How Chonquing province in China applies consumer connect with a mandated 10 days living and working with citizen families

P&G initiated the consumer connect culture with its ‘living it, working it’ program where employees need to spend a month living with consumers and working alongside trade. Companies have since seen the value of building consumer centricity. We help train and enabling companies with observing, listening and dialoging with consumers and structure and run their programs. Governments have used tools of marketing research to understand their people better. The English were masters…

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Thanda Matlab AC

Cool Home: Paresh Rana of Chembur, Mumbai fit his one bedroom with a 1 ton split air conditioner on 5th April, his wife’s birthday, replacing their window air conditioner. Kinjal their 12 year old spends most of her time in the bedroom on her computer, her study table squeezed in the corner. Though the new air conditioner is wife Saguna’s birthday gift, Kinjal is the “AC master”. She wields the…

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A May 2010 trends piece inspired by a fridge audit of urban Indian working women in Mumbai.

Growing fridge: A word repeated makes a game, like ‘teacher teacher’, ‘doctor doctor’ and ‘ghar ghar’. A game of real make believe, or in the case of the fridge, the fridge then, now and the future. The secrets of the kitchen “hearth” ironically rest within the cold place. What the fridge shows up are the immediate past, present and the future of what the family will eat. Kelvinator (the coolest one)…

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Bangladesh Musings

Getting Started We conducted a research for a youth beverage brand in Bangladesh in late May this year. We had failed at trying to wriggle out of work with a feeble refrain, ‘we don’t know Bangladesh’ and other dastardly options like reminding the client of our competitors well established in Bangladesh. The client persisted with simply, kindly and firmly saying, he was well aware, and can we please complete fieldwork…

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Good Health Musings

In a fast-paced, ever-changing world, we are constantly on the move. Home, family, kids, work and social commitments dominate, as does the proverbial race from home to work and back on weekdays. Late nights at work, long hours of commute, outings on the weekends, friends and family commitments and catching up on chores and rest has become a way of life for many people. Sadly, with such a busy lifestyle…

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A plausible conversation between the Lumiere HR Desk and a new joined (Lumiere Lite) on why its mandatory to be at office each Monday.

A conversation between a Lumière fresher (Lumière Lite) and the Lumière HR Desk (HRD); Lumière Lite is wondering: why do I need to come to office (Nerul) every Monday? I can use my time so much better working from home. Such a waste of time and energy traveling all the way…   HRD: Welcome aboard, Lumière Lite… you will be set alight to bring about your multiplier…   Lumière Lite:…

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Women’s Day Musings – March ‘08

There is a special woman in each of our lives, some one we want to think of and celebrate. While the list of women celebrities grows by the day, there are millions of invisible ones. Whether in our homes, our work places, on railway trains, in small huts that one drives past, there’s something in every woman that calls for a standing ovation. Be it courage, resilience, tolerance for physical…

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JANUARY ’08 MUSINGS

December to January marks the time for ‘discover’ or ‘re-discover India’. Its not difficult to cherry-pick wide eyed newbies at airports, ashrams, management school campuses, malls, temples and streets. Each one of us here has played host at some time or another. We take our cultural prescript “athithi devo bhava” seriously. It makes playing host pleasurable and rewarding, especially if the guest is curious, happy to explore, open and receptive….

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A short look at Dharavi before Slumdog made it famous.

70 Dutch students from Erasmus University wanted to find out what drives innovation and enterprise in different settings. One view was to get exposed to families who live on no more than $2 a day – their concerns, aspirations, dreams and stress points – their world view and what makes them hopeful of the future. We facilitated their 2 day visit in January 2008. December to January marks the time…

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November Musings

Pondicherry is repose for the spirit. It is a pit-stop in the journey, offering a salve of calm, sitting easily besides the clamour of noisy small town traffic and accumulated garbage. The French Quarters on the Eastern side and the Tamil Quarters on the Western side are separated by a double carriage-way. A distinctive promenade along the Bay of Bengal is an interesting walk. Rocks and small benches make inviting…

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