Dear Mr Nandan Nilekani
Greetings, i respect your contribution to Infy and now to
in form of UID initiative. But being a marketing professor, i have some views on the nomenclature of the UID card. India
A name must be easily pronounceable & convey the intended purpose, 'adhar' has elongated vowel sounds in two places once in the beginning & the penultimate syllable. Which is very odd for a mass brand. Generally its is the consonants which constitute a great brand name. UID may have been created by govt for their planning purpose but govt must see what would it do for us the citizens. It may govt's base (adhar) for identifying a citizen but it do not convey the benefits to the users. You are well aware of the nomenclatures of such identification systems present in the developed world.
Please get a survey about how many people, even in Hindi heartland, can speak the name correctly & you would be disappointed with findings.
(2)Secondly transcribing a Hindi name in English makes it look inferior. Either you have a Hindi name written in Hindi or English name written in same language and so on. It sounds & feels like a ration card name rather than a national identifier.
(3)Thirdly a national identity card must incorporate the three colors of our flag to give it a national character. Red & yellow have traditionally been colors of food packaging.
Kindly look into it. Please don't be offended as i have genuine respect for you. Thank you
Best regardsGurinder S. Ahluwalia MBA, MJMC
Marketing Consultant & Professor
M: +91 09417723313 T/F: +91-0172 2682523
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