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Echoing sounds of Feriwala is a brilliant form of advertising

In 2003, artist Rashmi Kaleka recorded the sound of some of the New Delhi feriwalas', as a way of preserving their art

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Feriwala in South Indian village
Feriwala in South Indian village, Wikimedia Commons
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By Akanksha Sharma

Every person must be familiar with the echoing sound that reaches every home in the residential cities of India. This repetitive sound piercing the streets is the sound of ‘feriwala‘ (the peddler).

These feriwalas do not have fixed location but they wander around carrying a Pushcart or cycle shouting the name of goods they are selling. Each area has its own feriwalas, who sells only one type of good and is usually known to the residents. These small business persons play a crucial role in providing convenience to the customers.

hawker is different from feriwala
A hawker with a fixed location, Wikimedia Commos

To make the customers alert to their presence because they cannot see them from their homes, they call them by crying the product’s name in a catchy tune , for instance, every day around 11pm to 12pm a peddler cycle around our block ‘nariyalpaani‘ (coconut water) or ‘meethe kharbooje‘ ( sweet muskmelon) and changes the pitch his voice in the exact same way each time giving it as if the word is lyric of a song just like a musician does. which compels us to buy it in this summer heat.

Related Article: The lost Kashmiri pandits in India

In television, we see advertisements are accompanied with a catchy jingle having a background upbeat music which remains captured in our memory, this genius technique is used to attract customers. But peddlers have discovered this amazing skill long before advertisements came and they project their voice at different frequencies with a strange but catchy tune that persists in our memory.

female peddler (feriwala)
A girl selling plastic containers for carrying Ganges water, Haridwar, Wikimedia Commons

With the development of shopping malls, supermarkets, and online services , the number of feriwalas has reduced but still in small town and villages you can still find them selling vegetables, fruits, and other essential products.

In 2003, artist Rashmi Kaleka recorded the sound of some of the New Delhi feriwalas’, as a way of preserving their art. Her project ended up lasting several years. “When I ask the pheriwallas to look into the camera, they start performing,” Kaleka said in an interview conducted by Scroll.in . “They know immediately that they are the artist.”

If you listen to her recordings, you’ll find one recording, in which a feriwala shouting ‘palangvaleh‘ selling folding beds , ends the word every time with ‘eh‘ sound every time.

Akanksha Sharma is a student of Journalism in New Delhi. She currently works as an intern in Newsgram. Twitter @meganme456

 

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  • Pritam Go Green

    “Desi Jugaad” is what we Indians are good at. Be it advertising or bargaining. Really this is truly a commendable thing how these toddlers have used their talents in such a effective manner. I think our media should take a look on these toddlers to gain some ideas. After all that’s what our media is good at. “Copy-ModifyPaste”

  • Pritam Go Green

    “Desi Jugaad” is what we Indians are good at. Be it advertising or bargaining. Really this is truly a commendable thing how these toddlers have used their talents in such a effective manner. I think our media should take a look on these toddlers to gain some ideas. After all that’s what our media is good at. “Copy-ModifyPaste”

Next Story

Vivo opens online store in India

The Vivo innovative range will be available in 10,000 postal service areas (pin codes) across the country, the company said.

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Vivo to open E-stores in India to increase its market. Wikimedia Commons
Vivo to open E-stores in India to increase its market. Wikimedia Commons
  • Vivo is opening online stores in India in order to expand its market.
  • With new E-stores, the smartphones will be available to customers all over India.
  • The company is also thinking of launching an E-store app to make it convenient for people.

In a bid to expand its online presence, Chinese smartphone maker Vivo on Monday launched its E-store in India that will deliver products and services across the country.

“With the new E-store, Vivo’s innovative range of smartphones will be available to our customers across the country with special launch offers,” Kenny Zeng, Chief Marketing Officer, Vivo India, said in a statement.

Vivo will sell its phones through E-stores in India now.
Vivo will sell its phones through E-stores in India now.

The Vivo innovative range will be available in 10,000 postal service areas (pin codes) across the country, the company said.

The handset maker also announced its “Launch Carnival” under which, it is offering benefits on smartphones from January 16-18.

Buyers will get discount coupons worth up to Rs 2,000 on select smartphones, 12-month zero-cost EMI and one-time screen replacement in Vivo V7 and V7+ smartphones, the company said.

The company is also planning to launch its E-store application with features such as Augmented Reality (AR) support with the live chat option to help customers make purchase decisions. IANS