Growing up in a bustling neighbourhood of Chandigarh, India, the cacophony of street hawkers was the soundtrack of my childhood. The kaleidoscope of their wares — balloons in riotous colours, meticulously stacked fruits, basic groceries, tinkling ice cream carts, whimsical toys, and the ‘bartan-wala’ with his assortment of cleaning products — was a daily carnival that meandered through the streets.
Image: https://www.facebook.com/TasteAtlas
Fast forward to my life in Canada, and I find myself in the throes of discussions on productized services, thanks to trendy Twitter threads that caught my attention. Suddenly, nostalgia intermingles with a newfound realization: those street hawkers pioneered productizing services before it became a business buzzword.
Take, for instance, the ‘sabzi-wala’ (vegetable vendor) who’d adapted his cart into a mobile fresh-produce store. His pre-packaged bundles of daily cooking essentials (onions, tomatoes, and greens) at a fixed price were a boon for homemakers.
There was no debate or time-consuming selection process — grab, pay, and go. There was an early example of streamlining services and understanding customer needs to facilitate sales — the quintessence of productized service.
The ice cream cart parked at my school canteen is another example, with its limited but much-loved flavours. It heralded the sheer joy of simplicity and consistency – you knew exactly what to expect.
“Bhaiya, paise baad me le jaana!” or loosely translated, buy now, pay later.
One of my most endearing memories of the ice cream vendor is his generous credit system. There were days when I, a kid with empty pockets but eyes full of longing, would approach his cart.
Without missing a beat, he would hand me my favourite flavour, assuring me I could pay him later. This was my first encounter with the ‘buy now, pay later’ model, a popular financing solution in e-commerce.
With his simple ledger and trust in his customers, the ice cream vendor unknowingly pioneered this business model. His understanding of his customers’ needs and his flexibility in payment options won him loyal customers and ensured a steady business. It’s a lesson in customer trust and flexibility that many modern businesses can learn from bringing reliability and efficiency to service and joy to the consumer.
In today’s age, we pay premiums for subscriptions that curate and streamline choices for us. The ice cream vendor had nailed this concept decades ago.
And then there was the ‘bartan-wala,’ the roving household goods seller. His carefully categorized assortment of cleaning products was the epitome of targeted marketing. He knew his audience and their daily chores and provided solutions on the go.
Contemporary businesses now use sophisticated algorithms and CRM software to achieve what he did with keen observation and instinct.
In my article “Twadka,” published on my blog, I had envisioned a scenario where local service providers in India, like the ‘sabzi-wala,’ ‘dhobi,’ and ‘safari-wali,’ would use social media platforms like Twitter and Facebook to connect with their customers. I called these service providers’ Twelpers’ – a portmanteau of Twitter and helpers.
The ‘Twelper’ concept also included community-based groups on social media platforms, where customers could share reviews and recommendations about these service providers. This is akin to the customer feedback and review systems many online businesses rely on today.
In retrospect, the ‘Twelpers’ concept predicted how traditional services could be modernized and productized using technology. It was a testament to the fact that the principles of productized services — standardization, predictability, and customer-centricity — can be applied to any service, whether it’s a high-tech online business or a humble street hawker.
These hawkers were not just sellers but grassroots entrepreneurs who instinctively grasped the crux of productized services. They understood the power of consistency, the value of customer-centric solutions, and the art of targeted marketing.
As the world gets entangled in the jargon of productized services, a glance back at the humble street hawkers of my Indian neighbourhood reveals that the essence of this concept is timeless and universal. In their ingenuity lies a masterclass for today’s entrepreneurs.
