To Curry Hill we will go

March 28th, 2006 • 8 comments Culture Briefings

The word has become so homogenized that even the utterance of it fills my nostrils with the unbearable oily heat of the curry. And yet, in New York, its popularity astounds me. “Wanna go to Curry Hill?” And I look blankly at my colleague wondering if I misheard her or misunderstood her accent. “Little India?” She asks looking for a flicker of recoginition, that imaginary bulb to spark inside my head. But continous blank stares later, frustrated, she questions…”Lexington Ave?.” Sure. I say.

There is no real or existing account of why or how the area around Murray Hill became Curry Hill. Some date it back to the 80’s when “Curry in a Hurry,” the first Indian steam-table type restaurant opened in this neighbourhood. Today there’s Pongal, Chinese Mirch, Indo-Wok, East in the West… and (somewhere in remembering the names, they have all begun to sound scarily similar) But the pervasive smell of curry can probably explain how the neighbourhood derived its name.

The funny thing is, even as an Indian who was born and raised in India, I am confused when it comes to “Curry.” As surprising as this is, it definitely wasn’t an everyday word. We didn’t really eat “curry” for dinner or lunch. The closest interpreation of the Anglo definition of “curry” I have, is what we call “Gravy,” – varities of savory sauces to match various appetites. There’s the elusive curry and then the slightly familiar vindaloo, more so from being the theme for England’s 1998 World Cup. (Remember, We’ere off to Waterloo/me and me mum and me dad and me and gran / And a bucket of vindaloo!)
But curry, is not even an Indian creation. Some say it is the British derivation of the Tamil word, Kari, a pickle like relish to with rice or probably from the curry leaf.

In unsettling corners of Lexington Avenue, it is easy to feel transported to a shanty brown-benched “hotel” where the tables are too close, and bollywood music from the ninities dissolves all conversations. And the food arrives doused in oil and spices — heavily delicious all the same. But eating Indian food for lunch is disastrous if you have to go back to work, it lulls me into a seista-like haze and I have to struggle to stay alert and awake!

I love Indian food, I adore Indian food but sorry, the spicy, oily texture of all curries and sabzi’s at these Indian restaurans turns me off. It blinds other flavors and when you are done, all you remember is the firey tinges flaming your tongue. This is a trait, I’ve observed with most people of my clan. They complain if their Indian food isn’t spicy enough, but they don’t get it, not all Indian food is supposed to be floating in chillies!

If your fingers aren’t smelling of the food you just had, it had to be really good food. Thats my unproven, least professional but most effective litmus test to judge good food. And it has worked just fine.

But please, don’t let Lexington Avenue’s Curry Hill be your only reference to Indian food. There is a general misconception that Indian food is inexpensive. Maybe you do have to shell out a couple extra dollars to get a taste of more subtle flavors from the Indian cusine to complete your gastronomical experience of South Asia. As I explore more of New York’s culinar facets, I will take it as a personal task to update you about the Indian restaurants worth trying in NY. Until then, have an open mind and remember there’s more than curry and chilli in Indian food.

Note

March 24th, 2006 • 3 comments On my mind...

Dear Readers,

If you have stumbled upon my blog from this article, please note that this is NOT a fashion blog as the article proclaims. I am a trendspotter/ reporter who happens to work in fashion.

This blog is mostly about culture, youth and consumerism, or atleast I think so! But you are welcome to your own conclusions.

Thanks!

Jinal Shah

For Sale, maybe even buy one get the other free?

March 22nd, 2006 • 3 comments Culture Briefings

As a journalism student at Temple University, our classes were often peppered with guest-lectures from seasoned journalists from the Inquirer. The Daily News gave deserving students the opportunity to intern, and gain hands on experience before graduating. Some of my best teachers have been full-time journalists from these papers. And it is with heartfelt sorrow that I realize, Philadelphia is about to lose two of its outstanding newspapers. Rather, the only daily newspapers in Philadelphia.

Mergers and buyouts are a cause for concern. I exhaled with relief when Joe Mansueto (spelling?) stepped in and bought Fast Company last year. When McClatchy bought Knight-Ridder for a $4.5 billion, it was but expected that the new owners would ensue a major house-cleaning project. I.E, get rid of business that aren’t generating enough profits.

