Wednesday, December 9, 2015

An impending judgement in Salman Khan's case - A cause for Road Safety in India

We were returning home after an official foreign trip. We landed at Delhi airport early morning and hired a taxi to travel to Jaipur. It was end of January, a peak winter season. I was with a colleague and a few students. We had merely crossed Delhi and it had started raining. Most of our luggage was in a carrier on the top and we realised that there was a need to cover the luggage. The car was stopped. The driver arranged for a polyethelene sheet and he, with the help of two of our students managed to tie it over our luggage. In the process the driver got a little wet. I feared that he might catch a cold. I inquired from him whether the sweater he was wearing had gotten wet. He turned a deaf ear to my question. I asked again, he muttered a disinterested 'haan', I thought, of what I could barely hear. We drove a little further, and took the car in the side lane only to stop in front of a few roadside shops. He got off the car saying that he would return back in a few minutes and disappeared in a by-lane. He did appear again after good fifteen minutes. This time when he took the wheels he removed his sweater too. Concerned, I tried to ask him again if he was not feeling cold?..... if he had something else in the car to cover him up?..... if we could give him a shawl? I was feeling bad for him and a little guilty too. He gave a patient reply that he did not need anything and that he was fine. He asked me not to worry. 

We had had a long international flight and we were all very sleepy. Perhaps in a little drowsy state that I was in,  a thought flashed in my mind and made me sit up in a jiffy. Were we being driven by a drunk driver? I carefully examined his demeanor. We were moving at a reasonable speed. I could not see any signs of rash driving. He was careful did not seem to do a reckless overtake or a hurried lane changing. I decided to keep the thought to myself. But I had lost my sleep to this thought. We reached Jaipur safely. I do not habitually thank almighty for minor day to day events like a safe journey, or a good day. Nonetheless, the journey had been fearful, no doubt about that. A minor detail, I have not mentioned as yet is the fact that there was a photograph of a bespectacled 'Chulbul Pande' stuck on one corner of the front glass in the car. 

One of the fears in life is a fear of being driven by a drunk driver. Or worse, being hit by a drunk driver. 

The Global status report on road safety 2013 estimates that more than 231 000 people are killed in road traffic crashes in India every year. Approximately half of all deaths on the country's roads are among vulnerable road users - motorcyclists, pedestrians and cyclists. While India has less than 3% of the world’s vehicles, it accounts for some 11% of the world’s road deaths. That too, when many such incidents are not documented at all. Road accidents are not only traumatic for victims and their families but also take a huge economic toll on the country.    They cost an estimated 3% of GDP each year. Road accident victims are mostly the poorest of the poor, thus it is also a matter of social equity. It is estimated that 17-18 percent of these fatalities occur in urban areas.

Salman Khan may be let go off Scott Free by the court, in his 2002 case. Or may be he gets a maximum imprisonment of five years. The court will give its verdict. It has been a long time and what I gather from the newspapers and from the TV channels, the family members of the victims in that famous car accident case are not much bothered whether a punishment is given to the superstar or not. A time lapse has made them less bothered, and life's struggle over a period of 13 years have forced them to move on from a family tragedy of a sudden death of a family member. 

Many road accidents in India remain undocumented because the driver would fly away from the site, a blood test could not be done in time, the victim comes from a vulnerable section of the society and no one really bothered to file a FIR. Traffic fatalities increased by about 5 percent per year from 1980 to 2000, and since then have increased by about 8 percent per year. Things will probably get worse before they get better.

The Superstar's acquittal in the case will be welcomed by his fans, his sentence would be lamented by them. Would it affect the cause of Road Safety in India? We have all visualised a lot of wannabe Salman Khans, who take pride in emulating the super star and can be seen driving recklessly on urban roads. People will argue that perhaps it is not correct to blame Salman Khan for a certain behavior exhibited by these wannabes. A counter logic may belie such an argument. What remains indisputable is the tremendous star power of the super star. His fan base is large. Ironically, it is more among the vulnerable sections of the society. 

Michael Bloomberg, former mayor of New York City, announced a package of assistance on road safety through Bloomberg Philanthropies’ Global Safety Initiative. The overall goal of the Bloomberg Philanthropies Global Road Safety Programme in India is to support the Government of India to implement good practices in road safety in line with the national road safety strategy. The focus of the project is on promoting motorcycle helmets and reducing drink–driving.

A World Bank report mentions that  road accidents are easily preventable. Five strictly enforced interventions can make an initial impact:

  1. Enforcing the compulsory use of seat belts and helmets.
  2. Taking strong action against drunk driving and speeding.
  3. Installing road signs, markings and crash barriers; segregating pedestrians and non-motorised traffic from the main vehicular stream; and ensuring that sidewalks and road shoulders are usable.
  4. Tightening the driver-licensing and vehicle-registration systems; installing speed cameras and other automated devices at high-risk locations; and imposing credible fines for violations.
  5. Establishing a string of trauma care centers so that victims can reach quality medical care within the golden hour.
Most of these interventions call for a change in law or an improvement of infrastructure. 

One intervention is more about public awareness, social marketing, community action and behavioral change. Drunk Driving and Speeding.  

