Tuesday, November 14, 2017

My Matriarchal Memoir

Father and I had just gotten off the deck of the yacht that had taken us into the deep blue Arabian sea off the Netrani island… the sheer excitement of seeing & feeling the marine life up-close for the first time had been giving me goosebumps through the morning. The physical act of diving into their habitation had its own set of attached fears but I had waited with glee on the porch as mother picked up the diving gear from the rear of the yacht and flung it across to the doorway… the scuba diving instructions father had been giving me since the past couple of weeks had as though been ingrained into my head and I had sped my way through the diving suit.


Having been brought up on the Goan coastal belt, father always had a strong connect with the waters since his childhood. The years of independently taking to the waters and diving to new stretches had made him fearless of the blues. It was this fearlessness along with his professional diving qualification that had made him take mother into the depths of the sea as well… a reluctant swimmer at first, mother had initially been skeptical of the deep waters but it was the shadow he caste over her that had made her feel secure among the undersea currents. With amateur experience of a few years, she had felt a lot more confident of taking the plunge.


Our practice sessions had spanned well past noon during the past few weekends, with father coaching me in the shallow waters off the coast on critical diving skills - flooding and clearing the mask, recovering the regulator, sharing air, in-water resuscitation and the likes. The dry-training regimen had included regular fitness exercises on the beach with a few rounds of jogging across the sandy laps ensuring physical fitness for a tryst with the blues. Father had always put practice of the ways of the sea on top priority for he had known the unpredictability of situations that could surprise any newbie.

As mother & I had put on our scuba set, father had turned off the engine, anchoring the hired yacht to a halt. The waters had looked inviting with a promise of the expanse of the sea opening in full bosom - the weather too had been most conducive with the sun shining overhead & only a few white clouds in sight. Mother and I had decided to jump in first with father trailing closely behind us to keep a vigil.

We had broken through the cool water surface in a splash and the marine life below had only begun to show a glimpse with some herrings swimming across the sunlit surface waters. Tightening my scuba harness support and holding the helmet mouthpiece firmly once inside the water, I had been careful to navigate through the waters whilst mother had been in my proximity - she in turn had ensured not to lose sight as I had ventured around.

The colourful reflections of the corals on the sea-bed had become evident in the azure blue mid-way below. The spiraling schools of brightly coloured and strikingly patterned butterfly fishes, bearing shades of black, white, blue, red, orange and yellow had made their entry first. I had just been thrilled by the sight of these residents below when the patched scales of orange & white clown fishes had made me sit up and take notice of their ornamental bodies. I had wondered what laid farther in the depths of the sea beyond these beautiful sights.

Next, a swarm of eels, generating body waves traveling through the length of their bodies had made their presence felt rising jointly from the sand burrows on the sea bed. As I had reeled around their slender, scaly bodies, trying to reach out with my hands, mothers tug on my back had indicated the need to keep away. A pair of leatherback sea turtles with their mosaic of bony plates beneath the leathery skin had also begun to swim upwards making a beeline to the surface for a breath of fresh air. My touch on their soft shells had irked them but the physical touch had as though brought me closer to them in a strange way.


With mother’s shadow caste over me, I had gone further down a few crevices to discover the texture of the corals on the sea-bed. It had been a while since we had been underwater and with mother having joined me in examining the teeming hot-bed of brilliant corals, the timing of father’s entry into the water and his venturing into the farther depths of the sea had been absent to our cognizance.

The multi-hued colorful tentacles with the enveloped skeletal structure of the corals had looked phenomenal – as I had explored the vistas the sea had offered, almost oblivious to anything else, my mental space had been thoughtless and the eerie silence of the deep sea had as though filled my whole being.

Those moments at the nadir of the sea-bed spent in the solo company of my mother had been priceless whilst uncovering the under-sea treasures – the crescendo had been the revelation of a flurry of fluorescent corals when we had shaken up a large undergrowth of plankton on one of the structural tentacles of a coral. The enchanting illumination and luminescence emitted by the glowing corals had as though enveloped us in a radiance. I had seen a beautiful twinkle in mother’s eyes and a smile had come alive on her face underneath her helmet in that hypnotic instant. It had almost felt like nature had conspired to bring together that moment in its entirety for us.

As I had adjusted my fins to get closer to the fluorescent corals, in my eagerness and excitement, I had accidentally ruptured the cord connecting my mouthpiece to the main air supply chamber. Occupied with the under-sea bounties, the resultant air-bubbles arising from the air chamber had gone completely unnoticed.

It had been the wing-like movements of triangular fins attached to the horizontal flat body of a large black manta ray that had kept us engrossed at the sea-bed. With all attention devoted to the bird-like creature flying through the watery-sky, we had noticed the rupture to the umbilical cord only when the air supply had almost halted and I had begun to feel out of breath.


