1128. Natural, Herbal, Organic.....!

In Rig Veda there is Mantra “Ano Bhadrah Krathavo Yanthu Vishwathaha” (May all the good and auspicious beset me from all sides of the Universe). This wonderful Sukta (“Su” meaning “Good” Ukta meaning “Saying”) is the 89th in the First Ashtaka of the First Mandala.  

We are a pluralistic society and hence since ages we are advised to take all the good and auspicious pouring from every direction. The Sukta tells the seeker not to have Sankuchita Bhava (Narrow Mind) which could hamper growth. Instead if the seeker has Vishala Manobhava (Open Mind) he will consider new ideas and try to remodel himself for better. But this Mantra do not say that everything that we receive as new ideas are admirable, it only advice to test the validity of whatever is obtained. Sometimes because of the Vishala Manobhava we possess, we are taken for a royal ride. There is no need to entertain any new ideas which fail to improvise the already existing one. Unfortunately today we are infused with few new ideas which not only have the ability to improvise but vanquish the existing one. the only satisfaction though is that only a few fall prey to it.   

A few years back Kellogg’s entered India. Kellogg’s introduced Corn flakes, a packaged cereal product formed from small toasted flakes of corn, usually served cold with milk and sugar. It wanted Indians who relished Idly-Vaada, Puri-Bhaaji, Dosas, Pesarattu, Thalipeeth, Parathas, Pohas and the very humble Dal Khichdi (Pongal) for their breakfast to change to corn flakes. Yes, it was a new idea but it could not improve on the nutrition value nor score on the taste buds. 

Initially when it made the grand entry into the market we Indians made “Curious Buying” which the company misread the initial trends and the initial spike in sales. Also the middle class and the lower middle class did give the brand a chance, but the chances did not repeat. Our mothers in India do feel happy cooking and serving delicious breakfast even if it is tedious. They never prefer corn flakes with milk unless they are working women.

I am not so incline towards Ayurvedic products, but look at how an Indian FMGC company which came up in the year 2006 has shaken up the old players. It has its products themed around “Ancient Tradition” and “Indianness” which has made the already existing MNC companies to recheck thier flow chart. 

The Salt, Neem and Charcoal in toothpaste to now “Vedshakti” in the paste. The indian market was flooded with the “Chemical Formula” Fluoride while we Indians were using Salt, Neem twigs and Charcoal powder for oral care. Also these MNC’s have a nice way to market their products in India they use words like Natural, Herbal, Organic and Vedic or crown one of our many beautiful charming young girls as “Miss World” and make her the brand ambassador to their products.

Maybe it could work with Higher Class society but our Middle Class and Lower Middle Class retain their loyalty to the “Indianness” always. We go by the knowledge passed on to generations through tradition. The culture and tradition has somehow safeguarded the uniqueness of the natural product recipes which was once in every household and is returning back now with a brand name tagged.