Monday, November 03, 2008

Celebrating the Humble Plastic

Santosh Desai, the famous brandman, write I regular column in the Times of India. I have always wondered what qualifies a person to write "freewheeling" columns in national dailies? But to stick to the point I wanted to make. I was inspired to make this entry by his article on steel which appeared today. For me it is the humble plastic which needs to be celebrated today as a great business facilitator, great leveller and a great insider to all that we do.
Remember those silly paper bags made by poor widows and chidren, which could not even hold soggy salt [there was no plastic packed tata salt then], remember those metal buckets that used to adorn most bathrooms and those aluminium mugs which kept millions of bums clean every morning? Remember the humble bathroom tin door on a wooden frame? They have all lost out to the plastic and various versions of it. On the dining table there are plastic plates, plastic cutlery sometimes even plastic food [I am exaggerating]. In case you forgot not many years back airlines used to provide real cutlery not the plastic one which can only poke yout tongue or cut your lips. Not to forget milk in glass bottles, coke in glass bottles. We have travelled a long way since then one brand of whiskey very successfully switched to glass bottles for 500 ml servings.
Then of course there is the great recycle potential of plastic as office bags, as tiffin carrier, as everything really.... you just have to look what we get in and what we get out of our houses and you would be convinced that the civilisation as we know it, would cease to exist wihtout plastic. This is the biggest triumph of humanity in recent years and we are like typical humans celerating the success in such a way that we even describe human emotions with reference to plastic: plastic smile for example..... It looks like soon we will have to shrink in order to make room for plastic in this planet. My personal observation is that in India Bombay is the real plastic city both literally and figuratively.
Victory to Plastic!