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Jain (91-9414430763) regarding starting AFTERSCHO☻OL centers in

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IS SWADESHI RELEVANT TODAY?

BY: DR. T.K. JAIN
AFTERSCHO☺OL

SWADESHI has become a catchy word. For

some political parties, it is one tool to get
more votes. For some organizations, it has
become a word to unite people. Let us be
careful – when we spend money – we are
consumers. A consumer has hard earned
money and no consumer would like to waste
that money. Emotions do play an important
role. MNCs use advertisements to play with
the emotions of the people. And many people
buy goods which they don’t need – but just for
the sake of emotions. Similarly, there are some
companies, which are trying to use the word
SWADESHI to play with emotions of the
people. The basic idea propounded seems
logical – to promote products made by your neighbor – in comparison to products and
services made by MNCs. The basic notions are commendable. But is the consumer
psychology really rational? Not really. Consumers are not rational and nor will their
consumer behavior be rational. If you want to arouse their emotions for the nation – do it
for good cause. Why do you create emotions for narrow goals – like selling products and
services? There are bigger causes. People do lots of crimes and neglect their duties
towards nations for many issues.

Swadeshi has been made an important issue – just to arouse emotions of people so that
they buy particular products and reject particular products. Do Indian consumers really
understand the implications of the word swadeshi? For many of them – speaking English,
looking like an American person or visiting USA or UK are symbols of high status, Most
Indians aspire to look like Americans and Britishers – these very people sometimes talk
about swadeshi. It is a ridiculous thing that a person tells others to promote Hindi and
sends his own children to English medium schools. The same thing applies to swadeshi

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concept also. We need to understand that common people can be misguided easily and
any use of emotional touch can backfire – because use of such emotional symbols only
kills their natural thinking, creativity, and rational thinking.

We have to promote rational thinking - if rationally a person adopts swadeshi – very good
– it is going to help our country – but this will require understanding and thinking, it will
require a vision similar to that held by Gandhi ji. Do we really want that? That will really
awake our spirit and soul and raise our mental level beyond what our policy makers want.
Companies, advertisers, and politicians none want us to develop. They all want us to play
in emotions at their whims. The question is what for swadeshi. Which swadeshi are we
talking about? What is our ultimate objective? Are we really honest when we talk about
swadeshi?

In a country where every second person is internally dilapidated, mentally sold to western
philosophy, lacking in self confidence and having no pride for being born in a great
nation call India – with no desire to understand and imbibe the true Indian culture and
Indian ideas – which swadesh are we talking about. The word swadeshi is relevant for
politicians, narrow minded persons (who really don’t understand India), and some vested
interests.

We organized a group discussion on this theme – the ideas of the young generation are
presented here:

R: in the world of globalization – swadashi is not relevant. If India will start using
Swadeshi products, other countries might not buy our products. We will not be able to
exports. I am not saying that we shouldn’t use this word – but we have to use best quality
products – made by MNCs also. We have to look at quality – if we are able to get best
quality – we should not think in terms of swadeshi or videshi. Let us look at Chinese
products – everyone knows that due to greater freedom and support, Chinese companies
are able to progress and prosper. Our companies are not able to compete with them. We
buy Chinese toys and items.

H; we must maintain quality – but other countries are able to produce at less cost.
Chinese mobiles are costing far less in comparison to Indian mobiles. If we talk about
Chinese toys and clothes – they are far economical – we don’t want to buy a product –
which is costlier. If we can bring down our cost and maintain quality – we will be able to
sell more. We have to compete with MNCs. We also wish to use products made by

AFTERSCHO☻OL CENTRE FOR SOCIAL ENTREPRENEURSHIP –

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Join PGPSE along with CS after class 12

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entrepreneur. Email us: afterschoool@in.com

MNCs. We are having a favorable attitude towards these products. Now we are using
products made by MNCs – as our day to day use products. Gandhi ji and their group used
to use Swadesh products – but the new generation aspires to use the best brands (MNCs)

R: Indian Middle class is a big consumer segment – they are very demanding in terms of
quality also. We should not think about brands, we should use products on the basis of
quality. We should take a decision about a product on the basis of quality. We should
give equal respect to swadeshi products – if the quality is reasonable.

H: there are many products in which our products are better – where we have expertise,
quality and facilities. We are looking at value, which is based on features. We can use
Indian products, where they have good features.

R: The government of China has encouraged the industries there – they are now
destroying our products and our industries. They are making goods which are of inferior
quality. They have cheaper labor force and they are able to procure cheaper raw
materials. Chinese products are destroying our environment. They are used as use and
throw culture. Chinese and MNCs are making products with the philosophy of use and
throw.

H: Indians have the mentality to use products which can be used for a longer period of
time. We don’t want to use the products which are based on the philosophy of USE AND
THROW.

R: India is a big market – every country wants to sell their products in Indian markets.
Indian companies are not able to compete with the MNCs which are entering in India.
India’s foreign policy and trade policy should be changed so that our companies are able
to compete with the MNCs.

H: our tax structure is comparatively higher. We offer better facilities to MNCs then to
the small entrepreneurs of India. Indians are also attracted towards foreign brands and
they buy products made by MNCs rather than using Indian products. We have to change
our policies towards foreign companies.

R: a number of foreign companies are trying to dominate Indian markets. Companies like
Pepsi, Coca cola etc are trying to build their brand s in Indian markets. Indian companies
are not able to do adequate publicity and advertising and that is the reason that Indian
companies are not able to survive.

H: Indian companies don’t focus on marketing. We are not able to change our marketing
and advertising policies and they are able to penetrate Indian markets. MNCs are able to

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Let us Change the World – www.afterschoool.tk
Join PGPSE along with CS after class 12

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entrepreneurship. Promote social entrepreneurship, join PGPSE and become a social
entrepreneur. Email us: afterschoool@in.com

study the mindset of Indian consumers and they are able to change faster and offer
products and services which are required by Indian consumers and thus they are able to
dominate our markets. We have to offer better facilities to Indian companies.

R: Indian consumer should try to change their mind and should not rush after brands.
They should look at quality and not for particular brands.

H: there are great MNC brands like Reebok; Nike etc. these products with particular
MNC brands are far more costly in comparison to Indian products. Our stars, sports stars,
film stars are promoting these products vigorously and Indian consumers are getting
swayed by these advertisements and aspire to use these products only. We have to change
our mindset first.

R: we should not be crazy about the word Branded – or the word Swadeshi – the
important thing is that we should use the products and find its worth.

H: it hardly matters whether a product is swadeshi or a foreign brand – the important

think is whether the product is good or not. If the product is good and meets my
requirements, then the product is very good. We should buy the product. Consumers in
India have to understand this.

AFTERSCHO☻OL CENTRE FOR SOCIAL ENTREPRENEURSHIP –

Let us Change the World – www.afterschoool.tk
Join PGPSE along with CS after class 12

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