Understanding the Power of Branding and Storytelling Through the Success of ‘iD’
The featured image is of pancakes. But in India, we have something similar that we call as ‘Dosa’. It looks like a pancake, but not so thick. There are many varieties of dosa. We usually have it for breakfast, and is the staple food for the South Indians.
Dosa is made from rice batter. In traditional Hindu households, they used to make the batter at home itself, using a stone rice grinder. But later, the local stores started selling the batter in unbranded transparent plastic bags and sold it for around Indian rupees 10–15. For people wondering how much that is, “It is very less, way less than 1 USD!”.
People started completely relying on the batter packets sold by the local stores.
No one questioned the hygiene and purity of these locally sold batter bags. But most importantly, no seller claimed it to be hygienic or pure by any standards!
Bangalore City(India), 2005
Bangalore is a true cosmopolitan city. People from all over India migrate to the ‘Information Technology’ capital of India for better opportunities. It is reflected in the food culture as well. You can find all kinds of…
