CONSUMER & BUYER BEHAVIOUR

Socio Culture Region (SCR) and its impact on

consumption

SCR Number: 23

SCR Name: Konkan/ Desh/ Marathwada

State Name: Maharashtra

Group Number: 17

Group Members:
180 | ZAHABIYA KINKHABWALA
183 | NIDHU AGRAWAL
026 | MALLIKA JHA
017 | DEVANGANA RASHTRAWAR
120 | YATHARTH SHARMA
141 | JINENDRA AHERKAR
166 | SHREYA SAWLESHWARKAR
Abstract
This paper maps the culture of Pune by looking at the values, beliefs, customs, art, festivals,
and other dimensions of culture. It further discusses in detail, 4 local brands that are popular
in Pune and reasons behind their popularity. The objective of the paper is to give a marketer
wishing to target Pune, a better understanding of the cultural landscape of Pune to aid
him/her in making his/her communications to the target audience more culturally relevant.
Research Methodology
PRIMARY RESEARCH:
We have conducted 6 in-depth interviews with a range of residents across age groups and
professions. The questions were based on Hofstede’s Cultural Dimensions to be able to
assess the traits as well as shifts in the population. The interviews covered an exhaustive
range of questions and spanned for about an hour.

The following are the profiles of our interviewees:

- Dr. Manisha Bandishti
A 45-year-old medical practitioner, she has been living in Kharadi, Pune for over 20
years now. She is the mother of two adolescent kids.
- Chirag Ranawat
He is a 22 year old fresh IT graduate. He has been living in the heart of the city, in
Camp and frequents all the popular haunts of the city.
- Varsha Marathe
She is a 40 year old Founder Director of a P.R. Agency in Pune. She has been living
in Shivaji Nagar, a suburb close to the old city area, for the last 40 years
- Diksha Kalra:
She is a 23 year old media professional who now works in a Market Research
Agency in Mumbai. She lived in Pune for 22 years before moving to Mumbai for
work.
- Sameer Ranade:
A 35 year old P.R. Professional who has been living in Bibwewadi for the last 35
years.
- Vandan Agrawal:
A 51 year old Chartered Account who has been living in Pune for the last 5 years in
Balewadi area.

We also conducted a ​survey ​with 37 respondents​ ​based on the technique mentioned in the
GLOBE study of 62 studies, using the likert scale to measure Pune’s culture on the
dimensions of ​Uncertainty Avoidance, Power Distance, Institutional Collectivism,
In-Group Collectivism, Gender Egalitarianism, Assertiveness, Future Orientation,
Performance Orientation, ​and​ Humane Orientation.

The findings of the ​survey​​ based on the technique mentioned in the GLOBE study of 62
studies revealed the following results after some basic mathematical calculations.
a. Punekars like to be orderly and consistent over experimental. They believe in clearly
spelling out societal requirements and instructions in general and appreciate clarity of
thought.
b. For power distance, the society is inclined towards obeying one main leader (as is
reflected in the worship of Shivaji Maharaj) and power tends to be concentrated at the top.
c. Analysis of institutional collectivism proved that leaders encourage group loyalty over
individual goals and the goal is to maximise collective interests.
d. The survey also revealed that boys are, in fact, encouraged more to attain higher
education. Men were found to be in positions of power more often than men,
e. People are usually soft-spoken, non-assertive and tender.
f. People prefer to plan and think for the future.
g. The strife for excellence is strong among Punekars and excellence is strongly awarded.
h. It was perceived to be a mostly caring and sensitive society.

SECONDARY RESEARCH:
Research papers and articles referred to are listed in the bibliography. Blog articles by
Punekars themselves have also been referred, too.

Case analysis method has also been used to study four local brands of Pune.
KEY CULTURAL INSIGHTS
Beliefs
Pune is largely dominated by a feeling of pride among the general population about its rich
heritage and historical importance. This is manifested through commonly used phrases such
as​ ​Pune mhanje abhimaan havaach,​ which translates to, “Pune is synonymous to pride.
This value is almost the legacy of Punekars and continues to show up in popular culture.
Another popular saying that brings out this feeling of pride is, “​Pune tithe kaay une,”​ ​which
means that Pune is a place which lacks nothing. Such sayings foster an integrated feeling of
pride about the city across generations and result in this ​pride being the dominant cultural
trait of Pune​​.

