The reality check of 'Necessities'

This is so much a 'reality check'.

As we ponder over brands and their relevance to consumers, in another part of our very own world riots erupt over 'necessities'. The world of brands doesn't even exist in such places.

FE reports that 'food riots erupted on Wednesday in eastern India, where more than two million people have been forced from their homes and about 250,000 houses destroyed in what officials say are the worst floods in 50 years. One person was killed in Madhepura district when angry villagers fought among themselves over limited supplies of food and medicines at overcrowded relief centres.'

As metropolitan India considers brand choices, it is well to remember, for many others, its a stark choice that faces them. A choice between life and death.