00:38.605 --> 00:42.109
-WE HUMAN BEINGS HAVE
TAKEN OVER THE WHOLE PLANET,

00:42.609 --> 00:44.111
BUT NOW WE MUST
LEARN TO SHARE IT

00:44.111 --> 00:46.614
OR ELSE WE WILL LOSE IT.

00:46.613 --> 00:51.618
WE HAVE TO OUTGROW TRIBALISM,
PATRIARCHY, ALL OUR OLD WAYS.

00:51.618 --> 00:54.121
AND WE HAVE TO MOVE FAST

00:54.121 --> 00:56.624
BECAUSE WE’RE
RUNNING OUT OF TIME.

01:35.162 --> 01:37.164
THIS IS NOT A RIOT.

01:37.664 --> 01:40.667
IT’S ANOTHER BUSINESS DAY
AT THE BOMBAY STOCK EXCHANGE.

01:41.168 --> 01:43.170
THE TOKYO EXCHANGE
HAS JUST CLOSED,

01:43.170 --> 01:45.172
AND FRANKFURT
IS ABOUT TO OPEN.

01:45.672 --> 01:48.175
THEN IT’S LONDON, WALL
 STREET, AND BACK TO TOKYO.

01:48.175 --> 01:51.178
THESE DAYS, BUSINESS
OPERATES AROUND THE CLOCK.

01:55.682 --> 01:57.184
NONE OF THESE MEN KNOW IT,

01:57.684 --> 02:01.188
BUT ON THIS DAY THERE’S A
BOMB TICKING AWAY IN THE
BASEMENT OF THIS BUILDING.

02:01.688 --> 02:06.693
IN 45 MINUTES, IT WILL EXPLODE,
AND SOME OF THEM WILL DIE.

02:06.693 --> 02:10.697
THERE’S A BOMB TICKING AWAY
UNDER THE WHOLE WORLD, TOO.

02:10.697 --> 02:14.201
IT COUNTS OFF THE 2 MILLION
EXTRA HUMAN BEINGS EACH WEEK

02:14.701 --> 02:17.704
AND THE 10 BILLION DOLLARS OF
ADDED CONSUMPTION EVERY MONTH.

02:18.205 --> 02:19.707
BUT WE’RE LUCKIER
THAN THESE MEN,

02:20.207 --> 02:23.711
WE STILL HAVE A LITTLE
TIME TO DIFFUSE OUR BOMB.

02:55.242 --> 02:58.245
WHEN I 1st CAME HERE IN 1963,

02:58.245 --> 03:03.250
THIS CITY WAS PROBABLY
THE LARGEST CONCENTRATION
OF HUMAN MISERY ON EARTH.

03:03.250 --> 03:06.754
PEOPLE EVEN CAME
HERE TO SEE THE MISERY.

03:06.753 --> 03:09.256
THEY STILL DO.

03:15.262 --> 03:18.265
CALCUTTA HAS BECOME OUR
STANDARD, ALL-PURPOSE IMAGE

03:18.265 --> 03:20.768
OF THE HOPELESSNESS
OF THE THIRD WORLD,

03:20.767 --> 03:22.769
OR EVEN OF THE
FUTURE IN GENERAL.

03:22.769 --> 03:28.275
THAT’S WHY FOREIGNERS - AND
SOME INDIANS, TOO - LOVE TO
MAKE FILMS HERE: GREAT IMAGES.

03:28.275 --> 03:31.278
BUT IT’S REALLY A BIT
MORE COMPLICATED THAN THAT.

03:37.284 --> 03:41.789
CALCUTTA WAS ONCE THE
SECOND-RICHEST CITY IN
THE WHOLE BRITISH EMPIRE.

03:41.788 --> 03:44.791
THEN IT FELL
INTO GREAT POVERTY.

03:44.791 --> 03:49.296
BUT IT’S NOT THE ETERNAL
DESTINY OF INDIANS TO BE POOR,

03:49.296 --> 03:52.800
JUST AS THERE’S NO NATURAL LAW
SAYING THAT PEOPLE IN THE NORTH

03:52.799 --> 03:54.801
WILL ALWAYS BE RICHER.

03:54.801 --> 03:59.806
IN FACT, THERE’S A HUGE SHIFT
OF WEALTH AND POWER UNDERWAY
IN THE WORLD RIGHT NOW.

04:07.314 --> 04:11.318
LOOKING BACK, YOU CAN NOW SEE
A PATTERN IN THE LAST 40 YEARS.

04:11.318 --> 04:15.322
IN THE MID-20th CENTURY, AS
THE COLONIAL EMPIRES COLLAPSED,

04:15.322 --> 04:21.328
MOST OF THE THIRD WORLD
TRIED TO SECEDE FROM THE
CAPITALIST WORLD ECONOMY.

04:21.328 --> 04:25.332
THE FREE MARKET, AFTER
ALL, WAS THE SYSTEM OF
THE WESTERN IMPERIALISTS.

04:30.837 --> 04:32.839
INDIA REMAINED A DEMOCRACY,

04:32.839 --> 04:35.842
BUT THE GOVERNMENT TOOK
OVER MOST OF THE ECONOMY.

04:35.842 --> 04:38.345
SOME OTHER COUNTRIES
WENT ALL THE WAY

04:38.345 --> 04:41.348
AND BECAME COMMUNIST
DICTATORSHIPS.

04:41.348 --> 04:44.351
BUT THE RESULT WAS THE SAME:

04:44.351 --> 04:47.855
GROWTH RATES FELL
    FURTHER AND FURTHER
BEHIND THE MARKET ECONOMIES,

04:47.854 --> 04:49.856
AND INDIA STAYED POOR.

04:53.360 --> 04:56.363
-WE WERE GROWING IN THE 70’S
AND 80’S AT 2 AND 3% PER ANNUM:

04:56.363 --> 04:58.365
WHAT IS CALLED THE
"HINDU RATE OF GROWTH".

04:58.365 --> 05:00.868
2.5% INCREASE IN
GROSS DOMESTIC PRODUCT;

05:00.867 --> 05:03.370
2.25% INCREASE IN POPULATION;

05:03.870 --> 05:05.872
GENERAL MISERY ALL AROUND.

05:05.872 --> 05:11.878
[GWYNNE DYER]: LAYER UPON LAYER
OF CONTROLS AND REGULATIONS WAS
FASTENED ONTO INDIA’S ECONOMY.

05:11.878 --> 05:14.881
FOREIGN INVESTORS WERE
TANGLED UP IN RED TAPE,

05:14.881 --> 05:18.885
INEFFICIENT STATE-OWNED FIRMS
SUCKED IN ENDLESS SUBSIDIES,

05:18.885 --> 05:21.888
AND THE PRIVATE SECTOR
WAS REGULATED TO ITS KNEES.

05:21.888 --> 05:27.394
A HUGE CLASS OF BUREAUCRATS
AND OFFICIALS FLOURISHED
    AND MULTIPLIED.

05:27.394 --> 05:29.396
WITH PREDICTABLE RESULTS.

05:31.898 --> 05:35.402
BY THE LATE 80’S, INDIA
WAS EFFECTIVELY BANKRUPT.

05:35.402 --> 05:37.905
AND TO RAISE FOREIGN LOANS,

05:37.904 --> 05:42.409
THE GOVERNMENT HAD TO
SCRAP THE STATE CONTROLS.

05:42.409 --> 05:45.412
[DORAB SOPARIWALA]: IT’S A PITY
THAT LIBERALISATION HAS TO BE

05:45.412 --> 05:47.915
THE LAST REFUGE OF
THE DISCREDITED POLITICIAN,

05:47.914 --> 05:49.416
BUT REGRETTABLY THAT IS SO.

05:49.416 --> 05:52.419
UNTIL THE MID-70’S OR
EARLY 80’S, WE THOUGHT:

05:52.419 --> 05:55.422
WE ARE IN THIS MORASS
FOREVER AND FOREVER.

05:55.422 --> 05:58.425
OUR POLITICIANS PROMISE
US THINGS, AND THINGS
HAPPEN ONCE IN A WHILE;

05:58.425 --> 06:00.427
MOST OF THE TIME
THEY DON’T HAPPEN.

06:00.427 --> 06:01.929
NOW WE KNOW THINGS DO HAPPEN.

06:04.931 --> 06:08.435
[GWYNNE DYER]: THE STATE-
CONTROLLED ECONOMY DIDN’T
JUST FAIL IN INDIA,

06:08.435 --> 06:10.437
IT FAILED EVERYWHERE.

06:10.437 --> 06:15.442
IT WAS A 40-YEAR DETOUR INTO
GOOD SOCIALIST PRINCIPLES
AND LOW GROWTH,

06:15.442 --> 06:17.444
AND NOW, IT’S OVER.

06:17.444 --> 06:21.448
AT THE END OF THE 80’S,
THE CHINESE COMMUNISTS
SWITCHED TO A MARKET ECONOMY.

06:21.448 --> 06:24.451
THE OLD SOVIET
BLOCK JUST COLLAPSED.

06:24.451 --> 06:29.957
AND THE FREE MARKET IS NOW AT
WORK IN INDIA, IN SOUTH-EAST
ASIA, IN LATIN AMERICA.

