Its Cell Phone Vs Chocolates and Chips Now!!!

Hakeem Irfan

We are living in a globalized world where “stay connected” is the mantra. Inhabitants of valley as well are a part of this whole converging machination. From past five years or more we are connected “more efficiently” through our mobile phones to the world outside and inside as well.

Youngsters of Valley are more ‘obsessed’ with this communication device; we see them busy with their mobiles throughout. “Money spent on this is exceeding the expenditure on clothes as well as on other more important entities” a survey adds. Every nook and corner of the valley is witnessing deliberations by our youth on the device. It has now acquired a ‘key position’ in the sphere of their lives but unfortunately at the cost of many more important things.

Cell phone recharge coupons are giving a tough competition to the chocolates, chips, bubble gums, and toffees sold by departmental stores locally called kiryana stores. Here shopkeepers are much concerned about the low sales of chocolates & bubble gums due to the Rs 10 and Rs 20 Rs 50 recharge coupons launched by the stalwarts of the communication sector here. This is seen as a serious threat to the business of many shopkeepers who earn their bread and butter from these chocolates, chips and gums only.

Now these recharge coupons are available at departmental stores itself, they think that no body will be visiting their shops if these coupons are not available there. It has its bad side as well because percentage given to these shopkeepers is very less. Mohammad Rafiq a retailer kiryana store owner comments “I think it is more important to have recharge facility at our shop than variety of confectionary as this is what sells in the market”.

Manager of Arco Trading Co. a reputed wholesaler of confectionery and C&F of many reputed confectionary brands says “As for as recharge coupons are concerned shop keepers get 2% profit while it is at least 5% in case of chocolates, chips and other confectionery, besides there is a chain of man power involved in business of confectionary while money from mobile phones is directly going in the hands of corporate owners outside state thus diluting all the involvement of locals”. This will have an adverse effect on our economy as money is going out at a very high rate while as a less chunk comes back to the Valley because of the dearth of our own well built business setup he added.

Manzoor Ahmed of MA traders a wholesaler firm comments, “Situation is very grim as for as business of confectionary is concerned, recharge coupons are overshadowing everything, its quite clear that pocket money of students and youth in general is same while as their preference in spending has shifted from eatables to recharges and mobile phones”.
Peer Mohammad Altaf, father of two teenager sons shares his experience and says “ Both my sons have mobile phones and even being a postgraduate myself I fail to understand why they need it, besides they don’t demand money for confectionary but for the recharge coupons and I have to give it because of so many reasons”. It is not only affecting our economy but it has some other ‘socio-moral impact’ as well which is to be taken care of.

Service providers like Airtel and Bsnl too are on their toes to continue their hold on the grooming market of the Valley. Introduction of late night schemes and easily available sim cards is helping them to do the brisk business. They are having strong foothold which can have implications beyond what is apparent. They are involving every Tom Dick and Harry in the business and many people who were doing well in other business have jumped into this wagon because of the enormous market response. Shabir Ahmed of GM Sons C&F of “perfitti” a reputed confectionary brand says “we have to sell what market demands and now demand of chocolates and chips is decreasing which of course forces many people to look for alternatives and there is no better option than going for mobile recharge coupons and other related stuff”.

Abrar ul Haq an 11th class student says “ we need mobiles and our parents should know that and we are not demanding for some extra, it is the share which we always took for our chocolates and chips”. Valley is observing tremendous change in the overall set up but this time many people are affected with this latest ‘in’ thing. Its not only about draining of economy but also about so many paunches who have these confectionary shops as the only source to feed them.