The alchemy of desire

The word 'aspiration' means a strong desire to have or do something. In our free time, we tend to search the internet for the things which we desperately want to own. We may not be able to get them right away, so we plan to get them at some point in time. When we have our basic needs fulfilled, the next thing we aspire to own is what gives us pleasure. Its worth is not measured by just its intrinsic value but by the aspirational needs it can fulfil. Aspiration can take many forms. We want to look good; we want to have fun; we want to spend quality time; we want to impress others; and so on. Demand for such aspirational products is surely going to increase as achhe din become a reality for more and more Indian consumers in the coming times. Following are companies which are a great play on the aspiration theme. Aditya Birla Fashion & Retail Aditya Birla Fashion and Retail came into being in May 2015, when Aditya Birla Nuvo's Madura Fashion & Lifestyle and the retail business of Madura mer