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Practising patriotism
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No shouting slogans, no protest marches. Ramkumara has his own quiet, effective method to go the desi way.
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For the last 18 years, Ramkumara has kept himself away from videshi goods. — Photo: K. Bhagya Prakash
HERE'S A trader who has gone completely swadeshi, that is, he promotes only Indian products. From groceries to provisions, and cosmetics to beverages, Yandalam Ramkumara of Hanuman Traders in Jayanagar, promotes and sells only swadeshi products. While he recommends these products to his customers, he also creates awareness among them on what it is to fall into the "MNC trap".
For the last 18 years, Ramkumara has been shunning videshi goods sold by multinational companies. Being part of the Swadeshi Jagaran Manch, he attends meetings and picks up information on what he calls benefits of going swadeshi. He slowly introduced the idea in his shop and has been trying to inculcate in his customers the idea of going swadeshi. He says he has turned nearly 90 per cent of his customers into swadeshis over a period of time.
He did this systematically. The various news clippings about MNCs would promptly be up on his notice board. And without fail he would hold forth "how our country was losing out to the MNCs". Every month, he displays a saying under the head Amrutha Vachana, or Golden Words, drawing his customers to it.
Ramkumara compares the prices of swadeshi and MNC brands and takes up cudgels on behalf of swadeshi products. He says it is for the benefit of the customers that he strives for.
He says he has so far convinced more than 200 families to buy only swadeshi goods. Apart from selling the ware in his shop, he gets customers coming in and asking him what FMGCs like radio or transistor to buy.
What prompted him to take this route? He says making money was not paramount but service to the clients is. According to a Central Government directive, commodities weighing 100 gms. or less should be tax free. So if a customer asks for quarter kg. of branded tea, he advises them to buy 100 gm. packets, so that the customer benefits.
Some of the swadeshi goods he stocks are Babool, Vicco, and Promise. He does not stock packed atta. Instead, as a value-added service, he picks up the best wheat, bengal gram, rice, and ragi and sells them after they are freshly ground at a flourmill. Moreover, he insists on not using plastic covers and uses eco-friendly paper bags.
He keeps books published by the Swadeshi Jagaran Manch, which has information on heroes of the country and information about the "MNC trap".
The publication, sold at Rs. 15, is bought up by customers. People from Tumkur, Mysore, and Hassan have also launched similar stores with advice from Ramkumara. Though there are similar stores in Mumbai, Hyderabad, Bhubaneswar, and Delhi, Bangalore's is the only full-fledged swadeshi shop.
His clients include middle class and also the upper class. Though a few are not convinced by the swadeshi idea, Ramkumara says he will wait for the right occasion to convince them.
Before Ramakumara recommends goods to his clients, he gives them to his circle of friends for trial and awaits their feedback. It takes time to convince women, but once they are convinced it's easy since they are the decision makers, he says.
Even for the seller, swadeshi products are far more profitable, because they offer 16 per cent commission, while for MNC products it is only 8 per cent. He says he passes on any benefit the company gives to the customers. His plans include mobile vans on which plans to supply goods to the poor in and around Jayanagar at affordable prices.
He also plans to train people free of cost on how to start swadeshi stores like his. He says he has already received inquiries. The shop is open between 9 a.m. and 9 p.m..
For details contact Hanuman Traders, No.1215, 26th Main Road, Jayanagar, Ph: 31837996.
M. V. CHANDRASHEKAR
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