Starbucks - Mass Hysteria of India

When Anna Hazare thought of staging a fast at Mumbai aka Bombay's Azad Maidan, the turnout was laughable. The old reformist didn't realize, all he had to do to attract people was to Partner in a franchise of a coffee chain "Starbucks".

The phenomenon of a foreign brand has still not failed to tantalise Indian sensibilities. And this time, the product is not a designer wear or bathroom fittings, but a refreshing beverage called Coffee.

We oppose FDI in retail and queue ourselves in serpentine lines to indulge in a brand which is totally Foreign.

 People who find it tacky and a waste of time to stand in a queue to seek blessings at temples, pilgrimages, and, instead, take passes for VIP, VVIP and Special Darshan were ready to wait for almost 3 hours for a Starbucks Coffee.

Facebook and Twitter were buzzing with the ones at Starbucks putting pictures and tweets about the Somras served, also with the laments of those yet to visit.

People known personally to me traveled almost 25 kilometers to try this so Special Concoction. These are people who are very well traveled and must have had a Starbucks Coffee almost on every visit abroad.

Yet, the response was thunderous, and since its outlet is in the most hip and happening locality, it were the most happening people who made that happen.

I feel this is the most Landmark occurrence that has happened to be witnessed by me in my existence.

Is it Coffee or the Experience to be counted on all the social media and circles as the few handful to have Somras at Starbucks ?

After a week of the first outlet in Town, a second outlet was launched 15 minutes away from my residence in the suburbs. Today, I thought let's check out this revolutionary phenomenon.

With no queues, (suburbans have priority ) and an Impoverished Menu compared to the origins in the 1st world. I was so lucky to get a place to sit with my 24 karat diamond studded coffee. I made a point to sit for two hours in wait for some special performance or some coffee babes but none turned up.

In the meanwhile, the coffee was strictly average. The crowd I thought would be very interesting to fodder my interest and thoughts. But again like the coffee, I was disappointed. You can bring Starbucks to India but cannot remove the Inherent traits from Indians. Litter is our national activity, we do it subconsciously. Photography contests were being held across the store, I even participated to give some families, their most proud moment. Any Restaurant experience is incomplete in India without witnessing or participating in a verbal duel of colorful language and obnoxious people. I witnessed it. And no guesses the Protagonist was a Gym Export Dude in company of two Fake Accented Make up Boxes.

Now the next Hysteria is expected when Wal Mart, Burger King, Dunkin Donuts, Chipotle decide to adopt a method to tap this madness.

Coffee Cheers,

KS   

PS : I am all in for FDI !!

      

Life in a Spotlight

Hello Folks,

I have been feeling that I should write more often than I actually end up doing. But, well lot of things take up my time and I never want to perform writing as a stress busting or a sundry activity. I am making a conscious effort to keep writing without "The Writer's Block" and believe me its difficult.

I have always wondered how is it when you are under a Spotlight ? The feeling when a million pair of eyes are glued upon you with great expectation. The rush of blood, the adrenaline pumping, the heart thumping and palms sweating. A moment of many people's life getting converged into your moment.And yes it can go two ways, either Glory or Gory.

The feeling shudders me with nervousness even thinking about the spectacle. No matter how much accolades you have or you are a novice, every appearance in the spotlight is a new game. Its much like travelling in an air plane, a matter of luck and risk every single time no matter how frequent flier you are. The sad part is there are no half measures, either you win or its curtains.

With the increasing advancements in all the technologies of cameras, communications and media management, the spotlight doesn't remain the moment it used to be. The whole life of a person on a certain pedestal becomes a spotlight and masses know the performer as a "Celeb". Even the growth of a goatee of Amitabh Bachchan made way to the Editorial of a leading newspaper in India.

Life isn't it seems very easy in the rosy frames which can make or break not only a performer's public image but can shatter his life beyond repair. Its treading on a razor's edge as Life in Spotlight can be like Miranda's warning. You will get responses of all sorts of emotions, love, gratitude, praise, stalkers, vengeance, jealousy, critical, etc. The challenge in to respond to right ones and hold your ground otherwise.

The functioning under constant public scrutiny, I feel, is the most difficult part and the biggest challenge one faces. Moral and Ethos have a huge role to play in shaping up what is often known as "BRAND" or "IMAGE" by the pundits of this Spotlight Business. Performers get so carried away by this phenomena and forget the Basic Skill or Activity which got them a chance to be there and eventually get sidelined. Some just break down in the pressure and crumble into hiatus or hibernation. Some fall victim to their own undoing which gets exposed and very few handle it with elan and are remembered for decades to come for of course the right reasons.

There are many examples of such Individuals who have walked the razor's edge with perfect balance and even the few stumbles they had were gracious. Also, there are even more number of examples of people failing and failing miserably just because they couldn't handle the responsibility of being in spotlight. History being cruel it is, only remembers and throws up the successful examples. We as learners, readers and connoisseurs also, only like Happy Endings.

Cheers,
KS