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Mother Pious Lady: Making Sense of Every India Paperback – April 14, 2015
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About the Author
One of India's best-known social commentators and advertising and marketing professionals, Santosh Desai is a columnist with several prominent publications. He writes extensively on media, popular culture, consumer markets and everyday life. He heads Future Brands, a branding services and consulting company, and was earlier the president of McCann Erickson India. Desai is a graduate in economics, and a postgraduate in management from IIM, Ahmedabad.
Top customer reviews
Mr Desai, a man of brands and advertising, has much insight into his generation - my generation - of Indians, into what shaped us, how we are changing and the inevitable what-next. Accordingly, the book is organised in 3 major sections: Where Do We Come From?, New Adventures Into Modernity and Dilemmas Of Change.
Each section features individual chapters that contain several short essays on Indian behavioural quirks as a means to demonstrating what drives Indians. Where Do We Come From? focuses on our need to get value for money ("the Dhania factor"), relationships without the overt need for an immediate gain ("in praise of the unannounced visit"), the need to save and let save face ("the meaning of the slap"), the Indian interpretation of time as a transience ("Indian traffic as metaphor") and ingenuity in problem-solving ("the power of the imperfect solution").
It is worth a mention that as is true of much in India, every behavioural peculiarity can be read in more ways than one. In his or her quotidian life, every Indian deals in multiplicities and contradictions, of meaning and reality, a theme not quite implicit in this book.
The second section, New Adventures In Modernity, addresses a range of themes such as the Indian view of the family as a unit ("terms of endearment"), the redefining of masculinity ("Salman Khan and the rise of male cleavage"), the emergence of the new Indian woman ("in gentle praise of the saas-bahu sagas" and "the woman, exteriorized"), the phenomenon of celebrity ("of genuine fakes and fake genuines"), the idea of Family as emotional headquarters ("the joint stock family"), continued hyper-competitiveness ("the paranoid parent") and the negotiation with the old ("retrieving space slyly").
All along Mr Desai maintains a raconteur's tone, sometimes with hints of understated humour and sarcasm. The tone changes in the last section, titled Dreams Of Grandeur, where his frustration at the behavioural dissonances of his compatriots becomes evident. He touches upon sensitive themes such as the Indian tendency to claim people of Indian origin around the world, craving western approval but getting offended easily, the growing desire to protect the interests of the few. This section sadly for its promise feels rushed. It could have been used to set an agenda or at least set forth a dialogue but perhaps that wasn't Mr Desai's intention.
At 380 pages, it may be difficult to describe it as a breezy read but it really is, even despite its awkward organisation in themes, chapters and then short essays. For my part, I found myself laughing throughout the book. I recognised some things, I cringed at others and yet other things I sneered at, thus confirming what my terribly English friends call my "bourgeoisie credentials".
To non-Indians, the liberal dose of Hinglish, Hindi and Indian in-jokes may become jarring after a while. As it happens, some of the in-jokes are already being lost as a new generation in their 20s grows up. In fact, my only peeve against this book is that it is aimed for no audience in particular. An irony considering Mr Desai's strong credentials as a marketing professional. Indians of my generation are reading it for amusement but we hardly are incapable, on reflection, of determining what shaped us through our childhood and teen and early adult years. Those, who are not Indian, may feel a bit alienated while reading the book as it sometimes reads like a swathe of in-jokes. One can argue that amusement is as important a utilitarian function as any other. However I feel it is a missed opportunity to bring this book to wider audiences interested in India and Indians.
Even so the book would be a great cheat-sheet for dealing with a sliver of educated, middle-class Indians of a particular generation - Generation X, if you will. India however is a country in the midst of change, occurring at a pace one can blink and miss. In that respect this book is a balance sheet, not a P&L account. Perhaps a second edition, or an entirely new book, will be in order in a few years, when Generation X ceases to be the generation at the helm of India.
Since no discussion on India and the Indians is complete without the obligatory mention of China and the Chinese, I have to say that a book like this is unlikely ever to emerge from China. For the simple reason that unlike the Indians, the Chinese do not explain themselves, do not debate issues, and definitely do not introspect in public view. But it is, I believe, immensely better to go in with a range of truths than a single official version. Whether you are interested in India for pleasure or for business, reading the book may prepare you much better than you imagine.
Must read for Indians who wonder why we are the way we are and want to be entertained while they discover it.