06:33.960 --> 06:35.462
ANOTHER 3 BILLION PEOPLE

06:35.962 --> 06:38.465
ARE CLIMBING ONTO THE
FREE MARKET BANDWAGON,

06:38.465 --> 06:40.968
WHETHER THERE’S ROOM OR NOT.

06:44.471 --> 06:46.974
WE’RE CLEARLY PUSHING
THINGS TO A LIMIT,

06:46.973 --> 06:49.976
ALTHOUGH WE DON’T QUITE KNOW
YET JUST WHERE THE LIMIT IS.

06:49.976 --> 06:53.480
BUT THE DEVELOPED WORLD HAS
NO RIGHT TO BAR OTHER PEOPLE

06:53.480 --> 06:55.983
FROM TAKING THE ROAD IT
HAS ALREADY TRAVELLED ITSELF.

06:55.982 --> 06:58.485
IT COULDN’T EVEN
STOP THEM IF IT TRIED.

06:58.485 --> 07:02.990
SOME COUNTRIES MAY LAG BEHIND,
BUT 30 OR 40 YEARS FROM NOW,

07:02.989 --> 07:07.494
MOST OF THE HUMAN RACE
WILL BE CONSUMING AT AN
INDUSTRIALIZED LEVEL.

07:07.494 --> 07:10.497
ONCE PEOPLE CAN SEE
WHAT THEY MIGHT HAVE,

07:10.497 --> 07:13.500
THEY WON’T STOP
UNTIL THEY GET IT.

07:13.500 --> 07:20.007
AND THERE’S A WHOLE INDUSTRY
THAT SPECIALIZES IN TELLING
THEM THEY WANT IT RIGHT NOW.

07:20.006 --> 07:21.508
-GIVE ME RED!

07:25.512 --> 07:27.514
GIVE ME RED!

07:27.514 --> 07:29.516
GIVE ME RED! GIVE ME RED!

07:29.516 --> 07:31.018
GIVE ME RED!

07:31.017 --> 07:32.519
GIVE ME RED!

07:35.522 --> 07:37.524
IT’S HUMAN NATURE
TO WANT THINGS:

07:37.524 --> 07:40.527
THAT’S WHAT HAS SHAPED OUR
CIVILIZATION FROM THE START.

07:40.527 --> 07:43.030
AND YOU CAN STILL
SEE IT AT WORK TODAY,

07:43.029 --> 07:46.533
EVEN IN THE REMOTEST
CORNERS OF THE PLANET.

08:10.056 --> 08:14.060
THE HUMAN RACE IS AN
EVOLUTIONARY EXPERIMENT,

08:14.060 --> 08:16.563
AND THIS IS WHERE THE
EXPERIMENT WENT INTO HIGH GEAR,

08:16.563 --> 08:18.565
ABOUT 10,000 YEARS AGO:

08:18.565 --> 08:21.068
THE AGRICULTURAL VILLAGE.

08:35.081 --> 08:37.083
WE USED TO BE LIKE
OTHER WILD ANIMALS,

08:37.584 --> 08:41.088
WANDERING AROUND IN SMALL
BANDS AND MAKING OUR LIVING
BY HUNTING AND GATHERING.

08:41.087 --> 08:45.091
BUT THEN, WE
INVENTED AGRICULTURE.

08:49.095 --> 08:50.597
AND SUDDENLY, THERE WE WERE,

08:51.097 --> 08:55.101
LIVING IN PERMANENT HOUSES,
CONTROLLING OTHER ANIMALS,

08:55.602 --> 08:57.604
MAKING THE SOIL
YIELD UP PLANTS.

09:07.614 --> 09:10.617
WE CHANGED OUR WAYS,
AND REAPED THE REWARDS.

09:10.617 --> 09:14.621
NOW WE RE-SHAPE THE
WORLD TO SUIT OURSELVES,

09:14.621 --> 09:20.127
AND THERE ARE AROUND 500 TIMES
AS MANY OF US AS THERE WERE
WHEN WE CAME IN FROM THE WILD.

09:22.629 --> 09:25.632
BUT THIS NEW STYLE OF
LIVING HAD A HIGH PRICE.

09:26.132 --> 09:29.636
MOST PEASANT FARMERS GOT
BARELY ENOUGH GRAIN TO EAT,

09:29.636 --> 09:31.638
AND PRACTICALLY NO MEAT.

09:31.638 --> 09:35.642
VILLAGE LIFE MEANT
DRUDGERY AND POVERTY

09:35.642 --> 09:37.644
AND NARROW HORIZONS
FOR MOST PEOPLE.

09:37.644 --> 09:40.647
UNTIL RECENTLY.

09:53.660 --> 09:58.165
PUNJIVAN PRAJAPAT BELONGS
TO THE POTTER’S CASTE.

09:58.164 --> 10:03.169
IN TRADITIONAL INDIA,
THAT WOULD HAVE MEANT HIS
SONS WOULD BE POTTERS TOO,

10:03.169 --> 10:06.172
AND HIS DAUGHTERS
WOULD MARRY POTTERS.

10:06.172 --> 10:09.175
HE AND HIS WIFE,
DIVARIVEN, WORK 60

10:09.175 --> 10:11.678
OR 70 HOURS A WEEK
TO MAKE ENDS MEET.

10:11.678 --> 10:13.680
BUT THEIR 13-YEAR-OLD DAUGHTER,

10:13.680 --> 10:17.684
GITA, WILL STAY IN
SCHOOL TILL SHE GRADUATES.

10:18.184 --> 10:20.186
THAT WOULD HAVE BEEN UNHEARD
OF WHEN HER MOTHER WAS A GIRL,

10:20.186 --> 10:24.190
BUT THE VILLAGE OF ASHAGAD
    IS CEASING TO BE A
    TRADITIONAL PLACE.

10:55.722 --> 11:00.227
[GWYNNE DYER]: FOR PUNJIVAN
THE CHANGES ARE NOT ENTIRELY
GOOD NEWS.

11:00.226 --> 11:04.731
PEOPLE WHO EARN THEIR LIVING
BY MAKING SIMPLE PRODUCTS
FOR THE VILLAGE MARKET

11:04.731 --> 11:07.734
ARE BEING SQUEEZED OUT.

11:07.734 --> 11:10.737
MANY VILLAGERS CAN AFFORD TO BUY

11:10.737 --> 11:12.739
MANUFACTURED PRODUCTS NOWADAYS.

11:12.739 --> 11:14.741
OFTEN, THEY PREFER THEM.

11:25.251 --> 11:28.254
AND IT’S NOT JUST NECESSITIES.

11:28.254 --> 11:32.258
PEOPLE WANT TO INDULGE THEIR
VANITY A BIT, HAVE A LITTLE FUN.

11:32.258 --> 11:34.761
THERE SHOULD BE MORE TO LIFE

11:34.761 --> 11:37.764
THAN MERE SURVIVAL.

11:39.766 --> 11:43.770
AS MISS PIGGY WISELY
REMARKED, LESS IS NOT MORE.

11:43.770 --> 11:45.772
MORE IS MORE.

11:45.772 --> 11:49.276
20 YEARS AGO, HARDLY ANY
INDIAN VILLAGE HAD A SHOP IN IT.

11:49.275 --> 11:50.777
NOW MOST DO.

11:50.777 --> 11:54.781
AND WHAT’S IN THE SHOPS
IS QUITE RECOGNIZABLE.

11:54.781 --> 11:57.284
HALF THE BRANDS
ARE FAMILIAR NAMES

11:57.283 --> 12:00.787
THAT SIT ON SHELVES IN
DOZENS OF OTHER COUNTRIES TOO.

12:00.787 --> 12:03.790
PEOPLE TALK ABOUT GLOBALISATION,

12:03.790 --> 12:07.294
THIS IS WHAT IT LOOKS
LIKE IN AN INDIAN VILLAGE.

12:15.301 --> 12:17.804
IN A VILLAGE LIKE
ASHAGAD, OF COURSE,

12:17.804 --> 12:22.309
SOME BITS OF THE GLOBAL
ECONOMY MAY ARRIVE ON
TOP OF AN ELEPHANT.

12:57.844 --> 13:00.347
THIS IS JUST LIKE
THE MEDICINE SHOWS

13:00.346 --> 13:04.350
THAT USED TO TOUR NORTH-AMERICAN
VILLAGES A CENTURY AGO.

13:07.854 --> 13:10.357
HINDUSTAN LEVER IS THE LARGEST

13:10.356 --> 13:12.358
FOREIGN-OWNED COMPANY IN INDIA,

13:12.358 --> 13:15.361
AND EVERY DAY IT STAGES SHOWS
LIKE THIS ALL OVER THE COUNTRY.

13:15.361 --> 13:17.363
TO SELL SOAP.

13:17.363 --> 13:20.867
-THE TOTAL MARKET FOR THE
PRODUCTS WHICH MY COMPANY
MAKES IN THIS COUNTRY

13:20.867 --> 13:23.370
IS CLOSE TO 3 MILLION
TONS PER ANNUM.

13:23.870 --> 13:26.373
NOW TO GIVE YOU AN IDEA
OF THE SCALE OF OPERATIONS,

13:26.372 --> 13:28.374
LET ME GIVE YOU 1 OR 2 EXAMPLES.

13:28.374 --> 13:33.379
NOW, HERE IS A TABLET OF VERY
POPULAR BATHING SOAP IN INDIA.

13:33.379 --> 13:34.881
THIS IS CALLED LIFEBUOY.

