No coke but grilled sandwiches: Mela not so desi

Ground reality is a little different at the Somaiyya Grounds. Handed out to every visitor — over 10,000 are expected to scout the Swadeshi Mela until February 4 — pamphlets list what products are swadeshi and what are not in two neat columns. ‘‘Bathing soap, detergent, toothpaste, shaving cream, beauty products, biscuits, chocolates, bread, dairy products, tea/coffee, ice-creams, shoe-polish, clothing…’’

Nearby, someone’s showing off a toothpaste brand that has been ‘‘approved by the Vegetarian Society, London, UK.’’ Elsewhere, a blonde poster-girl advertises a bath sponge and a salesgirl walks around with a tray of free samples of desi chips with Mexican flavour also.

Then there’s glossy reading called Swadeshi — In a Nutshell.

‘‘Swadeshi is synonymous with patriotism. Yet, vested interests are out to malign swadeshi. If you cannot convince, create confusion is the strategy adopted,’’ says the pamphlet, in English.

In the 52,000 sq ft showcasing ‘‘Bharatiya’’ industry and commerce, the air-conditioned hangar is taken up by big players — Larsen & Toubro, Videocon, Tata, Air India, Goa Tourism, ONGC. But the posters listing each corporate’s special achievements don’t attract as much attention as Dr Raviraj and his three assistants from Ulhasnagar dishing out 2-minute vastushastra consultancy.

‘‘I’m always there at property exhibitions. What better platform than a Swadeshi Mela to convince people about vastu?’’ asks Raviraj Ahirrao in between telling the crowds to sketch their home layout on paper so he can dispense free advice like ‘‘face east and cook.’’

Entry is free into these 600 hangars set up by the CBMD but many visitors quickly skirt the stalls — the exhibits are posters, posters and more posters. ‘‘Drop your visiting card into the bowl and come visit the office if you have any questions’’, whether it’s about IIT, Powai or Khadi Bhandar. The crowds make straight for the garments, shoes and beddings.