Can you excuse me? I want to have a paralytic stroke!

I am no married...I am no stay with Family

But I know a lemon will not cost 10 bucks! May be 2 bucks?

More so I know a teaspoon of sugar wont cost 5 bucks ! May be 50 paise?

A glass of water costs nothing..well may be in chennai, I would put 50 paise. Or may be 25 paise?

Alright, if it's refreshingly cold - I swear the ice was taken from the freezer and not specially ordered from Siberia - I will put 1 Re for it.

So I lime juice can cost Rs. 3.50. I like capitalism. So lets give a profit margin of 50%? No lets take 100%.

So a lime juice should cost Rs.7.

Ok I agree its not just about lime jiuce ...its about the experience of sitting in a leather sofa (but soaked with rava dosa oil and idly crumbs)

Heck ! Take another 3 bucks for it.

Lime Juice - Thou shall not cost more than 10 rupees.

Oh..ah..agg...aaahhhh....ammaaaa...oh..I feel like fainting...call the doctor...call the docc...ttt...errrr....

Lime Juice in Chennai costs Rs 17 plus tax of 50 paise.

Which dumb ass will drink it. I did. You would have.They will. I will and you will.

In marketing there is a concept called margin of indifference. Every moth if you see the price of rin soap it will increase (ok, may) by 25 paise or 10 paise...quietly...

You will one day stand up and say - From now on no Rin soap and HLL will fall over its stomach and start crying for its mistakes.

But this never happens and never will....because these are low value stuff and you really dont bother a loss of 1 Re over a year on every Rin soap.
and
This is called margin of indifference. Marketers will reach this indifference limits and then start decresing price, giving discounts etc..

Now..come to Lime Juice...I will never buy lime juice from Sangeetha again..My margin of indifference is breached.

But you know what...We all will never mind even if it pinches...simple reason..we want to be a victim of capitalism and whine about it..becuase...whining gives a chance to self pity and thats one way of telling yourself that you love yourself

You will tell the story of steep price to 10 people and you all will collectively say "tcho tcho" and that makes you feel good for a flash second.

This is why marketing survives and prices sustain.

Yaarange...Order a lime juice..