The Daily News, will most likely be liquidaed, according to the grapevine. The Inquiere is up for sale though. Unless a generous Joe Manseuto steps in to revive this dying dynasty, Philadelphia and it’s people will have lost its only watchdog.

How can newspapers survive with the declining readerships and with dwindling advertisers? WSJ and other papers in Asia have adapted a lovely, magazine like format that is very contained and easy to navigate. I always questioned the size of traditional newspapers, its neither econnomical nor egronomical. Infact WSJ reported fiscal savings when they switched its format for Asia. Maybe its time more papers take heed?

I am not discounting the need for a tangible news source, something to hold and read, BUT breaking news is now broken online. Infact, when it appears in the newspapers the next day, it is already stale. Maybe newspapers need to shake up the traditional model they’ve been working on since the days of penny press and yellow journalism. I think newspapers have quite possibly been the last mode of media to have embraced new technologies and accepted massive yet vital changes.

The loss of Inquierer is heavier felt than conveyed. But may this be a lesson the the newspaper industry nation-wide that its time they get busy with their own house-keeping and churn out something that will not go the way Inquirer did. Or lets hope, whoever buys the Inquirer, implements the necessary changes.

Culture codes

March 20th, 2006 • 3 comments Culture Briefings

We like to think our cultures are complex, that we are complex people. And maybe we are right to assume so – but are we really that complex? Or are we just a pissed-off version of the sterotype we are routinely portrayed? While there are some tantalizing notions about being an Indian, I am ready to pull out my hair at the next mention of chiken tikka masala or the vindaloo. It’s like saying an Italian only eats pizza! And a Japanese, sushi. Honestly, there’s more to Indian cusine than curry and, I guess there’s more to Indians than computer programming.

How does this work, really? How and why do we embrace one quality of a particular culture and adhere to it for the rest of our lives? Sometimes refusing to experiment the organic flavor of other aspects of the same culture. I was disturbed by this article I read in a recent issue of Fast Company. A certain psychologist and anthropologist was paid a gazillion dollars to spend a few weeks in India “unlocking it’s culture code.” I’m not sure I understood the idea– I wasn’t aware that the key to a thousand year old culture was locked in its DNA, heck- I didn’t even know it had a DNA. I am not speaking in defense of India – or refuting the fact that we are a practical bunch and prefer stability over creativity. But honestly, is that all it comes down to? Is that all advertisers and major retailers are looking to understand before they parade their wares in the booming economy that India is?

Is a culture, any culture so simple that it can be understood and explained in two sentences?
And more importantly, is it really possible to spend two weeks and a billion dollars to crack the culture code of a country?

Calling all Carrie Bradshaw fans

March 17th, 2006 • 3 comments On my mind...

All you shoe-addicts, so badly want to be in my shoes right now. Ask me why.

I will be interviewing the outrageously famous red head, Patricia Field. The lady who gave Jimmy Choo and Manolo Blahnik’s it’s rarified status’s. The lady, who presented Sarah Jessica Parker aka Carrie Bradshaw, in sometimes achingly beautiful to the disturbingly horrendous outfits on Sex and the City. And the lady, who gave so many fledgling designers the right platform for their talents.

I’d love your input. What would you ask her if you had the chance to? Is there something you’ve been dying to find out about the show or its clothes? Or just the designer? Share it with me and I’ll ask Pat.

This deserves an applause

March 16th, 2006 • 3 comments On my mind...

Hi!

My name is xxxx xxxx and I am a student at Swarthmore College. My
friends and
I eat at your place all the time.
We are having an israeli speaker come and I was wondering if you did
catering.
t would be falafel, Israeli salad, etc. for about 70 ppl.
Let me know-either email or call 610-xxx-xxxx
Thanks, xxxx

I understand mistaking a customer to work at a store, but how can you mistaken a journalist to own/work at a restaurant she reviwed aeons ago?

Maoz Review

Housekeeping

March 15th, 2006 • On my mind...

