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2.75 

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May 10, 2003 07:03 AM 3463 Views
(Updated May 10, 2003 07:09 AM)

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Kissan Annapurna Chappaties are readymade and ready to eat ( after heating ) chappaties. Kissan is the well known brand name of the product. Annapurna is the name of Goddess Lakshmi. When the name Annapurna is associated with the name of any food product, the assumption is that it would sell, and it does. The KA Chappaties are of uniform thinness and are quite tasty. And do you know who markets it ? The famous HLL or Hindustan Lever Limited, the Indian Associates of Unilever or Lever Brothers, the multinational of multinationals. Would you like to eat chappaties which cost eighteen rupees a dozen ? This means each chappaty costs Rs.1.50. And you would take it with at least one vegetable or meat dish. Is it economical ? The whole game of KA Chappaties is to treat the customer as a fool and cheat her/him left and right. This is an attempt to ruin the rural economy. Go to Punjab. Even today in the rural areas you would find Tandoori Roti Ovens in which Rotis are baked by your flour knead for a small fee.The housewife prepares some vegetable dish or serves it with 'achar' or home made pickles. Even at home, my mother or wife would love to prepare chappaties and give me one by one after applying ghee on it, till I say no. Go to any Marwari Basa, and the Maharaj will serve you hot chappati after applying ghee on it . He would put it one by one in a fairly large plate having six or seven vegetable dishes and pickles.


Lassi, the famous tasty cold drink, available in Punjab, Delhi and other parts of North India is being aggressively replaced by Coca-Cola, Pepsi, Fanta and what have you? To keep the position and prestige of Lassi, I would ask the Ministry of Food Processing, Government of India to scientifically prepare and process the same and sell it in a paper container as in the case of Maaza.


Unless such measures are taken, India's rural industries and rural economy would be in danger. They already are!


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