Sparks Innovative ideas

Taking a lead is Motorola, which after launching sub-Rs 2,000 "mass-market" handsets, tied up with Bharti in November last year to make its handsets available at the latter's 16,000 outlets across India.

This month, Motorola tied up with DCM Shriram Consolidated Ltd's Hariyali Kisaan Bazaar chain of 24 rural/semi-urban utility marts in six states for sales and distribution of handsets. This was followed by another tie-up with ITC's e-Choupal, which reaches out to more than 3.5 million farmers through 5,200 kiosks across six states.

e-Choupals blend click-and-mortar capabilities, Internet kiosks and physical transmission, consolidating all intermediaries in the distribution chain. Motorola says that by and large rural consumers purchase mobile phones through the grey market, and often refurbished ones.

These alliances will offer them direct, over-the-counter access to a wide range of handsets across categories and price bands, and robust after-sales support. It calls this initiative BharatMoto.

CONDOM manufacturers across the world push their products by emphasising the "fun" aspect. They tried a similar tack in India, but not too successfully. Then they exhorted consumers to demand them boldly at retail outlets. That's not worked out too well, either.

The biggest drawback, apparently, has been the explicit images on the pack. JK Ansell's Kamasutra brand of condoms "" once known for its almost risque advertising "" too has faced a similar problem. Which is why the prophylactic changed its packaging.

The new design carries just the name and product details on top. The edgy images haven't disappeared, though "" they've just moved to the inner flap. This way, the brand retains its positioning, but avoids offending consumers.

A POSTER IS A GREAT way of getting consumer eyeballs, but international salad and sandwich chain Subway found a handier alternative. The chain recently came up with a new menu "" comprising some old favourites "" targeted at health-conscious eaters. Huge posters stare out from the eatery's glass walls, tempting passersby. But that wasn't nearly enough.

So, at some outlets, Subway has printed its special menu on tissue as well. Apart from the specially-selected sandwiches, the disposable version also includes the number of calories and other nutritional information about the dish.

Not only does it prove a ready reckoner for pickey eaters, it's also a great way of reaching out to more people "" typically, consumers pick up an extra tissue or so from the table-top. As they get handed out, Subway gains extra publicity.

IF THERE ARE ENOUGH takers for bejewelled mobile phones that are as much an accessory as a phone, and MP3 players that can be worn around the arm, there might be those who fancy wearing a watch around the waist, neck, arm or even as a stylish brooch.

At least that's what Opex Paris is hoping. Catering to womankind's quest for fashion with a difference, the all femme French watchmaker recently launched its products in India.

On offer are bicolour leather straps, crystals and metal finishes, all affordably priced (under Rs 5,000) to appeal to the fashionistas out there, without burning a hole in their wallets. After all, fashion, like time, doesn't stay still.