“We don’t allow this”, the assistant to the principal said. “Oh Okie... Can I speak to her?” I asked. “But she won’t allow. We don’t allow this” “That’s fine. All I need is just to get to speak to the principal” “I will ask her but as I told you we don’t allow this”. And she went into the Principal’s cabin. This lady was getting on my nerves. It was the all too familiar tone of negation and disapproval. I was outside the door of the principal of one of the more prominent schools in the city. And I needed permission to interview 3-4 students from this school as a part of my project. I had already conducted about 80 odd interviews by now. Consumers in the age group of 14-40 years were my target respondents and I had also interviewed 12 students from 3 different schools in the city of Chennai .With this school, I would have finished my quota of school interviews in Chennai. The assistant went in with my college ID and my bonafide certificate and I saw her speaking to the principal from ou