This exact pride leads to the next common belief among Punekars, that has to do with the
preservation of the art and culture of Pune​​. This also ties in with Pune’s admiration of art,
theatre and culture, predominantly exhibited through Bal Gandharva and transcending to the
street play culture of Pune.

Punekars believe that a ​good education and strong academics​​ are key to leading a
wholesome life. Pune has become the education hub of Maharashtra and houses a lot of
coveted and popular universities like the Symbiosis University, Bharti Vidyapith, Fergusson
College and so on.

Customs
Traditionally, Pune has been home to large families that run their own businesses such as
Chitale Bandhu and Ashtekar Bandhu. With time, there have been changes in the career
choice of the later generations, showing a shift from ​collectivism to individualism​​. The
growth of IT Parks has also contributed to this shift.
By and large, Punekars are warm and welcoming people and will often be found addressing
strangers as ​maavshi, mama, kaka ​which are terms of endearment that translate to one or
another version of aunt/uncle.

Based on the in-depth interviews conducted by us, the older generation is starting to opine
that Pune as a collective society has failed to bring to the youth the core values of Pune city.
This is because of the birth of new localities at the fringes of the city that are usually
populated by people seeking jobs or pursuing education in Pune, who have migrated from
other parts of the country, and even from abroad.

Another very peculiar trait of Punekars is their ​love for the Marathi language,​​ and their
own tone, and usage of it. It is a common joke (perhaps based on experiences) that no
matter what language a question is asked in, Punekars will always reply in Marathi. This
stands for their love for the language and how rigorously they stick to it. A typical example
would be the way in which they explain directions, usually through “​var” a​ nd ​“khali”​, which
translate to up and down respectively.

Social Values
By and large, the respondents of the interviews conducted observed some differences
across the various areas in Pune city. Due to the aforementioned migration of working
population, new segments like Kharadi, Viman Nagar, and Wagholi are culturally different
and more cosmopolitan. As you move towards the heart of the city, you can observe people
upholding the traditional Maratha values.

However, with time, Pune is becoming one of the few cities to have the perfect balance of
Indian and Western culture. The society is traditional at heart but not afraid to adapt to
modernisation and aspects of the Western culture that appeal to it.

Punekars are largely nostalgic people, which is a result of its rich history and stellar heroes.
From Shivaji to Savitribai and Jyotiba Phule, the strong thread of struggle ties Pune
together. In the pre-Independence era, the Aga Khan Palace was another place
commanding historical importance. These factors come together to foster a perennial feeling
of nostalgia across demographics in Pune.

While Pune is more or less an equal society, based on the interview answers, it can be
concluded that in the inner areas of the city, there is still some disparity between the
expected roles and behaviours from either gender. In these parts of old city, women are
expected to be more “modestly dressed”. According to Mrs Varsha “A girl would think twice
before wearing shorts in these areas. The people here feel that you don’t need to adopt
western attire to prove your merit in the world, you can do the same wearing traditional
clothing like sarees”. A similar balance is seen in case of religions, with minor clashes
observed from time to time.
Some of the values dominant among Punekars are:
Ethnocentrism:
People have an affinity for local brands and take pride in them. Chitale Dairy is one such
local brand that has a dedicated and loyal consumer base in Pune.

Self esteem and social orientation:

They like buy products that would reflect their personality to the others and would reaffirm 
their beliefs about their self worth.  
 
Saving v/s Spending Orientation: 
The Baby boomers and the preceding generations still give emphasis to saving. Not 
overspend to ensure one does not get into debt later and maintain their honour and 
prestige. On the other hand, they feel that they have not been able to pass on this value to 
the younger generation. Due to the flourishing IT industry, the youth has newly accumulated 
wealth that it wishes to spend and gratify their current needs rather than than plan for the 
future.  
 
Accomodation:  
Punekars are proud of its cosmopolitan society and welcomes migrants and immigrants 
with open arms. The IT industry, flourishing educational centers and centers for 
international citizens like the Ramamani Iyengar Yoga Memorial Institute have all 
contributed to the cultural diversity of Pune. 

