Price of a bottle of water

The reference price of this one was known as we used to purchase it regularly. In 2018, when the whole country is as-it-is, the price of a bottled mountain mineral water was 20 rupees. No fair tactics except highly wooden floored 18 degree rooms on a hotel roof-top. It was cold and dark that evening. To add to it, rains were just starting to make us uncomfortable at 7500 feet at a small tucked away village named Dhanaulti off the known track of Mussoorie in Uttarakhand, India. Almost all vacation tourists had left and we were almost the only ones. The shopkeeper kept playing on an android Chinese phone while not even bothering to look at me. I had expected it to be 2x or even 3x costlier atleast. Then, we sat in a  cozy small restaurant waiting for some hot dal-rice. In between we gave 50 rupees to a service boy and asked him to get a bottle of drinking water.

More

Smarter Lunchrooms

We have heard the premise “health is wealth” a hundred times but acting falls short. The Food psychology and brand lab at Cornell University has moved onto acting through developing, implementing and spreading the Smarter Lunchrooms programme. This deals with a large problem in our society – how to improve nutrition value among  (young) students while making the food choices attractive?

More

Message framing to change plastic usage

It was Valentine’s Day. With expectations of love and balloons all around the face, I woke up to read the word “Break Up” and then saw “…with single use plastic”. Dia Mirza (United Nations ambassador) has been a vocal and enthusiastic campaigner to reduce use of plastic, The data is staggering and without the numbers, let us just say, we really have to reduce the plastics in our environment. Nobody disagrees with that, but the problem is behavioral: how do we make people reduce their use?

More