There are two primary goals that one strives for, whatever be the field of operation, and these are - the product must look right and it must serve a purpose. For example, if a person is working in the consumer goods industry, the refrigerator or the washing machine must look good, be durable, be suitable for the climatic conditions where the target consumers are based and so on. For instance, dishwashers that won t return greasy pans fully clean, will not satisfy the Indian woman, however good it looks or whatever sophisticated mechanisms may been incorporated. Similarly, furniture should be made to look good, be durable, be easy to maintain and serve the purpose for which it is made. Although the purchasing power of the common man has gone up in the recent past, so have his discretion and the options in the market.
Nobody wants a white elephant any more.