Oh! King and other readers, if you know the answer to this question and still hold your peace your head will split into a thousand pieces. (Or something a little less biblical sounding than that. Damn! where are those Chandamamas when you need them? In Usha Bala’s attic along with The Children of Willow Farm Again, for sure.)
Ok, the question is this – who wears Chirag Din shirts? First of all, is it a real company that makes real shirts? Are these really to be found in the open market? What? What is their consumer profile? What are those ads about? Does anybody ‘get’ them? Do you suppose some people are really beating down the panes of retail store windows demanding this product, as we speak? Or do they make inscrutable ads, with obviously time-warped men and women that nobody would admit to identifying with, for tax purposes.
These questions have buzzed around my head for more than twenty years; feels like more. So now it’s either your head or mine that is going to burst.