Leisure orientation: 
Punekars give importance to leisure in their daily lives. This is exhibited through the “Puneri 
Patya” hung outside shops (which are shut from 1p.m. to 4 p.m.) and even houses, asking 
people to not disturb them between 1 to 4 p.m., which is their leisure time.  
 
 
Education Orientation: 
Education is given great emphasis, with parents ensuring that their children pursue higher 
education.  
 
Rituals and Practises
Pune is famous for its sarcasm and wit. The primary exhibit of this is the “Puneri Patya” or
sign boards placed all across Pune. Some examples are as follows:

(​This is Sadashiv Peth. Any car that blocks the gates is

going to have its tyres punctured.)
 (All our kids are married. Don’t come in with marriage
proposals, thank you.)

Another interesting aspect is a constant friendly rivalry between Mumbai and Pune. This has
been a common reference across popular culture, especially in Marathi Cinema. A film
called Mumbai Pune Mumbai has become the favourite of the audience and is coming back
with its third iteration soon. The protagonists are from Pune and Mumbai respectively and
the movie follows a journey of their differences. This popularity and demand highlight the
intensity of the rivalry and how it is often, ironically, a conversation starter between one
Mumbaikar and one Punekar.

The Vibrant Youth Culture

The large youth population makes Pune a lively and vibrant city, famous for its nightlife. It
has given rise to the “pub and cafe culture”, where the young crowd spends their leisure
time. Cafes and pubs like Vaishali and High Spirits are known to and visited by all. Such
places become strong common threads that connect them to Punekars all over the world.
Punekars are strongly tied together by their love for food, misal pav being the favourite of
them all. Their favourite haunts like Vaishali, Shreyas etc are occupied to the brim, to this
day.
However, the older generation does have some negative sentiments towards certain
aspects of this youth culture. Some examples are the raging nightlife, the night-shifts due to
the BPOs that have cropped up in areas such as Pimpri-Chinchwad, Hinjewadi, Aundh.
Festivals
Pune celebrates the majority of festivals across the country with a few regional festivals that
bring out the fervour in the general public across religions. Ganesh Chaturthi and Shivaji
Jayanti.

Ganesh Chaturthi
Started by Lokmanya Tilak as a way to mobilise people in Pune back in 1893, Ganesh
Chaturthi has moved past its revolutionary beginnings and has entered into its 126 of
festivities as an event that brings folks from different religions together. The top 5 pandals
are known as Manacha Ganpati and are at the forefront of the visarjan process, ahead of
the remaining idols. The order of the pandals hasn’t changed for the past 124 years.
Going for darshan to the homes of friends and family is an activity that makes it a sometimes
week long affair of socialising and merry making. Most Maharashtrian homes still celebrate
the festival conservatively at their homes in terms of the amount of opulence the idol and its
decorations sport. A lot of homes have the concept of a rotating Ganpati, where only one
idol is bought each year and is kept with members of a certain generation, changing every
year.
Their North Indian counterparts on the other hands that have settled in Maharashtra will
most probably have more ostentatious which is indicative of the culture they originate from.
A problem arising from the increasing number of pandals across is the increasing noise
pollution due to the drums and speakers that now accompany any major idol in the area.

Shivaji Jayanti
Celebrated on 19th February every year, Shivaji Jayanti is the birthday of Shivaji Maharaj,
who was attributed towards the creation of the Maratha nation and unification of Maratha
Chiefs. The rallies that take place across the city is one the main highlights of the festival.
Lots of dress up, lezim dance and sometimes political discourse takes place during the
rallies. Floral tributes are offered to the statue of of Shivaji at the Shivneri Fort.

