Go Local

Ali Bhai isn't any different from other private vehicle drivers. But this Hyderabadi who has a penchant for speed is also an amazing resovoir of local information. Ask him about towns and villages enroute and he knows the route like the back of his hand. And it's not just the roads and towns Ali Bhai's familiar about, ask him about any people mover or passenger (both three wheeler and four wheeler) and he has an expert opinion about them the vehicles as well. "I have driven all vehicles in the last 10 years and seen how the entry of one brand has affected the incumbents," he says.

When commander came into the market, it ruled the roads, he says, but now with three wheeler brands like Ape, Bajaj and Alpha in the picture, the commanders are slowly getting wiped out, he says. Ali Bhai talks on how the local auto drivers are fixing LPG cylinders used for cooking in the engine. The result - it gives them more mileage and therefore more earnings, never mind the dangers.

It's people like Ali bhai who can become the one stop point for information for brands looking to tap the hinterland. Ask him about catchments, the professions of the locals and he tells you just like that. And 90 % of the time, he is correct. Maybe among the countless power point presentations, research and local promotions, if a marketer can catch hold of a person like Ali bhai, the task becomes that much more easier.