The litmus test of quality

The litmus test of quality

The whole world seems to be obsessed with the ‘quality’ syndrome. From kids to parents and even the grandparents, everybody wants top quality brands for their day to day needs. But the parameters of quality tend to differ with varied socio economic considerations. In a country like India these varied parameters figure dominantly as people of all together different tastes, cultures, religions, psychology dwell here. Their perception of quality thus changes with the change in their respective priorities, corresponding to the demographic characteristics possessed by them.

I remember how some of my old friends who due to economic constraints could not afford costly liquor for their weekend parties, very smartly changed their perception of quality. I used to hear them saying and sharing the thought that the ‘desi daru’ (Country liquor) if blended with soda tastes like a scotch. Everyone of that group used to enthusiastically ratify and vouch such claim. I hope quality control wings of certain scotch producing companies do not rue over such remarks. They rather try to contact such persons to have handy tips. I think Late Khushwant Singh would have saved a hefty sum had he met this bunch of ‘innovators.’

I know certain elderly retired persons who in the evening rendezvous share their sentiments, experiences and thoughts on different issues. Listening to them and their stories is quite interesting to know the bent of mind and psychology of such persons at this juncture of age. Certain astonishing, amazing and enjoyable remarks on the quality of hospitality at the marriage party attended by any one or some of them are relished by many of the curious listeners present there. The rating depends entirely on the quality of liquor served. The threadbare discussion and comments made by them, the logical or illogical reasoning with the pinch of wit make the discussion lively. Brand, taste, ambience do not matter in their verdict on quality of drinks served. The final collective decision is pronounced at the next day’s evening conference when the persons present there at the party come with their respective verdicts. The factors such as sound sleep, subtle and longer lasting impact, smart and elegant serving, enjoyable company of friends, do not figure in the process of determining the quality of liquor and the brands offered.

Each verdict on the quality depends on the time spent by each of these oldies in the toilet the very next morning. If everything goes uninterrupted and pleasantly smooth without asking for an extra effort, the quality of liquor is fine and the brand is Okayed, otherwise it is not. They do not dare to spare even the most prestigious brands. “the brand might be good and renowned but there is not an iota of doubt that it was not the genuine one as it did not pass the litmus test in the toilet” remarks one of them and is laughingly but assertively supported by others. The sentiments of the host stand mercilessly butchered amidst such burst of laughter. Listening to their talks with fair amount of interest I think the prestigious brands of liquor should start mulling an idea of providing free pouches of ‘Sat isabgol’ (psyllium seed husk) to such segment of consumers if they want to salvage some pride and retain their brand value, as Indian consumer is said to be the bizarre king of bizarre Indian market.

DR SANJEEV TRIKHA

M.M. (PG) COLLEGE

FATEHABAD. 125050.