Thursday, January 17, 2013

Indian Secularism Islamizing India?

The phrase, ‘Indian Secularism’ is best recognised though least understood. Like Jawaharlal Nehru’s famous jibe about the ‘Indian Civil Service’, Indian Secularism is neither Indian in ethos nor true to its western definition. Its meaning varies with place, time and contextIts inclusiveness is exclusive! This means members of a minority community are ipso facto deemed secular whereas members of the majority community have to prove themselves at every turn to be eligible for the secular tag.

Indian Secularism’ eludes definition! It can only be exemplified and contrasted! For example, its more vocal proponents make a yearly ritual of doing the rounds of television studios for condemning the destruction of an inanimate, disused structure on December 6, 1992. But they are willfully oblivious to the forced exile of 5,00,000–7,00,000 Hindus from Kashmir beginning January 19, 1989. There was not a squeak when the might of the Indian state failed to enforce an arrest warrant against Syed Ahmed Bukhari, the imam of Delhi’s Jama Masjid for over twenty years. But ‘the law should take its course’ debates were aplenty in television studios when the Sankaracharya of Kanchi was arrested on Diwali eve in 2004. They were not able to condemn Akbaruddin Owaisi’s seditious speech without in the same breath invoking Praveen Togadia and calling for his arrest. The government of Andhra Pradesh had to arrest Swami Kamalananda Bharathi, the President of Hindu Devalaya Parirakshana Samithi to balance the arrest of Akbaruddin Owaisi, although in his speech the former was only reacting to the latter’s rabid utterances.

If one were to name a remarkable failure of India as a nation, it is its inability to forge a national identity. The more poignant aspect of the failure is that its leaders not just failed to bring about national integration but actually worked to stratify its myriad fragments. Someone said in a lighter vein that Coca Cola and fast food define the cultural identity of American youth. On a more serious note, democracy and free enterprise, innovation and competitiveness, military and scientific achievements define America’s national pride. For the proponents of Indian Secularism the concept of national pride is anathema. For them national pride is synonymous with jingoism. For them the antidote for jingoism is an artificial construct called composite culture that negates a glorious past stretching backwards for thousands of years.

It is in this context that some recent press reports make for disturbing reading. According to one of the reports, ‘a major chunk of the over 20,000 foreign preachers that descend on Indian shores every year’ preach radical Islam. Organisations like Tableeghi Jamaat Nizamuddin Markaz, which controls the All India Muslim Personal Law Board (AIMPLB), Islamic Research Foundation, Ahl-e-Hadis, Jamait Ulema-e Hind invite these preachers from Pakistan and Saudi Arabia. Further, according to Syed Mohammed Ashraf of the All India Ulema and Mashaikh Board, the lure of petro-dollars and the inability of the government of India to intervene have been contributing to the radicalization of Indian Islam. (“Wahabi Islam Gaining Ground in the Country”. The New Indian Express, Hyderabad. January 14, 2013. p.7). The government’s inaction seems to be particularly surprising because according to Indian laws foreign nationals visiting India on tourist visas are not allowed to preach religion.

A second report (“Most Muslims Held for Terrorism are Innocent”The New Indian Express,  Hyderabad. January 14, 2013. p.2) relates to a convention on ‘Politics of Terror Targeting Muslim Youth’ (sic). The convention which has by now become an annual ritual was addressed by the usual suspects, left and left-leaning politicians. That the subject matter of the convention amounts infringement in the activities of the law enforcement agencies is only one aspect. There is a subtle attempt to form a coalition of Muslims, Dalits and Tribals and pit it against the rest of the society, a tactic employed by Western evangelists to weaken the Hindu society. One of the speakers in the convention made an outrageous demand that the Government should issue a ‘conduct certificate’ to those acquitted by the courts to the effect, that they were wrongly arrested in the first place!  

Monday, December 10, 2012

Does secularism mean Hindu subservience?


