Discover Glocalization in India

Noteworthy concepts like liberalization, globalization and free economy were merged in new economic order of India in the 90s of the last century. This amalgamation was ground-breaking. For the introduction of these imperative novel concepts became instrumental in catalyzing a rapid revolution. It cast its influence on practically every walk of India life be it be its business, economy, education, social order or perception of its otherwise traditional population. Post-independent Indias conservative economy once again opened its gates for foreign investment. Its until now discouraging markets were compelled to horn up their skills to match the efficiency demanded by competition from multinational/transnational companies flocking to India to bask in its sunshine new economy. Businesses in India which managed to upgrade them-selves to keep pace with changing times stayed others were thrown out of markets.

Concurrent with the winds of change, glided in the information technology popular as IT adding fuel to fire in the Indian scenario. Globalization and IT, the twosome were synergic and multiplied the influence of new changes several fold. Very soon wheels of change began picking up practically every operation functioning in India online. From booking of railway/air tickets to banking, India was soon sliding on the sledge of online operation. Every thing under the sun is beginning to be available at the click of the mouse online. Online business became trendy as i-shopping and e-commerce. Today there are online bookstores where one can choose and pick books of choice at a glance and know what latest is happening in the world of books.

People of India sensed the essence of changes that came along online. They understood their future lay on anything and everything related to computers. With well educated, English speaking, computer savvy youngsters, the overseas traders set their eyes on Indian shores as their next recruitment destination. India became a hot favorite for western markets considering cheap labour and strong value system. Today all major cities in India are providing lucrative employment opportunities to the young in their early 20s especially in back-office operations like business process outsourcing popular as call-centers of all major foreign biggies. Both employers and the employees are happy reaping fruits of good money and excellent lifestyle in their own way and magnitude.

However not everyone is happy with these changes. Sociologists in India are closely scrutinizing these changes that are taking place with globalization. With the gradual moving away of young from their homes to bigger Indian cities for employment, good money decorated with handsome perks, lonely living, and erosions of cherished Indian values is not far away. Globalization is slowly but steadily eating away treasured indigenous industries such as the hand woven and other prized local cottage industry which were bread and butter to most Indian families till recently.

Further studies show globalization has benefited only a handful. Most of the Indian population is not its fold. The endeavor has to be towards bringing the masses spread across India into the mainstream. This can only be done by encouraging our valued local industries and customizing them to cater to the global needs. Glocalization is the fusion of globalization and localization in such a way that each of the marketable products is attuned to the geography and culture of the specific region/locality. A multinational focusing its business interest in India can tailor-make its products and services to suit Indian conditions and tastes. As a multinational company dealing with cloth line in India will do better if it customizes the product in tune with local Indian tastes. The same rule applies for its business in else where countries of the world. The rule is simple of that of thinking globally whilst acting locally.

Rosy Vohra works for online bookstore India

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