The golden rule of 3 is the foundation of Communication. Most of what we see is a play of 3. The Trinity , Past – Present – Future, Good – Bad – Ugly , Breakfast – Lunch – Dinner , Introduction – Body – Conclusion , The 3 Little Pigs , Fork – Spoon – Knife ….. I could go on and on . The Golden rule of 3 is a great framework for communication – and when you have to reach out to woo a Billion + electorate it works miracles.

It all started with “Roti – Kapda – Makan”  – a catchy promise that was not met for a very very long time. But it connected with the masses and helped Madam G to be in power for well over 15 years.

And in the last few decades has given way to “Bijli – Sadak – Pani” . I am not sure if this can be attributed to Atalji – but definitely the last 15 years has seen significant progress in Bijli & Sadak. I have travelled extensively across many states and the Urban and Rural roads in India are in good shape. We seem to be generating surplus power and with solar power spreading rapidly the days of 8 hrs load shedding are things of the past. Our villages are getting electrified and Diesel Locos will soon be history.

 

So what will be the 3 key things to focus and connect with the electorate in 2019 ? The last 10 Lok Sabha elections where BJP has lost after 2014 clearly indicates that if promises are not met – the people show you the door. The common man is hungry for more – he has growing aspirations and he wants Acche Din NOW.

Lets look at a few things – The Good, the Bad & the Ugly.

First the Good Things

Our / Capita income is rising rapidly, inflation has been under control , food prices are stable , the monsoons have been good so Agri production has been decent ( Yet there is discontent in Rural India).

We get our passports in a few days , we dont need baggage tags while flying , the country is cleaner – there are more public toilets and you rarely see beggars in stations or in front of temples. The stock markets have done well in the last 4 years and just when retail investors started coming in droves the LTCG came as a rude shock. There are too many cars and two wheelers on the roads and everyone is a flaunting a nice expensive Smart Phone.

 

And now the not so good things 

The country is going Digital but Aadhar is a pain. I just spent a few hrs visiting a small outlet to get my PayTm activated – and I have been doing this for months now – For my phone , Bank accounts , Mutual Funds , LIC – this is bugging me. its irritating – its a waste of time. And a billion people doing this – is not a joke. There should have been a smarter way of getting this implemented.

The interest rates are coming down and the large population of retired people are fuming. And when they just started moving from Fixed Deposits to Balanced Funds and regular dividend to increase their income from 7 % to 10 – 12% they got hit with a Tax on Dividends. This is a large segment of our population and they are fuming – both with the lower interest rates and with Digital India.

And finally the Ugly things

The 14 M graduating everyday are struggling to find jobs. The only jobs I see are delivery boy jobs. The education system is broken and the quality of Graduates coming from our colleges are not job ready. Skill development projects re yet to take off on a. large scale. Yet again a large population that was hoping for a miracle with Acche Din feels let down. This is the generation of instant gratification – they will not wait for 10 years. Even if logic says that Modi is the best and has no alternative they will not think twice before shooing him out if after 4 years they dont see job prospects.

Our cities are going dry, the lakes are drying , the rivers are drying – as urban population explodes the cities are not geared to manage this influx. A city like Bangalore lives off Tanker water – the population zoomed from 3 – 8 Mn in the last 15 years and the prediction is it will touch 30 Min by 2030.

Which brings me back to the Topic of the Blog – what are the 3 Most Important things that is needed to be communicated AND implemented in the next decade. Here is a probable list which may matter to different segments of India – and from this will emerge the catchy slogan for 2019 – and lets hope that is not an empty promise.

  • Education
  • Health Care
  • Clean Water  & Sanitation
  • JOBS
  • Broadband / Wi Fi across the country
  • Food Inflation at 0%
  • Happy, secure , debt free , successful farmers

But I will end this on a happy note – the Indian economy is on a. long term growth path since 1992 and irrespective of who comes to power the growth engine will remain accelerating for the next 20 – 30 years. We saw UPA – 1 benefit from all the good work done by Atal Ji’s government.

 

In 2014 BJP inherited a shabby economy and its taken them 4 long years to try and get it back on track ( remember the article on the eve of 2014 elections which talked about how UPA 2 was like a retreating losing army burning and marauding everything before they fled) – so irrespective of what happens in 2019 – we will still see a positive economy and health markets for the coming 3 – 4 years. Lets hope for the best and pray that India does not miss this last chance to become a developed nation.

 

 

 

PS – Source of Data Slides – Anand Rathi Chief Economist presentation on “Future of Indian Economy”