Sachets !

Sachets !

Sachets !

What is a sachet? Sachet is a French word meaning a small bag. However, this word somewhat changed meaning across the Channel in England. There, the word means a little bag containing scented material, which can range from scented oils to scented stuffing.

History tells us that the use of sachets was widespread, as they were used to hide body odour and the bad smell coming from clothes. This trend continues today. However, when I say today, I talk about the West, where scented sachets are still in use.

Coming eastward, I assume sachets were brought to the Indo-Pak sub-continent by the colonialists. It is obvious that only the colonialists saw themselves fit to use scented sachets. The locals were not civilised enough to know or even understand the use of such instruments.

However, staying on the Indo-Pak sub-continent must have made the white man realise the prevalent poverty. He must have realised that to make a market out of his colonies, he must first get these people to understand what his product is and must then pack it such that these people can afford it.

All this I am assuming since I am no history student. But I feel I am not too off with my theory.

The white man, along with his marketing genius, must have realised that if he tried to sell his product in the colonies, he cannot sell it in the quantities that he does in his own land. People in the colonies cannot afford the prices and may not even need the quantities. People in the colonies believe in short term and would rather live their lives day-to-day.

He already had the sachet and knew it would not cost much to pack his product in a small bag and sell it. This way he could kill several birds with one small bag low packaging cost, low transport cost and sheer volume. He also knew what his customer wants frequent purchase and low cost.

Thus came into being the sachet a must in every household in the colonies, or should I say former colonies, which currently make up the Third or Developing World.

Sachets offer people affordable prices in affordable portions or the other way around. Keeping in mind the growing economies of the Third or Developing World, sachets are one of the only ways forward for Fast Moving Consumer Goods companies based in the Developed World and seeking markets in the third or Developing World.

Enter any store in a developing nation and most of all you see are sachets. Shampoos, edible oil, toiletries, soft drinks, seasoning mixes etcetera come in compact size, low cost and easy to pack sachets.

Life is such that without sachets, a day in the Third or Developing World would not be the same. And who knew that there would be time that former colonists will base their business ideas and marketing skills on what their former colonies want.

And also, who knew that one day a small bag containing scented material to hide the stench of humans would lead to a multi-billion pound industry worldwide.

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