Frantically looking out for father, mother had immediately indicated an emergency ascent without any delay – as we had begun our upward ascent, mid-way to the surface, it had been apparent that the breathlessness from the depleted air supply would make it difficult for me to swim through the stretch. Without a second thought, mother had eased the harness of her own scuba suit and unlocked the air chamber to fix it onto my mouthpiece. A few precious minutes had been lost in the ordeal and to ensure we had lost none further, she had raised both her hands north-wards, autocratically indicating a quick ascent for me.

On reaching the surface rather hurriedly, my eyes had gazed upon the nearby waters for any sign of mother or father. Father had been out of sight since our dive and had taken off to a deeper part of the sea. Out of the water and onto the anchored yacht, I had kept yelling for mother to take notice… even after a few minutes further though, there had been no indication of either of them. It was only twenty minutes later that father had come back to the yacht without any awareness of our ordeal.
Mother had still not surfaced and father had plunged right back into the waters keeping a keen eye on the under-sea waters for any hint of movement. In those moments, he had felt like a fool for having followed a shoal of sharks that he had spotted and had trailed right into the deeper waters of the sea – he had not been able to rid himself off the feeling all through the look-out for mother and had boarded back on the yacht an hour later only to vent his emotions with a large outburst.


A decade later, as I graduated today, each event of that fateful day re-surfaced as I stood on the dais of the Professional Association of Diving Instructors, receiving the outstanding student award at the hands of father, a special invitee for giving away the honor as an exception this year.
I felt a shiver down the spine remembering the glowing smile on mother’s face from under her diving helmet during that supernatural moment we shared over the fluorescent corals – that instant was special! I wish I could turn back the clock and bring the wheels of time to a stop in that express moment, she had gifted me her last memory for a lifetime! How I wish I could re-live that instant with her again.

I take my life as a gift from mother! She has been my progenitor, protector and overshadow all throughout – it is her inspiration that has shaped my choice of career too.

Whilst her absence has been a great personal loss for me and father, we have used the experience positively to give back whatever we can to ensure no accidents of a similar sort take away from others what could have been a fulfilling life otherwise. 


Using his life-time savings, father has set up the country’s first diver’s alert network and I shall now be serving as the chief of this medically trained diving professional’s network to provide emergency services and evacuation assistance to the diving community.

I hope to continue to see mother in the smile on every diver’s face when they discover the treasures and bounties of the underbelly of the blues. 



Saturday, September 30, 2017

The Chronicles of Ayurveda!



The combination of Ayu - Life & Veda - Knowledge, is what makes the ancient Indian science of Ayurveda a holistic approach to healthy living, without confining it within the realms of treatment of diseases only. It is hardly a wonder then that this system of traditional medicine native to India is seeing a strong comeback with the likes of Patanjali, Sri Sri & more recently even Lever Ayush stepping up their new product pipeline & marketing activities around their respective ayurvedic propositions.



Going beyond the overtly visible range of consumer products, ayurveda is an alternative form of medicine that uses 600 plants, herbs & minerals described in 54 books - it provides guidelines for healthy nutrition and preventive approaches to lifestyle management for improving the quality of life. It almost seems obvious to a keen marketing eye then, that only brands with a strong pedigree of generic ayurvedic formulations would win with their consumer marketing efforts in the longer term, given the equity rub-off such a portfolio entails on the proprietary range. The success of Patanjali's retail stores today to a large extent is attributed to the presence of ~1500 Patanjali Chikitsalaya's across the country where trained vaidya's dole out generic ayurvedic prescriptions to visiting patients across a long list of ailments (check: http://patanjalivaidya.blogspot.in)



Let's analyse what role do these generic/ proprietary ayurvedic formulations play in the consumer's life. Across a range of ailments, it is surprising but true that most consumers do nothing about it during the initial 1-3 days... home remedies followed by a 'wait & watch' approach seems to be the default mechanism of dealing with it. In as basic an ailment as a cough for example, 84% Indian consumers would delay taking a cough syrup by at least a day just to be 100% sure that it's required for the treatment.


Thereafter, ayurvedic/ natural ingredients-based home remedies are used as the 'first line of defense' by most consumers. No prizes for guessing then that Himalaya has a tag-line which smartly plays to this sweet spot calling out 'sabse pehle' which is brought alive in their purifying neem face wash communication most significantly. 



These remedies form the majority of self-treatment measures across a host of common needs and ailments since they are perceived as safe without side effects as well as economical by ~60% consumers. On the flip-side though, almost 2 of 10 consumers believe these remedies need time to prepare and don't cure completely; a classic example being the home-made 'kadha' of natural ingredients that grand-mums would concoct on hearing a 'cough' in the household or for that matter the cough lozenges available at almost every corner-store across the country (yes, the Vicks cough drops are ayurvedic too!).