Architecture, Art, Monuments and City Planning

Historically known as the cultural capital of Maharashtra, Pune has always been at the
conjuncture of modern and traditional. Here you will get to see some of the most significant
historic buildings and some of the most iconic modern architectural marvels coexisting. You
will see classical art forms receiving their due recognition as well as world-class western
artists pulling massive crowds. There is something in the culture of Pune which embraces
modernity without letting the traditional go.
Architecture:

Peshwa’s ruled the city of Pune from 1720 till 1818 and the city still has a Peshwa hangover.
The Peshwa rule on the city gave the city many magnificent temples and wadas (palaces).
The most popular Peshwa site is the Shaniwarwada located at the heart of the city. It was
built in 1732 as the seat of the chief advisors (Peshwa) of the Maratha Empire until they lost
control to the British in the Third Anglo-Maratha War. It became the center of Indian politics
in the 18th century during the rise of the Maratha Empire. There are other structures
constructed by Peshwas such as Vishrambaugwada, temples such as Bhuleshwar Shiva
Temple, Omkareshwar Temple, Shatrunjay Temple etc.

Pune also has some of the oldest

educational institutions. These
institutions were historically known for
their rigorous curriculum and world
class infrastructure. Because of this
Pune was known as the Oxford of the
East. The buildings of these
educational institutions are living and
breathing proof of why it was
compared with the Oxford University.
The building of the Pune University, College of Engineering Pune, Ferguson College, S. P.
College are a classic blend of Indian and British Architecture.

With changing time Pune became an IT

hub and this brought modern architecture
to the city. Companies such as Infosys,
Tata Technologies, Accenture and IBM
brought the global feel to Pune city. The
newest edition to Pune’s modern
architectural marvels are the Trump
Towers Pune. The twin Trump Towers in
Pune were the first Trump Internationals
property in India. Recognition from a
globally acclaimed real estate brand such
as Trump Internationals showed the
growth potential of the City.

Art:

1). Music:

Pune is home to the ‘​Sawai Gandharva Bhimsen Mahotsav’, the largest and the most
prestigious Hindustani classical music festival in India. In the memory of legendary
Hindustani classical vocalist, the festival was started in the year 1953. Following the death of
Bharatratna Pandit Bhimsen Joshi, another legendary classical vocalist and Pune native, the
word ‘Bhimsen’ was added to the title of the festival. Pune hosts classical musicians all
through the year. The audience in Pune attend these classical concerts in great numbers
making Pune a favourite concert
location for classical musicians
across India. Pune’s love for
classical music dates centuries
back when Pune was under
Maratha Empire’s rule. Many
renowned singers and musicians
were given ‘rajashraya’ (residency)
at Pune. Even today Pune still
remains the most liveable
destination for artists.
Pune doesn’t just host classical music
festivals, it has become a popular
location for EDM concerts as well.
Concerts such as NH7 Weekender,
Sunburn, Supersonic etc attract youth
from across Asia. There is a growing
fan base for western classical music
as well. Clubs in Pune have been a
Launchpad for many pop, rock and
Jazz singers. There are some small
scale heavy metal concerts which
attract heavy metal lovers from around
the country. With growing youth
population, demand for western music
in Pune is growing at an exceptional speed. The IT industry and BPO industry have
amplified this growth of western music in Pune and shall continue boosting this growth for
years to come.

2) Theatre:

Pune has been a home to one of the jewels of Indian performing arts, the Marathi Musical
Theatre or ‘Sangeet Natya’. Many legendary musical theatre personalities such as Bal
Gandharva and Annasaheb Kirloskar were based in Pune. A sangeet natya is a blend of
Indian classical music and theatre. A typical sangeet natya performance would last for the
whole night. Although this form of theatre has slowly started disappearing, the Sangeet
Natya Academy based in Pune has been taking all the necessary steps to preserve it. Pune
also encourages young theatre enthusiasts through various intercollege competitions that
have become very prestigious over the years. Competitions such as Purushottam Karandak
have gained national importance.

3) Film:

The Film and Television Institute of India is located in Pune. Founded in 1960, the institute
has given birth to many talented filmmakers of Indian film industry. Being located adjacent to
Mumbai, Pune has been an easy choice for shooting location for many Hindi movies. The
latest of such movies being Andhadhun and Tumbaad. Pune is also an important location for
Marathi Film Industry. A large number of Marathi movies are produced out of Pune. The
Pune International Film Festival is considered prestigious globally. The Pune International
Queer Film Festival is one of the most renowned LGBTQ events in the world.

