Jhadu is no more just another household product, it is now being used as a promotional tool in the online world and is being titled as the symbol of honesty and change. Karan Bhardwaj reports
Till six months back, the only time you would have paid attention to jhadu was either when your maid took it to sweep your room or when she complained she needed a new one! Today, the humble product of the floor has become an apple of everybody’s eyes. What more to say, the big brands in market are abuzz with the product as they are offering special discounts on it. It is even being used as a promotional tool in the online world. What was once the symbol of lowest strata of society has risen to become a jewel which everyone wants to shine with. Broom, which happens to be the symbol of Aam Aadmi Party, is the hot pick of season. While there is a psychological comfort with the product in society, market is cashing in on the bandwagon.
Take this. Online portal Tradus is offering brooms at the rate of Rs 5 each. For the company, it is a matter of prestige to be associated with the product. “The jhadu has become a symbol of change and honesty. We encourage all our patrons to own this jhadu at an honest price and celebrate the birth of a corruption-free city. As a marketer, it is a wise step to be seen in the same frame with jhadu,” said Mudit Khosla, CEO, Tradus.com. But this is not one-off case. AAP’s member Gopal Mohan was surprised by how many vendors called the party to inform that they had lowered the prices of the product since it is now becoming a symbol of change. “As far as matter of price is concerned, it is being brought down because people are emotionally attached to jhadu. We had bought jhadus in bundles but a few vendors are selling it at a cheap rate because they want to be loyal to the customers,” he said.
If market chooses to pick up something, then it can safely be called a hit. Adman Prahlad Kakkar believes that jhadus, which were only associated with poor people, is now a modern symbol. “The market is representative of commercial activity of people. It is relevant and a fabulous choice. But this cannot change the fact that broom will always be a tool to sweep. However, it has now been converted into a noble art of cleaning up the societal dirt. It also shows that those engaged in its trade are not arrogant. One can get rid of corruption and transform the politics,” he said.
Not just this, jhadu wallas have set shop under Delhi flyovers as well and they are selling them at reasonable rates. Back home, a jhadu act is a relief. laxmi Sharma, a homemaker, cleaning up was always a regular affair, but now it’s got a different feeling altogether. “I believe government must distribute jhadus for free,” she said.
However, the price of brooms in local market remains unchanged. Sachin Sharma, a local retailer from laxmi Nagar’s wholesale market said, “Prices have just gone up. The half kg is being sold at Rs 40. We sell around 100 pieces during weekends and the transaction is still the same. There are no great expectations in days to come,” he said.