How things have changed! Some years ago, the Indian industry was crying foul over what they described as China?s invasion of the Indian market. While the Indian industry called for protectionist measures, the consumers clamoured for more affordable imports from China. The made-in-China decorative lights certainly made Indian Diwali brighter and more colourful. But that was only a small part of it. While Indian children found joy in China-made toys, the highly affordable VCD players gave even the vegetable vendors in crowded city markets, some good entertainment, even while they haggled over the price of onions and potatoes with customers. Chinese television sets, radios, wind chimes, bulbs, batteries, candles, silk ? you name it and the Indian consumer enjoyed buying them.
Maybe the Indian consumers? initial hunger for highly affordable Chinese goods gave an impression to the Chinese that, unlike the consumers in the West, Indians were not fussy about quality. The result is that today, many VCDs have stopped working. So also those tiny, beautifully designed radios and cassette players. And worse, there is no provision for after-sales servicing of these goods. And slowly the impression of Chinese goods on the Indian mind is undergoing a transformation.
In the last one week, I have heard at least thrice, remarks that referred to Chinese goods as synonymous with poor quality. In fact, today consumers have begun to think twice about buying even reputed international brands, if they are made in China! Not that Chinese goods are all bad. But thanks to indiscriminate export of goods from that country, today, the made-in-China tag carries the same reputation that Indian goods once did ? that they were of poor quality.
There is a lesson in this for Indian manufacturers: it is only those that deliver quality goods that survive. In fact, for several years, Indian manufacturers argued that they made poor quality goods because the consumers were bothered more about price than quality. The Chinese experience has shown the hollowness of this argument. Yes, Indian consumers want goods at low prices. But they will not compromise on quality.
Having said that, one must acknowledge the role played by Chinese goods in the empowerment of Indian consumers. Whatever the reputation of Chinese products today, these goods helped Indian consumers send a message across to manufacturers ? both Indian and foreign ? that they cannot be taken for granted. And to that extent, the entry of the dragon marks a significant phase in the history of the Indian consumer movement.