4) City Planning:
The old city of Pune was located around the banks of Mutha River. But today the population
has started moving towards the outskirts of the city. The main reason for this is the
industrialisation of the surrounding areas of Pune. The IT industry and automobile industry is
mainly located in Hinjewadi, Pimpri-Chinchwad and Magarpatta. The city is regulated by
Pune Municipal Corporation and Pimpri-Chinchwad Municipal Corporation. Since the young
crowd who is willing to spend money has moved towards the outskirts of the city, many
shopping malls as well as branded stores are located in these areas. The major highways in
Pune are mainly the ones connecting Pune with Mumbai. The Mumbai-Bangalore highway
passes through the city and further connects to Mumbai-Pune expressway. The Expressway
has played a vital role in the development of the city. The city has now started construction
of Metro rail for intra-city
transport. The metro will
connect the old city with the
new IT friendly city of Pune.
The city is also known for its
bridges. Since the city has
been located on the banks of
Mula and Mutha rivers, many
bridges were constructed
during the British rule.

Pune and its rich heritage

Whether you are a Punekar who takes pride in belonging to Pune or an outsider who sees it
as vanity of the local, a very dominant trait prevailing in the older part of the city is the pride
which the belongingness to the city brings to its residents. This pride is a belief that has
been passed on from generations and is a trait which even Non-Punekar Maharashtrians
would swear by. Tracing Pune's culture through a historical lens might provide us better
understanding of this deeply entrenched psychological association.

(Shivaji Bhonsale, the first Maratha king.(1630-1680))

The city Pune first became prominent when the Bhonasle Marartha king Shivaji Maharaj
made it his capital in the 17th century. The Maratha empire under Shivaji then laid eyes on
the neighbouring kingdoms for expansion. Bajirao I was made the Peshwa of Pune in 1720
and further pursued this expansion policy winning 41 wars and losing none. The Maratha
empire was the last Per-Colonial empire and Pune was their bastion. Art, music, theatre and
architecture was given special funds and hence attracted artists from across the globe. This
culture has survived within Pune with the city still being the hotbed for Hindustani Classical
music and Marathi theatre. Bharat Ratna awardee Pt Bhimsen Joshi is an important part of
this musical legacy of Pune. The city still houses the best Classical music training institutes
in the country. The locals hence take pride in their understanding of the art, music and
theatre.
.

(Bal Gandharva Rang Mandir, one of

the oldest theatre in Pune)

Pune was the capital of the Maratha empire and Marathi the language of the land. Punekars
hence became both the gatekeepers and definition of what it is to be a ‘Maratha’ and a
‘Maharashtrian’. The British to establish supremacy and send a message let Shaniwarwada
burn for seven days in a row. None of the locals were allowed to douse the fire. This further
entrenched the feeling of belongingness amongst the locals. Pune since the times of the
British has been the hub of higher education. With more than 30 constituents and affiliated
colleges under the University of Pune; the city was once referred to as the ‘Oxford of the
East’ by Prime Minister Jawaharlal Nehru. This fostered the air of intellectual supremacy for
Punekars. Post the wave of students which settled in the central and eastern part of the city,
the IT hub took over the northern part. The city again got an economic shot in the arm and
had a new found relevance in the political landscape of the state.
 (Fergusson College Road, in
central Pune is the hotbed for
student activities.)

Pune for centuries has attracted migrants and the locals for centuries have been the flag
bearers of the Maharashtrian culture. This persistent struggle of the locals and the ‘others’
which started with the Mughals and still persists with students and IT professionals has
become part of the Punekar attitude. Punekars hence across Maharashtra are seen as
petulant and curt. It also may be attributed to jealousy as the ruling elite have always
favoured Pune over other parts of the state yet the locals have contributed quite a bit to
further this image. ‘Puneri Patis’, locals boards with messages which are famous for their
caustic language. Punekars hence are known for taking pride in their culture and language
oft calling their version the ‘shudh’ or purer version of Marathi. The culture of Pune can be
summarised in the oft quoted local anecdote. ‘A traveller once asked a local from Somwar
Peth, what is the most special thing about Pune? To which he replied ‘A Punekar’.

