Wednesday, October 9, 2013

How does it matter to me?

"How does it matter to me?" or in chaste Panjabi it is often remarked, "Kee farak penda hai?" or even when some of the manufacturers, businesses or service providers are confronted with the short-cuts being deployed in their processes, they would quitely quip, "Sanoo kee" (What to me?).

We confront this issue in Indian businesses day in and day out, the reason it gets a beating in the international markets, and even now are facing the flak from the global MNCs operating within the country who continue to have an edge over local trade and business because of the quality and reliability that they offer.

It is time for the Indian businesses and trade to look beyond their own immediate benefits or profits and take care of the ultimate user of one's products and services by building trust for their brand.

More often than not, the PR agencies everywhere are asked to project a 'good image' of the organisation or its brand, and ensure editorial coverage in media.  And invariably, many of the agencies get into action of pursuing the media persons with their releases to get space, without double-checking the authenticity of the organisation's claims.

In order to meet the global competition, to scale up their own operations and capture newer markets, the mantra is standardisation.  And it is high time that the industry understands it in case it wishes to be a part of the positive change that everyone wishes to bring about of 'India Shining' or that of 'Incredible India'.

But why standardisation? The standards do not mean getting an ISI mark on a product.  It does not mean establishing norms of operations.  Standardisation is a process of self-discipline, a conscious attempt to understand the impact of the product/services on direct consumers and the public or the world at large.  Standardisation means being conscious of one's social responsibility and ensuring that your products or services are safe, reliable, and trust-worthy.  And that is the first step towards creating a great exciting brand.

When the world is engaged in combating environmental issues, energy efficiency, efficient management of resources, and portability of products and services anywhere around the globe, easing the lives of the people, in short, looking for overall positive change, the standardisation is the key, as the International Standards Organisation is focussing this year on the World Standards Day theme, "International Standards Ensure Positive Change".

This change, as Mahatama Gandhi said, begins with us: 'Be the Change that You Want to see in the world',  Because everything that we do matters to someone, somewhere.

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