Gurushala

Dear Diary

The Concept of GLOCAL

GLOBAL + LOCAL = GLOCAL

Presenting global knowledge within a local context that respects human rights

It encapsulates the concept ‘think globally, act locally’. According to Wikipedia, the term originated in the 1980s from within Japanese business practices.

Glocalisation embraces both universal and local values and places them in a familiar context. The term is useful because the struggle between globalization and local cultures cannot be ignored. We have to find new ways to bring global knowledge to indigenous groups.

If you look into the below image, you will understand the concept of glocalization:

Why are we talking about 'glocalization'? Where does the need arrive?

The term 'glocalization' was invented to emphasize the fact that the globalization of a product or service is more likely to succeed when the product or service is adapted specifically to each locality it is marketed in. In the context of marketing, glocalization signifies the creation of services or products for the international market by adapting the product to local or regional culture. As an example, the mascot of McDonald’s, Ronald McDonald, is famous around the world. However, in France, the McDonald’s branches use Asterix, which is a more popular and accepted local cartoon character.

India is a diverse country. Culturally we are very diverse. With 100+ languages, a large number of tribes and communities. They say if you travel in India, with every 100 kilometers the taste of the food changes. With a lot of variety of spices, the type of spices used by a particular community varies from the other. Be it food, clothing, traditions, rituals, festivals, languages, folklore, art and craft forms, and so on. There is diversity and there is unity too. Festivals like Makar Sankranti It is a festival celebrated all over the country with many names and the rituals vary from place to place.

The question is: How do we celebrate such diversities prevailing around us? How do we bring out these beauties that exist in the country? Tiny countries like Italy have marketed elements like their food and have gone global. Whereas we being such a large country, have never been able to go to that extent. With the advent of online selling platforms like Amazon, it is now the time to take forward that step.

It is up to us to find the right balance where we are not exploiting our local cultures and artisans, we are giving them a better lifestyle and better pay and taking out local talents to the global market. Building entrepreneurial mindsets in our children are the key here. Giving them exposure to the international market, motivating them for creativity and risk-taking skills, and coming up with innovative plans and implementation is the key.

About the author

Smruti Paradarshita is working in Pratham Education Foundation and works on aspects of Content Creation for the teacher capacity development portal: Gurushala. Any views expressed are personal.

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