A drunk driver in many cases would not be driving alone. He might not go unobserved if he is reckless in his driving. A reckless driver is surrounded by people who know that he is one. Can't we as a society stop him? How many of us have sat beside a family member who is drunk heavily and is driving, and have habitually prayed to God for a safe journey? How many of us have ever prevented a family member or friend to not consume too much alcohol, if he/she is required to drive after that? How many mothers have bothered about a son who drives a truck on the road, often in a drunken state, but have had no courage to prevent it? How many of us have the courage to socially boycott a person, for his irresponsible behavior regarding the consumption of alcohol, much before he actually goes on the road and commits an accident?

A major social intervention is required to prevent road accidents and promote road safety, apart from legal action, and development of infrastructure. 

We hear that Salman Khan is a conscientious human being. He donates a large part of his income for his charity 'Being Human'. His charitable foundation has plans to expand its work in the area of healthcare and education. They have already done some notable work. Road injuries is one of the prominent health scare in India, Can a Superstar's Star Power not be used to promote safe driving in India? WHO produces evidence-based mass media campaigns after extensive research and testing conducted with target audiences. Social marketing campaigns to prevent drink–driving have been developed, aired and evaluated in India. Should a superstar, who is almost worshiped by his fans not be made a part of these campaigns? 

Whatever is the verdict in Salman Khan's case, I would like to imagine that Salman Khan turns into a teetotaler post his verdict, and a role model for his fans. If I have his number, I would make a call to him and request him to make Dabang 3 based on a story of a heroic truck driver who gives up drinking in order to influence others, promote safe driving and save lives. I would request him to promote the cause of Road Safety in India. 

Road Safety has been ignored for long. Its time that we sit up and prepare ourselves to take action, at our level in the society. An impending judgement in a superstar's case is not an important thing for a nation. Our safety is.


Monday, July 20, 2015

Maggi on the Indian dining table.

This incident happened a few years ago. A little neighbor of mine had come to keep me company, on a Sunday morning when I was apparently alone in the house. It was morning time and I had barely finished my breakfast on a sandwich. She declared that she was hungry because she had decided to visit me almost as soon as she woke up and she had not had her breakfast. I offered to make a sandwich for her. She said No. I offered her a variety of things, fruits, poha, biscuits, khakra, cake, milk shake etc. she said no to everything. Finally she said, 'If you have Maggi, please make Maggi, I have not had anything since morning.' Although reluctant to give her Maggi for breakfast and the fact that there was no Maggi in my kitchen shelf, I still walked up to a nearby shop to buy Maggi and cook it for her. A hungry child's dismal face can make you do that.

Later I found that there was a ration on Maggi in her house, and the consumption was limited to once in a week rule laid out by her wise grandmother. She had already consumed her quota of Maggi in the week and there was no way she could get more. And thus, this intelligent child had thought of a plan and had executed it most effectively, interlining some drama and emotional black-mail into it. With a glint in her eye, she said, after she had finished her Maggi, 'Grandmom says that if I eat more Maggi, than it is once in a week, the noodles will get entangled in my stomach and it will ache badly, but I have chewed them so well that they will not get entangled.'

There were times when Maggi was not a part of our lives. This entanglement with Maggi happened rather quickly making it a 2000 crore brand in India. To think of 2000 crore worth of money spent in creating a health hazard is horrific. The value of a food item becoming a 2000 crore brand comes from the fact that it has become an essential part of the Indian Dining Table. There are not too many 2000 crore brands in India among food items. It is also a fact that there have been many people around us, like my little neighbour's wise grandmother who have been cautioning against the possible health hazard caused by Maggi. Greater Common Wisdom receded in the case of Maggi, and gradually gave way to irrational, emulous, consumerism of modern living.

Maggi lead scare has forced many packaged food manufacturers to conduct food tests. Packaged food market is around Rs. 8000 crore in India. According to an analysis done by Tata Strategic Management Group (TSMG) in 2006 the ready-to-eat (RTE) market in India, was expected to expand to reach Rs. 2,900 crore by 2015. AC Nielsen estimates the Indian RTE market growth slowed from 44.9% in 2010 to 28.1% in 2011, reaching INR 506 crore. According to Raju Bhinge, CEO, Tata Strategic Management Group, “There is a huge untapped market opportunity arising due to rapid demographic shifts in income, urbanisation, and proportion of urban working women in India. The industry needs to concentrate on broadening the market and increasing penetration amongst Indian consumers.”

The reasons given for the rise in packaged food and RTE markets are lifestyles getting busier, rising disposable incomes and increasing number of women becoming a part of the workforce. Propensity for frequent substitution of traditional meals with ready to eat meals was estimated by A C Nielson for various countries, the results showed that Asians are fast changing their eating and cooking habits. 


India does not feature in this list of Asian countries, yet. Indians traditionally abhor ready to eat or packaged food. An idea of fine dining in India is about a freshly cooked food served hot. Greater Common wisdom has put checks in India over a picking trend of ready to eat foods. A disbelief in the ability of the authority to keep a vigil on quality has been another reason why Indians remain apprehensive about consuming ready to eat or packaged foods. Indian consumers are reluctant to believe in the safety of a ready to eat food supplied to them by a temperature controlled supply chain, so far.

However, it is a fact that lifestyle is becoming fast in Indian cities and more and more women are spending more time out of the house.