The two hot debating topics this December first week were the demolition of a disused building in Ayodhya twenty years ago and the current Gujarat election. The Ayodhya anniversary has by now become an annual ritual which (especially) the English language media religiously (pun intended) runs through, dusting its old footage or commissioning new quotes from old columnists. The debate such as it is, is like a restricted club whose membership is closed to outsiders. It is like the yarn about investigating a murder that occurred during an Italian card game in New York. The investigator asks the first guy, ‘who fired the shot?’ and he replies, ‘I dunno. I didn’t see it. I was sitting with my back to the door, you see.’ The second guy says the same thing and all others say the same thing. It was one card game in which everyone sat on the same side of the table!

As the debate could have only one side, any new columnists would have to conform by spewing old arguments of the old columnists, but if possible, in new a idiom. Or face ostracism from what is known as the mainstream media. Even the few columnists who have a contrary view would have to shroud their views in a lot of verbiage as to practically make them unintelligible or at least sound neutral. Or pass them as social science theories. Columnists with a Hindu moniker have to be doubly careful to pass the test of secularism. Others are not hampered by any such shibboleths. Thus, to be admitted to the club while a columnist with a name like a Misra or a Sarma would have to constantly invoke the dangers posed by the ‘Hindu right’ to the ‘secular fabric’ of the nation, a Manu Joseph could be brazen about his concept of secularism. Joseph first dismissed the notion that India is secular in his December 5 column in the International Herald Tribune (India Is Not A Secular Republic). To make matters clear even for the dimwitted, Joseph elaborated his concept of secularism in his column of the same day in New York Times (Secularism in Search of a Nation):
“…what it really meant, without spelling it out, was that Hindus, who make up the majority of the nation, would have to accommodate themselves to the ways of the other religions, even if this meant taking some cultural blows.”
In order to leave no one in doubt, as to what he meant by ‘taking cultural blows’, Joseph elaborates:
“So, Hindus would have to accept the slaughter of cows, which they consider sacred (some Indian states have banned cow slaughter); …”
For Joseph this was not enough.
“… the Muslim community’s perceived infatuation with Pakistan;”
Having demolished an oft repeated if clichéd ‘the idea of India’, shibboleth chanted by the secular intelligentsia, he comes to the nub:
“…the conversion of poor, low-caste Hindus to Christianity by evangelists; and the near impossibility of getting admitted to some prestigious schools and colleges run by Christian organizations because so many places are reserved for Christian students.”
The last bit about ‘the near impossibility of getting admitted to some prestigious schools and colleges’ is a placebo thrown in to mask his main demand that India be made a grazing ground for number-starved Churches in the west. There was a time when Christian run schools and colleges were in demand but there is no such mad scramble for them now as non-Christian (calling them Hindu might offend secular sensibilities!) institutions offer quality education comparable to or even better than them.

As Joseph was writing in an American newspaper read mainly in America would he consider tendering the same advice to the Americans? For instance, being a secular nation, America should have taken the cultural blow of ‘the World Trade Centre being brought down by a few misguided youth’ and not waged a war first on Afghanistan and then on Iraq. Or that America should really not bother about some of its jobs being Banglored. Or that twenty-first century America should really be not so conservative. If it were not so why would a Bobby Jindal or a Nicky Haley would have had to go to such great lengths to conceal their ethnic identities and fabricate new ones!  

After all this din, the Indian mainstream media would have redeemed a bit of its credibility if it expended a wee-bit of its energies in mourning a humanitarian disaster that is comparable only to the holocaust. None bothered (or dared) ask, ‘if the day on which a disused structure was destroyed is to be described a black day and commemorated every year, what about the day on which an estimated 450,000 Hindus were exiled in their own homeland?’ Why do lofty ideals like secularism and composite culture do not have the same connotation in India’s northern-most state? If December 6 is to be celebrated as a ‘black day’ every year why don’t we commemorate January 19 the day on which the exodus of Kashmiri Pandits commenced in 1989 and did not stop till virtually all of them were driven out? By not speaking about it if not against it are not our intelligentsia and media guilty of complicity?

