Bar O' Bar : Stirring up the Indian Home
We recently moved homes and as we were getting some woodwork done in the house, a suggestion came our way from our contractor – A HOME BAR. Aimed obviously towards my husband, the idea was initially met with a bit of skepticism. However, the contractor made a compelling argument. A home bar, he said, is a symbol of class, sophistication, and modern living. It's not just for people who appreciate a good drink, but for everyone who appreciates a well-designed space in their home and is a well-heeled global citizen! Intrigued, I spoke to a few people, and was surprised to discover that a home bar has become a quintessential part of many homes, irrespective of size, kind or family dynamics. There were bars in different sizes, shapes and price brackets and right from the local furniture dealer to the high end designers, everyone was making bars for the new age home.
A home bar seems to have become to men what the kitchen traditionally has been to women - a domain of creativity, identity and a space which is completely their own.
A bar in homes may not be as frequently used as a kitchen but it is more about the symbolism and less about the actual use. It's fascinating how societal views on home alcohol consumption have evolved over time. The days when liquor was stored away in the quintessential steel almirah, in lock and key are long past. Households would have that one cherished bottle of scotch procured from duty free or the boot legger and which was locked up and brought out only on special occasions. Even on those select occasions, men would sit in a closed door environment, women were often relegated to the kitchen to prepare snacks and 'chakhnas' as accompaniments, while children were ushered away to bed or to watch TV, shielded from the influence of any potential vices.
Today, the bar has been liberated! Away from being hidden in corners to out in the open in the living and entertainment spaces. It represents the liberty to consume alcohol without judgment or stigma.
The display of liquor bottles, the variety and the brands, serve as a marker of the host's status and connoisseurship. ?It's not just about offering a good variety of drinks, but also about the right accessories - the glasses, mixers, and even the art of creating personalized cocktails adds to the allure. These all add to the unique experience of a home bar. For the host the bar is a conversation starter, an ice breaker (no pun intended), source of pride and also a way to showcase his expertise and experience.
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However, it's important to note that in the urban, modern homes, bars are not just a male domain. Women are equally involved and invested in setting up and maintaining home bars. They too enjoy the process of curating a selection of spirits, learning about mixology, and crafting delicious cocktails. It's a shared space where both men and women can express their tastes and preferences. So, while the home bar may echo the symbol of a 'man cave', it's also a 'woman's den' - a place for both to express their love for good drinks, aesthetics, and hospitality.
Does this symbolize a progressive shift in the societal fabric of India or is this only a strong influence of media, increasing affluence and western culture on how we live?
Like the home bar are there any other spaces in the home which are taking on a new meaning?
#homespaces
Market Researcher at NielsenIQ || Ex-Ipsosian
8 个月Interesting Read. I believe this is the influence of western culture that we are adapting
Qualitative Research Expert with Marketing Research Skills, Insightful Consultant
8 个月I do resonate Ashwini Sirsikar and have been seeing this in a good number of houses across a number of cities in India. Its kept to serve the guests too in cases where the family doesn't actually consume them that regularly. Interesting read !
Insights | Culture | People
8 个月Very interesting to see this shift esp when most of us grew up in an era where drinking alcohol at home was not so acceptable. Our bar is the first thing people see when they enter our home. It is well stocked with whisky, purchased during our frequent travels. It has helped me win some alcohol clients ?? But more importantly, it is the only indulgence that my husband has and an empty space in the bar just does not sit well with him. One thing I find interesting is open display bars vs covert ones. I have friends who have bars hidden behind walls that open with a click or with a bookcase as the front and even as a closed sideboard with family pics on top.
In God we trust, all others must bring data
8 个月Even I shifted home last year and bar unit was sold to me. IMHO, having a bar unit neither symbolises progressiveness nor western influence. It majorly points towards rising income & shift of Indians towards top half of the income pyramid. Rise of income 'allows experimentation'. Secondly Indian mind set is very different. Trigger to possess something is always two fold - 1. The strong need/want/desire for ownership 2. At the same time it will also weigh what bad / worse will happen if I don't buy it or even buy it. The moment of truth (purchase decision) is a fall out of both the approaches. In your example, people who can afford bar unit will also think what is wrong going to happen if I have it in my home and then the decision is made. Marketers must value both the approaches and curate the communication accordingly.