Mass-customization: the Ice-cream wallah way

There is a small but big word in marketing: “Mass-customization”. This means that the products being offered are customised for the masses, not only for some selected few customers. Examples? The Dell laptops; you can visit the Dell website; configure your laptop as per your requirements and then order. You will be able to decide on the price based on exactly what you want. Some level of mass customization are also offered by the automobile firms where you can chose what colour, accessories, and components to get your car with. But for me, the biggest business doing the mass customization is my neighbourhood Mewad Ice-cream wallah.

You want a cone for Rs 5, or 6, or 10? You want fruit salad or faluda of Rs 5, 10, or 15? Do you love a particular flavour? The boy won’t ask any question, he will give you exactly what you want and for how much. This is unlike the ice creams from big firms and dairies where you get fixed stuff and pay fix amount…

Inspired by my operations professor who always give indigenous examples instead of straight-from-the-books stuff...