"Foreign" Memorabilia Commemorates Swadeshi Gandhi

As the world remembers Mahatma Gandhi on his 140th birth anniversary today Mont Blanc GMBH decided to pay its homage to the Mahatma in its own unique way. The premium pen manufacturer decided to launch a limited edition pen valued at INR 11,80,950 (USD 24,763) this week. The company announced that it will release just 241 pieces of this pen to coincide with the number of miles Gandhi walked to protest the levy of tax on salt by British in 1930.

As the nation which is projected as one of the major economic forces of the 21st century still grapples with basic problems like health, education and security launch of a luxury pen making Mahatma a sort of “brand-ambassador” is not going down well with many people. Amit Modi the Secretary of Sabarmati ashram which Gandhi started said, "If he (Gandhi) had seen this, he would have thrown it away, I cannot imagine why anybody has done this." Gandhi was a fierce supporter of locally produced goods (Swadeshi) and used bare essentials I his life. It can only be called an irony that to commemorate the birthday of the Mahatma a luxury brand was launched. India’s per capita GDP is pegged at INR 38, 084.

The pens are hand-made, adorned with Gandhi's signature and a saffron-colored opal. They come with an eight-meter (26-foot) golden thread that can be wound around the pen to invoke the spindle Gandhi used to weave plain cotton cloth each day. Mont Blanc operates 16 boutiques across India and said that the initial response was overwhelming in the country where the demand for luxury brands has started to peak up.

While all the discussions are on, Oliver Goessler, Mont Blanc's regional director for India, Africa and the Middle East, said that it’s all been done with good intentions and a share of all the sales proceedings go to charity. Goessler also noted that Mont Blanc Chief Executive Lutz Bethge, on Tuesday handed over a check for € 100, 000 (USD1,45,666) to Gandhi's great grandson, Tushar Gandhi, for a foundation that works to improve child nutrition and education. He also announced that the foundation will get an additional INR 10, 000 to 50, 000 (USD210 - 1,050) for every piece of pen that gets sold. The pen manufacturer also announced launching an economy version of 3,000 roller ball and fountain pens priced at INR 1,52,850 - 1,73,690 (USD3,205 - USD3,642) has also been launched.

Though the firm may feel good about the economy version being “accessible” with over 450 Million Indians still earning less than INR 75 (USD 1.5) per day it’s anybody’s guess how affordable it is for an average Indian.

The nation also payes homage to ex-Prime Minister Late Lal Bahadur Shastri on his birthday today.