Critics see these initiatives as election-eve gimmicks. Economists fault the idea saying these "freebies" are unproductive. They also say that the freebies are sustained, at least in-part, by revenue from Tasmac liquor.
But the Amma branded products and services can fulfill their socio-economic purpose if their penetration is broad and the depth and width of distribution are extensive enough to reach the needy across the state. Amma brand of products are often the price-leader in their categories.
The government is apparently able to pull of f the low prices through multiple strategies -like by creating cooperative departments for their distribution, involving women self-help groups, leveraging existing gover nmentowned infra facilities across the state, besides taming other cost factors and finally subsidizing. If a brand is denoted by human characteristics, then the archetype "mother" signifies `generous', `kind' and `caring'.
The Amma brand therefore plays to the state's strengths.Scholars including Amartya Sen have lauded Tamil Nadu's record in delivery of services and welfare measures. Amma as a caring mother who provides for the poor is in synch with the nanny state. Over time, brands become less relevant and may need to be re-launched. The absence of Jayalalithaa at the helm of executive affairs for a significant time has created a perception of stagnation.
Now that she has taken over again, she must immediately relaunch her brand and reclaim her emotional connect with the people. The re-branding can be around following themes: Development and orienting the state towards a high-growth trajectory; a social security net that boosts the incomeearning power of the poor; transformation in governance so that it is more responsive and result-oriented; transforming the culture to be more open, democratic and technology-driven to overcome old caste and regional fetters; and a reformed public distribution system with its leakages plugged.
In other words, from being a provider of low-cost goods and services, the Amma brand should take on a more active avatar standing for development, economic growth and effective governance. Given that the electorate is articulate and has a large component of aspiring youth, the tune should now be: "Higher quality of life in Tamil Nadu through knowledge, innovation and inclusive growth." The brand can build on the leadership attributes of Jayalalithaa in innovation and style of resolute governance.
By Donn Kabiraj
(Thank You - TOI)
No comments:
Post a Comment