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Attitudinal Shifts - the Indian Consumer

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August 9, 2017

A Time Zone is a region on Earth, more or less bounded by lines of longitude that has a uniform, legally mandated standard time. Nobody understands that better than the executive on the perennial trot. Mark Zuckerberg oft said “Whenever I go to a new city, in order to help get on the right time zone and actually get a chance to see that city, I like running”.


The ramifications of time zones can be felt across the individual and the organization.

At a global scale, systems and processes that are automated and programmed need to be substantiated by making use of globally-dispersed colleagues in different time zones or regions around the world working sequentially on the same project. This requires that tools and processes are standardized and colleagues around the globe listen to and understand one another.


Sending an email at the “wrong” time can derail the well-crafted campaign. So it’s no surprise that many email marketers put significant effort into optimizing their send times to make sure messages reach subscribers when they’re actively checking their inboxes. Twenty-three percent of all email opens occur within the first hour after delivery, according to a global email marketing firm; within the second hour, opens drop by half. Optimizing emails for different time zones is one of the key challenges for email marketers who send to international subscribers.


Executives also go through disorientation on cross ocean travel. Disorientation affects performance of the executive as he cannot go-to-market immediately. It takes time to acclimatize to the new office environment and cultural nuances.


A microcosm of the time zone operates within the metropolis of the Indian commercial capital. In terms of transportation, Mumbai still largely moves in a linear progressive trajectory governed through the railway - western and central railway and the express highway – western and eastern. Movement is primarily from the far north-west and north-east.


Virar, Kalyan, Worli and Panvel straddle different parts of Mumbai. In the mornings, the direction of traffic is from Virar and Kalyan to South Mumbai. This is through rail and road. Now, depending on where you reside and where you have to travel, there emerges a progressive bottleneck phenomenon. For those residing in Virar, Panvel and Kalyan, one needs to rise and shine by 5.00 am and get out 6.30 am roughly. As one stays closer to town,  one can get up later and later and reach as per schedule. The highways also operate through bottlenecks. The logjams begin from the far flung areas and increase as one travels towards reaching town. It’s not restricted to the working crowd. In the evenings, the bottleneck moves in reverse direction.


Vendors, vegetable and fruit sellers, the share-an-auto drivers, shops are open up late in far flung areas but close early in town. Banks too operate late hours in far-away areas.  

And not to forget the long awaited Sunday. Does the progressive bottleneck exist. Difficult to say. Schedules and routines get tossed out of the window. Each individual no matter where one resides, one resides within his own time zone.

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