Thursday, December 22, 2005

India, repackaged

As a spoonful of Rajbhog icecream from Amul melted into delicious coolness in my mouth, I wonder why nobody thought of it before. Amul is the first national brand that has an unabashed Indianness in its ice cream flavours. Theres Rajbhog, Anjeer, Kulfi which are a world apart as compared to the sundaes and butterscotches of the other brands (Amul has those too).

Brand India is being repackaged. If, some years back brands wanted to sound foreign, today sounding Indian is in (or perhaps makes marketing sense or is the last resort of those segmenting scoundrels). Either way there is an explosion in Indianising offerings in India. Thanks to Channel V Quick Gun Murugan or McDonalds Aloo tiki, Indianising is here to stay.

Amul is not alone. Dabur has been in this "packaging India" business for years. Himalaya is a recent entrant. Cadburys has one of its sweet flavours as "Kalakand" and a separate "Mithaaee". A few years back, it would have been infra dig to sport Indian names such as these. But today, Indian is the new chic.

3 comments:

Anonymous said...

gr8 posts dude , i really appreciate that , keep blogging:)

Jithu said...

favored by a change in indian consumer minds that something which sounds indian is also good (previously there was this spree towards foreign goods)

Neelakantan said...

and perhaps it is an indication of the nations increasing confidence in itself...