Recalling brand stories

Brands are like friends, good friends are honest and don't let friends down. This is, in brief, one of the points that Professor Abraham Koshy (
Read Profile ) made in his recent article on ET(Read Here).

Maruti-Suzuki A-Star's is an apt caselet for brand crisis prevention. Maruti-Suzuki's major, even if not the first, recall highlights the sea change in how Indian producers treat their consumers.

But when did Indian brands, let's say specifically, Indian automobile brands become good friends of the consumer?

One of the key effects of our open market economy in automobile industry is that Indian players are no more taking consumers for granted. Faced with powerful peers who are quality conscious, responsible and honest, Indian producers have learned that for them "it 's the right way, or the highway". It was also probably the oft blamed Indian 'chalta hai' attitude coupled with the existence of seller's market for a long time, that had led to manufacturers' propensity to ignore issues that bothered consumers.

In 1999, I purchased Enfield's first aluminium-engine bike called Machismo A350. The bike suffered from noisy valves that chattered wildly. But Enfield did nothing despite complaints and the bike failed miserably. New avatars of the bike emerged a couple of years later, but many were left holding lemons.

Then, take for example, Bajaj Chetak's famous 'tilting of the scooter' trick. Unless the scooter was tilted at a difficult angle, known only to an owner, the fuel wouldn't start flowing. I remember seeing this growing up in the '80s, when scooters ruled, as well as in the mid 2000s, when aerodynamic bikes whizzed past the humble scooter. Everyone knew it was a fuel problem (you did not see it in other scooters, by the way). But Bajaj did nothing, apparently, to fix the problem for 20 odd years. I guess after some time the tilting became an ownership statement, a romantic one at that. And Bajaj could probably get away because of the strong heritage value. A Bajaj scooter offered mass consumer value on which India rode for a few generations.

But at some point in time between the 90s and early 2000s two things overtook the Bajaj scooter phenomenon. First, were the Bajaj bikes, which themselves were a response to the flood of 100 cc bikes that, to name the pioneers, Hero Honda and TVS Suzukis had caused. The second was the shifting consumer preference. Who cared for a technologically stagnant product when there were so many options available? Pick up any auto magazine and see how many pages the bikes table, already written in small sized font, runs into. So, is this one of the reasons why the Bajaj scooter was put to rest?

Today, however, it is the buyer's market. Consumerism, aided by information-empowerment in the background of open competition has helped clean up the manufacturer's act and enabled consumer to 'unfriend' the brands she cannot trust.