13:34.881 --> 13:37.384
THIS IS ALSO MADE IN SOME
OTHER PARTS OF THE WORLD,

13:37.383 --> 13:39.886
BUT THIS IS THE MOST POPULAR
BRAND OF TOILET SOAP IN INDIA.

13:39.886 --> 13:42.889
IT IS THE LARGEST
SOAP MADE IN INDIA:

13:42.889 --> 13:45.892
THE VOLUME IS AROUND
135,000 TONS PER ANNUM.

13:45.892 --> 13:50.397
NEXT YEAR, IT’S GOING
TO BE 150,000 TONS.

13:54.400 --> 13:56.903
WE’RE TALKING OF A POPULATION
OF 900 MILLION PEOPLE.

13:57.403 --> 13:58.905
THIS IS ALMOST 3.5 TIMES

13:59.405 --> 14:03.910
THE SIZE OF THE POPULATION
OF A LARGE COUNTRY LIKE THE
UNITED STATES OF AMERICA.

14:08.414 --> 14:11.417
[GWYNNE DYER]: THE WORLD BANK
CHIEF ECONOMISTS SAID RECENTLY

14:11.417 --> 14:15.421
THAT WHEN CHINA AND INDIA
ENTER THE GLOBAL MARKET,

14:15.421 --> 14:17.924
THE IMPACT ON THE WORLD
ECONOMY WILL BE AS GREAT

14:18.424 --> 14:20.426
AS WAS THE ENDING
OF THE COLD WAR.

14:55.461 --> 14:57.463
[GWYNNE DYER]: MEN DON’T
DO THE WASHING IN ASHAGAD,

14:57.463 --> 15:00.466
BUT THEY DO MAKE THE BIG
DECISIONS LIKE WHICH SOAP
        TO BUY.

15:00.466 --> 15:06.472
THE STAR AT TODAY’S
    DEMONSTRATION IS RAJU,
THE SON OF PUNJIVAN THE POTTER.

15:35.001 --> 15:37.504
[GWYNNE DYER]: THIS IS
AN EXPENSIVE OPERATION:

15:37.503 --> 15:41.007
4 SALESMEN, A RENTED
ELEPHANT, A HIRED BAND.

15:41.007 --> 15:45.512
HINDUSTAN LEVER HAS
2,000 TEAMS LIKE THIS
WASHING THEIR WAY

15:45.511 --> 15:47.513
THROUGH INDIAN
VILLAGES EVERY DAY,

15:47.513 --> 15:52.018
AND THEIR ROUTES ARE PLANNED BY
A VERY LARGE COMPUTER PROGRAMME.

15:52.018 --> 15:55.021
WHY? IS RAJU’S SHIRT
REALLY THAT DIRTY?

16:00.026 --> 16:04.030
[DORAB SOPARIWALA]: WHAT IS
HAPPENING IS WHAT HAS HAPPENED
IN EUROPE OR IN NORTH AMERICA:

16:04.030 --> 16:06.032
THAT FOR MOST
PRODUCT CATEGORIES

16:06.032 --> 16:10.036
THE INCREASE IN USAGE
IS IN A WAY LINKED TO
THE INCREASE IN POPULATION.

16:10.036 --> 16:13.540
YOU CAN’T GET A GROWTH OF 10%
IN TOOTHPASTE IN NORTH AMERICA.

16:13.539 --> 16:18.044
IN FACT, IT MIGHT GO DOWN
BECAUSE PEOPLE ARE LOSING THEIR
TEETH FASTER THAN THEY USED TO.

16:18.044 --> 16:22.048
BUT IN INDIA, TO EXPAND,
TO GET MORE VOLUME,

16:22.548 --> 16:25.551
YOU HAVE TO GO INTO A MARKET
THAT’S TOTALLY UNTAPPED.

16:25.551 --> 16:29.055
RURAL INDIA HAS ABOUT
600 MILLION PEOPLE.

16:29.055 --> 16:30.557
THAT’S A LOT OF PEOPLE.

16:30.556 --> 16:33.559
NOW EVEN IF 5% OF THEM USE IT,

16:33.559 --> 16:36.062
THAT COULD GIVE THE SIZE
OF THE POPULATION OF CANADA,

16:36.062 --> 16:38.565
OR BIGGER THAN
THE POPULATION OF CANADA.

16:38.564 --> 16:41.567
THERE IS GOLD IN THEM
HILLS, AS THEY USED TO SAY.

16:41.567 --> 16:43.569
YOU’VE GOT TO LOOK FOR IT.

17:02.088 --> 17:05.091
[GWYNNE DYER]: WHEN PUNJIVAN
WAS A BOY LEARNING POTTERY
FROM HIS FATHER,

17:05.591 --> 17:09.095
ASHAGAD WAS A 3-DAY
TRIP FROM BOMBAY.

17:09.095 --> 17:11.097
NOW IT’S ONLY A 4-HOUR DRIVE.

17:11.097 --> 17:13.099
AND PUNJIVAN’S SON, RAJU,

17:13.099 --> 17:16.603
HAS FIGURED OUT THAT THERE
WON’T BE MUCH DEMAND FOR
CHEAP HANDMADE POTTERY HERE

17:17.103 --> 17:18.605
20 YEARS FROM NOW.

17:18.604 --> 17:22.108
RAJU DRIVES AN AUTO
RICKSHAW FOR A LIVING.

17:32.618 --> 17:34.620
PUNJIVAN’S YOUNGEST
BROTHER, AMRIT,

17:34.620 --> 17:38.124
HAS ALSO BROKEN AWAY FROM
THE TRADITIONS OF HIS CASTE,

17:38.624 --> 17:40.126
AND HE’S NEVER REGRETTED IT.

17:40.626 --> 17:42.628
HE HAS A COUPLE
OF SEWING MACHINES,

17:43.129 --> 17:47.634
AND 2 EMPLOYEES... AND
HE MAKES AT LEAST TWICE
AS MUCH AS PUNJIVAN.

18:23.169 --> 18:26.172
[GWYNNE DYER]: PUNJIVAN IS 18
YEARS OLDER THAN HIS BROTHER,

18:26.172 --> 18:31.177
AND WHEN HE WAS A YOUNG
MAN, CASTE WAS DESTINY
IN A VILLAGE LIKE ASHAGAD.

18:31.177 --> 18:34.681
BUT HE’D PROBABLY CHANGE
JOBS TOO IF HE WERE YOUNGER.

18:37.183 --> 18:41.187
THE BROTHERS LIVE SIDE BY
SIDE ON THE SAME PIECE OF
    RENTED LAND,

18:41.187 --> 18:43.690
BUT THEIR LIVES
ARE A CENTURY APART.

18:43.689 --> 18:47.693
PUNJIVAN’S HOUSE
HAS 2 LIGHT BULBS.

18:47.693 --> 18:53.199
AMRIT’S HOUSE HAS A RADIO,
AND A BLENDER, AND A FAN,
    AND A TELEVISION.

19:53.259 --> 19:56.763
[GWYNNE DYER]: LIFE TAKES
ON NEW MEANINGS WHEN YOU
PUT IT ON TELEVISION.

19:56.762 --> 20:01.767
EVEN THE TEA YOU DRINK
BECOMES A LIFESTYLE CHOICE.

20:01.767 --> 20:05.271
[DORAB SOPARIWALA]: TELEVISION
HAS EXISTED IN INDIA, I THINK,

20:05.271 --> 20:08.775
SINCE THE 1960’S, BUT
ONLY IN THE CITY OF DELHI,

20:08.774 --> 20:11.277
AND A VERY SMALL NUMBER OF SETS.

20:11.277 --> 20:14.781
THEN CAME THE ASIAN GAMES,
I THINK IT WAS IN 1984...

20:14.780 --> 20:19.785
THE GOVERNMENT DECIDED THAT YOU
WOULD BE ALLOWED TO IMPORT SETS
IF YOU HAD RELATIVES.

20:19.785 --> 20:23.289
THERE ISN’T AN INDIAN WHO
DOESN’T HAVE A RELATIVE ABROAD.

20:23.289 --> 20:25.792
AND THOSE FEW WHO DON’T CAN
ALWAYS MANUFACTURE RELATIVES.

20:25.791 --> 20:28.294
INDIANS ARE VERY GOOD AT
MANUFACTURING EVERYTHING,
    EXCEPT GOODS.

20:28.294 --> 20:30.296
THEY’RE VERY GOOD AT
MANUFACTURING RELATIVES.

20:30.296 --> 20:32.298
SO YOU GOT THEM
TO SEND YOU A SET.

20:32.298 --> 20:35.802
THERE WERE TIMES WHEN AIRCRAFTS
COULD NOT LAND AT BOMBAY AIRPORT

20:35.801 --> 20:38.304
BECAUSE THE TARMAC WAS
FULL OF TELEVISION SETS.

20:38.304 --> 20:43.309
SONY WAS SOLD OUT IN
DUBAI AND IN HONG KONG.
YOU COULDN’T GET THEM.

20:43.309 --> 20:46.312
THAT WAS THE START
OF THE TELEVISION AGE.

20:59.325 --> 21:05.331
TELEVISIONS ARE REALLY BECOMING
PERHAPS THE MOST IMPORTANT
STATUS AND LIFESTYLE NEED

21:05.331 --> 21:08.334
THAT THE CONSUMER TODAY
HAS IN THE COUNTRY.

