Language politics is back in play with the DMK-led Chennai Corporation council trying to gain mileage by asking all shops and establishments to display their names in Tamil in a large font.
The council on Monday brought out the rule book to underline the Tamil Nadu Shops and Establishment Rules (1948), which directs traders to display the store name in Tamil prominently, followed by English, and then any other language of choice.
Currently, most shops display the name in English, with many opting to have the Tamil version in a much smaller font. Corporation commissioner Rajesh Lakhoni said the new proposal was to have the name in Tamil displayed prominently and on top of the signboard.
This is the second time the Corporation is throwing the rule book at traders when it comes to signboards. The proposal, first introduced by the DMK-led council in its previous regime between 1996 and 2001, has been dubbed impractical and unnecessary by traders and businessmen.
Some are concerned about its impact on sales.
“We display our name in Tamil in a smaller font as our clientele is primarily English-speaking,” said a senior manager with a Chennai-based retail clothing brand. Once the signboard is repainted as per the new specifications, he is doubtful if the brand will draw customers. “Most of us are more comfortable with English than Tamil. Also, people from other parts are settling down in the city. How will a local brand like ours appeal to outsiders if our outlets have to display boards in Tamil?” he asked.
- Indian Journalist.
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