American Brands

The edge of my new Colgate toothpaste bottle reads: “Prevents Allover Decay.” Which makes me wonder: since when is this an additional benefit for a toothpaste? Isn’t “prevention of allover decay” the whole point of toothpaste in the first place? And, more disturbingly, do other brands of Colgate not perform this important function?

American and European brands are all over India. Years ago this country was a key trading post on the Silk Route. Expensive international fabrics still pass through here daily. Marks and Spencer, Nine West, Tommy Hilfiger, etc all have their flagship stores somewhere in Bandra or Colaba.

Unfortunately, because designer Western clothing is an ultra-luxury good in India, it’s more expensive and it never goes on sale.