Them Patels is loaded, innit?

If you wanted to burgle posh pads in London, where would you go? The old English money is in Chelsea, Mayfair and Knightsbridge. The new Russian money is probably in Hampstead. Houses in these neighbourhoods would yield a rich haul to any enterprising thief. But Bonhams and Christie’s would ask rather uncomfortable questions on the provenance of the booty you’d want to flog. For more readily cashable pickings, you’d do well to head to Wembley or Southall. For that’s where them Patels be!

Pixamania.com, a leading online seller of must-haves has revealed that in Britain, it’s the Patels who lead the pack in gadget purchases (see report here). Su kidhu?!?! Yes. It’s true. The Gujjus outdo the goras! They buy more of the latest and most expensive gadgetry than any other group in the UK.

On second thoughts though, it is not so surprising. For some time now, British retailers have been trying to woo what is known as the brown pound. The purchasing power wielded by South Asian communities, particularly the Indians, is quite enormous. And we do love our trinkets so. In cars, clothes, food, gadgets, jewellery, houses and all the trappings of wealth, our tastes can be quite extravagant. Laxmi Mittal’s Kensington ‘apartment’ is a prominent British example. All over the UK, desi businessmen, less wealthy than the steel tycoon but still rich by any standards are splurging like there’s no tomorrow. The marketing guys in Britain have discovered a gold mine. Give them what they like, and desis will snap it up. Price is no issue. We love to collect stuff that can be shown off. Ame to evaj chhiye, bhai! We are like that only, mate.

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