21:08.334 --> 21:13.840
-SHOULD THE NEW ONIDA
BE BANNED JUST TO STOP
THE FRESH WAVE OF ENVY?

21:16.842 --> 21:19.345
SHOULD IT BE BANNED JUST
BECAUSE IT’S SO ADVANCED?

21:19.345 --> 21:20.847
YOU WILL DECIDE!

21:20.846 --> 21:22.848
AH!

21:22.848 --> 21:25.851
-ONIDA: NEIGHBOUR’S ENVY.

21:25.851 --> 21:28.354
OWNER’S PRIDE.

21:35.361 --> 21:37.864
[GWYNNE DYER]: BOMBAY
IS INDIA’S NEW YORK.

21:37.863 --> 21:43.869
13 MILLION PEOPLE ALREADY,
AND IT’S GROWING BY 2,000
    MORE EVERY DAY.

21:50.876 --> 21:54.380
PEOPLE WILL TRY ANYTHING THAT
SEEMS TO IMPROVE THEIR LIVES.

21:54.380 --> 21:57.383
THEY EVEN LEAVE THEIR VILLAGES
AND EVERYTHING THEY KNOW BEHIND

21:57.383 --> 21:59.385
AND MOVE TO THE CITY.

22:13.399 --> 22:16.903
THESE WATER PIPES ARE A
LIFELINE FOR THE MILLIONS
OF PEOPLE IN BOMBAY

22:16.902 --> 22:19.905
WHO ALREADY HAVE A
DECENT PLACE TO LIVE.

22:19.905 --> 22:23.909
THEY ALSO SERVE SOME OF
THE MILLIONS WHO DON’T.

22:33.919 --> 22:35.921
THIS SQUATTER SETTLEMENT IS HERE

22:35.921 --> 22:38.924
BECAUSE THE PEOPLE CAN TAP
PLENTY OF FRESH WATER OUT
    OF THE PIPES.

22:45.431 --> 22:48.935
YOU’LL FIND SIMILAR SCENES
ALL OVER THE THIRD WORLD.

22:48.934 --> 22:52.938
IN CAIRO, IN MEXICO
CITY, IN DJAKARTA.

22:52.938 --> 22:57.443
PEOPLE FLOCK TO THE
CITIES IN THE HOPE OF
ENTERING CONSUMER HEAVEN.

22:57.443 --> 23:00.446
MANY OF THEM WILL, IN THE END...

23:00.446 --> 23:02.448
OR AT LEAST THEIR CHILDREN WILL.

23:02.448 --> 23:05.952
BUT 1st, THEY HAVE TO
SPEND THEIR TIME IN HELL.

23:18.464 --> 23:24.971
THE NEW BOMBAY STOCK EXCHANGE
WAS BUILT FOR THE BOOM THAT CAME
WITH THE OPENING OF THE ECONOMY.

23:24.970 --> 23:29.475
THE TRADERS TOUCH THE STEP
FOR GOOD LUCK ON THEIR WAY
INTO THE STOCK EXCHANGE,

23:29.475 --> 23:32.478
AS PEOPLE ONCE TOUCHED
THE STEPS OF THE TEMPLE,

23:32.478 --> 23:34.981
BUT NOW THE RELIGION
    HAS CHANGED.

23:37.983 --> 23:39.985
MONEY IS VERY IMPORTANT
    IN THIS TEMPLE,

23:39.985 --> 23:43.489
BUT THE REAL IDOL
IS GROWTH ITSELF.

23:45.491 --> 23:49.495
IT HAS SO MANY WORSHIPPERS
THAT THEY SPILL OVER INTO
    THE STREET BELOW.

23:51.997 --> 23:53.999
OUTSIDE THE STOCK EXCHANGE,

23:53.999 --> 23:58.003
DEALERS SELL STOCKS
TO ORDINARY INDIANS WHO
WANT A PIECE OF THE ACTION.

23:58.003 --> 24:00.506
THERE’S ALREADY BEEN 1 BIG SCAM,

24:00.506 --> 24:04.010
AND OF COURSE, IT WAS MOSTLY THE
SMALL INVESTORS WHO GOT BURNED.

24:09.515 --> 24:11.517
FOREIGN INVESTMENT
IS POURING INTO INDIA:

24:12.017 --> 24:16.021
GENERAL ELECTRIC,
BMW, HONDA, IBM,

24:16.021 --> 24:18.023
KELLOGG... EVERYBODY IS COMING.

24:18.524 --> 24:23.029
AND THAT’S FORCING
INDIAN BUSINESS TO
GET MORE COMPETITIVE TOO.

24:23.529 --> 24:27.033
GLOBALISATION MAKES
EVERYBODY MOVE FASTER.

24:30.536 --> 24:34.040
THE TRADERS DEAL AS IF
THERE WERE NO TOMORROW.

24:34.039 --> 24:36.041
AND FOR SOME OF
THEM, UNFORTUNATELY,

24:36.041 --> 24:39.044
THERE WON’T BE A TOMORROW.
    3 FLOORS DOWN,

24:39.545 --> 24:41.547
A BOMB TICKS PATIENTLY AWAY.

24:48.554 --> 24:51.057
♪ ARE YOU READY FOR THE MAGIC ♪
-YEAH!

24:51.056 --> 24:53.559
♪ ARE YOU READY FOR THE MAGIC ♪

24:53.559 --> 24:56.062
♪ ARE YOU READY FOR THE MAGIC ♪

24:56.061 --> 24:58.564
-LET THE MAGIC BEGIN.
       -WOW!

25:06.071 --> 25:08.574
[GWYNNE DYER]: THE MAGIC IS
IN THE FREE MARKET TRINITY:

25:08.574 --> 25:12.578
PRODUCTION, DISTRIBUTION
    AND MARKETING.

25:16.081 --> 25:20.085
THE PARTICULAR JOB
OF ADVERTISING IS TO
GLAMOURIZE CONSUMPTION.

25:20.085 --> 25:24.590
PEOPLE IN THE AD TRADE
    ARE USUALLY PRETTY GOOD
AT GLAMOURIZING THEMSELVES TOO.

25:24.590 --> 25:29.595
-AND THE OTHER WINNER:
ENTERPRISE ADVERTISING
 PRIVATE LIMITED.

25:29.595 --> 25:32.098
PRODUCT: INDO-BIOTIC
 FOODS LIMITED.

25:32.097 --> 25:34.600
CREATED BY: MOHAMMED KHAN.

25:42.608 --> 25:44.610
-ENTERPRISE, GOOD MORNING...

25:45.110 --> 25:48.614
YES... YES, JUST
ONE MOMENT, PLEASE.

25:53.619 --> 25:56.622
-BOMBAY HAS SOME OF THE MOST
EXPENSIVE REAL ESTATE IN THE
WORLD;

25:57.122 --> 25:59.124
SPACE IS AT A
PREMIUM AROUND HERE.

26:01.126 --> 26:04.129
WE HAVE OUR ACCOUNT MANAGEMENT
SECTION ON THIS SIDE,

26:04.630 --> 26:08.134
WE HAVE CREATIVE AROUND THAT
SIDE, AND I SIT OVER THERE.

26:11.136 --> 26:15.140
[GWYNNE DYER]: MOHAMMED KHAN
GOT HIS START SELLING VACUUM
CLEANERS IN LONDON.

26:15.140 --> 26:18.644
NOW HE’S THE MANAGING DIRECTOR
OF ENTERPRISE ADVERTISING.

26:19.144 --> 26:24.650
HIS FIRM CONCENTRATES
ON BOMBAY’S AFFLUENT AND
UPWARDLY MOBILE CONSUMERS.

26:24.650 --> 26:28.154
-ONE OF THE MOST SIGNIFICANT
CHANGES THAT WE’RE SEEING

26:28.153 --> 26:30.656
IS IN THE ATTITUDE OF
WOMEN IN THIS COUNTRY.

26:30.656 --> 26:33.159
IN THE OLD DAYS, WOMEN DIDN’T...

26:33.158 --> 26:38.664
A LOT OF WOMEN HAD THIS FEELING
OF GUILT ABOUT SPENDING MONEY
ON THEMSELVES.

26:38.664 --> 26:40.666
SO IF THEY WANTED
TO BUY SOMETHING,

26:40.666 --> 26:44.670
IT HAD TO BE FOR THE
FAMILY RATHER THAN FOR
HER OWN PERSONAL USE.

26:44.670 --> 26:46.672
TODAY THAT HAS CHANGED.

26:49.174 --> 26:55.180
FOR INSTANCE, WE HAVE
LAUNCHED THIS NEW BRAND
CALLED MAXIMUM OVERNIGHT CREAM.

26:55.180 --> 26:57.182
IT’S AN EXPENSIVE PRODUCT.

26:57.182 --> 26:59.685
BUT THIS IS A VERY,
VERY SUCCESSFUL LAUNCH.

26:59.685 --> 27:01.687
THIS GUILT HAS GONE.

27:01.687 --> 27:05.191
WOMEN DON’T MIND GOING AND
SPENDING MONEY ON A PRODUCT

27:05.190 --> 27:08.694
WHICH IS FOR THEIR OWN
EXCLUSIVE USE IN THE HOME.

