Saturday November 25, 2017
Home India Echoing sound...

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

Feriwala in South Indian village
Feriwala in South Indian village, Wikimedia Commons

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



  1. “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”


Please enter your comment!
Please enter your name here

Next Story

Dalai Lama says that India and China have great potential

The spiritual leader feels that both the countries are doing compassionate works

Dalai Lama talks about India and China
Tibetan spiritual leader Dalai says that India and China can work together. VOA

New Delhi, Nov 19

Tibetan spiritual leader the Dalai Lama on Sunday said India and China have “great potential” and they could work together at a “practical level”.

“I think, a great potential… India and China combined are doing more compassionate work… At a practical level also. Imagine two billion people working together,” he told reporters here after inaugurating Smile Foundation’s initiative, The World of Children.

The spiritual leader, who has lived in India in self-imposed exile since 1959, said neither country had the “ability to destroy the other”.

“Whether you like it or not, you have to live side by side,” he said.

Underlining the ancient spiritual connection between the two countries, he said Chinese Buddhist Hsuan Tsang visited Nalanda (now in Bihar) and brought Nalanda Buddhist traditions to China.

“All thinkers of Nalanda are Indian. So Nalanda’s tradition is India’s tradition,” he said.

The Nalanda traditions had turned Tibetans, who were warriors, into more compassionate, peaceful and non-violent nation, he said.

“So sometimes in Delhi, teasing my Indian friend, (I say) if Tibet still remained in the previous way of life, like Mongols, Chinese invasion may not have taken place,” the Dalai Lama said in a lighter vein.

He said nobody in the world wanted violence but it was happening “because our minds are dominated by destructive emotions due to short-sightedness”.

“Nobody wants problems. Yet, many problems are our own creation.”

The Dalai Lama said the existing modern education was oriented to material values. India can take lead in improving the education system by combining modern education with ancient knowledge, he said. (IANS)

Next Story

Manushi Chhillar from India Wins the Miss World 2017 Title

India's Manushi Chillar won the coveted Miss World 2017 pageant here, 16 years after Priyanka Chopra won the title in 2000.

Miss World
Manushi Chhillar has been crowned as Miss World 2017. Instagram #ManushiChhillar

China, November 19: India’s Manushi Chhillar won the coveted Miss World 2017 pageant, 16 years after Priyanka Chopra won the title in 2000.

Chhillar competed against 108 contestants from various countries at a glittering event held at Sanya City Arena here.

Miss World 2016 winner Puerto Rico’s Stephanie Del Valle gave away the coveted crown to the winner.

Chhillar, who is from Haryana, had earlier this year won the Femina Miss India 2017.

Miss world
Anti Ageing was the official skin care expert for Manushi Chhillar at the Miss World 2017 pageant. Instagram #ManushiChhillar

India, England, France, Kenya and Mexico grabbed the top five spots at the peagant.

Manushi, born to doctor parents, studied in St. Thomas School in New Delhi and Bhagat Phool Singh Government Medical College for Women in Sonepat.

Her entire family including brother and sister were present and they looked excited watching Manushi grabbing top five spot.

As many as 108 beauty queens from different parts of the world participated in the prestigious pageant. (IANS)

Next Story

The major Challenge is to make the Youth of the Country Entrepreneurial and not Job Seekers : Venkaiah Naidu

"The challenge for us is to make the youth entrepreneurial, and not become job seekers," Venkaiah Naidu said pointing to the NDA government's various initiatives.

Venkaiah Naidu
Venkaiah Naidu. Wikimedia Commons
  • At a time of tepid job growth and continuing income disparities, the major challenge is to make the youth of the country entrepreneurial and not job seekers, Vice President  Venkaiah Naidu said on Thursday.

“Disparities continue to remain in India and so there is a need for inclusive growth… there is the need to take care of the suppressed, oppressed and depressed,” Venkaiah Naidu said at the Bharatiya Yuva Shakti Trust’s (BYST) silver jubilee celebrations here with Britain’s Prince Charles as the chief guest.

“The challenge for us is to make the youth entrepreneurial, and not become job seekers,” Venkaiah Naidu said pointing to the NDA government’s various initiatives to encourage youth enterprises like Startup India, Standup India and the Mudra financing scheme for underprivileged sections.

Modelled on Prince Charles’ Trust for business startups, BYST, founded by Lakshmi Venkatesan, daughter of former President R. Venkatraman, is engaged in building rural entrepreneurship — “grampreneurs” — as also enterprise among under-privileged sections, which includes business mentoring. The current BYST chairman is Bajaj Group chief, Rahul Bajaj.

“Without mentoring, it would be very difficult to set up startups, with all the business, marketing and other vital issues involved in the first two-three years,” Prince Charles said in his address at the International Mentoring Summit organized by BYST to mark its 25 years.

“What amazes me are the sheer number of jobs these young entrepreneurs had created. The aim of such a project should be to create a virtual cycle of creating entrepreneurs who can then invest in the future of business,” Charles said referring to his trust.

BYST was officially launched in 1992 by Prince Charles and expanded its operations to six major regions of India.

Out of these six regions, four — Delhi, Chennai, Pune and Hyderabad — run the urban programme while two regions — Haryana and Maharashtra — run the rural programme.(IANS)