Hip flasks: I always wondered why hip flasks never took off in India. For a country that consumes so much liquor, logic says that hip flasks are a no brainier for alcohol on the go. Then I realised that logic doesn’t always work when you want to create behaviour change. 1/n
2/n The missing ingredient is culture. Before you create behaviour change, you have to solve for cultural taboos. India is still deeply conservative when it comes to alcohol. It has to be had in the night and in certain places.
3/n Alcohol on the go is still frowned upon because it is seen as a sign of an alcoholic who can’t wait for the right time of the day and occasion to consume. The problem often with product innovations is that they don’t take into account ‘Culture’.
4/n This is exactly why the popular cliche ‘Culture eats strategy for breakfast’ is still a cliche. It works even now. The cultural signals of one country are very different from those of another.
5/5 For long, Oriental cultures were being westernised. Little did many people realise how much the West is now being Orientalised. Products can’t be transplanted without taking into account local cultural nuances. Always solve for culture. #feelthepull #culturefirst
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