"Life is here to stay, H1N1 is not" - bravado in bold letters on a public banner in Bangalore.

But, just in case, Bangalore is rushing to buy masks.  The city has seen 11 swine flu deaths. 

"I get hundreds of calls from my friends and relatives asking me to use influence to procure N95 masks," says Dr H S Ballal.  At most hospitals and chemists, masks are sold out.

And where they aren't, they sell at a premium.  As a customer goes into a pharmacy, we capture the exchange on hidden camera. "It's more than 600 rupees," says the pharmacist, dismissively. "Isn't that against the government regulations?" The man behind the counter won't deign to respond. After all, the customer is no longer king.

We then come across Kishan, who sells these most-wanted masks on the pavement  in less than sterile conditions.  He says he buys his masks wholesale for Rs 6, and sells them for Rs 10. 

So profit in a time of panic has Bangalore doing brisk business.