My friend Ramit (name changed on request) called me late Friday night. He sounded quite agitated. “You know, Haagen Dazs has opened its Delhi outlet”. I reacted with a joke. “Good, now you can spend a lot more on an ice cream than you normally would. But why are you agitated?”



“Because I am not allowed to enter”, he said. Now, Ramit is not like one of the politician’s son or into drugs, the sort who are often in news in India’s capital for all the wrong reasons, nor is he the kind who will shoot someone down because she refused to serve him a cone of ice cream.



He did not waste much time and said he has taken a picture and is mailing me the reason. I switched on my mail, and clicked on the attachment. I couldn’t believe what I saw. Was I in India, 62 years after gaining independence, and years after South Africa officially ended apartheid?



The banners outside the outlet said: Exclusive Preview for International Travellers. And under that, in an even finer print, the real bombshell: Access restricted only to holders of international passports.





I immediately called Ramit. “You are an international traveler, and you have a passport, so you can go in”, I said. Ramit’s response was instant: I tried to enter but they said you are not allowed for you don’t have an international passport.



I am normally not given to immediate emotional reactions, but I couldn’t resist this time. I was, to be honest, upset. How can they do this to an Indian, in India? Do a story on TOI or NBT? Do it for print or Online? Call other media friends and colleagues? I simply didn’t know how to react. Print would have a better impact, but should I wait that long?



Then I felt, why not use the power of the social media? Next thing I knew was that I had put up a few pictures on facebook, added a caption and also sent out a tweet with a request it be retweeted. In a few hours, it had turned into a viral and I started getting messages from angry Indians all over. Why just Indians, even friends in international media wrote to say “this is the stupidest thing they have seen in a long time”.



I didn’t stop at that. I ended up calling a few MPs I knew I could speak to bluntly and told them about it, taunting them about it.



I don’t know what finally worked, but it seems word did get around to the outlet’s franchisee and they started claiming there never was any restriction on anybody entering the outlet.



While this may be considered a victory for people power, I am still unable to figure out who in his right senses would have advised the dessert company to do something so stupid. Was it a way to generate controversy for free publicity? Did they think it will work subliminally on Indians mind that now that it has been ‘certified’ by international travelers it would be good for them too?



Whatever it is, it is idiotic. I checked later and found that the franchisee is an Indian company based in Delhi and the man incharge is also an Indian.



I have often maintained that we ourselves are our biggest enemies. Our mentality is that of slaves and we think anything is good only if its approved by foreigners, or the “holders of international passport”.



Perhaps the Indian franchisee had this in mind. And a comment on the picture I put up on the facebook by an Indian who migrated to Australia decades ago sums it up: Most international travellers don’t want HD in India when they can get it in their own backyard. Its a commodity not a special thing for them. They would also see this as pure cashing in and thinking they are idiots – ‘India taking them for a ride.’ Have to remember not every international traveler is American; makes an average salary of squillion dollars; can often be allergic to dairy (yes); is in India to have an ‘authentic Indian’ experience and by golly even enjoy kulfi, falooda, lassi, dosa! This is all about how India and Indians see themselves. Foreigners have nothing to do with it.

UPDATED: December 17, 2009

Dear readers,

A Director of Haagen Dazs, Arindam Haldar, called me Wednesday evening and wanted to discuss this post and the reaction it has generated from Indians all over the world. He tried to explain that their banner that has resulted in such heat was merely a teaser and that the company can never say no to an Indian. He admitted that the company may have erred in its choice of words and he was sorry. When I said I merely did the job of a journalist and that the apology should actually be addressed to Indians all over the world, and even non-Indians, who have expressed disgust at your company’s insensitivity, he said he’d send out an apology to the media. While he sounded apologetic on the phone and said he was genuinely sorry, I present below the ‘apology’ the Managing Director of the company that manages the brand in India sent out. You can decide for yourself if this really constitutes an apology.

Media Statement from: Mr. Anindo Mukherji, Managing Director, General Mills India

There have been some reports alleging that the recently opened Häagen-Dazs shop denied access to Indians. We vehemently and categorically deny this. Häagen-Dazs products and our Häagen-Dazs shop in India are and will always be for our consumers in India.

The recently opened Haagen-Dazs shop is open to one and all, and there’s no question of barring entry to anyone on any basis. The pre view on Thursday, 10th December had a morning media event which was attended by journalists of repute from Indian media. The same evening we had a launch party for our friends and families, less than 5% of who were foreigners. Also, during the mock training days at the shop leading up to 10th December, a lot of interests were generated and hundreds of walk-ins were given samples of our ice cream.

The poster in question was part of initial local store communication at a few locations within the same mall announcing the opening of the new Häagen-Dazs shop in the mall. The message was intended to suggest that you can enjoy, for instance, a taste of the French Riviera without traveling to France – by enjoying Häagen-Dazs. Unfortunately the reference to the international passport holder on the poster may have led to a significant miscommunication. This was completely unintended and we apologize for creating the misimpression that may have hurt our sentiments as Indians.