Diwali, business, Psychology and the guilt

Lord Ram, lights, the happiness, banned crackers, and a lesson. This Diwali sure was wholesome.

Let’s cut to the chase. The anecdote.


We own a small paint business in Jammu City of Jammu and Kashmir(now union territory, soon to be state) . Anyone who knows anything about paint market knows that Asian Paint doesn’t require selling, people demand it. Same is the case with Kansai Nerolac and maybe Berger. But here comes Woodco, a unknown brand offering much better returns on sale, with perks, as usually newcomers do. So we start keeping these 4 companies in our shop.

Asian paints constitutes 70% of the sales with margins of 1–2%, the rest maybe 25% with similar margins on wholesale, while Woodco a meagre 5%, offering 7-10% margins.

The Challenge

Since Woodco requires effort on our part, we often turn lackadaisical owing to various reasons,

  1. Lack of labor to manage other work so that we focus on Woodco sales.
  2. Customers may not like it.
  3. Just fatigue to put in effort.
  4. Painters are averse to using it. Because Naya hai na abhi.

So bottom line, Woodco sales did not increase as much as it could have.

Cut to the chase

All companies give gifts for Diwali. Asian Paint dry fruits. Nerolac dry fruits. Berger Paints dry fruits.

Woodco also gave a dry fruits. Put not just to us, to 4-5 workers in our establishment also. Now I am sure it was the great Diwali gesture on their part. The influence it had on us was profound.

My father, I think in guilt, mentioned quite few times how he could have increased Woodco sales only if he had put in a little effort, as I am sure he will do in the future with mutual benefits.


Moral of the story, a little gesture can really go a long way in improving your relations and subsequently your business.

Reader? I think (I do own a kindle). Social activist (wannabe). Politically at center.