I would not be able to give a break up of an increase in just these astrological services in the total pie of VAS".

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Rajat Mukarji, Chief Corporate Affairs Officer, IDEA Cellular Ltd."Yes there has been an increase in the calls for astrological services and the horoscope alerts but there has been an overall increase in the pie of VAS. So it would very difficult to have a clear cut indication in regards to the faith of people. I would not be able to give a break up of an increase in just these astrological services in the total pie of VAS". Gurdeep Singh, COO of Aircel says, "There has been a 40% increase in calls for astro-services on our network" Even Reliance Infocom reports a 15% upswing in similar calls. That is technology helping astrology.

A marketing head of a media organization, once a strident atheist and rationalist, is getting absorbed in astrology and the predictions. For every problem he would call Vodafone Astro care and speak to the experts available there 24X7.

Another 28 year old man who works at the stock broking firm has been advised to make weekly donations and pray to Lord Hanuman to fight off the malevolent factors in his planetary charts, which are apparently blocking his career. Astrologers say they are increasingly attracting young and educated customers, a trend that reflects changes in Indian society that allow the young to be more in charge of their lives.

Kabir, the mystic poet says in his poetry, Dukh Mein Simran Sab Kare, Sukh Mein Kare Na Koye , Jo Sukh Mein Simran Kare, Tau Dukh Kahe Ko Hoye. (In anguish everyone prays to Him, in joy does none To One who prays in happiness, how sorrow can come.) When things are going well, people are less likely to be found on their knees or at the temples. When things are going well, we banish God to the back burners of our lives, and while we might mutter from time to time a silent "thank you" to God for the good times, we often do not. But then, that has been human behaviour throughout history and it is not going to change in the near future. Of course, technology-in a strange way-has made God even more accessible!

The whole financial crisis is scary and uncomfortable. Not having money or not having enough peace is causing people to do all sorts of things. People turn to God in the same way as the child goes to his mother. When even the government cannot help, then surely God can and will. But will he?

(With inputs from N. Asokan,

C. Bhhattacharjee, Dhrutikam Mohanty, Zubair Dar, Manish Mcwann,

Surbhi Chawla and Malik Faisal )

For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).

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