DEC 21, 2003
 Cover Story
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Consumer As Art Patron
Is the consumer a show-me-the-features value seeker? Or is she also an art patron? Maybe it's time to face up to it.


Brand Vitality
Timex, the 'Billennium brand', sells durability no more. Its new get-with-it game is to think ahead of the curve.

More Net Specials
Business Today,  December 7, 2003
 
 
Drag Kings

Bangalore isn't known for its drag races, where vehicles compete from a standing start over a quarter-mile. Judging from the response to the first Speed Run that could change.

India's First Five-Star Movie Experience

AHHHH OR ARRRRGH?

Health Notes

Health Snippets

On Sundays most hardworking souls (this writer included; Editor, please note) kick off their shoes, put their feet up and catch up with their reading (the smart ones, if we may add, read Business Today). If the week gone by has been good-no surprises at work or home; no emergencies; just business as usual-most probably spend some time ruminating on how quiet things seem and, if they are of a religious bent of mind, proffer their thanks to a deity of choice or guardian angel.

This sunny Sunday-November 23, if you must be exact-there are other attractions for the denizens of Asia's fastest growing city, Bangalore, in the shape of fast wheels. The Fast And The Furious didn't do great business in India and Biker Boyz is yet to hit Indian screens yet (and thank god for that), but drag racing, essentially a test of acceleration with vehicles racing from a standing start over a quarter of a mile (402 metres), has its own closed user group in India. And so, some 20,000 car and bike enthusiasts sacrifice their Sunday peace and quiet and head for Bangalore's Jakkur aerodrome.

Located on the outskirts of the city, the aerodrome is usually the haunt of modern-day Icaruses keen to improve their para-gliding skills. Thanks to auto magazine AutoCar India and Bharat Petroleum, the organisers of Speed Run, this Sunday is different. There's the smell of burnt rubber, the sound of engines revving, muted cheers, gasps, and a profusion of beautiful metal (so what if the pit girls are missing). Hormazd Sorabjee, the Editor of AutoCar, isn't surprised by the turnout. "The nature of drag racing makes it easy for anyone with a car or a bike to enter the competition," he explains. "And as the Indian car and bike population explodes, drag racing becomes more popular."

FURIOUSLY FAST & COMPLET: Raymond's Gautam Singhania poses with his Lotus Elise S111.

The crowd is a microcosm of Bangalore: matrons in sarees, children, and young people in leather. "I am here to see my grandson race," says one lady in a startling pink saree. "This is a good way for me to unwind." Among the star attractions are two bikers from Singapore. Jonathan Tan Teck and Errol Yeo Chiawming of Team Yamaha have flown down from Singapore to work the crowd with their Yamaha bikes. They jump, they do wheelies, they display amazing control, and the crowd laps it all up. However, when the contest for the fastest wheelie over an eighth of a mile happens, it is TVS Racing's Syed Rahman who comes in first; Teck is second, and Chiawming, a disappointing third. The bike races aren't restricted to men; there's one for women which Rachana Joshua wins in the sedate time of 23.252 seconds (that translates into an average speed of around 62 KMPH and a peak speed almost double that).

However, Team Yamaha, Rahman and Joshua have to play second fiddle to a Lotus Elise S111. This is one of two cars-the other is a Honda S2000-that Gautam Singhania of Raymond has shipped down to Bangalore. "I rarely get the opportunity to spend time on the track," says Singhania. "Despite my schedule, I take time off whenever possible to be on the tracks." Singhania hovers watchfully around, as some spectators pose for photographs in front of the Lotus. "This is primarily a choice of British racers who could not afford Ferraris," explains Singhania. "The Lotus can accelerate from 0-100 in less than five seconds and costs a quarter what a Ferrari does." Acceleration is the key in drag races and Singhania walks away with the top prize in the two categories in which he participates: foreign cars up to 2,000 cc (the Lotus, and he clocks 15.619 seconds), and foreign cars between 2,001 cc and 3,000 cc (the Honda, 15.28 seconds).

EQUAL OPPRTUNITY DRAG RACES : There was a separate bike race for women, won by local girl Rachna Joshua

Much like the math of the distance-time equations mentioned in the previous sentence indicate, peak track speeds touch 200 KMPH. And S. Ramesh, gm, Retail Strategy and Branch, BPCL-the company sells high performance petrol under the brand name Speed-is smiling. "Speed has made an emotional connect with its target audience through unconventional and innovative brand associations like drag racing," he says.

The classification-apart from Indian and Foreign there are engine capacity classifications-ensures that quite a few of the 200 participants head home with prizes. The real winner, however, is the culture of drag racing. "Events like this are no more niche," says Sorabjee. "There is enough competitiveness to attract hardcore car and bike racing fans and enough fun to appeal to families." It won't replace the K-soap as family entertainment yet, but judging by this writer's experience at Jakkur, drag racing is here to stay. After all, it makes sense for speed devils to check out 0-60 claims made by car companies in a secluded aerodrome than the city's main thoroughfares.

TREADMILL

Workouts for would-be Moms

Move over, jocks. Treadmill's got something else to talk about in this issue. The idea came to me when a co-member at my gym began wondering whether it was okay for her to continue exercising after she became pregnant. She checked with her doctor who ruled out jogging and other aerobic exercises and asked her to cut out all the weight-training that had formed a routine part of her regimen. Walk, advised her doctor, but don't run. That seemed reasonable to her, but she still wondered whether she should do other exercises.

While Treadmill advises all expecting mothers to check with their doctors on specific exercises, here's a basic guide to exercising during pregnancy. In addition to your heart, the three muscle groups you should concentrate on during pregrnancy are the muscles of your back, pelvis, and abdomen. Stronger abdominal muscles make it easier to support the increasing weight of your baby, while stronger pelvic muslces will help childbirth. They also help prevent common urinary problems after delivery. And a stronger back helps improving your posture, minimising the strain of pregnancy on your lower back.

What exercises do you go for? Again, check with your doc, but here's one I'll talk about that most seem to agree as a good one to do. It's called the Kegel exercise, named after Dr Arnold Kegel who originally proposed them. It's a simple exercise that helps tone muscles in the pelvic area. How do you do the Kegels? First, locate your pelvic floor muscles by trying to stop and start the flow of urine. Once you've located the muscles, simply try to relax and tighten the muscles intermittently. Hold the muscles tight for 10-15 seconds before releasing or relaxing them and do Kegels as often as you can.

Besides Kegels, there are other exercises that you can do. Some of the old notions about refraining from strenuous exercise during pregnancy have now been disproved. But then what you can do depends on the level of your health and how active you were before pregnancy. Exercise within reason, though. If you were not the exercising type, perhaps you could walk. Or even cycle on a stationary bike. Some active women even play games like tennis or badminton and that may be fine as long as you are aware of the changes in the way your body balances. If you swim, that's probably the best exercise to go in for as most doctors will agree since it tones and strengthens a variety of muscles in the body. But Treadmill would like to remind you again that whatever exercises you want to do, be sure to consult your doctor first.

 

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