27:08.694 --> 27:11.197
THE POINT THAT
I WANT TO MAKE IS THAT

27:11.196 --> 27:15.200
THE INDIAN URBAN PERSON
IS AS SOPHISTICATED

27:15.200 --> 27:19.204
AND AS SAVVY AS ANYBODY
ANYWHERE IN THE WORLD.

27:24.710 --> 27:28.214
[GWYNNE DYER]: THE OLD CULTURAL
BARRIERS ARE FALLING FAST.

27:28.213 --> 27:32.217
TRADITIONALLY PEOPLE DON’T EVEN
KISS ON SCREEN IN INDIAN MOVIES.

27:32.718 --> 27:35.221
BUT NOW TV HAS
CONDOM COMMERCIALS

27:35.220 --> 27:37.723
THAT DON’T EVEN
MENTION BIRTH CONTROL.

27:45.731 --> 27:49.235
AND WHEN THEY CAN
SHOOT COMMERCIALS TO
THIS STANDARD IN BOMBAY,

27:49.234 --> 27:52.237
HOW LONG WILL THEY
GO ON SHOOTING THEM
IN HIGH-WAGE PLACES

27:52.237 --> 27:54.740
LIKE HAMBURG AND NEW YORK?

27:55.240 --> 27:58.243
THE GLOBAL ECONOMY REALLY
DOES MEAN GLOBAL COMPETITION.

28:05.751 --> 28:07.753
-I MEAN, IT’S REALLY INCREDIBLE,

28:08.253 --> 28:11.256
IN MY LIFETIME, AND I JOINED
ADVERTISING IN THE LATE 50’S...

28:11.256 --> 28:13.258
I WAS FROM THE THEATRE.

28:13.258 --> 28:16.762
I TRAINED AT RADA,
    THE ROYAL ACADEMY
OF DRAMATIC ARTS IN LONDON.

28:16.762 --> 28:19.265
I THOUGHT I’D START
A THEATRE AND SO ON...

28:19.264 --> 28:21.266
BUT IT DIDN’T PAY MONEY.

28:21.266 --> 28:24.269
I NEEDED TO KEEP BODY
AND SOUL TOGETHER...

28:24.269 --> 28:26.772
SO I JOINED THIS... LUCRATIVE...

28:26.772 --> 28:29.275
I SOLD MY SOUL FOR MONEY.

28:29.274 --> 28:33.779
IN A WAY, I’M NOT UNHAPPY
ABOUT IT BECAUSE I’VE LEARNED
A LOT FROM ADVERTISING:

28:33.779 --> 28:36.782
COMMUNICATIONS,
WHAT MAKES PEOPLE TICK,

28:36.782 --> 28:39.785
HOW DO THEY RESPOND TO
CERTAIN STIMULI, AND SO ON.

28:44.289 --> 28:49.294
LEVER’S IN INDIA, HINDUSTAN
LEVER, HAD DONE SOME
RESEARCH FOR A NEW SOAP.

28:49.294 --> 28:52.798
THE QUESTIONS I ASKED THE
RESEARCH PEOPLE TO FIND OUT WAS:

28:52.798 --> 28:56.802
WHAT DOES THE MIDDLE CLASS
HOUSEWIFE DO IN THE BATHROOM?

28:58.804 --> 29:00.806
AND IT’S VERY INTERESTING...

29:00.806 --> 29:05.811
FROM THE MORNING WHEN SHE GETS
UP TILL THE TIME SHE GOES TO
BED SHE HAS NO PRIVATE TIME.

29:05.811 --> 29:10.316
THE ONLY TIME SHE HAS PRIVATE
TIME IS WHEN SHE LOCKS THAT
BATHROOM DOOR AND IS BY HERSELF.

29:10.315 --> 29:13.318
BECAUSE SHE’S WORKING
FOR HER MOTHER-IN-LAW,
HER CHILDREN, HER HUSBAND...

29:13.318 --> 29:17.322
SHE’S REALLY A WORK HORSE.
IT’S A LIFE OF GREAT DRUDGERY.

29:17.322 --> 29:23.328
WE FOUND OUT THAT WHEN SHE
LOCKS THAT BATHROOM DOOR,
SHE BEGINS TO HUM TO HERSELF.

29:23.328 --> 29:27.833
USUALLY SNATCHES FROM
THE LATEST HINDI FILM SONG.

29:27.833 --> 29:31.337
AND THEN WE PROBED FURTHER,
AND IT SEEMS THAT SHE DAYDREAMS.

29:31.336 --> 29:33.338
WHAT DOES SHE DAYDREAM?

29:33.338 --> 29:37.342
SHE DAYDREAMS THAT
SHE’S ESCAPING FROM
THIS LIFE OF DRUDGERY

29:37.342 --> 29:42.347
AND AMITABH BHACHAN - THE
GREAT HERO, HE’S THE CLARK
GABLE OF HIS GENERATION -

29:42.347 --> 29:47.853
COMES ON A WHITE HORSE AND
HE CARRIES HER OFF AND THEY
GO OFF INTO THE SUNSET.

29:47.853 --> 29:49.855
THAT SORT OF DAYDREAMING...

29:49.855 --> 29:54.360
OBVIOUSLY SHE WAS LOOKING
FOR SOMETHING OF AN ESCAPE.

29:54.359 --> 30:00.866
MY INSTINCTS TOLD ME
THAT IF WE COULD GEAR
A SOAP AROUND AN ESCAPE,

30:00.866 --> 30:04.370
THAT THE BATH WAS AN
ESCAPE INTO A FANTASY WORLD,

30:04.369 --> 30:06.371
WE MIGHT GET SOMETHING.

30:06.371 --> 30:09.374
AND I HAD THIS FANTASY
OF MY OWN, ANYWAY...

30:09.374 --> 30:11.376
SINCE, I THINK, I WAS
IN SCHOOL OR COLLEGE,

30:11.376 --> 30:13.879
ABOUT A GIRL BATHING
IN A WATERFALL.

30:13.879 --> 30:18.384
AND SURE ENOUGH, YOU PUT
THE GIRL IN THE WATERFALL,

30:18.383 --> 30:21.386
AND THERE SHE IS, LAUGHING
AND ENJOYING HERSELF...

30:21.386 --> 30:26.391
JUST SHE ALONE, JUST SHE
AND HER WHOLE WORLD OF
EXHILARATION, FRESHNESS.

30:26.391 --> 30:29.895
LIRIL IS THE FRESHNESS SOAP.

30:29.895 --> 30:31.397
WITHIN A VERY SHORT TIME,

30:31.396 --> 30:34.900
IT ROSE TO THE TOP OF THE
PREMIUM TOILET SOAP MARKET.

30:34.900 --> 30:36.402
-LIRIL, THE ORIGINAL
FRESHNESS SOAP

30:36.401 --> 30:40.405
WITH THE EXCITING
FRESHNESS OF LIMES.

30:47.913 --> 30:50.916
[GWYNNE DYER]: THERE’S
ONLY 1 WAY TO WASH REALLY,

30:50.916 --> 30:56.422
AND ONCE THERE WERE ONLY HALF
A DOZEN DIFFERENT SOAPS IN THE
INDIAN MASS MARKET.

30:56.421 --> 31:00.425
NOW OVER 100 BRANDS JOSTLE FOR
DIFFERENT NICHES IN THE MARKET,

31:00.425 --> 31:03.428
FROM STREET-SLEEPERS
TO TRAPPED HOUSEWIVES.

31:03.428 --> 31:06.431
AND THE TOTAL NUMBER
OF DIFFERENT PRODUCTS
ON THE INDIAN MARKET

31:06.431 --> 31:08.934
IS DOUBLING EVERY 3 YEARS.

31:08.934 --> 31:12.438
TO PEOPLE RAISED IN THE GANDHIAN
TRADITION OF SIMPLICITY,

31:12.437 --> 31:14.439
THIS IS QUITE SHOCKING.

31:16.942 --> 31:19.945
-IF MODERNIZATION IS DEFINED
AS EXCESSIVE AND WASTEFUL

31:19.945 --> 31:21.947
AND PREDATORY CONSUMPTION,

31:21.947 --> 31:27.953
YOU ARE STUCK WITH FORCING
PRUDENT SOCIETIES LIKE INDIA,
WHERE AUSTERITY

31:27.953 --> 31:31.457
OF THE GANDHIAN KIND WAS THE
HIGHEST FORM OF BEING CIVILIZED

31:31.456 --> 31:33.959
WHEN PEOPLE TOOK PRIDE

31:33.959 --> 31:36.462
IN HAVING SIMPLE HOMES,
IN HAVING 2 PIECES OF CLOTHES,

31:36.461 --> 31:38.463
IN EATING SIMPLY...

31:40.966 --> 31:43.969
NOW TO TRANSFORM THESE
SOCIETIES INTO MARKETS

31:43.969 --> 31:48.474
MEANS THAT YOU MUST TRANSFORM
THE PEOPLE OF THESE SOCIETIES
INTO CONSUMERS.

31:48.473 --> 31:51.977
IT’LL DESTROY, IT’LL DEVASTATE
THIS COUNTRY ENVIRONMENTALLY.

31:51.977 --> 31:55.481
IT’S GOING TO DEVASTATE IT
LONG BEFORE THAT CULTURALLY
    AND SOCIALLY.

31:59.484 --> 32:04.489
[GWYNNE DYER]: BUT MOST
INDIANS ARE A BIT LESS
GANDHIAN THAN Dr. SHIVA.

