New Delhi, Sept. 4 -- Every year, I look forward to the Ganpati festival with joy, yet I brace myself in quiet dread. The noise levels are overwhelming. On evenings ofvisarjan, with the idol-immersion spot just a short distance away, pounding drums, frenzied crowds and blaring speakers almost make it hard to breathe. Even on higher floors and beyond the designated time, behind closed windows and doors, the cacophony is relentless.

After years of travelling across Indian cities, towns and villages, I see a pattern: India thrives on noise, and also suffers for it. Religious celebrations, social festivals, weddings, political rallies, traffic and even local cricket matches all demand loudness.

This obsession extends to brands and services....