Branding, The Gandhi Way!(Gandhi was Political and Spiritual leader of India)

The world famous, Bapu, as he is called was known for his principles and the path of righteousness. He took the path of Ahimsa, the path of non-violence and always spoke the truth and he conquered the world with his actions and not the dictatorship. When we talk about the brand “Gandhi” it overlooks the brand of the company and more like his principles, which are adopted in selling a particular product. I especially came up with the topic today so that I can get myself learning and give you some knowledge too about the way brand positioning is done in today’s world, where the art and unique items are the most expensive, the feature of rarity persuades them and they are made in limited editions. The world over, people are looking forward to invest their money in India because the market here is growing and there is a great scope for their brands to exist, like in the case of Mont Blanc luxury pens, they saw a great future here and looking at India’s history they must have surely thought of bringing up the most luxurious pen of all in the honor of the most famous, very Indian, Mahatma Gandhi. The design of the pen was made in consultation with Tushar Gandhi; he is the great grandson of Mahatma Gandhi.

Some might see this as good opportunity to grow markets in Asian countries while some may criticize the step taken forward, though the pen made is crafted to signify the pure features, which were possessed by Gandhi. As per me this thought is really elegant and awe-inspiring, as it gives respect to the great leader and a memorable gift you can give someone. The pen is crafted in white gold which signifies the purity of Gandhi’s ideals which he followed life long and the thread motif signifies the spindle Gandhi used throughout his life to produce the yarn for making the clothes. A person who truly personifies and understands the principles of Gandhi and respects him big way, wouldn’t dither from buying this pen of course, as it is a rarity item. There were in all 241 pens, which were made in limited editions, and there is the number 241 which were actually 241 miles of Dandi March (the protest march).

The branding of the limited edition Gandhi pens were made with good intentions as the company authorities donated substantial amount of money to Mahatma Gandhi foundation which is run by Tushar Gandhi, its still a brand and a brand becomes famous by its good deeds. The pen was launched in September this year and the CEO, Lutz Bethge committed to give Rs.10, 000 from each of the luxury pen sold, the actual cost of the pen is $22,000, there are critics who have said, if Gandhi would have been alive, he would have scorned with such a business happening with his name and as a result, the consumer education filed a petition in the kerala high court to put a ban on the sell of such pens and some people hurled names like opportunist on Tushar Gandhi, who is actually using the money for good purposes and he pointed out later, that his Great grandfather himself knew of his brand value and sold his autographs for 5 rupees just to donate it in khadi (type of cloth which he yarned) fund. He was truly a leader who followed his operation of non-violence opposing by fasting and remaining silent for days, even that he barred cold of England in his dhoti (cloth wrapped from waist till toes) and shawls because he remained adamant of living a life Gandhi way even when he felt inconvenience.

There are lots of things that connects the pen with Gandhi’s ideals and philosophy in his life like I said the white gold seems to be a symbol of purity and the swindle used in the pen purely recognizes a pure Gandhi way of living. There has been lots of controversies surrounding the pen as well other episodes relating to the brand Gandhi, the company was itself not answerable to question like why pen would sell if a person doesn’t believe in Gandhi way of living, but the pens have been sold and got a good response, as I said, rarity sells quickly and its not about money, its finally about the brand which sells!