Customer, finally the king?

If life seems to be cruising smoothly on the way to the freebie lane, are we actually spending less? Are we really getting something for nothing? Are we standing to gain? Then, by the same yardstick, aren8217;t the manufacturing companies sustaining a loss? If production means profit, how can they afford these freebies?

Says Manik Patil, home-maker, 8220;There are times when I wonder if these schemes are really as worthwhile as they sound. The other day, I went to buy bedsheets. Attracted by this textile firm which was offering a free gift, I made a beeline for it. The sheet cost Rs. 437. When I asked for my free gift, they informed me that only purchases over Rs. 500 were eligible. So although I didn8217;t need it, I went in for a dress material, which brought my bill over to the requisite amount. I did receive my gift, but it was rather shoddy. I ended up spending more and getting a gift which was of no use to me!8221;

Anna Dragonette, a resident of Viman Nagar, voices a similar opinion. 8220;I have found that many of the items with free gifts attached are of sub-standard quality. And in many cases, these freebies come only with the large package of an item, especially if they are of a semi-perishable nature.

quot;Once I bought a large case of coffee powder because of the attractive bottle which came along. But the contents didn8217;t taste half as good as the smaller packs I normally buy. And to make matters worse, almost half of it got spoilt in the end and had to be thrown away. I feel they try to dump nearly expired stuff on us this way.8221;

Another housewife, Jhumur, retorts, 8220;It is just a ploy to make us buy more than we need. For example, if it is a cup or a special-shaped jar that they are offering, it wouldn8217;t make sense to buy just one, would it? I would naturally like to make a complete set. So instead of the one packet that I actually need, I end up buying maybe six. Who stands to gain here? Not I. I actually spend more than what I need.8221;

But then these freebies do get snapped up so there must be the other side of the coin too. Says Patil, 8220;These schemes may be quite good for those who are setting up house for the first time. As it is, they need to buy so many things, so if it comes along as a free gift, all the better for them.8221;

It sure looks like it. Sarla, married 18 months ago, proudly displays a set of matching transparent jars which she got with a brand of tea. Then there is a set of six carved teaspoons, a couple of buckets, a hand towel in the kitchen 8211; all free. If I have to buy the stuff anyway, why don8217;t I switch brands if I can pick up something free. And when we were going in for electrical appliances, I did look out for those brands which were offering a gift with it. If I can get a cooker free with an oven or a casserole with a food processor, so be it.8221;

Kids seem to be another easy target for freebies. A bubble-gum becomes more attractive because of the sticker it contains, a candy because it comes with a mugshot of Sachin and certain chocolates because they bring along tazos. And then, in certain cases, it becomes a mad race to see how many each can collect. Which means so many more packs of the product sold. Which means profits yet again.

But what happens on the other side of the counter? Those who are stocking the stuff and selling it, but not making any profit from the free gifts? Says Thrity Poonawalla, owner, Dorabjee amp; Co, 8220;Quite frankly, these free gifts cause us quite a headache, right from the godown to the sale. We have to keep an account of them, set aside a special shelf, tie a tape to signify that they are not for sale and appoint a person to see that they are not picked up as items to be bought. And then, in the end, if the person who is making the bills forgets to add them, customers think we are trying to deprive them.8221;

If this is the problem in a large departmental store, the smaller ones don8217;t sound too excited either. Remarks Shailesh Goel, who runs a small but busy convenience store, 8220;My shop is already so stuffed, where do I get the space to keep those extra items? quot;Once there were some free toothbrushes offered with a product. Some of the customers would fuss over the colour they wanted and waste our time. And to compound matters, a few got mixed up with the other toothbrushes on sale. The customer who noticed it raised a stink, arguing that I was trying to sell off free gifts. And then there are those gift coupons which entitle you to maybe Rs. five or 10 off on a product. That8217;s another hassle, because we have to set aside a day and spend on fuel to go to the companies and collect the dues on the coupons.8221;

The time to treat the consumer as king has finally arrived. For how else does one explain this competition amongst manufacturers to outdo each other in the freebie race? But for the local Puneri, the initial thrill of free gifts has waned. He has wisened up and become more discerning. As Anup Bhosale, customer, puts it succinctly, 8220;Nothing in life comes free. You are actually paying for every thread, every grain of what you buy, only it is well hidden.8221;