ones. so so so true.

i have developed a forced myth of you being there for me , whenever whatever happens, i always think you are there by my side, I shouldn’t worry, your hand is always there over my head, so i have stopped bothering about what people think about me, thinking about you.

From being an actor, how is it possible for you to enlighten us with your wisdom? you are like an institution for me, you are my only festival, my happiness, my wealth, my greed, my idol and if god exists then you are surely my lord. i often used to think that, I hyperventilate on being concerned about you and loving you ?, but i never regret it, because I knew for sometime, somewhere, someday, this thought came across my mind, and that was enough to stand by it. (so even I contribute in making you feel special and loved :p )okay i will cut down the questions now.

Last year i was there in front of your house, on your birthday the grand mannat, you changed it from jannat to mannat, if i am not wrong, you build a home for yourself but eventually it became a temple for us. I moved ‘even and earth’ like a mad crazy cliché fan going gaga over your birthday, i was the only fortunate one to shake hands with you unlike the thousands, who were yelling,screaming,dying,crying for the single glimpse of yours. I don’t know why i cried and when i started crying , i don’t know if that was desperation ?, the feeling of you going back in a while or the tears of happiness ?, or that finally you are there in front of me. Or might be ( the security men  pulling me , stopping me from reaching you 😀 )

You know what , you are that adrenaline rush for me, i never expected from my not-so-fit body to jump down 7 floors by staircase before the lift arrives.I always knew that the crossed line is always the starting point, so without thinking about the circumstances, I decided that I just want to reach near you, i knew that there was no formula, procedure or rule to meet you, there was just instinct and belief which made possible for me to have a little bit of you that day. Seeing you in front of my eyes in ‘flesh and blood,’ nothing can beat that feeling; I realized that i have been brought to life for the sole reason of attaining this nirvana.

You were so kind, patient, busy spreading love and happiness in bulk, it left me mesmerized, I love you wearing that v neck tee with ripped blue denims, eyes full of dreams and hopes, heart full of love and care, surrounded by pride, still down to earth. Such super human you are SHAH.


So concluding it now with (kabhi alvida na kehna playing in the background), and unknowingly my eyes are moist, tight hug to you. Ending it with wanting to write more and hoping to see you soon, take care Shahrukh, you are already living more in less time, or else i would have said, don’t smoke, its really injurious to health. 😀

Remembering that ‘itni shiddat se tumhein pane ki……’ dialogue .now come on universe please do your job. I wish you a very happy birthday, happy diwali and a prosperous new year.

Keep breathing that is enough for us.