Thursday, November 15, 2012

The Bankster


Book Review

Subramanian, Ravi. 2012. The Bankster. Rupa Publications. New Delhi. Pages: 358. Price: Rs 250/-

To an Indian, The Wall Street Journal’s commendation of the author, ‘Meet the John Grisham of banking’ might appear a bit patronizing, but it is nevertheless true. In The Bankster’ Ravi Subramanian turned out in every bit, an ‘edge of the seat thriller’ from as wry a subject as banking. For, what would you expect from a bank - its premises buzzing with customers rushing in and out cashing cheques or buying drafts?

Although nationalized banks in the pre-liberalisation, pre-competition era were walled-in by bureaucratic procedures and riven by trade unionism, many of them provided a cordial ambience. Regular customers were recognized and personalized service was the norm. After liberalisation many non-banking financial institutions in India barged into banking. A number of multinational banks too entered the market. The accent of the private players, both national and international is on aggressive marketing. But in spite of their glitzy interiors and automated procedures, somehow the personalized service that one experienced in the banks of an earlier era has been missing.  

Subramanian brought out in vivid detail the inner mechanisms of a multinational bank, including internal intrigues, coups and a bit of adultery. One would like to believe the last bit was included in the story only to embellish it and it is not really prevalent on a scale that would subvert the functioning, norms and ethics of the banking sector. The story revolves round a few central characters, Vikram, the head of retail banking, Tanuja the head of HR, Indrani, the president of the bank, Nikhil a branch manager, Harshita a conscientious Relationship Manager and Zinaida her unscrupulous counterpart of the Indian subsidiary of Greater Boston Global Bank known as GB2 within.

The author skillfully wove into the story some contemporary events. Recently a multinational bank has been in the news in the UK and the US for its role in money laundering. The same bank was involved in India in a legal battle for betraying the confidence of a client, who happens to be a popular actress. In the novel, an amoral Relationship Manager sold an unsuspecting customer a unit linked insurance product as a fixed deposit. The same Relationship Manager was also a major conduit in a money laundering operation. Her superiors ignored her malfeasance not only because she was producing results but also because she had no qualms about dangling her charms to seduce them.

In the real life case a Relationship Manager does the client in by investing her money in stocks over and over again to achieve his metrics and making profits for the bank. His indiscriminate and reckless investment of her funds in the stock market not only diminished her net worth because of his poor judgement in picking stocks, but when she actually did make a profit she had to pay a fortune as capital gains tax on short term gains.

By now everyone knows how some commercial interests in the west have been using greedy NGOs in India as Trojans to subvert power and irrigation projects in India. The agitation against the Kudankulam nuclear power project in Tamil Nadu and the one against an irrigation project in Madhya Pradesh are cases in point.  

Apart from funneling funds for such subversive activities, some employees of the bank (in the novel) play a part in circulating counterfeit currency using the bank as a conduit. All these illegal activities make for a deadly cocktail for some of its players. There were murders and chases. Technology plays a major role in solving the crimes. The author was successful in keeping a veil over the identity of the villain till the very end. The book is a good read for a cosy weekend or a journey. The only complaint this reviewer has is about is its language. It is full of banking patois and cliché-ridden. 

This review is part of the Book Reviews programme at Blogadda.com 

Thursday, October 25, 2012

Congress’ Communism & Empress SoniaG’s Upkeep

Cho Ramaswamy's Tuglaq (the protagonist in the eponymous movie) says, ‘It is not possible to make the poor rich. Therefore make the rich poor and all will be equal!’ It is an unstated dictum of the communist proletariat. The communist elite (vlasti in Russian) had a different take on Marxist philosophy as George Orwell so vividly depicted in his Animal Farm. Irrespective of how they live, quite often the vlasti echo the proletarian edict, more to show that their heart is in the right place rather than because of an ardent belief that ‘all men should be equal’. Therefore it is no surprise to hear Mani Sankar Aiyar often cavil about Antilia, Mukesh Ambani’s 27-floor residence in Mumbai’s southern suburbs. Flaunting his knowledge of the Gini coefficient (a measure of inequality of wealth distribution) he often cites Antilia as an example of the deep chasm that exists between the rich and the poor in India. He did so again in the television debate, ‘Is India ripe for a revolution?’ hosted by Tim Sebastian on Bloomberg / Headlines Today recently. (Indian television anchors have much to learn from Sebastian, but that is a different matter altogether.)

