Bowing to our sacred sentiments

Divine intervention is never discounted here, even in these globalised, secular times.

Occasionally, mass market designers have made the mistake of sticking an image of Goddess Lakshmi on a bikini or Lord Ganesha on flip-flops, thinking that our love for such images is akin to the Americans' for their flag which they proudly wear in all forms.

Luxury marketers are far more perceptive. It pays to give reverential bow to our sacred sentiments, especially with more and more Indians peppering the international rich lists.

The recently launched Caran d'Ache limited edition solid silver Balaji pen (adding to its Artiste collection repertoire of Buddha, Ganesha and Shiva) one such sweetly timed gambit.

The 108 individually numbered fountain pens for Rs 4.5 lakh each and an equal number of rollerball pens at Rs 3.95 lakh each should be snapped up in no time, considering that in 2010 alone devotees poured in some Rs 575 crore worth of cash offerings at Balaji's famed temple in Tirumala.

With such generous believers, the penmaker may not be able to even churn out its made-on-order-only gold and diamond versions of the pen for Rs 23 lakh and Rs 38 lakh each, respectively, fast enough!

There is scarcely a moneyed Indian home these days that does not feature a pleasantly pastoral Radha Krishna, serenely sated Ganesha, or Lakshmi from Lladro. Or maybe they prefer the same deities as designed by Daum. It could be called the coming of age of the Indian buyer, who is no longer compelled to buy bucolic shepherdesses or other such favourite western porcelain subjects.

Or the coming of age of the western seller, who now must look beyond time-tested stereotypes to appeal to culturally secure and assertive new markets...

Paisleys, caparisoned elephants and languid maharajas on scarves and other accessories have an obvious broad appeal in India and for Indophiles everywhere but the time is ripe to be more specific.

Bulgari's 'Chandra' collection is classic but intellectual; Chitra Subramaniam's Swiss-made Panchang watch (which displays rahukalam) and Judith Leiber's crystal-beaded Ganesh minaudiere purse are more direct. Jaeger-LeCoultre's Reverso watch with an enamelled Lord Ram is another clever nod to the enduring appeal of the Hindu pantheon. It may not be long, therefore, before Cartier creates a bejewelled Balaji pendant. It would be a great his and hers gift with the Balaji pen.