Evening star., 1919-11-16

tne DeleI. consul RlchardS0n says,
that in days gone by some American
carefully chosen from factory or
warehouse stocks. If that was due to
a belief that anything is good enough
for India, and if traces of that belief
still persist, the sooner it is dispelled
the better. India may and does want
many lines of inexpensive merchan-
disc to meet the peculiar demands of
large population of extremely mod
est means; but this is not to say that
all India is cheap" country.
There are at the present time many
engineering and industrial projects
developing from the sub
Chance in sequent betterment of gen.
~. eral Indian condition, for
which large purchases of
machinery. supplies and equipment
will be made. Whether they be made
in America or elsewhere is largely
for American business men to decide.
The two great determining factors
in the choice will be efficiency and
time of delivery. Price-it doubtless
will seem strange, but it is unques-
tionably true at this time-is of Sec
ondary importance. If the American
appliance-pump, engine, mill, motor.
vehicle, or what not-can do it's re-
quired work we'll, and il it can be
laid down where wanted in less weeks
than its competitors, its cost is not
if efficiency is lacking. if parts are
defective, or If through careless
packing essential elements are left
behind. America will have lost
chance for further business.
Therefore the federal trade pros
who have export business with India
In mind that the best is none too
good for the market, and that tor
fail to send their best is to be guilty
of disloya1ty to the cause of Ameri-
can export trade. American products,
in India. 1t is of great importance
that their introduction when made
should be unmarried by any inferiority
of grade or other discreditable incl
dent.
The obligation resting on the pio-
neer American exporter to India, and
to other countries, is
Selling the moral as we'll as ma
terial; neglect of either
0ulPloo' element will seriously
damage both. and perhaps irreparably.
Heretofore great deal Of what,
for want Of a more appropriate name,
has been called in the United States
exporting. has in reality been moth
ing more than selling surplus or
superhuous stocks in markets beyond
the geographical limits Of this coun-
try. Many of these products. pri-
marily manufactured for American
people and American requirements,
have been offered for purchase over
seas on a sort Of take it or leave it"
principle. This haphazard method Of
foreign selling is not exporting-as it
should be known. 1t Is not enough
to say of a. particular product that
therefore. good enough for any one.
The American exporter should re-
member that it is not always ques-
tion of whether it is or is not good
enough. the more important point
In countries like India, where every
European has his native servant
probably several servants-private
conveyances must be provided with
an extra seat for boy" usually at
tor car in the United States does not
neeS this extra seat. but if India
wants it the wideawake American
manufa cturer of motor cars should
see that this seat is provided on those
cars he sends to India.
X
Here is another example. In Amer
ican cities water-supply hydrants are
universally installed. and
Snecia1 steam roller. or tractor, or
concrete mixer or other
Neeo. machine requiring periodi-
cal water supply has no difficulty in
having the tank filled. But there are
places in India where water is not
thus readily available. An attachment
to the tractor, designed to hold a wa
ter cart, is a simple matter, and II
India wants this attachment, the
American manufacturers should pro-
vide it. 1t is a matter OF record in
India that a German firm before the
war secured a contract for certain
light railway at price higher than
that rendered by others simply be-
cause it asked the purchaser exactly
what he wanted and then agreed to
give it to him. Notwithstanding that
to do so complete new sets of pat
terms had to be made for parts Of the
work.
Successful solution of the export
problem involves a full knowledge OF
local conditions in the foreign country
and a ready willingness to give that