A friend’s suggestion made me re-think the value of the numerous categories on my blog esp. when a majority of my posts either belong to World Culture, Youth and Consumerism. I have severely diluted the categories to make it easier to navigate my site. I am still in the process of reassigning my posts to these categories, so bear with me.

Donate not destroy

March 15th, 2006 • 8 comments To be filed

The summer of my freshman year, I worked as a camp counsellor for a tricky group of 4-5 year olds. I lasted there two weeks. The Boston sun became to harsh and the kids, a wee bit annoying. (There’s a limit to how many WHY questions I could take in 8 hours)
So I found work at a lovely air-conditioned bookstore. My first foray into retail America. I figured since I loved reading, I would use the employee discount to its fullest and the bookstore I worked for had a great book-lending scheme that allowed its employees to borrow a book a week. Within a week though, I was disgusted. Selling books is noble, but what happens behind the doors is far from it.
Books and magazines that don’t make it past the cashier’s desk — are torn apart and trashed. YES. Not donated to orphanages, not given away to libraries, but torn apart and shredded in the back-rooms of these bookstores.
Even the employee’s aren’t allowed to take the books home. I wrote a letter to the headquarters suggesting instead of destroying these books, maybe they should be donated. I never got a reply. I continuted to work there throughout the summer and once school started, I forgot all about it.

Then last year, after graduating I took up a job at a national beauty chain and noticed the same procedure here as well. Stuff that was damaged, even slightly (torn label, mismatched covers) was discarded. Thrown away. Even the employees werent allowed to take the stuff home. I don’t know what they did with their unsold inventories– probably put it in sales, but I do know there are several retailer’s that destroy unsold goods. Some do it infront of their customers.

Like this particular retailer. You tell me – what is the point of this rarefied brand image when honestly, all it iinvokes is disgust. Frankly, I would have far more respect for a brand that donated its unsold merchandise instead of destroying it or thrashing it. There’s already too much clutter out there to add even more in the name of protecting the brand image.

Maybe I should embark on my old crusade again. Any supporters?

RIAA vs. everyone between the ages of 13-23

March 14th, 2006 • 11 comments To be filed

Dave Greubal, a single father of four, was fined $9000 by RIAA for illegal file-sharing – in layman terms, he downloaded music off the net and let other users download music from his collection. Downloading music and pirated vidoes has been a touchy debate for years, without any substantial conclusions. Just when Greubal thought the only way he can settle this fine with RIAA was by paying it — Nettwerk CEO, Terry McBride offers to fight his case and pay every expense incurred, including the RIAA fines if they end up losing the case.

Nettwerk, a music label that manages artists like Avril Lavinge, MC Lars, Barenaked Ladies, Chantal Kreviazuk (my favorite!) Sarah McLachlan (my favorite!), Paul Van Dyk(my favorite!!) and Tiesto.(omg. another favorite!)

By agreeing and urging Greubal to fight this case, Nettwerk is making a strong statement about its views on illegeal downloading and RIAA’s piracy. If they win this case, it will set a precedent for future cases and draw a strong line. Just what Roe v. Wade did for abortion cases and Brown vs. Board of Education did for segregation, Greubal vs. RIAA will do for (illegal?!) file sharing.

All I have to say is – even with the RIAA enforcing fines, I haven’t stopped downloading music and videos from the net. And neither have my friends. or those god-sends who work very hard to upload every single episode of LOST and Desperate Housewives on fan forums.

Why should I spend $24 on a CD when I’ve probably heard only one song and there is every chance the remaining songs are crappy and not worth my money? I know all the arguments, the singers rights.. I am aware of those, but at the end, it comes down to money. And when you are a broke student, your primary concern is: where is my entertainment coming from and how cheap is it. NOT- I should support this artist and not download his music.

I am still, a sorta recent graduate- struggling with grossly wrong credit card purchases, student loans and lustful wants. I will never have $24 to spend on a music CD. (unless the album is soo good, I can’t stop listening)

I await this outcome.

Post-Script: (22 April 2006)
I am not a struggling recent grad anymore and I do see sense in RIAA’s legalizations. So while I now pay for all my downloads now, I still hold by my idea that RIAA should reform its penalities.

