Before I entered this ‘transformation', before I put on a suit and learnt how to tie a tie, and before I had any dreams about anything whatsoever, I spent my summers frolicking through the fields of my grandmother’s farm at Memala.
Memala is a small village located in the Pathanamthitta district of Kerala. The first thing you would notice if you went there would be the lush greenery, and the second, would be the rolling hills all around; That is if you manage to see through the canopy of trees. I treasured every opportunity I got to stay with my grandmother there, and a few of my fondest memories were created there. Memala has always had a special effect on me, not just because my grandmother lived there but also because the place has always been a bit behind its time. For me, the place felt like my own “Macondo”, real yet so magical. The trees there were my friends, the hills my kingdom, the dogs my cavalry and the twigs my swords. I would cut my way through the invading grass, swim the seas of the canals, tread across the treacherous mud and climb the perilous trees to get my treasure; A real swashbuckler in my mind. This was a time before the internet and before mobile phones. We had landlines which were out of service more often than not and even the power was unreliable. However, all those ‘problems’ only added to the mystique for me.
However, as time progressed and our society advanced technologically, the allure of Memala waned and the image of ‘Macondo’ faded. But my bond with my grandmother was as strong as ever. Unfortunately, even though the rest of us got high speed internet and satellite TVs, Memala was slow to catch up as always. Since I was growing up and other engagements took my time, the opportunities to go to my grandmother’s farm became scarce. But I still wanted to be in touch with her as much as I could. I didn’t think that mobile connectivity would reach Memala anytime soon. Add to that the fact that modern connectivity tends to induce panic in us even for small periods of absence.
But what surprised me was the fact that, when I went to visit my grandmother with my parents, even though my parents couldn’t get any network for their connection, Idea Cellular network (Vodafone Idea Limited now) was broadcasting at full strength. We didn’t expect that, but we quickly took advantage of the situation and got my grandmother a phone and an Idea connection. And that connection has enabled every one of us in our family to keep in touch with our grandmother, wherever we are, to date. Even now, Vodafone Idea is broadcasting at full strength compared to the other networks.
Even though I didn’t think much of it back then, looking back I don’t think I would have expected a big multinational conglomerate like the Aditya Birla Group, with 4,430 Crores of revenue to expand their telecom services to a small hamlet like Memala. I thought they would be more focused on areas with more population where a service like that could be more profitable. But then again, I guess it is that kind of proliferation and dedication to providing extraordinary customer service that has made them the success they are. When I look at the big picture, Aditya Birla Group has always had a presence in my life and the impact has been massive. Their products are touching lives like mine all over the globe and sometimes, they don’t just touch lives, they enrich lives.