In the case of problem-solution drugs, OTC ayurvedic formulations are out of the purview of government-controlled pricing bodies and can be competitively priced & freely distributed across non-drug stores as well. What makes it even more attractive for marketers to enter this domain is the possibility of liberal claims as well as ability to advertise directly to consumers via national media. It comes as no surprise then, that the top FMCG as well as pharma players in the Indian market have a strong play in the ayurvedic space through a combination of brands. 



Besides, the nature of claims being made by few ayurvedic companies can almost promise anything under the sun. (Kailash Jeevan, a brand that lots of consumers swear by, is a multipurpose ayurvedic cream which claims to be effective across a range of 28 ailments: http://www.asum.com/kailas_jeevan.html)


The opportunity is not limited to the India market only. Globally, the WHO (World Health Organization) recognizes Ayurveda as 'Traditional Medicine' (TRM) and today exports contribute ~40% of the Ayurvedic market. In fact, across some of the key categories in which ayurvedic brands play, it is for a combination of the above factors that they are bigger in size vis-a-vis the pharmaceutical operators in the same categories. (CCA refers to cough, cold, allergy & VMS refers to Vitamins, Minerals, Supplements)





Across need-benefit FMCG or problem-solution OTC categories alike, consumers almost always make a choice of an ayurvedic brand in totality vis-a-vis choice of individual categories within which the ayurvedic brand plays; this enables an established ayurvedic brand to stretch across categories ensuring that almost all ayurvedic brands today are 'umbrella' brand-names not restricted to only 1-2 categories of play, but driving the relevance across a spectrum of categories deriving significant scale on their marketing and distribution efforts in the process. ~80% of the Ayurveda market today is held by the top 8 players of which 7 operate under the company brand-name with play across 3-4 significant categories at the minimum.



In sum, with the ayurvedic segment at an inflection point for varied reasons listed above, the segment would continue to see significant activity going forward as well. For companies invested in the segment with an appropriate portfolio-mix of generic & proprietary products, the growth impact over the medium term could be substantial. As for the most famous poster-boy of the segment, the by now 10k-plus crore Patanjali needs to focus on amplifying its own product benefit story vis-a-vis putting down competitors, keep away from flash-in-the-pan claims, manage the portfolio proliferation in areas relevant to consumers from an ayurvedic equity viewpoint (recent proliferation into areas like apparel seems to be driven by distributor turnover & profitability vs. consumer needs) and finally, put in place a professional structure to manage the brand after the proprietor & brand endorser. 



The Chronicles of Ayurveda will continue to see the birth & growth of 
companies with an indigenous mix of pedigree and smart marketing/ business modeling to reach out to the evolving bharatiya-at-heart consumer. Brands with an appetite for risk to venture into niches within this evolving ayurvedic space might be the next game-changers, co-creating the trajectory of this ancient Indian science as well.





Sunday, July 30, 2017

"Life Just Got Better" @ NGO Sneha Sadan



It is not often that we step beyond our day jobs to get a sneak peak into the lives of others lesser privileged than us, but occasionally when we do so, it just opens our eyes to possibilities beyond our normal selves. This is what happened to most us when we visited the NGO Sneha Sadan at Jogeshwari on 8th of June 2017.

Within a 2 km drive from Arena Spaces HO, the coconut palms-canopied structure had its entrance camouflaged by a drain, but once inside, the greenery & alfresco environs of the place spoke to the urbane eyes of the Mumbaikar in us like most offsite locations do.

Carrying our cartons of provisions & goodies for the boys at the orphanage, as we settled down on the verandah & benches, the motley bunch of boys started trickling in from various quarters. Within a few minutes, we had an entire assembly of curious eyes peeking at us checking for our purpose in their sojourn.

Our introductions were mere formal presentations at the start, but their introductions went beyond their schooling & education to interests & activities with evidence of the same in the varied trophies & rewards that hung from their walls and were laid out on their cabinets.



Our proceedings began with some dancing & basic games followed by activities like newspaper wrap game that went beyond mental connected-ness to physical proximity that only helped break barriers further. It wasn’t just time for us to bond with them but also a time for them to bond among themselves.




Whilst one of the boys played the role of the DJ for the evening, the rest played musical chairs as well as danced to the beats once they were out of the game. ‘Fire in the jungle’ followed by locating special items like 5-rupee coins & leather belts from within the assembled audience were the other games that were enjoyed with ardent fervor.

The fun-filled 3-hour activity came to an end with distribution of some refreshments and J&J goody bags to the boys. They were more than energized with ORSL & were excited to keep their ‘active’ high going with the new Johnsons Active Kids shampoo.

As we bid farewell to the boys, a glimpse of the quote on the T-shirt of one of the boys caught my eyes – “Life just got better” it said, made me wonder how ungrateful we are for our day-to-day blessings and how just a bit of empathy can throw up a mirror to our true selves for our own selves. 


God Bless!

Tuesday, February 21, 2017

Johnson's Active Kids




Johnson's Active Kids range of shampoos was launched at the Annual Conference 2017 - Hotel Renaissance, Powai