32:04.489 --> 32:08.493
LIKE NOVICE CONSUMERS
IN THE WEST LONG AGO,

32:08.493 --> 32:12.497
ONCE THEY SEE IT, THEY
DO WANT IT... ALL OF IT.

32:15.000 --> 32:19.505
-100% OF INDIA’S URBAN
POPULATION IS EXPOSED TO TV.

32:19.504 --> 32:23.508
AND ALMOST 35% OF INDIA’S RURAL
POPULATION IS EXPOSED TO TV.

32:23.508 --> 32:25.510
NOW, WHEN YOU SEE TV,

32:25.510 --> 32:29.514
WHAT IS IMPACTING YOU IS NOT
MERELY THE COMMERCIALS THAT
ARE SHOWN,

32:29.514 --> 32:33.518
BUT THE LIFESTYLES OF
    PEOPLE THAT YOU SEE IN
VARIOUS SERIALS AND PROGRAMMES.

32:33.518 --> 32:36.521
FOR EXAMPLE, SANTA BARBARA,
 BOLD AND BEAUTIFUL...

32:36.521 --> 32:40.025
THESE PROGRAMMES ARE
BEING NOW BROADCAST IN
INDIA FOR THE LAST 1 YEAR.

32:40.025 --> 32:43.028
AND THEY ARE HAVING AN IMPACT
ON THE WAY PEOPLE DRESS UP,

32:43.028 --> 32:45.030
THE WAY PEOPLE TALK,
THE WAY PEOPLE BEHAVE.

32:45.030 --> 32:51.537
AND THE YOUNGER GENERATION
WHO IS IN SCHOOL AND COLLEGE
WILL HAVE A DIFFERENT ATTITUDE

32:51.536 --> 32:54.039
TOWARDS KISSING, HUGGING AND
SO ON AND SO FORTH IN PUBLIC

32:54.039 --> 32:56.542
THAN MY GENERATION HAS HAD.

32:56.541 --> 33:00.545
THEREFORE, AS A MARKETING
MAN, WHERE DO I SEE THE
OPPORTUNITY IN THAT?

33:00.545 --> 33:03.548
WHEN YOU WANT TO BE PHYSICALLY
CLOSER TO PEOPLE A LOT,

33:03.548 --> 33:07.052
THEN YOU TEND TO WANT TO
LOOK BETTER, SMELL BETTER.

33:07.052 --> 33:11.056
SO THERE’S GOING TO BE
A MARKET FOR COSMETICS,
PERFUMES, AFTER-SHAVES.

33:11.056 --> 33:14.560
THERE’S A BIGGER MARKET THAT
WILL GROW FOR MOUTH WASHES
AND SO ON AND SO FORTH.

33:23.068 --> 33:25.070
[GWYNNE DYER]: THE CHANGES
    ARE UNSTOPPABLE.

33:25.070 --> 33:30.576
INDIA’S PER CAPITA
INCOME HAS GROWN BY A
THIRD IN A SINGLE DECADE.

33:31.076 --> 33:35.080
FOREIGN PRODUCTS, LIKE RAY-BAN
SUNGLASSES AND LEVI’S JEANS,

33:35.580 --> 33:39.084
ONCE AVAILABLE ONLY ON THE
BLACK MARKET ARE NOW EVERYWHERE.

33:39.084 --> 33:43.088
AND THE NAIVE IDEALISM OF
GANDHI HAS BEEN REPLACED

33:43.088 --> 33:47.092
BY AN EVEN MORE NAIVE IDEOLOGY
OF PERPETUAL GROWTH.

34:00.605 --> 34:02.607
-OPENING UP OF
THIRD WORLD MARKETS,

34:02.607 --> 34:05.110
MODERNIZATION OF
THIRD WORLD ECONOMIES

34:05.110 --> 34:09.114
TO FIND NEW PLACES FOR
INVESTMENT FOR NORTHERN
ECONOMIC INTERESTS

34:09.614 --> 34:16.121
IS SUCH AN IMPORTANT
PRESSURE THAT IT IS NOT
JUST THE SOUTHERN CONSUMER

34:16.121 --> 34:18.624
ACTING AS A FREE
AGENT AND SAYING,

34:18.623 --> 34:25.630
"I WANT MORE DISHWASHERS, MORE
VACUUM CLEANERS, MORE FRIDGES",

34:25.630 --> 34:28.633
BUT THE ENTIRE TRANSNATIONAL
ECONOMIC STRUCTURE

34:28.633 --> 34:32.137
NEEDING TO CREATE
THE EXCESSIVE -- CONSUMERS IN
INDIA AS MUCH AS ALL OF EUROPE.

34:32.637 --> 34:34.639
CONSUMERS IN CHINA,
EVEN MORE THAN THAT.

34:37.642 --> 34:40.145
AND I DON’T THINK WE
ARE GOING TO GET ANYWHERE

34:40.145 --> 34:45.150
UNTIL WE LEARN HOW TO MAKE
OUR ECONOMIC SYSTEM SUBSERVIENT

34:45.150 --> 34:48.654
TO THE LIMITS OF
THIS EARTH’S CAPACITY.

35:06.671 --> 35:09.674
[GWYNNE DYER]: THIS VILLAGE
IS NEAR POONA, IN ONE OF THE
MOST DEVELOPED PARTS OF INDIA,

35:10.175 --> 35:12.678
BUT THESE WOMEN
SPEND AN HOUR A DAY

35:12.677 --> 35:15.680
CARRYING WATER TO THEIR HOUSES.

35:18.183 --> 35:22.187
ALL RURAL PEOPLE SPEND A
LOT OF THEIR TIME MOVING
HEAVY THINGS AROUND.

35:22.187 --> 35:26.692
AND ALMOST ALL WOMEN
IN INDIAN VILLAGES STILL
HAVE TO DO IT THE HARD WAY.

35:26.691 --> 35:31.196
BUT EVERYBODY IN THIS
VILLAGE WHO CAN AFFORD ONE,

35:31.196 --> 35:33.198
BUYS HIMSELF A SCOOTER.

35:35.200 --> 35:39.204
THERE USED TO BE AN
18-MONTH WAITING PERIOD
FOR A SCOOTER IN INDIA.

35:39.204 --> 35:41.206
BUT NOW THAT THE
CONTROLS ARE OFF,

35:41.206 --> 35:45.210
YOU CAN JUST WALK IN
AND BUY ONE. A LOCAL ONE,

35:45.210 --> 35:46.712
OR A FOREIGN IMPORT.

35:57.722 --> 36:00.225
BAJAJ, INDIA’S
BIGGEST SCOOTER COMPANY,

36:00.725 --> 36:05.230
FIGHTS OFF GROWING
    FOREIGN COMPETITION
BY APPEALING TO INDIAN PRIDE

36:05.230 --> 36:08.734
IN ITS COMMERCIALS FOR
HAMARA BAJAJ: OUR BAJAJ.

36:22.247 --> 36:25.751
BAJAJ ALREADY SELLS A
MILLION SCOOTERS A YEAR.

36:25.750 --> 36:28.753
AND THE FAMILY THAT
BUYS A SCOOTER NOW

36:28.753 --> 36:31.756
WILL PROBABLY BUY A CAR
IN THE NEXT GENERATION.

36:33.258 --> 36:37.262
IT WAS THE NORTH THAT LED THE
WAY OVER THE PAST 2 CENTURIES,

36:37.262 --> 36:39.264
WITH A HUGE POPULATION EXPLOSION

36:39.764 --> 36:41.766
AND SOARING CONSUMPTION.

36:41.766 --> 36:47.772
NOW 1 BILLION FIRST WORLD PEOPLE
LEAD STABLE, COMFORTABLE LIVES.

36:47.772 --> 36:50.275
BUT THE GAME ISN’T OVER YET.

36:50.275 --> 36:52.277
IT’S THE THIRD WORLD’S TURN.

36:56.281 --> 37:00.285
INDIA AND INDONESIA AND
TURKEY AND MEXICO AND CHINA,

37:00.285 --> 37:05.791
MOST BIG THIRD WORLD COUNTRIES
ARE NOW GROWING FAR FASTER THAN
THE DEVELOPED COUNTRIES.

37:05.790 --> 37:11.796
50 YEARS FROM NOW, THERE
WILL BE AROUND 10 BILLION
CONSUMERS ON THIS PLANET.

37:17.302 --> 37:19.304
[VANDANA SHIVA]:
PEOPLE HAVE INTERNALISED,

37:19.304 --> 37:21.306
PARTICULARLY THE ELITE,
PARTICULARLY THE GOVERNMENTS

37:21.306 --> 37:25.310
HAVE INTERNALISED THE NOTION
THAT THERE IS A LINEAR TRACK
OF PROGRESS,

37:25.310 --> 37:28.313
AND THE WEST IS UP THERE
AND WE HAVE TO FOLLOW.

37:28.313 --> 37:32.317
SO THAT WHEN, IN INTERNATIONAL
NEGOTIATIONS, WE ARE TOLD,

37:32.317 --> 37:34.319
"NO, NOW, EVERYONE
CAN’T AFFORD FRIDGES,

37:34.319 --> 37:37.823
OTHERWISE THERE’S A HOLE
IN THE OZONE FOREVER AFTER",

37:37.822 --> 37:40.825
THERE’S A SERIOUS
FEELING OF DEPRIVATION,

37:40.825 --> 37:43.328
THAT YOU’RE BEING STOPPED
FROM DOING SOMETHING GOOD.