Antilia
One way to look at Mukesh’s opulence is to attribute it to his business acumen, hard work and intelligence. For, although he has inherited a large part of his wealth he must have worked hard to grow the rest. In a democratic society which at least theoretically provides equal opportunities to all, one should not grudge Mukesh his success. Much has been said about Mukesh’s father Dhirubhai’s business acumen. His life is the stuff that made it to case studies in business schools. The less uncharitable (but probably more accurate) view is to attribute Dhirubhai Ambani’s success less to business acumen and more to his ability to network with the ruling establishment. Even this may be characterised as business acumen, but to put it bluntly Dhirubai was able bribe his way through the Indira Gandhi and Rajiv Gandhi administrations to tweak government policy to suit his business interests. Dhirubhai’s Reliance Industries was perhaps the first example of crony capitalism on a gigantic scale. It had all the ingredients: funnelling funds through invisible sources, stock exchange skirmishes and manipulation of government policy. V. P. Singh who took on Dhirubhai to alter government policy on import of purified terephthalic acid (PTA) lost his job as Finance Minister! (See For this fighter, life was a big battle). On hindsight one might even suspect that the Bofors scam could have been a decoy. This being so, why does Aiyar constantly invoke Mukesh as a negative example of economic distortions knowing fully well that the seeds of the Ambani empire were sown during Congress regimes? More importantly, the Ambani empire reached its exponential growth stage during the regimes of Aiyar’s deities, Indira Gandhi and Rajiv Gandhi.

Be that as it may, if opulent living reflects a ‘vulgarity of greed’ to use an expression coined in the Films Division (of the I & B ministry) documentaries of the emergency era, how much does it cost to put up MPs like Aiyar in Lutyen’s Delhi? How much does empress Sonia’s upkeep cost the people of India?

[N.B.: What follows are only ‘back of the envelope’ calculations based on certain realistic assumptions.]

According to a recent Economic Times report, bungalows in Delhi’s Lutyen’s Bungalow Zone (LBZ) cost between Rs 111 and Rs 170 Crore. (See Delhi's most expensive realty deal: Torrent Group buys bungalow in Lutyen’s Zone for Rs111 crore). As No.10 Janpath is in an even more exclusive zone, it may be safely rated at the top end of the scale, i.e. Rs 170 Crore, assuming of course that it is of the same area and not bigger! At 1% of the price as rental value the bungalow costs Rs 1.7 Crore a year (as rent) to the people of India. [A] One might safely assume an expenditure of Rs 30, 00,000 per annum on staff and maintenance. [B]

Her electricity bills come to Rs 2. 49 Lakh a year. [C] (See Sonia Gandhi's power bill: over Rs. 7 lakh for 3 years). We are relieved to know, that of the Rs 7.47 Lakhs incurred in three years, she herself has paid all of Rs 0.09 Lakh whereas the Lok Sabha Secretariat paid Rs 7.38 Lakh!

As an MP she is eligible to salary and perquisites of Rs 36. 45 Lakh, excluding house rent which is already computed above. [D] (See SALARYOF MP'S - Indian Parliament members salary)

She is entitled to Z+ security which consists of 36 personnel of the NSG. An NSG Z+ team consists of various ranks from IG to constable. Assuming an average salary of Rs 3 Lakh per commando, the team cost Rs 1.08 Crore per annum. [E]

The total of [A]+ [B]+ [C]+ [D]+ [E] = Rs 3.47 Crore per annum. Based on a similar computation, Rahul’s expenditure to the exchequer (only salary and security included) comes to Rs 1. 45 Crore.

It is interesting to note that (if our rental computation is right) Sonia exceeds her rental allowance by 700% and her electricity allowance by 400%.

Is it not pertinent to ask, how many households in India can incur an expenditure of Rs 4.92 Crore per annum, especially in a country in which the BPL is set at just Rs 11, 520? 

