Takeaway from a Japanese consumer

There may be a lesson or two for the Make in India campaign from the ethos of a typical Japanese consumer shopping abroad

October 19, 2014 02:57 am | Updated May 23, 2016 07:11 pm IST

I was sent to Beirut on deputation as an officer of the Engineering Export Promotion Council under the Ministry of Commerce. This non-trading, non-profit advisory organisation functioning under the Department of Foreign Trade was established in order to promote the export of Indian engineering goods and services. The Middle East office in Beirut covered the Arab countries.

Our apartment was located at the Saleh Shatilla Building on Rue Jean d’Arc, less than 200 yards away from the popular Hamra Street. A few days after my arrival, I was shopping for a few items at the Takla, a well-organised supermarket, when I heard someone say: “Excuse me sir, do you speak English?” I saw a Japanese gentlemen, smiling, with a list in hand.

“Yes, I do. What can I do for you?”

“You see, I am Japanese and I am looking for Japanese products. Can you guide me where they are in this store?” I walked with him to the section concerned and showed him display racks with lots of Japanese products. With a beaming face, he thanked me, and went about buying several items. He was noting down, I found, the prices for some items that he did not buy, and his trolley was reasonably loaded.

Later we moved to the check-out counter, paid our bills, and introduced ourselves. He said his family was expected in about two weeks. He had to send a telex message to his wife on what products were not available, and the prices for those he found. As we walked towards our homes, he mentioned: “See, we know our Japanese products; our first responsibility is buy our own country products. Sometimes these are cheaper in other countries, but we have to generate demand for our products wherever we go. We also encourage people in places we live to buy our products, because these are good and competitive. You know it’s our duty.”

We shook hands and parted, and kept in touch.

In 1975, I returned to India following a civil war in Lebanon, and took up a job in Dubai in the beginning of 1976. It was then I could see the import of what my Japanese friend had said: it is Indians demanding Indian products that generated the opportunity for export from India.

I am now back in India after nearly 40 years abroad, and whenever I go for shopping I am glad to buy Indian products rather than go for ‘foreign’ items.

anantha_ramdas@yahoo.com

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