Friday, March 5, 2021
Home India Echoing sounds of Feriwala is a brilliant form of advertising

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

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 . “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




Most Popular

Facebook Presents A New Feature For Instagram Live

By Luka Tvaradze The Instagram app has a new feature. With this, you should be able to start a live stream in a live room...

The Underlying Cause Of Trucking Accidents – A Major Global Issue

By Tracy Bannister The number of annual road traffic deaths had reached 1.35 million, according to the global status report on road safety 2018 launched by the...

Singapore Online Business Quick Starter Guide

By Sana Faisal It’s safe to say that most of us are familiar with online shopping. The COVID-19 pandemic only served to boost online shopping,...

New App That May Help in Quitting Drug Use!

Researchers at the University of Illinois Urbana-Champaign are developing a new smartphone app that may help teach young adults how to talk to a...

Good News! These Regional Biggies Are All Set To Go Multillingual!

Top superstars of regional cinema have a new formula to reach out to a pan-Indian audience. While earlier, films would be made in one...

WhatsApp Launched One-to-One Call Feature For Desktop Apps

WhatsApp on Thursday announced that private and secure one-to-one voice and video calls features are now available on the desktop app for Windows and...

IIT G Designed An AI Based System To Detect Colorectal Cancer

A team of researchers from the Indian Institute of Technology (IIT) Guwahati has designed an automated Artificial Intelligence (AI)-based system to detect colorectal cancer...

Issue of Drug Abuse and Crime Against Women Are Interlinked: Ravi Kishan

Actor-politician Ravi Kishan will soon anchor the crime-based non-fiction show Mauka-E-Vardaat, and he says the issues of drug abuse and a crime against women...

Recent Comments