MAC’s claim to fame

March 8th, 2006 • To be filed

Cross-posted at Fashion-PSFK- my newest project!

MakeUp Art Cosmetics, (MAC) has propelled to incredible heights since it’s founding in 1985. Even with a marketing strategy based solely on word-of-mouth, MAC has managed to rise as a global giant in the $160 Billion beauty industry. From sponsoring international fashion weeks to hosting slick celebrity powered parties, MAC has become synonymous with glamour and stardom.
Frank Toskan, 45, one of the founders of MAC, was previously a Canadian hairstylist, make-up artist and photographer. Unable to find suitable make-up that looked good and kept the skin safe under the harsh lighting used in photo and video shoots, Toskan crated his own make-up line and Frank Angelo, an entrepreneur based in Toronto gave the company the financial backing. What made this company that was born over a kitchen counter a $500 Million + business in just 16 years? Several factors– lets analyze them each.

Company with a Soul:
MAC’s cruelty-free campaign and use of recyclable packaging struck a chord with its customers early on. It’s “Bac to Mac” campaign, where a customer gets one free lipstick upon returning six empty cases of MAC lipsticks highlights the substance of this company.

From the beginning, MAC refused to subject to the stereotypical corporate image of beauty for its brand. And because MAC created make-up for women of every color, race and ethnicity, it immediately gave the brand a broader leverage and global appeal. In an interview with Jason Campbell of JCReports, James Gager, Senior VP and Global Director of MAC, sums it up, “We approach our imagery and color collections with an unconventional, original, and slightly irreverent approach to beauty. We feel everyone, being unique and individual, deserves their own colors and ideal as to what makes them feel beautiful.”

Also, MAC donates over $4.5 million a year to its MAC for Aids charity and for a while distributed condoms with the sale of its VIVA Glam lipsticks.
It’s only in the last couple of years that beauty companies have launched a tirade of environment friendly, real beauty and charity campaigns. But MAC had it right all along since 1985. Now that’s saying something.

Innovative Marketing:
The foundation of MAC’s marketing and promotion strategy was laid down early on by Toskan and Angelo.They aimed to rely on word-of-mouth advertising generated by the promotional make-up given to professional make-up artists and stylists. Since make-up artists often style actresses and models, MAC makeup stared gaining more footage. Soon TV shows, press and movies were featuring the makeup line and celebrities were giddy about their new favorite lipgloss! From there, it only snowballed!

In 1994, Estee Lauder group of companies acquired a significant share in MAC and hired John Demsey to oversee the make-up line. Continuing on the tradition set by Toskan, Demsey stuck to using his promotional and advertising budget to supply MAC products to makeup artists and fashion designers during fashion shows. Demsey also forged relationships with music and Hollywood mavens to act as official MAC spokespeople. As a result, MAC became the “professional” makeup used and endorsed by celebrities, models, music stars, professional makeup artists and stylists. The word-of-mouth promotion just snowballed from there….and soon MAC became the envy of its competitors.

Runway Dominance:
Like the designers clothes, the makeup and colors used on the model is under as much scrutiny by onlookers and trendsetters at international fashion shows. And MAC plays a major role in setting the color-palettes and makeup trends each season. MAC uses the runway to test its emerging color collections and make sure they are trendy enough for the next season. MAC’s tagline is rightly “makeup for makeup artists.” Shy only of sponsoring runway shows, MAC provides assistance for makeup teams behind the scenes for over 150 shows every year in New York, London, Milan and Paris. “Fashion is a large part of MAC’s DNA and we will always continue to be involved with the makeup artist.” Says Gager.

MAC’s rise to the title of international supremo’s in beauty was not a calculated plot or a carefully drawn out strategy. Instead, it is the story of a company sticking to its intuition, believing in its values and offering its customers exactly what they want. There’s a thing or two other beauty companies can learn from MAC. Honestly, glitzy Swarovski glad packaging and endorsements from the likes of Halle Berry only goes so far!

Jaipur, the colored gemstone of India

March 6th, 2006 • 1 comment On my mind...

