Piramal’s Fixated Obsession with Re 1: Documentation, Con-figured Equivocation and the Facade
Piramal’s Fixated Obsession with Re 1: Documentation, Con-figured Equivocation and the Facade Posted on 27th February, 2026 (GMT 07:28 hrs) ABSTRACT Written from the standpoint of one pauperised by the DHFL collapse—once a trusting fixed-deposit holder, now among the dispossessed—this essay interrogates Piramal Finance’s “Neeyat” campaign as an apparatus of aggressive linguistic marketing that weaponizes micro-honesty to legitimize macro-consolidation. Through semiotic, Marxian, psychoanalytic, and political-economic analysis, it traces how the repeated invocation of Re 1—returned in scenes of everyday virtue (a coin handed back, a packet retrieved, kinship invoked)—operates as myth: at the level of denotation, simple integrity; at the level of connotation, character over paperwork; at the level of ideology, ethical finance naturalized precisely after an insolvency process in which avoidance claims worth approximately ₹45,000 crore were assigned a notional value of Re 1 and ...