I was travelling in two different trains last week, each journey lasting about 5 hours but that is where the similarity ends.
First was in the Executive coach of Shatabdi patronised by so called elite and the next one was in a secong class coach of an express train patronised by so called middle class. Shatabdi covered nearly 300 kms in the 5 hours whereas the express train covered nearly 100kms in the same time.
The Indian consumer in Shatabdi was self indulgent - books, magazines, ipods, music on mobile, laptops and and occassional phone call or conversation within the family or work group. Her world was confined to self and inanimate objects.
The Indian consumer in Express train was seeking similar knowledge and enjoying as much but with a big difference - it was all done in a community way. Source of music was a CD player/radio and the songs played were the choice of all and sundry in the compartment. Newspapers were split into 2-3 parts and shared. First time visitors shared apprehensions and sought information of the destination city from co passengers. Where one stopped other chipped in and information ranged from local means of transportation, shops to buy from, good things to buy, places to visit, food to eat and so on.
This gives me a different insight - word of mouth is still the most important way of communication amongst the masses. Indian consumer decides on her choice based on a prolonged discussion with lots of people and her decision in the end is a "community" decision.
My next post is on the concept of family based on the same journey experience.
First was in the Executive coach of Shatabdi patronised by so called elite and the next one was in a secong class coach of an express train patronised by so called middle class. Shatabdi covered nearly 300 kms in the 5 hours whereas the express train covered nearly 100kms in the same time.
The Indian consumer in Shatabdi was self indulgent - books, magazines, ipods, music on mobile, laptops and and occassional phone call or conversation within the family or work group. Her world was confined to self and inanimate objects.
The Indian consumer in Express train was seeking similar knowledge and enjoying as much but with a big difference - it was all done in a community way. Source of music was a CD player/radio and the songs played were the choice of all and sundry in the compartment. Newspapers were split into 2-3 parts and shared. First time visitors shared apprehensions and sought information of the destination city from co passengers. Where one stopped other chipped in and information ranged from local means of transportation, shops to buy from, good things to buy, places to visit, food to eat and so on.
This gives me a different insight - word of mouth is still the most important way of communication amongst the masses. Indian consumer decides on her choice based on a prolonged discussion with lots of people and her decision in the end is a "community" decision.
My next post is on the concept of family based on the same journey experience.
I totally love train journeys..last year took the longest train journey in India from Jammu to Kanyakumari..it was a lovely experience and as you mentioned the it was easier to work around in the sleeper class...some work from it can be seen at http://www.siddharthjain.co.in/gallery/stories/slow-train-running.html
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siddharth