Good Job Varanasi, you really made it! Now you have a McDonald's, may be not one but a few. Coming of age! However, there is more to it than meets the eyes. It really is a rendezvous of two very different ideas, two different worlds.
No one is stranger to what McDonald's is? where it started ? as the Golden Arches are recognized everywhere in the world. Besides the product it sells, service and employment it provides it is also a brand, a franchise, a billion dollar corporation and a profit shop. At the top of the pyramid a billionaire is positioned with a well oiled machinery. That machinery will keep churning dollars with little or no intervention from the person, which can be passed on to generation after generation! The pyramid will live on.
The base of the pyramid will widen while the top of the pyramid will shoot for the sky. Every component of the pyramid will contribute towards elevation of the top. The base which is made of the customers or the components of the pyramid which will include franchisee, supplier, logistics or anybody in the middle must pass that extra bucks all the way to the top for the sake of this great product and the brand.
Does McDonald's makes a great burger or nuggets, absolutely! Any kid who has been to one will vouch for it. But once that perfect burger was found and appreciated by the customer a system was put in place, a foundation of the profit shop was laid that will keep paying in perpetuity. Anyone who wants to join the bandwagon must pay too. A cut must be given, a commission must be paid a premium must be charged. The secrets must be protected with vengeance using patents, using battery of lawyers in cahoots with politicians, whatever it takes!
Poor Varanasi, never had any of it. That one weaver who made that beautiful Sari with exquisite golden and silver embroidery never marketed it, or patented it. People definitely paid premium for this niche product and benefited him directly and may be few others person in the process. However, Franchisee idea did not cross his mind and as soon as demand grew and he could not cope with it. More and more people started learning art from the person and catering to the demand. No pyramid was was ever built, so much so nobody even knows the name of the person. Soon the entire city was filled with those artisan who were making those Sari, which came to be called “Banarasi Sari”.
Varanasi is not just famous for the Sari but entire gamut of things. It is also famous for Paan, Banarasi Laddu, Banarasi Pede, Brass works among many others. Just like Varanasi many cities in India were famous for many items where entire city used to make a specific product and were famous for it. Like Bhagalpur for silk, Meerut for Locks, Surat for diamond cutting, Calicut for Calico printing from which it derives it’s name. I can go on and on. These became Center of excellence in a particular art and communities prospered and benefited from it. Anyone wanted to learn the art could travel to those places and learn, even foreigners.
One interesting example is muslin made in Dhaka, in British India. It was a hand woven premium fabric which had massive demand in Europe. British deliberately cut the thumbs of the weavers and smashed their looms so that they could not practice their craft. This was obviously to favor British cloth import to India because they could not compete with it.
Traditionally, there was never a restriction on the knowledge and art, only consideration was the capability of the student themselves. When the Indians invented the decimal number system, there was no effort made to patent it or conceal this knowledge. Arabian traders learnt it and passed it to Europeans and got some credit in the process. When Nalanda University was at its peak students from as far away as Thailand, Indonesia and Japan would come and get the education. Prospective students would line up at the gate early in the morning and they would be asked questions right at the gate to judge their merit. Once they cleared it they became responsibility of the university. No fees was ever charged and it was totally funded by charitable donations and funding from kings.
When the attempts were made in the western countries to patent Basmati Rice and the medicinal properties of the Neem, that’s when India woke up to this news reality. The knowledge which was in public domain in India for thousands of years and nobody ever felt a need to patent those. That was completely alien to ethos and culture of India.
On one hand a nice product was capitalized to the hilt, profiteered and an entire empire of business was built around that idea. A brand which came to be recognized by the individual. At the same time in another part of the world this idea was completely alien. The idea was used for the growth of the community and society and represented by the name of a town where it prospered.
The base of the pyramid will widen while the top of the pyramid will shoot for the sky. Every component of the pyramid will contribute towards elevation of the top. The base which is made of the customers or the components of the pyramid which will include franchisee, supplier, logistics or anybody in the middle must pass that extra bucks all the way to the top for the sake of this great product and the brand.
Does McDonald's makes a great burger or nuggets, absolutely! Any kid who has been to one will vouch for it. But once that perfect burger was found and appreciated by the customer a system was put in place, a foundation of the profit shop was laid that will keep paying in perpetuity. Anyone who wants to join the bandwagon must pay too. A cut must be given, a commission must be paid a premium must be charged. The secrets must be protected with vengeance using patents, using battery of lawyers in cahoots with politicians, whatever it takes!
Poor Varanasi, never had any of it. That one weaver who made that beautiful Sari with exquisite golden and silver embroidery never marketed it, or patented it. People definitely paid premium for this niche product and benefited him directly and may be few others person in the process. However, Franchisee idea did not cross his mind and as soon as demand grew and he could not cope with it. More and more people started learning art from the person and catering to the demand. No pyramid was was ever built, so much so nobody even knows the name of the person. Soon the entire city was filled with those artisan who were making those Sari, which came to be called “Banarasi Sari”.
Varanasi is not just famous for the Sari but entire gamut of things. It is also famous for Paan, Banarasi Laddu, Banarasi Pede, Brass works among many others. Just like Varanasi many cities in India were famous for many items where entire city used to make a specific product and were famous for it. Like Bhagalpur for silk, Meerut for Locks, Surat for diamond cutting, Calicut for Calico printing from which it derives it’s name. I can go on and on. These became Center of excellence in a particular art and communities prospered and benefited from it. Anyone wanted to learn the art could travel to those places and learn, even foreigners.
One interesting example is muslin made in Dhaka, in British India. It was a hand woven premium fabric which had massive demand in Europe. British deliberately cut the thumbs of the weavers and smashed their looms so that they could not practice their craft. This was obviously to favor British cloth import to India because they could not compete with it.
Traditionally, there was never a restriction on the knowledge and art, only consideration was the capability of the student themselves. When the Indians invented the decimal number system, there was no effort made to patent it or conceal this knowledge. Arabian traders learnt it and passed it to Europeans and got some credit in the process. When Nalanda University was at its peak students from as far away as Thailand, Indonesia and Japan would come and get the education. Prospective students would line up at the gate early in the morning and they would be asked questions right at the gate to judge their merit. Once they cleared it they became responsibility of the university. No fees was ever charged and it was totally funded by charitable donations and funding from kings.
When the attempts were made in the western countries to patent Basmati Rice and the medicinal properties of the Neem, that’s when India woke up to this news reality. The knowledge which was in public domain in India for thousands of years and nobody ever felt a need to patent those. That was completely alien to ethos and culture of India.
On one hand a nice product was capitalized to the hilt, profiteered and an entire empire of business was built around that idea. A brand which came to be recognized by the individual. At the same time in another part of the world this idea was completely alien. The idea was used for the growth of the community and society and represented by the name of a town where it prospered.


