Friday, October 06, 2006

The brand called Auroville

No advertising, no organised marketing. But people are beginning to recognise that the products made in Auroville are unique, says MEERA MOHANTY The Hindu Saturday, Apr 23, 2005
DISTINCT USP Indian objects with western aesthetics Photos: T. Singaravelou
On the shelves of Avishkar in Kolkata, at Bombay Stores in Bangalore, at Khadi in Chennai and at African Impressions in New York, the five-petalled symbol is going places. From manure to organic vegetables, from software to architectural services, the `Auroville' brand is beginning to define itself in a growing range of products. And this despite no effort at all at advertising or organised marketing.
Today, Auroville products are retailed only from a handful of outlets across the world. But there is a growing recognition of a style that is distinctly Auroville — a certain something about the packaging, design or in the very idea behind the product that gives its origin away.
Unique products
"It's a very typical taste. Indian objects presented with western aesthetics," says Durgaprasad Pradhan, a business entrepreneur who has worked with various Auroville units for over eight years. "If it's Auroville it's different! The community consists of people from all over the world, and the idea behind each product is a unique mix of cultures," says Ashok Grinde, proprietor of Grinde's, a retail outlet in Pondicherry. One of the first stores to stock Auroville products, primarily farm fresh vegetables, Grinde's has seen the range of goods "increase many fold." Today, products made in Auroville are stocked in outlets such as Ahumcaara and Amethyst and Naturally Auroville in Chennai. But they are also becoming available in far-flung places such as Goa and Ooty.
We must have a marketing body: PREMA
Twenty-nine years ago when Maroma, one of Auroville's oldest commercial units, began making agarbatis in twelve fragrances there was no recognition of Brand Auroville. Today, it makes joss sticks with more than seventy fragrances, products that have become associated in the public mind with Auroville. Maroma does candles, aromatic oils, a recently launched body care range and exports to more than 25 countries.
Auroville may not strictly be a brand, but the people who live in this experimental township near Pondicherry, are not going to let others exploit it.
When a Chennai based mineral water company used `Auroville' on its bottles, it was taken to court by the Auroville Board of Commerce (ABC). Apparently, the folk who live there believe that the brand is worth fighting for.
Marketing body
Auromode, a garment exporter, notches up annual exports worth crores. When Prema started this line of clothing in 1982, "Auroville was not organised" as a marketing body. It still isn't, but Prema believes that Auroville must have one of its own. "You cannot create, produce and market at the same time," she says. "A body which represents us as one group of producers would be a great help."
If "the universal city" has no advertising or marketing department, it is partly because not all business ventures here are about making money.
Based on the Mother's vision for this international township, an "ideal place" where "money would be no more the sovereign lord," they are required to give a minimum of 33 per cent of their profits to Auroville Foundation.
Most contribute nearly 50 per cent, more than what they can afford says Alok of Cuppa Chai, which sells herbal teas.
If it's Auroville it's different: ASHOK GRINDE
According to the Auroville charter, "Auroville belongs to nobody in particular. Auroville belongs to humanity as a whole." The foundation uses the money to invest in schools, research centres and development projects that concern the whole community.
Auroville products are not cheap. A part for the reason for this is the attempt to be eco-friendly, which invariably costs money. Shopowner Grinde says that for instance, jam from Auroville is invariably made with sugarcane sourced from organic farms, something that makes it much more expensive. "It is this attention to detail that make Auroville products special. It also makes them a little more costly," he says.
Upmarket brand
Another reason for the pricing is economies of scale. The Auroville Board of Commerce (ABC) encourages units to stay small, limiting the number of workers to 50. Every unit also pays employee benefits, even if there is just one name on the rolls. Higher manufacturing costs and self-imposed quality standards makes Auroville an upmarket brand. "We have to remain niche players. The pricing only reflects our quality, " says Laura, CEO of Maroma. Meeting higher standards requires extra initiative. For example, Maroma has chosen to make its products compliant of the guidelines laid down by the IFRA (the International Fragrance Association), sending each new fragrance to be tested and certified at a lab in Chennai. The commercial units have not only helped Auroville, but also a long list of happy customers by introducing unusual products such as jicama, passion fruit, organic produce, herbal soap and even naturally perfumed sand grains. It's hard to put a description on what the Auroville brand is all about. Some say it is about being exotic, others that it about being natural and yet others that it is about being chic. But call it you want you will. The point is that more and more people are beginning to recognise that the brand exists.

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