By: Afshan Zahra
WEB DESK: Ever heard of the term Glocalization? If not let me introduce it to you today. It is a practice of carrying out business keeping in line with both local and global standards.
Pizza Hut’s incorporation of local-flavors to their traditional flavours is a really good example to explain Glocalization. In additional to traditional pizza toppings; it has added flavours according to local taste buds such as chicken tikka, malai tikka, seekh kabab etc.
Globally, holiday seasons bring in huge shopping festivals such as Black Friday; the day which unofficially or officially signals the start of the shopping season, especially in the U.S. However, this year, one of Pakistan’s leading and renowned online retailer, Daraz.pk , announced the launch of Black Friday in Pakistan aiming to make it the grand sale of the year in the country.
Following its suit, another online leading retailer Kaymu.pk also announced to put up jaw breaking discounts and deals as a part of Black Friday sale.
The launch of Black Friday is another good example of glocalization. But the launch of this event poses a really important question that whether Black Friday sale is appropriate in Pakistan or it can turn up into some sort of cultural blunder?
In Muslim countries, the color Black is perceived negatively. It is considered to be a symbol of evil, bad omen or grief while Friday holds a significance and represents the day of “blessings , worship and gathering”. Certainly, Pakistan is no exception to that.
Keeping in view the importance of Friday in the Muslim world, last year Souq.com (the largest e-commerce website of Gulf ) had put up Black Friday deals and discounts but they had altered the name to “White Friday”. Thus retaining the significance of the day.
Similar concept is adopted this year by an online retailer in Pakistan called Home Shopping. It has announced White Friday Sales in sharp contrast to its competitors with the tag line “Because in Pakistan Friday is never Black”.
In a nutshell, just three days are left to Black Friday sales slated for November 27th and it is yet to be decided that whether the sale is an obstacle to our culture or not.