Brands

The B.G. Chitale Group is a dynamic and progressive conglomerate, with a tradition of
foresight and excellence. Be it dairy and agro products or delicious Indian sweets & instant
mixes, the group has spread its wings globally as a widely recognized brand. Chitale, a
household name in Pune & cities across Maharashtra, has carved a niche for itself in
various industry verticals. A group, well known for its excellent product quality and superior
customer service has won the trust of thousands of loyal customers. Chitale is a brand that
every person in Pune knows about. From the morning milk to the festive sweets Chitale is a
market leader in the city. Chitale is 80 years old and has expanded exponentially since its
inception.

Pune has a rich culture of celebration and festivities. For example, the grand Ganesh
Chaturthi celebrations which were born in Pune. Chitale is the first-choice partner for anyone
buying sweets during festivals and celebrations. It ties together social events, family and
community through its brand. Chitale continues to thrive because even after the city’s
changing social order and community landscape its brands like these that give outsiders the
opportunity to feel a part of the larger world around them.

Pune Camp is a world in its itself. It’s a melting pot of many cultures and ethnicities.
Situated near the army cantonment, Camp was created as a main business and shopping
centre during the British rule. It hosted eateries, schools, shops, markets and cinema halls
even a century ago. Its inhabitants included Hindus, Christians, Muslims, Parsis, Jews,
Anglo Indians and all ethnic identities but even within MG Road the most notable landmark
remained Sharbatwala Chowk which is an enclave of Zoroastrians and Iranians.

There are brands that have been around

from the last century like Café Yezdan-
famous for its bun maska and chai, a spot
for all the bookies that throng here from the
Pune Racetrack, Marz-O-Rin- around from
the 1930s serving western palettes, India
Ice-cream – Started by a Sindhi family that
came to Pune after the partition, now run
by the third generation, every child’s first , Dorabjee’s – been around since the 1800’s-
serving the original menu even today, a regular haunt for actors that would come to shoot in
Pune and then the ever famous Kayani Bakery of course.

For the uninitiated, you might be wondering what the big deal is – what are they so famous
for? Golden, buttery, melt-in-your-mouth Shrewsbury biscuits. Named after a town in
Shropshire, England, Shrewsbury biscuits are synonymous with Kayani. A couple of these
beauties won’t do your waistline any favours, but every bite is worth the inches. Kayani sells
around 220-240 kg of these biscuits per day – and people clamour to buy them as if they are
the last batch of biscuits on earth.

Aside from the obvious old-school vibe at Kayani Bakery, what makes it stand out are the
original marble floors and brass ceiling. What is now the shop, was in fact the dance section
of an old Italian restaurant that was housed next door {which no longer exists}. In simpler
times, it used to be the only eatery in the area, across the road from Victory cinema. Imagine
that!

Started by Ardeshir Irani, this drink was highly popular among the British soldiers back in the
19th century. Today, after 133 years, the homegrown brand, now run by Murzban Irani,
supplies drinks to restaurants in and around Camp and MG Road, including Dorabjee’s,
George, Radio Hotel and more. Ardeshir’s retail outlet is located inside a quaint archaic
house on Sharbatwala Chowk. Known for its soda and raspberry drinks, Ardeshir’s today
boasts of 10 varieties of flavours including lemon, orange, green apple, jeera and an exotic
combination of peach and raspberry melba.
What worked for Ardeshir’s over the years, is perhaps their pricing strategy. At 2002, when
the soft drink war was at its peak, the company comfortably sold drinks priced at INR 3.50,
and interestingly enough saw a good profit margin. Today, Ardeshir beverages are priced
between INR 7 and INR 15. And, the taste? Unchanged, unadulterated…good enough to
take you down the memory lanes when Pune was still called Poona!

Ardeshir’s is a product of the English influence from the colonial period of India, especially
Pune. The anglicized ways of the town are a reason for its survival. Ardeshir’s low price
makes it a favourite amongst students and the masses. Every child in Pune knows that the
reward for being good is definitely an Ardeshir’s Cola. The brand was born in British India, it
was a homegrown soda company that has survived the heavily marketed foreign brands and
continues to be Pune’s choice of Cola.