Time Magazine’s Style and Design issue carries a brilliant piece about Jaipur’s rise as a haven for jewelry designers. Jewel conisseurs from Paris to Los Angeles make their way down the crowded, bustling street of Jaipur in search of those illusive gemstone traders. Like the frenzied runaways that sell plastic balloons and channa(savoray snack) on Juhu beach, deft young traders hound the Jaipur streets peddling their wares to unsuspect and bewildered customers.

The journalist makes an amusing observation that I agree is quite baffling to an outsider – ” Why is there no security? Everyone appears to have his pockets stuffed with stones but there is only the occasional camera, some paddlocks here and there and a few gaurds.” The mystique of India and its people can be so unsettling and endearing at the same time…

I have a shameless confession to make – I’ve learnt more about India since I’ve been away from it. My non-Bombay friends refer to it as a big-city syndrome. You know, the kind you get used to if you grow up in NY and begin to think there is no America beyond NY? Bombay was where everything was “happening” … and it never occured to me to look beyond its facade. The more I learn about India now — the stronger I feel about taking a couple months off and exploring, JUST so I can truly say that I know my country.

.. there is really no point to this article apart from the one that I wanted to share it with you. The issue will be available online soon and I’ll post a link up here.

Winter journals.

March 3rd, 2006 • 5 comments On my mind...

Everytime I think spring is here, it snows over my expectations. I’m getting a little tired of the darkness that greets me everytime I get off work. And its too slushy and chilly to enjoy my lunch time outside office. And I’d rather not talk about my mood swings. And here- for someone who’s never grumbled on her blog, this should make it a first.

Two friends of mine are seriously considering moving to California and are preaching to whoever will listen, “why we should all move to California.” The buyoant weather, green spaces and long sunny days are very tempting. I remember the most stress-free time in my life was the 2 months I spent at UC Berkeley, (not) attending summer classes. I still remember that stoned chick who played John Lenon songs on her guitar near the subway. Infront of her was an upturned cap with a sign, “Half of this money will go on making calls to Mom.” The streets were buzzed, like they were still hungover from the rock-n-roll stupor of the 60s. Ooh, how I loved it. Just last week, my friend saw a hobo sitting near a bookstore in SF with a large cardboard that read, “Brad and Angie are having a baby. I need money to buy them a gift.”

Even the homeless come up with creative ways to run their business in Calif! Sigh.

But seriously, research shows that workers in Calif. are more productive than their counterparts on the east coast. Also, west-coast people are more cherry and have an optmistic attitude. I probably didn’t need to spell this out, but a thought worth considering, na? The more I think about that liquid sunshine drenched roads and vast airy spaces, the more it alluring Calif. becomes…

Maybe next stop will be SF. I only just got to NY! Besides, I won’t get to wear my pretty winter coats in Calif.

India Abroad – Kanishka Tragedy

March 2nd, 2006 • 4 comments To be filed

I’ve added a new category, Life, Something like it for posts like this — I interviwed the Balsara’s last year for a special edition piece on the Kanishka tragedy for India Abroad. Last year the court released the alleged suspects and cleared all charges against them for a trial that lasted 20 years. The victim’s families demand justice… and here’s the story of one such family. Unfortunately I failed to save a copy of the edited article that was printed in the paper. Here, the unedited version.

Kanishka Crash leaves questions for the victims families 20 years after
India Abroad, June 20, 2005.
Jinal Shah

Freddy Balsara stayed at Mahim’s Parsi Colony with his family. He was everyone’s favourite. He helped the neighbouring kids study and threw parties for them when they passed their exams. Freddy coaxed his brother and his sister-in-law to watch him as he did push-ups with his head on the floor. Before leaving for Canada, he promised to celebrate his nephew’s birthday on his return. And promised her niece a treat for passing her SSC boards.

For this spirited young flight pursuer, life came to an abrupt end on Air India flight 182, Kanishka, twenty years ago. He had gone to Canada to meet his fiancé and her family. After seeing her off, he boarded the London bound flight from Montreal. For Freddy, this was very normal. His family back in India expected nothing unusual and waited for Freddy’s return. “We had so many plans,” recalls Veronica Balsara, Freddy’s sister-in-law.

