July 16, 2011

Aadhaar- A letter to Nandan Nilekani

Dear Mr Nandan Nilekani

Greetings, i respect your contribution to Infy and now to India in form of UID initiative. But being a marketing professor, i have some views on the nomenclature of the UID card.

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 regards
Gurinder S. Ahluwalia MBA, MJMC
Marketing Consultant & Professor
Chandigarh, India 

M:  +91  09417723313   T/F: +91-0172 2682523
Blog: http://anahadmc.blogspot.com

PS: Let us save trees, Please do not  print unless unavoidable.

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