The legacy of Budhani Brothers Waferwala began with the tragic death of both their parents
leaving the Budhani brothers orphaned. Fueled by the necessity to support the family,
Madhavji Budhani left his home in Bhuj in search of work. He soon called down his brothers
Motilal M. Budhani & Mangaldas M. Budhani to help in his business. The three brothers
were stronger together. They took turns to fry wafers & cycled around the city to sell them.
With passing time, the brothers got married & their wives helped them to fry wafers while the
brothers took care of the business. The business started to flourish and they graduated to a
large Coal Fryer and an iron Kadhai. With the phenomenal success of potato wafers, the
family introduced Potato chiwda (mixture) and Potato salli (sticks).

All celebrations and daily grocery lists in Pune have Budhani on them. They are the go-to
chips for the masses. Priced competitively and building a brand with the growing city
Budhani is keeping itself relevant and taking advantage of the opportunities that lie ahead.
The brand is an ode to the rich and diverse population of immigrant communities within
Pune.

ABC Farms was started way back in 1976. A, B and C

stand for Aga, Bhathena and Chinoy, the surnames of the
first three founder directors of the Company. ABC Farms in
Koregoan Park, Pune is a dairy farm and a cheese factory
where over 70 types of dairy products and cheese are
produced. From blue cheese and mozzarella to paneer and
yogurt, everything is produced under one roof.
Pune has evolved in the past decades as a hub for students
and young jobbers, especially in the
field of IT. These people are
influenced by the west and are open
to experimenting new tastes. ABC
caters to this growing segment and to
build this further. They have started
an annual wine & cheese festival that
the entire town comes to. It’s a
celebration that introduces new
flavours of cheeses and brings forth
the neighbouring district’s eclectic
wine collections. Making for a
weekend that brings together families
and friends.
Bibliography
https://www.seamedu.com/blog/9-peculiar-things-will-hear-pune/
https://pune.gov.in/culture-heritage/
https://essay.utwente.nl/65879/1/201408251400%20Thesis%20compleet%20compleet.pdf
thepunekar.com
http://assal-marathi-puneri-patya.blogspot.com/
https://www.hindustantimes.com/photos/pune-news/shiv-jayanti-city-celebrates-the-maratha-
ruler-s-valour/photo-Tqt8gZqQNJHxBw0O3YpBXM.html
https://www.tourmyindia.com/states/maharashtra/shivaji-jayanti-festival.html
https://www.maharashtratourism.net/cities/pune/festivals.html

Exhibit A: In-Depth Interview Questions

1. For how long have you stayed in Pune?
2. How are the various areas different from one another, in terms of behaviour?
3. What are the three things that define the culture of pune ?
4. What would you enlist as three principle values of punekars?
5. What fosters a feeling of togetherness among punekars? Is it a loosely knit or tightly knit
society? What would your conversation starters be with another Punekars if you happened
to meet one elsewhere?
6. Who are the heroes of Pune, across history ?
7. Are there any typical gender roles you have observed here? Are the roles of men and
women specifically defined in your family? If so, what are they?
8. What cultural changes have you witnessed here over the years?
9. Would the people prefer modesty, caring and cooperation over achievement, heroism and
assertiveness?
10. How strongly are people attached to their values and beliefs? Is there any flexibility? (is
it an open minded society or a conservative one?
11. Does the society suppress your gratification of needs or does it allow free gratification of
basic needs?
12. How important is religion in your family? Do you actively participate in organised
religion?
13. What eating habits are specific to your culture?
14. Describe the most important holiday of your culture.
15. What is the best and the worst thing about living in Pune?
16. Have you ever noticed anyone get differentiated on the basis of caste?
17. What have you observed about the youth culture?

Exhibit B
Survey Questionnaire Link​​ - ​https://goo.gl/forms/9szveb8860cgvmca2
SOURCE: Adapted from House, R. J., Hanges, P. J., Javidan, M., Dorfman, P. W., & Gupta,
V. (Eds.), Culture, Leadership, and Organizations: The GLOBE Study of 62 Societies, ©
2004, SAGE Publications.