An acquaintance in the building first informed the Balsara’s about the crash. “But when we called the officials, Freddy’s name wasn’t on the list,” says Veronica. “Our hopes were high then, we thought maybe Freddy never boarded the flight.” But then came the fateful call from Freddy’s fiancé in Canada who confirmed that she had seen him off at the airport. Immediately, Freddy’s two brothers flew to Ireland. “We stayed there for a month, but Freddy’s body was never discovered,” says Perci Balsara, Freddy’s elder brother and Veronica’s husband.

The shock was rude and harsh. Both Perci and Veronica were not prepared for this news. “In the beginning, every time the door bell rang, we would wonder if it was Freddy,” says Veronica. Even after accepting Freddy’s loss, the family felt his presence around him for a while. “Freddy enjoyed talking about spirituality… I don’t know if this is my imagination but at some point, everyone in our family has felt his presence and has glimpsed his silhouette.” Freddy was fond of wearing big flappy chappals that made noise when he walked. “I used to hear him walking around the house at nights, sometimes I’d get a whiff of his aftershave.” Especially every year around Freddy’s birthday in November, his presence was more pronounced. “It was comforting. None of us were ever scared,” muses Veronica. Since the last couple of years, she hasn’t felt Freddy’s presence as strongly and hopes that he may have found peace at last.

Freddy was a man of class. He enjoyed the good things in life. His motorbike and his music collection were his dearest possessions. “He never gave his motorbike keys to anyone,” smiles Veronica. “And he washed his own clothes, did his own ironing- I don’t know where he learnt it from!” Freddy would play rock n’roll on a very high volume while washing his clothes. “He said that the louder the music, the faster he washed his clothes!” Veronica laughs at the memory. Both Veronica and Perci still talk about Freddy as though he is away for a vacation. They are not in mourning yet the low timbre Veronica’s voice takes when she talks about Freddy and the way her eyes sparkle, make it apparent how dearly he is missed.

“Before leaving for Canada, Freddy did a few unusual things,” says Veronica. It was almost as though he had a premonition. “He gave his motorbike keys to Perci and said, you keep them. And then he asked to wear Perci’s shirt.” It was strange. Flying to international destinations was common for Freddy and his family had gotten used to it. Yet that day, he asked Veronica to stand in the balcony and wave at him as he left. “I thought that was very odd,” said Veronica. As Freddy left in a taxi, the light from the lamppost reflected on his watch and it glittered. “That’s the last memory I have of him and I remember it very strongly.”

Like other despairing families, the Balsara’s are enraged with the acquittal of the two accused. “How can they investigate for 20 years and say they don’t have enough evidence,” Veronica asks. “What happened to everyone on that flight was not right. They went too soon. Entire families have been wiped off in that crash. I only pray to God to give them rest.” She recounts a particular story about Evon, the daughter of one of her friend’s who was also on the flight. “She was such a pretty girl and when they found her body, there was not a single bruise on her face. Even her watch was intact.” Veronica continues, “She died of drowning.” Evon’s mother was a widow and Evon was her only child. Shattered to the core, Evon’s mother left Bombay and now lives in Mangalore. “After hearing all this, I just don’t understand how someone can kill so many innocent people.”

Every year on 23rd June, the Balsara’s light candles and pray for Freddy. But there are no garlanded pictures of Freddy adorning their walls. “ We remember him in our minds. We don’t feel like he is dead, he is just away,” says Veronica. After his death for a few months, Veronica let his belongings be exactly where they were. Eventually they gave away his clothes and returned all the letters his fiancé had written to Freddy back to her. They haven’t heard from her since. “As for his music, we listen to it. He was very meticulous and on everything he owned, he had his name labelled on it.” Even today when the Balsara’s play the eighties Boy George or Elvis, it makes them smile as Freddy’s memories come rushing back.