Wednesday, October 10, 2012

The Krishna Key


Book Review

Sanghi, Ashwin. (2012). The Krishna Key. Westland. Chennai. Pages: 475. Price: Rs: 250/-

Indians do not have a sense of history. The ancient rishis did not leave a record of their scientific experiments and achievements. For them science was a philosophical pursuit, an eternal quest for truth and unravelling the mysteries of the universe, and aimed at improving the lot of mankind. (See SCIENCE INANCIENT INDIA).

If the youth of today does not have an understanding of the achievements of their ancestors, there are several reasons for this. One is that the nation was subjugated and ruled by aliens for nearly a thousand years. If the theme of the alien rule during the first six hundred and fifty years was inflicting physical cruelties, the British who ruled next for about three hundred years used a different tactic. Their objective was to keep the Indians physically and psychologically oppressed. By the time the British left in 1947, large numbers of Indians were oblivious of their ancient glory. They were convinced that they were always a backward civilization and that they were civilized by their alien rulers!

The history of India had been often a ‘made to order’ product commissioned to sub-serve the interests of those who did so. History was written to suit the religious and political interests of the rulers. The religious objective was to lower the self-esteem of the people and show India’s indigenous religion as a backward cult. The political objective was to cleave the society vertically and horizontally. It is as a part of this game plan that the ‘Aryan – Dravidian’ bogey and ‘Sanskrit is a dead language’ myth were created. (See Should WeRe-write Indian History?)

Any residual knowledge or achievements that survive were sought to be explained away as relevant only to the upper strata of the society. The caste system that plagues the nation today was in fact congealed into place during the two phases of alien rule mentioned earlier. Originally, it was merely a division of labour and social mobility permitted both upward and downward movement of people. The castes were no more different than the Anglo Saxon surnames like ‘Barber’ or ‘Carpenter’, which only connote the trades the ancestors of these people might have adopted in the past. Any hope that history written during the colonial rule would be corrected and rewritten in the post independence period to project the glories of the ancient civilization was shot down because of the political imperatives of the new rulers and their fellow travellers in the academia. Both the rulers and their fellow travellers, the ‘rootless intellectuals’ (to use Ernest Bevin’s phrase) who occupied the higher echelons of the academia failed to see the role of history as a unifying force and nation building. As a result, we are today not one nation but a loose conglomeration of states held together ironically, by a civilization which the rulers and the academia wish to airbrush. If the ‘official’ academia is unwilling to correct wrong history how do we educate posterity about the grandeur of their ancestry?

It is against this backdrop that ‘The Krishna Key’ assumes significance. The book discusses in great detail the history of the extinct Saraswati River and the civilization that shadowed its growth and decline. Thanks to all the scientific evidence that has come to light in recent decades, the politically motivated ‘Aryan - Dravidian’ theory can at last be laid to rest. (RIP Aryan Invasion / Aryan Migration Theory!) The evidence includes not only new archaeological evidence but dating historical events based on the planetary configurations described in our epics. It would be ridiculous to argue that the writers of the Ithihasas not only exhibited extraordinary skill in creating everlasting stories but went to the extent of calculating planetary configurations that predated them by thousands of years simply to include them in their works. It was not beyond the power of the rishis who created the epics to do so, but it would only be natural for them to describe the planetary positions as they were seen in their time. It is in this context, after demolishing the impugned ‘Aryan - Dravidian’ theory, the book pointed out the possibility of an ancient civilization spreading from east to west instead of west to east as always presumed. Ironically it bases its argument on the same philological logic on which the protagonists of ‘Aryan - Dravidian’ theory based theirs. If ‘Dalton’s atomic theory’ could be rescinded within forty years of its proposition, why should we also not discard the ‘Aryan - Dravidian’ theory in view of mounting evidence to the contrary? There is a lot of discussion in the book about the cryptic symbolism of numbers and various other practices of Hinduism which were originally initiated by the rishis in their scientific wisdom. It is for this wealth of detail that the book should be read by everyone interested ancient Hindu civilisations.  

