Friday, November 12, 2010
Diesel, Benz and Tata
I travelled to he burbs yesterday after a break and saw two new shops had opened on the Bandra - Juhu stretch, accompanied by dozens of placards marking the surrounding territory. Diesel at Juhu has gone the whole hog with its 'Stupid' campaign. The store itself has large letters stencilled on its glass front screaming 'In Stupid We Trust'. I don't blame them, only somebody stupid would buy that stuff at those prices.
Täshi is a new shoe store run by a wing of the Tata group. Täshi supposedly means 'auspicious' in Tibetan; or at least 'Tashi' means auspicious. Little did Reuben and Rose Mattus know, when they founded Häagen-Dazs in the Bronx, that they'd kick of a long and disturbing trend in faux-European umlauting.
I'm not going to explore Täshi anytime soon. My experience with DTH has put me off the Tata brand. Besides, their Nanos aren't doing too well either. Tata Motors has offered a free upgrade (which they insist is not a recall) because the cars have a bad habit of catching fire.
This might be Ratan Tata's shot at automotive history. Karl Benz developed the internal combustion engine for motor cars. Tata has, apparently, developed a spontaneous combustion engine.