Consumer Pulse
- The Pink
Aamir Siddiqui

During the late 1800’s, the famed pink city Jaipur was painted this colour on the orders of Maharaja Ram Singh to welcome Queen Victoria to Jaipur as a mark of hospitality.

That tradition continues today and the residents living in the old pink city of Jaipur are compelled by law to maintain the pink colour. The government provides the colour annually to the residents and levies fines on anyone who does not maintain homogeneity.

Symbolically, the colour has stood for hospitality. Maintaining the pink colour along with attracting tourists also reinforces the importance of hospitality to the locals. This is critical as tourism provides employment and generates revenue for a large part of the city’s residents.

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