37:43.328 --> 37:47.332
AND THAT WON’T CHANGE UNLESS
THERE IS A CHANGE IN THINKING

37:47.332 --> 37:50.335
WHICH RECOGNIZES,
NORTH AND SOUTH,

37:50.335 --> 37:54.339
THAT YOU AREN’T LIVING
BETTER BY BEING MORE WASTEFUL,

37:54.339 --> 37:56.341
BY DESTROYING MORE.

38:06.351 --> 38:09.354
[GWYNNE DYER]: SCOOTERS
AND FRIDGES AND CARS:

38:09.354 --> 38:11.857
10 OR 20 YEARS, AND
THEY ALL END UP AS SCRAP.

38:14.859 --> 38:16.861
AND AT EVERY STAGE
OF THE PROCESS,

38:16.861 --> 38:19.364
FROM MINING THE METAL
TO RECYCLING THE SCRAP,

38:19.364 --> 38:21.366
THE ENVIRONMENT PAYS A PRICE.

38:29.374 --> 38:33.378
THIS PLANT BUYS CHEAP
SCRAP STEEL, BASICALLY
SHREDDED CAR BODIES,

38:33.378 --> 38:36.882
FROM FIRST WORLD COUNTRIES
WHERE ENVIRONMENTAL CONTROLS
ARE STRICT.

38:37.382 --> 38:40.886
AND THEY SMELT IT HERE,
WHERE CONTROLS ARE LAX.

38:40.885 --> 38:43.888
BUT IT’S A FANTASY TO IMAGINE

38:43.888 --> 38:48.893
THAT THE RICH COUNTRIES CAN
JUST SHIFT THE POLLUTION SOUTH.

38:48.893 --> 38:53.398
THE EARTH IS A CLOSED SYSTEM,
AND IT WILL ALL COME BACK
TO HAUNT US IN THE END.

39:37.942 --> 39:40.445
CIVILIZATION IS,
AMONG OTHER THINGS,

39:40.445 --> 39:44.449
A GIANT MACHINE FOR PROCESSING
THE LIVING AND THE MINERAL
RESOURCES OF THE WORLD

39:44.449 --> 39:47.452
INTO FORMS SUITABLE
FOR HUMAN CONSUMPTION.

39:47.452 --> 39:50.455
AND THERE IS A VIEW,
HELD BY A NUMBER OF PEOPLE,

39:50.455 --> 39:52.457
THAT SINCE WE
INVENTED CIVILIZATION,

39:52.457 --> 39:54.960
WE’VE BECOME A
CANCER UPON THE PLANET.

39:54.959 --> 39:56.961
WE ARE NO LONGER "NATURAL".

39:56.961 --> 39:58.963
THAT’S NONSENSE.

39:58.963 --> 40:00.965
HUMAN BEINGS ARE PART OF NATURE.

40:00.965 --> 40:03.968
EVEN OUR INDUSTRIES AND OUR
CITIES ARE PERFECTLY NATURAL.

40:03.968 --> 40:06.971
AS NATURAL AS ANTHILLS
AND BEAVER DAMS.

40:06.971 --> 40:10.975
AND IF WHAT WE’VE STARTED
TO DO OVER THE PAST
COUPLE OF CENTURIES

40:10.975 --> 40:14.979
SHOULD SERIOUSLY ALTER THE
BALANCE OF THE ENVIRONMENT,
    NATURE WON’T MIND.

40:14.979 --> 40:17.982
IT WILL SIMPLY CREATE
A NEW EQUILIBRIUM.

40:17.982 --> 40:20.985
WE, HOWEVER, MIGHT HAVE
QUITE A LOT OF TROUBLE

40:20.985 --> 40:23.488
IN ADJUSTING TO
THE NEW CONDITIONS.

40:35.500 --> 40:38.003
OUR SPECIES HAS
ALREADY APPROPRIATED

40:38.002 --> 40:45.009
ABOUT 40% OF THE BIOLOGICAL
RESOURCES OF THE LAND SURFACE
OF THIS PLANET FOR OUR OWN USE.

40:45.009 --> 40:48.513
THAT LEAVES ONLY 60%
FOR THE NATURAL SYSTEMS

40:48.513 --> 40:51.016
THAT KEEP THE
ENVIRONMENT STABLE.

40:51.015 --> 40:53.518
WE MAY ALREADY
HAVE GONE TOO FAR.

40:53.518 --> 40:56.521
BUT THE SAME CHANGES
THAT TRANSFORMED THE WEST

40:56.521 --> 40:59.524
ARE NOW SWEEPING ACROSS
THE REST OF THE WORLD.

41:15.039 --> 41:17.542
WHEN THE ECONOMY CHANGES,

41:17.542 --> 41:21.046
A LOT OF OTHER CHANGES FOLLOW.

41:21.546 --> 41:25.550
GANDHI WOULD NOT
RECOGNIZE TODAY’S INDIA.

41:26.050 --> 41:29.053
BUT THEN, ABRAHAM LINCOLN WOULD
BE STUNNED BY MODERN AMERICA.

41:29.053 --> 41:31.055
ONE BY ONE,

41:31.055 --> 41:36.561
ALL THE WORLD’S CULTURES
ARE BEING FED INTO AN
INDUSTRIAL-STRENGTH BLENDER.

41:41.566 --> 41:45.570
[VANDANA SHIVA]: THE
CHANGES BEING INTRODUCED
IN SOCIETIES LIKE INDIA,

41:45.570 --> 41:50.075
WHICH ARE SOMEWHAT STILL
TRADITIONAL, EVEN WHILE
    THEY MODERNIZE,

41:50.074 --> 41:53.077
THEY’VE MAINTAINED
REMNANTS OF WAYS OF LIVING

41:53.077 --> 41:57.081
DIFFERENT FROM DEFINING
YOURSELF AS A CONSUMER
AND CONSUMER ALONE,

41:57.081 --> 41:59.083
HAVING OTHER ETHICAL FABRIC.

41:59.083 --> 42:04.589
THOSE CHANGES, LONG BEFORE
THEY KILL PEOPLE THROUGH
ENVIRONMENTAL DEGRADATION,

42:04.589 --> 42:08.093
THEY KILL PEOPLE THROUGH
CULTURAL EROSION AND
CULTURAL DEVASTATION.

42:08.092 --> 42:11.095
WHETHER IT’S PUNJAB AND
THE EXTREMISTS THERE, OR
THE OTHER URBAN EXTREMISTS,

42:11.095 --> 42:15.600
OR THE RISE OF THE
RELIGIOUS FUNDAMENTALISTS,

42:15.600 --> 42:20.605
YOU CAN AT ONE LEVEL RELATE IT
VERY MUCH TO THE FRUSTRATIONS
OF THE YOUTH,

42:20.605 --> 42:27.612
PARTICULARLY MALES, BORN OF A
NEW GREED, A NEW CONSUMERISM,

42:27.612 --> 42:30.615
A NEW CULTURE OF CONSUMERISM
WHICH, HOWEVER, CANNOT BE
MEANT FOR ALL

42:31.115 --> 42:32.617
BECAUSE THE ECONOMIC
SITUATION OF THE COUNTRY

42:33.117 --> 42:35.620
DOES NOT ALLOW IT TO
BECOME EVERYONE’S REALITY.

42:36.120 --> 42:38.122
AND IN THAT CLIMATE
OF FRUSTRATION,

42:38.122 --> 42:42.126
FUNDAMENTALISM, TERRORISM,
    VIOLENCE BREEDS.

42:58.142 --> 43:02.647
[GWYNNE DYER]: THE BOMB AT THE
BOMBAY STOCK EXCHANGE WENT OFF

43:02.647 --> 43:06.151
AT 1:45 P.M. ON
THE 12th OF MARCH.

43:08.653 --> 43:10.655
-I WENT TO DELHI FOR 1 DAY --

43:11.155 --> 43:14.158
I WAS MEETING THE EDITOR’S
    GUILD IN DELHI --

43:14.659 --> 43:19.664
THE PHONE RANG, ALL THE EDITORS
WERE THERE, AND SAID, "BOMBAY’S
UNDER A BOMB ATTACK."

43:20.164 --> 43:22.166
AT 1st, I THOUGHT A BOMB
ATTACK FROM THE AIR...

43:22.166 --> 43:25.670
BUT NO, RIGHT ON THE
GROUND, RIGHT IN THE
MIDDLE OF OUR CITY...

43:33.177 --> 43:38.683
[GWYNNE DYER]: 13 MASSIVE
BOMBS EXPLODED IN BOMBAY ON
THE SAME DAY IN MARCH 1993.

43:39.183 --> 43:42.186
IN RETALIATION FOR THE
RIOTS 2 MONTHS EARLIER

43:42.186 --> 43:44.188
IN WHICH SEVERAL
THOUSAND MUSLIMS,

43:44.188 --> 43:48.192
THE POOREST OF ALL BOMBAY’S
MINORITIES, WERE SLAUGHTERED.

