“Chaaaye ….Chaaaye ….Garam Chaaaye”,
the loud and peculiarly coarse call, of a vendor trying to sell tea, woke me up
from my deep slumber. I was surprised, that he could get himself heard beyond the
toughened double window glasses and a closed compartment of the Rajdhani.
Annoyed at being woken up, at an unearthly hour, I got out of my berth and went
out onto the platform. It was then, that I realised, he was selling tea to
passengers in the train, docked at the next platform.
Ever noticed the Chaiwala’s call?
Ever thought why, irrespective of
the place or region, they all seem to sell tea in the same tone and tune?
Kashmir to Kanyakumari, wherever there is a railway platform, tea is sold by
vendors with the same call “Chaaaye ….Chaaaye ….Garam Chaaaye”.
Pondered why?
Well, it may turn out to be a
study in human physiology, psychology as well as, “Survival and Sustenance
business mantra” all put together.
Can you imagine the effort, the
tea vendor has to make, to be heard, if he has to sell tea in any other tune
and tone? The human body adapts to the situation prompting the individual to adopt
a new technique to help himself, in being heard loud and long, but expending the
least amount of energy. If you’re not convinced try it out yourself. I have
tried many times over and realised that the typical “Chaaaye ….Chaaaye” call is
the best way out.
“Adaptation” and “adoption”, are
essential ingredients of survival and is ingrained into the DNA of all living things,
flora and fauna. Every species, to survive and sustain, has to first adapt
itself to elements of the environment and then adopt means and methods to tide
over challenges. The “combo”, slowly becomes imprinted in the genes and is
passed on from generation to generation. Human beings are no exception.
“Adaptation – adoption” combo is also
the mantra for success. A business entity, that adapts to the situation fastest
and smartest, by adopting means and methods to overcome market challenges, with
the least expense of resources, tend to maximise profit, beat the competition
and stay ahead in the race. Those who can’t or won’t, wither away. Iconic
brands like Black berry (Mobile Phones), Lambretta (Scooters) and Ambassador (Cars),
don’t find the “life space” in the volumes, they once held sway over us.
I witnessed one such “adaptation
and adoption”, initiative at the Bangalore airport. Since, I make it a point to
arrive at the airport well in advance, to complete all formalities without
hassles, I get sufficient time at the departure lounge. Coffee at the South
Indian restaurant is an activity, I enjoy even if it involves a little bit of
“wasting time”.
Though, there are a number of
outlets at the departure lounge, I find this place normally fully subscribed. Despite
the long queues and the impatience associated, the restaurant seems to be a
favourite destination for many. Give it to the strategic placement of the
facility or quality of food, the restaurant is always packed. If there “was”
one issue that I held against the restaurant, it was the queueing time. It’s
very annoying to be in a queue that makes incremental progress and then end-up
having to balance food coffee and cabin baggage, then hawkish to look for a
place to park oneself. Despite this torture, I always found myself willingly in
the queue whenever I was at the Bangalore airport.
On one such harrowing occasion, having
reached the billing counter after considerable time in queue, I asked the guy
who seemed to be in charge, as to why the management is not doing something
about the delay. I remember him telling me, that the inflow of customers is
such, that whatever was being done, fell short. I felt, that the management is
on the verge of succumbing to the weight of its own success. I casually suggested
them to try “table service” rather than the current mode of “self-service”. From
his body language, I could make out, that he gave me the scant regard, reserved
for unsolicited advisers. I was not a paid consultant.
On the morning of 11th
December, after the mandatory security check-in procedures, as I walked in to
the same restaurant, I was delighted to see a very small queue at the counter. I
also noticed that all the tables were full and most tables had shiny steel number
plates. Then, I saw a bearer carrying a plate shouting out a number and a client
sitting at the table with a corresponding number, responding to the call. Simple,
yet effective survival and sustenance techniques was on display at the
restaurant. The management, had adopted a new method to tackle one of their
biggest challenges.
No, I did not go and tell them, look, I told you so!
The marketplace, like life, presents
new challenges on a daily basis. It is for the leaders, to quickly find a way
out and lead the team successfully out of the challenge. Adaptations and
adoptions need not have to be spectacular or gigantic to make an impact.
Timeliness, is of utmost importance. Keen eye and a highly developed sense of
market survival are key to success. Even an unsolicited observation or advice
if taken in the right perspective could also trigger trailblazing changes.