“There’s only one thing I have always wondered for the last 20 years,” adds Veronica, “I wonder what the people who have done this feel. What is their mindset? Do they feel remorse? Or are they happy with what they have done.” Veronica wonders if the killers have a conscience of any sort. Perhaps, they don’t. The Balsara’s are just one of the numerous families wondering if their loved one will ever get the justice they deserve. “To take away from someone the right to live is brutal. But I have faith…” she trails off.

Of Bollywood stars and Compaq

March 1st, 2006 • 1 comment Culture Briefings, Marketing/ Advertising

We saw Shahrukh Khan doling out emails on a sexy Powerbook in Main Hoon Na. And we swooned. First over the Khan, then the MAC. Did it compel anyone into buying the computers though? I have no idea.
Yeah, so Khan wasn’t blantantly promoting the brand but to have watched him use a brand I am loyal to made me smug. Ahh.. he’s cool too, I thought.

Last week, Bollywood superstar Shahrukh Khan was signed
by Hewlett Packard to endorse the Compaq Presario computers. In the
history of computers, Indian advertising and Bollywood stars, no actor
has ever endorsed a computer before. This might as well be the first of
manys.

Computers become a household item in India
Ravi Swaminathan, Vice President, HP India was quoted saying they have
been trying to position computers as a must-have durable product in
India.
Of the 1 billion plus population in India, only 15 million computers are in use. But lets look at some facts before analyzing this further:

Microsoft annoucned an added investment of $1.7 Billion in India to create a total of 7000 jobs.
Cisco is throwing in another $1.1Billion in the next three years in software centers in India. Add to that the 5000 jobs Dell is creating and the additional $1 billion investment by Intel and you have basically passed computer science a mandatory subject in primary schools.

An early January BBC report mentioned that sales of personal computers in India have increased a whopping 36% since September alone. Prices for a standard computer have been slashed down to as low as $250 (10,000 rupees) and are made available on installment plans. PC sales are expected to touch 4.7 Million this year, a significant rise from the 1.7million last year.

The time is ripe. The potential is severely untapped. And HP is stepping in at the right moment to ensure atleast a prime chunk of the market.

So will star-power drive extra sales?

Shahrukh Khan, a brand by himself, already has an impressive (?!)
portfolio of endorsements, each netting anywhere between $1M to $5M.
Soft-drinks, cars, cell-phone service, health paste and soaps — you
know name it, the superstar has endorsed it. But does all this
star-appeal really work? Especially when it comes to a computer?

Vivek Shrivastva, executive director of Triton Communications, India admits that there is no sufficient data that substantiates increase in sales because of star-endorements.
In this article, he woefully admits to having subscribed to the star-endorsement idea while planning a relaunch of Panasonic. The company signed on Bipasha Basu, current Indian heart-throb, ex-model and Bollywod actress, to promote the Panasonic brand to its targetted demographic: the youth.
The campaign managed to hold audiences attention for a while but failed to generate any sales or subsequent interest in the product.

Star-Power brings attention …but
But brand managers and ad-directors agree that stars manage to bring consumers attention to the brand. Hemant Sachdev of Bharti-Tele ventures sums it up, "The advertising will work only if there is a perfect
match between the core values of the product and the values that the star
personifies."

Shahrukh Khan is already India’s favorite. The classic rags-to-riches story, the perfect husband, the perfect father and the perfect friend- Khan’s values reverbate with the Indian sensibilities. But he is already a super-star and has endorsed too many brands to count. Leveraging Khan’s stardom to promote computers may end up diluting the brand message and is  very likely to fail to strike a chord between the products core consumers and the bollywood icon. Audiences can get confused with too many endorements from the same person, and this may also dilute the desired effect.

Compaq will benefit in one way though– the major recognition Khan’s name will give the brand more recall and generate awareness. People are likely to walk into stores asking for the "computer jo Shahrukh ke ad. me tha." (the computer that Shahrukh advertised) But by signing Khan, Compaq doesn’t clearly identify its audience. Khan doesn’t quite fit in any mold-  he’s too old to play ambassador to the youth and too young to influence the older audiences.

So maybe signing on stars isn’ t all that its hyped about. Shahrukh may act as a catalyst in helping launch the brand, but will he drive sales? We’ll only know once the advertisements release.