Do you remember Tulsi Bhabhi, the protagonist in one of the most popular TV soaps on Indian television? The character was adored by all as it was widely considered to be an epitome of quintessential Indian – caring, selfless, affectionate, tolerant, accommodating, and family person. Even though there are plenty of Indians who may not exactly match this description, but a vast majority does find these characteristics desirable to have.
In our cinema and
literature, protagonists are not only expected to possess these
characteristics; but they are also supposed to demonstrate these in a rather
non- subtle manner. Most of the successful and admired product promotion
campaigns also target this emotional aspect of Indian populace. The sellers of
Insurance, Chocolates, clothes, jewellery, steel, cement, adhesives, real
estate, trucks, motor cycles, cars, etc., all try hard to touch the emotional
cord of consumer.
I am sure all politicians
and bureaucrats are cognizant of this phenomenon. I would therefore expect that
the promotion campaign for government schemes and programs must address to this
core of the target audience.
This understanding was
however not visible in the campaign against the spread Covid19 pandemic. The
citizens were told to “protect themselves” by “maintaining distance” and
“wearing masks”. The policy makers ought to understand that a quintessential
Indian would not work hard to protect himself. They would not wear mask or
maintain distance to protect themselves, simply for the reason that the other
family members might feel offended and find them “selfish” or overzealous”. The
campaign would have been much more successful if it asked citizens to protect
their loved ones by wearing masks and keeping distance. Most people would have
obliged - if not voluntarily, then just to demonstrate how much they care.
Another policy
incongruence that attracted my attention recently, related to the record production
of food grain in the country. The agriculture minister recently told media that
due to the efforts of the farmers & scientists; and
policies of the central government India shall achieve a record production of
food grain for the fifth consecutive year.
As per the latest data,
rice production is pegged at a record 121.46 million tonne in the 2020-21 crop
year as against 118.87 million tonne in the previous year. Wheat production is
estimated to increase to a record 108.75 million tonnes in 2020-21 from 107.86
million tonnes in the previous year. In 2020-2021, our domestic wheat and rice
consumption are expected to be ~105 million tonne and 107 million tonne
respectively.
It is widely accepted
that—
(a) Wheat is not a native crop to India and may
not be most suitable source of nutrition for Indian DNA. Most nutritionists
attribute the sharp rise in cases of diabetes and obesity to over consumption
of wheat. They advise more consumption of native grains like millets and
sorghum to stay healthy.
(b) Over cultivation of rice has depleted the
ground water in many states. Most geologists and agriculturists are advising
against the rice cultivation in states like Punjab, Western UP, Haryana, MP
etc.
Given these circumstances,
the government policy should be to —
(i) discourage the wheat plantation;
(ii) encourage plantation of native grains
like millets and sorghum;
(iii) run an extensive campaign to promote
consumption of native grains due to their health benefits; and
(iv) Supplement the promotion campaign with
adequate incentive schemes to encourage wider cultivation and consumption of
native grains.
It is pertinent to note
that once considered food of poor people, Bajra (pearl millet), Ragi (finger
millet), Jhangora or Kavadapullu (Barnyard millet) Kuttu (Kodo millet) etc. are
selling in the market at 2x to 4x of wheat and rice prices. Their availability
is also an issue in many parts of the country.
The function of policy
must be to—
(a) promote and propagate what is right for the common people;
(b) correct the past inconsistencies, anomalies and mistakes; and
(c) drive the economy on a faster and sustainable growth path.
Celebrating higher wheat
production; higher tax collection driven by fossil fuel, cigarettes etc. may
not be the best thing to do for a progressive government.
