Today is Gandhi Jayanti – the birth of Mahatma Gandhi so I share three evergreen stories from Lassi with Lavina about how popular culture has viewed Gandhiji.
The first story is about the iconic film Gandhi and highlights Ben Kingsley who played this larger than life role.
The second story is about how Gandhi has been commercialized. Mahatma Gandhi, with his simple khadi loincloth and chappals, was the absolute antithesis of the avid consumer, yet the luxury brand Montblanc chose to honor his memory with a gold pen priced at $23,000.
The third story is about noted Japanese designer Issey Miyake and how he brought the Gandhian aesthetic – khadi – to high fashion in Manhattan.
Selling the Mahatma
Mahatma Gandhi, with his simple khadi loincloth and chappals, was the absolute antithesis of the avid consumer, yet the luxury brand Montblanc has chosen to honor his memory with a gold pen priced at $23,000.
According to the company’s website, “The Limited edition 241 is homage to 241 miles traveled by Gandhi on the Salt March. To mark this milestone in history, the precious fountain pen is limited worldwide to just 241 pieces. As befits its historical significance, the hand-crafted rhodium-plated 18 K solid gold nib of this Limited Edition, which is crowned by the Montblanc emblem in mother-of-pearl, shows a finely engraved image of Mahatma Gandhi on his path towards Indian independence.”
Even though Montblanc made a donation to the Mahatma Gandhi Foundation, and is earmarking a portion of the proceeds to a children’s shelter, the pen has written its own controversies, both in India and abroad. Almost every media outlet has had something to say about this, and none of it too kind.
Scott Simon on NPR, in his talk ‘The Marketing of the Mahatma’ suggested an alternative to the Montblanc pen: “Why not a Gandhi pencil? Make it in saffron yellow. Have artisans in the bustees of Calcutta or Mumbai etch the Mahatma’s name along the side. Wind it with a cotton thread. Limit production to 241 pencils, to uphold snob appeal, and sell that pencil for $25,000 — all of which would go to the kind of causes for which Gandhi lived and died.”
Well, I think Montblanc could still have created something of meaning, of lasting value. It could have been a stark black pen – simple, classic, iconic. A piece of coarse thread – used by Gandhi for weaving his khadi cloth – could have been spiraled around it. And like a jewel, a particle of sea salt could have been embedded on the top.
All proceeds could have gone to hardworking NGO’s to educate children, to help them write their own future. Yes, I know it sounds like a terrible business plan, but think about it – in the long run it could have probably been the best business proposition for doing real good and enhancing the brand-name of a company which stands for durability and quality.