43:54.198 --> 43:59.203
-I JUST CAN’T BELIEVE THAT
NEIGHBOURS WHO HAVE BEEN
    LIVING TOGETHER,

43:59.203 --> 44:01.706
HINDUS AND MUSLIMS, IN BOMBAY,

44:01.706 --> 44:05.210
LIVING TOGETHER SIDE
BY SIDE 10, 15 YEARS,

44:05.209 --> 44:08.212
SUDDENLY ONE MIGHT WAKE
UP AND SAY: "I WANT TO
KILL MY NEIGHBOUR."

44:08.212 --> 44:11.215
ONE JUST CANNOT COME
TO GRIPS WITH IT.

44:11.215 --> 44:14.719
AT THE MOMENT, I THINK WE’RE ALL
SUFFERING FROM A KIND OF SHOCK.

44:19.223 --> 44:24.228
[GWYNNE DYER]: 3 DAYS LATER,
THE BOMBAY STOCK EXCHANGE
WAS BACK IN BUSINESS.

44:24.228 --> 44:26.230
BUT THE SHOCKS WILL CONTINUE,

44:26.230 --> 44:29.233
AND THEY WILL NOT BE LIMITED
TO THE THIRD WORLD.

44:51.756 --> 44:54.759
MARK TWAIN ONCE SAID
THAT AN INDIAN LAUNDRYMAN

44:54.759 --> 44:57.262
IS SOMEONE WHO BREAKS
STONES WITH YOUR SHIRT.

44:59.764 --> 45:02.267
BUT WHEN HE VISITED
INDIA A CENTURY AGO,

45:02.266 --> 45:07.772
THERE WERE STILL HUGE COMMERCIAL
LAUNDRIES IN THE WEST, WHERE
THEY WASHED CLOTHES BY HAND.

45:07.772 --> 45:11.776
THOSE JOBS ARE ALL GONE
NOW IN WESTERN CITIES,

45:11.776 --> 45:14.279
AND SO IS THE WEST’S
TRADITIONAL CULTURE.

45:16.781 --> 45:19.284
MODERNIZATION TRANSFORMS ALL
THE DIFFERENT OLD CULTURES

45:19.283 --> 45:22.286
INTO VARIANTS OF
THE SAME NEW CULTURE.

45:22.286 --> 45:25.790
AND THE TIME OF TRANSITION
IS USUALLY PRETTY HORRIBLE.

45:33.798 --> 45:35.800
JUST OVER 100 YEARS AGO,

45:35.800 --> 45:38.803
THE LONDON OF CHARLES DICKENS
LOOKED A LOT LIKE THIS.

45:38.803 --> 45:42.807
THE DEVELOPED COUNTRIES
DESTROYED SEVERAL GENERATIONS
OF THEIR OWN PEOPLE

45:42.807 --> 45:46.811
ON THEIR WAY TO
THE CONSUMER SOCIETY.

45:46.811 --> 45:52.317
THE INDUSTRIAL REVOLUTION
WAS THE MOST VIOLENT TIME
IN THE WEST’S VIOLENT HISTORY,

45:52.316 --> 45:54.318
FULL OF WARS AND REVOLUTIONS.

45:54.318 --> 45:56.821
NOW 3 BILLION MORE PEOPLE

45:56.821 --> 45:59.324
ARE TAKING THE SAME ROAD.

45:59.323 --> 46:02.827
AND IT’S NOT LIKELY TO BE
ANY EASIER THIS TIME AROUND.

46:10.835 --> 46:15.340
-I DON’T THINK THERE’S
ANY WAY OF PREDICTING
WHERE THINGS WILL GO

46:15.339 --> 46:17.341
BECAUSE YOU COULD
ON THE ONE HAND

46:17.341 --> 46:21.345
EITHER HAVE COLLAPSES
SO SEVERE THAT BEFORE
THE DEVASTATION IS TOTAL,

46:21.345 --> 46:26.350
FINANCIAL NON-WORKABILITY
WILL BREAK THINGS DOWN,

46:26.350 --> 46:29.353
OR YOUR TERRORISM
TAKES OVER SO MUCH

46:29.353 --> 46:33.357
THAT YOUR ECONOMIC SYSTEM’S
CAPACITY TO PREDATE THE
ENVIRONMENT IS BLOCKED

46:33.357 --> 46:35.860
FOR REASONS OTHER
THAN A POLITICAL WILL.

46:35.860 --> 46:39.364
THERE ARE SO MANY FACTORS
THAT COULD CHANGE DIRECTIONS.

46:44.368 --> 46:47.371
[GWYNNE DYER]: WE ARE LIVING
THROUGH THE BIGGEST CHANGE

46:47.371 --> 46:52.376
SINCE HUMAN BEINGS SETTLED DOWN
IN VILLAGES 10,000 YEARS AGO.

46:52.376 --> 46:56.881
FOR THE NEXT FEW DECADES, UP
TO HALF THE PEOPLE ON THE PLANET

46:56.881 --> 47:01.386
WILL BE UPROOTED FORMER
VILLAGERS SCRAMBLING TO
SURVIVE IN SOME BIG CITY.

47:29.914 --> 47:32.417
AT THE END OF A
LONG DAY’S SELLING,

47:32.416 --> 47:34.919
THE LEVER BROTHERS CIRCUS
IS LEAVING ASHAGAD,

47:34.919 --> 47:37.422
AND IT MAY NEVER
HAVE TO COME BACK.

47:37.421 --> 47:41.425
2 ENTERPRISING VILLAGERS
HAVE BOUGHT SATELLITE DISHES,

47:41.425 --> 47:44.929
AND THEY’RE GRADUALLY
CABLING THE WHOLE VILLAGE UP.

47:44.929 --> 47:48.433
BUT SINCE MANY PEOPLE IN ASHAGAD
DON’T HAVE TELEVISION YET,

47:48.432 --> 47:52.436
THE MARKETERS HAVE 1 MORE
TRICK UP THEIR SLEEVES.

48:32.476 --> 48:35.479
[GWYNNE DYER]: WHETHER
THEY STAY IN THE VILLAGE
OR MOVE TO THE CITY,

48:35.479 --> 48:38.983
THESE KIDS WILL BE PART OF A
WORLD-WIDE CONSUMER SOCIETY.

48:38.983 --> 48:44.489
THEY’LL SPEND THEIR LIVES
LEARNING TO FIT INTO AN
EVOLVING GLOBAL CULTURE.

48:44.488 --> 48:47.491
IT’S GOING TO BE TOUGH
ON THEM... AND ON US.

48:47.491 --> 48:50.494
WE ALL HAVE TO GROW UP FAST.

49:08.012 --> 49:11.015
THE OLD VILLAGE
CULTURES ARE DYING,

49:11.015 --> 49:15.019
AND THE STYLE OF BEHAVIOUR THAT
USED TO SERVE US REASONABLY
WELL IN WESTERN CITIES

49:15.019 --> 49:17.522
DOESN’T FIT THE NEW
SITUATION EITHER.

49:17.521 --> 49:22.526
THE EXPERIMENT OF CIVILIZATION
HAS BEEN A RUNAWAY SUCCESS,

49:22.526 --> 49:27.031
BUT WE NOW RISK UNDERMINING
OUR WHOLE POSITION AS A SPECIES.

49:29.533 --> 49:32.036
HUMAN BEINGS ARE NOT AN
ALL-POWERFUL LIFE FORM

49:32.036 --> 49:35.540
THAT IS GOING TO DESTROY
THE PLANET. WE SHOULDN’T
GIVE OURSELVES AIRS.

49:36.040 --> 49:38.543
WE’RE SIMPLY ANOTHER
HIGHLY SUCCESSFUL SPECIES

49:38.542 --> 49:42.546
THAT’S APPROACHING THE POINT
WHERE THE USUAL ENVIRONMENTAL
CONTROLS KICK IN.

49:42.546 --> 49:47.051
AND THE USUAL ENVIRONMENTAL
CONTROLS, I’M AFRAID,
ARE QUITE HARSH;

49:47.051 --> 49:50.555
MASS DIE-OFFS ARE COMMONPLACE,
AND EXTINCTIONS ARE NOT UNKNOWN.

49:52.056 --> 49:55.560
WHAT WE NEED NOW IS A
NEW KIND OF HUMAN BEING

49:55.559 --> 49:57.061
WHO’S ADAPTED TO LIVING
IN A GLOBAL CULTURE

49:57.061 --> 49:59.063
MANY BILLIONS STRONG.

49:59.563 --> 50:03.567
A GLOBAL VILLAGER WHO CAN
TREAT ALL THE PLANET’S
PEOPLE AS NEIGHBOURS.

50:08.572 --> 50:10.574
THAT’S A TALL ORDER,

50:10.574 --> 50:13.077
BUT WE HUMAN BEINGS EVOLVE

50:13.077 --> 50:15.079
BY CHANGING OUR CULTURE.

50:15.079 --> 50:19.083
WE CAN CHANGE THE WAY WE THINK
AND BEHAVE IN MERE DECADES...

50:19.083 --> 50:21.085
WHICH IS JUST AS WELL,

50:21.085 --> 50:23.087
BECAUSE IF WE DON’T MOVE FAST,

50:23.087 --> 50:27.091
WE WILL BE VERY SORRY THAT
WE EVER INVENTED CIVILIZATION.

50:39.603 --> 50:41.105
CAPTIONS PERFORMED BY

50:41.605 --> 50:45.609
CENTRE NATIONAL
DU SOUS-TITRAGE PST INC.