WHAT IS ‘marketing’? To sell your product. What is ‘good marketing’? To understand people and sell your product. Who is a good marketing person? An MBA graduate perhaps. That is probably the most common answer you’ll get. But is it so? Well, I don’t think so. Marketing is not just only about making the above moves.
Hawkers have a lot of gimmicks to market their products, but none of them are eye catching. But sometimes they do manage to trick us into buying things we don’t need at all. This is the oldest trick in the book.
For instance, Malabar hill or Hanging Garden, as tourists call it, is one of South Mumbai’s hotspots. It is packed with tourists, locals, and a whole lot of hawkers. Many tourists purchase a lot of unnecessary things from these hawkers, so there is a lot of interaction between hawkers and the many tourists from all over the world. But after you meet Ravi , you may just change your mind about it all. So now you may ask who is Ravi?
Well, Ravi is a nineteen-year old boy, who has been selling peacock feather fans for the past fourteen years. You will find a number of peacock feather fan vendors at the Hanging Garden, but there is something Ravi has that none of the other vendors have. And what is that? Well that is talent!
He may not know how to read and write, but he has a gift. While all of us here in Maharashtra learn three languages, according to the education board, but Ravi knows a variety of local as well as foreign languages! A polyglot, he is!
His family is originally from Gujarat. His grandparents had settled down in Mumbai around 60 years back. Her grandmother used to sell the peacock feather fans first and then it became their family business. Ravi started selling the fans when he was just eight years old, he used to help his grandmother. Due to poverty his family could not afford to get him educated. As children in school all of us learn three languages, but Ravi has learnt more than ten languages without even going to school! Well the reason for this is his interaction with the foreign tourists.
I guess you could say he is a people’s person. He can speak Marathi, Gujarati and Hindi along with some other local languages. The foreign languages he speaks include English, French, Spanish, Russian, German, Mandarin, Japanese and many more. He has been observing these tourists for years and that is how he has managed to pick up so many languages. That is not all, Ravi also knows about the currencies of different countries as well as their rates in comparison to the Rupee. All these little observations have not only helped his business but also got him recognised for his talent.
Ravi was just your average hawker and now he has become Hanging Garden’s superstar. He has become a You Tube star overnight thanks to some travellers, who happened to post video’s of him that showcased his talent. He has become very popular on You-tube. His video’s have over a lakh views in just few months! Everybody appreciates his talent he is truly India’s talent.