During my visits to different malls in Mumbai over the last few months I've observed a change. And I think that's positive.
As per section 20 (A) of the Act of Maharashtra Shops and Establishment Act 1961, all establishments need to have Marathi signboards, which can be supplemented by signboards in any other language.
There was a hue and cry last year when different political parties in the state went violent in demanding Marathi signboards for every shop/establishment especially in Mumbai. Whatever the political manoeuvres, the fallout is that the shops/establishments seem more accessible for the common people.
English language and English language speakers have held a 'high' status in the country, to the extent that English was almost an invisible barrier for many a people to have access to certain places or services or brands. With signboards in native languages, this barrier has been countered in a significant way.
I've been observing a greater number of people entering shops like Provogue, Pepe, Levi's, Reebok, etc. now. Why didn't marketers think about it? In times like these, they need consumers wherever they come from. While I don't have numbers to support, I reckon this move could've already given them a few more consumers.
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