A GUIDE TO SUCCESSFUL SURVIVAL :THE “CHAIWALA'S ” MARKETING TECHNIQUE
“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 ma...