The novel is about the quest of a group of four scholars (a historian, an archaeologist, a marine archaeologist and a geneticist) to unlock the secrets of Krishna’s ancient kingdom of Dwaraka. The storyline is a broth of mythology, history, archaeology and theology cunningly intermingled with the current narrative that makes for compelling reading. The story of Krishna and Mahabharata is used as a backdrop for a story of murder and mystery. The cast of characters includes an intelligent, middle-aged, widower professor and a dutiful (and middle-aged), widowed woman police officer to pair him. There is a beautiful, clever, not so honest (again middle aged) spinster, research scholar and her unquestioning, criminal acolyte. There is a sharp, ruthless criminal lawyer who made his pot of gold representing the criminal underworld (imagine someone like ‘Raj Malhotra’ in the Govinda starrer, ‘Kyonki main jhut nahi bolta ’) and a gangland boss with a hoary ancestry dating all the way back to Sri Krishna. As the narrative picks up speed (it does so right in the beginning) the characters run about from Jaipur to Pune to Delhi to Jodhpur to Dwaraka to Chandigarh via Manasa Sarovar and finally to the Taj Mahal in Agra, the crooked on a murder spree and the righteous in pursuit. As in all virtuous stories, in this novel too good triumphs over evil and the culprits were captured. Giving away more details of the story would be spoiling the thrill of reading it. One can’t help recall Dan Brown’s Da Vinci Code after reading all those twists and turns, allusions to mythological events and cryptic puzzles.

Though there are only a few errors in the book, some of them are significant and cannot be ignored. See these examples: There is a story behind Bhima’s slaying of Jarasandha. It was not about Sri Krishna's  desire to strengthen his Yadava kingdom by eliminating a potential enemy, as mentioned. (p. 187) According to the Mahabharata, five mahabalas (immensely strong warriors) were born at the same time under a single birth star. They were Bhima, Bakasura, Duryodhana, Keechaka and Jarasandha. According to a divine ordinance, the first to slay any one of the others would also slay the remaining three. Therefore for Bhima to slay Duryodhana at the end of the war according to his vow, it was necessary for him to slay any one of the others first. Yudhisthira’s first Rajasuya Yaga  was to make the kings of all those kingdoms through which the horse roamed accept his suzerainty; not as an equal. (p. 187). The raison d’ etre for performing a Rajasuya Yaga was correctly described when Yudhisthira performed it a second time after the war. In line 14, p. 189, it should be Sastra chikitsa or tantra (meaning surgery) and not Sastra karma. In the sentence ‘Some coincided, others differed’ (line 7, p 272), shouldn’t it be ‘concurred’? The Rig Vedic hymn (line 6, p. 293) should read as ‘ekam sat; viprah bahudha vadanti’ (not vidhaante). Isn’t it ‘Rahika and Saini’ and not ‘Priya and Saini’ in p. 301? Prithviraj Chouhan the last Hindu king was killed in 1192 AD and not BCE (p. 328). In line 9 page 330 the sentence should read as ‘… Indian blacksmiths had succeeded’, not ‘succeeding’. Is it necessary to repeat the story of ‘Syamantaka mani’ once told by Sri Krishna and a second time by Sir Khan? The event of Gandhari bestowing Duryodhana with vajra sareera with her fondling touch had occurred in his childhood, not before the war. Sri Krishna prevented Duryodhana’s whole body being bestowed with a vajra sareera by jeering at him for walking naked (p. 372). Sri Krishna thus ensured the upper part of his thighs remained vulnerable, to enable Bhima to hit there and so fulfil his vow which he made when Draupadi was insulted. It should be Saini and Radhika who put their hands up and not Priya and Saini (line 16-17 p. 389). The sastra that dictates temple architecture is the Aagama Sastra and not the Vaastu Sastra. (p. 402). A nerve does not supply blood. It should be a blood vessel (line 13, p. 406). Avoiding these errors would have improved an otherwise excellently researched well-written novel.

This review is part of the Book Reviews programme at Blogadda.com 


Wednesday, September 12, 2012

Rahul Gandhi, BCG’s ‘problem child’!

In marketing, Boston Consulting Group’s growth share matrix (or BCG matrix) is an instrument used to assess the current state and predict the future performance of a product (brand) or product line. In marketing parlance, the grid determines a product’s ‘attractiveness’. The grid plots a product’s relative market share against market growth to analyse its current state and predict its future. The four quadrants in the grid which represent the life cycle of a product are named ‘dogs’, ‘question marks (or problem children)’, ‘stars’ and ‘cash cows’. While ‘stars’ and ‘cash cows’ are every marketer’s dream the ‘question marks (or problem children)’ are a real dilemma. This is because if these products make the ‘success test’ in the market place they move into the ‘stars category and eventually into the ‘cash cows category. But while they consume large amounts of resources for promotion, they do not generate immediate revenues. If they gain market share, they move into the ‘stars category but after years of consumption and effort, if they fail, they degenerate into the ‘dogs’ category. Even as ‘dogs’ they pose another dilemma to the marketer. Some marketers believe that although the ‘dogs’ do not generate large net revenues; they are still useful because they split overheads. More importantly, from a human resources standpoint, they help in maintaining employment potential. Occasionally marketers have to choose the hard option – bite the bullet as it were – and shed the ‘dogs’.

What does all this have to do with the politics? Well, political philosophies are like product lines and individual political leaders are like products. Remember, how the ‘India shining’ campaign turned out to be the undoing of the BJP in 2004. Not even its enemies predicted the BJP would lose the election. For the common man, prices were stable and inflation was under control. The era of licences and permits and scarcity was well and truly past. There was an abundance of never before choices in the marketplace. The sun was shining on a billowing economy; presaging increased employment generation. ‘God appeared to be in his heaven and all well with the world!  Why then did the campaign bounce back? It is perhaps one of those marketing enigmas. The story is quite similar to that of brand Churchill who won the Second World War for Britain with his slogans, ‘All out for England’ and ‘V for victory’, who was then quietly shown the door by the British electorate! 

As we advance to 2014, the Congress party wishes to launch brand Rahul. The teasers for brand Rahul have been in the air for far too long, that people wonder whether they would see the première at all. An elementary principle of brand management is that even the fattest advertising budgets or the slickest commercials will not be able to help a marketer if a brand does not have inherent strengths.

In 2008 Barack Obama rode to power on the flood tide of his oratory. One is yet to see Rahul delivering his ‘Gettysburg address’! From what little one has seen Rahul’s oratory does not exactly seem to set the Ganga on fire. In all these years since he came to represent the family fiefdom of Amethi in parliament, one has heard only one ‘Kalavathi’ speech from him and no other intervention, not even to ask a question!

Although according to his sycophants Rahul ostensibly represents youth in spite of his 43 years, he does not seem to inspire the youth brigade of the internet age with his profound wisdom. As students of Mumbai discomfited Barack Obama, their brethren in Patna and Ahmedabad made Rahul squirm. What is the vision he has for the youth of this country? How does he plan to educate and employ them? No one knows, for no one has heard him elaborate. The only solution his party comes up with in times of crises is offering freebies and proposals of reservations and more reservations.

Notwithstanding his pilgrimages to Dalit homes and second class suburban travel, his understanding of men and matters leaves much to be desired. (Gujarat is larger than the European Union!) One fine morning he decided to take up the cause of the victims of Bhatta-Parasul village whose lands were forcibly acquired by the UP state administration. Narrating the horrors he witnessed of people (presumably) killed and burnt, he informed the media that there were ‘70 feet of ashes’, whatever it meant!

If the piece in The Economist (Adams Robert. The Rahul problem. September 10, 2012) is anything to go by, even his biographer (Ramachandran, Aarthi. Decoding Rahul Gandhi) was hard put to paint a colourful portrait of him. AR says, this is the moment for Congress to dare to think of something radical: of reorganizing itself on the basis of policies, ideas and a vision of how India should develop.’ According to his biographer (as cited in the article) Rahul wants to apply the principles of management he learnt from Toyota to modernise the Congress party’s youth organisation. 

For brand Rahul the time has come to move from the quadrant of ‘problem children’: up, to the quadrant of ‘stars’ or down, to the quadrant of ‘dogs’, to be dropped eventually. As of now there is nothing to indicate that brand Rahul can become a ‘star’!