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36 Comments

  1. There are some good insights that are been shared in this forum..

    I was looking at the MWO category in the country – though, it has grown; it has not yet seen great momentum in sales..

    To my mind, the larger concern would be promote this category as a means to enhance the culinary skills of the ‘mother earth’ rather than a replacement to her..if the device can provide means of letting her be part of the cooking process (similar to that in gas burner) like: signals to know when the cooking has happened thru’ aroma; a pre-fixed stirrer while the food is getting cooked in the mwo etc…the idea is to make her feel part of the process rather than alienate her from the process..

    Any thoughts on the above will be more than welcome..

    cheers
    Aarav

  2. I have been looking at the this category for a few years now..may be the real traction will occour when we move from the women/convenience angle. Maybe its not about selling a dosa mix to a madrasi in madras, or a navratan korma to a punjabi…maybe there is an oppurtunity to sell rtc/rte as a way to taste new varieties of food..southie food for the rest of india..and vice versa (ever heard an italian in italy using a rtc pasta sauce ??)hope you get the drift

    on another tangent, go down the pyramid a bid..move away from metros and fancy stores and mordern retail..maybe its about positioning the category as a treat …how many indians can really afford a five star dining experience…for a few hundred bucks..you get a five star meal home..

    • freshbrew team |

      I think they have tried the former…Mrs. Reddy ne banaya hoga vs. Mrs. Mummy ne. I think the 5 Star meal made by the 5 Star chef cum lady of the house sounds quite interesting. Needs to be more economical though.

  3. As someone who constantly grapples on the edge of health (and therefore homemade from scratch) and convenience – I have realised that the equation hasnt been set yet. Some things I’d rather make from scratch (like a ginger garlic paste) – while others (like dry masalas) I’d rather buy off the shelf. However when I look at my fellow moms – each mom has set her own equation – what defines as healthy and what doesnt varies depending on the time available at hand.
    As I write this comment I also realise that I have set-off healthy against convenience – pointing to my mindset. But that may not be true for all moms/home makers.

    • Very true, every mother’s stress point.

      Brands at some point need to get sense of the dynamics between influencers & those influenced, since perceptions are built and broken by them.

      There is merit in understanding nuances between supervision by the mother of lady of the house and that done by her mother-in-law.

      Also those influencing pointers given by friends, neighbors, etc. that the lady of the house constantly interacts with – sometimes actively, and other times out of necessity – either clarifies to suite her decisions or dislodges her choices for her family.

      I am sure a whole new gamut of emotions and trade offs embedded within would emerge and in the process provide a handle or two to brands seeking an entrance / acceptance into the kitchen.

    • freshbrew team |

      Often healthy is seen as antithesis to convenience. Possibly the reason why RTE is difficult to swallow.

  4. Brilliant insights on ways getting into the kitchen & staying there!

    Indian culture confers this aura around the lady of the house – that of the earth mother! Nothing right or wrong about it. As for brands, they simply need to maintain & enhance it.

    The recent MTR TVC does this well & the trigger allows the brand to enter all at once with all its offerings – and the hero of course – lady of the house with the earth mother sash.

    RTC seems to be more acceptable for the present, but an accepted RTC brand needs to constantly keep adding & enhancing this earth mother ideal.

    Any step in the ‘make it easy’ or RTE direction needs to be thought through & without comprise to the ideal image.

    RTE is a great category, so long as it works the purpose it was first even considered by this very same earth mother.

    In hindsight, cultural nuances don’t always play spoilsport, they actually help create that special, endearing flavor. It will be interesting to see what goes into & comes out of the 21st century Indian kitchen!
    All courtesy – the earth mother!!

    • freshbrew team |

      Thanks Padma. 21st Century kitchens will possibly have many cooks and many broths. It isn’t the prerogative of the woman only especially in a few liberal thinking homes. So I expect men to cook up a feast once a while and be exceptional at it too.

  5. Aah! I can relate to this. I love cooking. So its a killer to get down to shortcuts. But then I dont have to always do the laundry. You must check Betty Crocker. They make shortcuts sweet.

    • Culture codes are very strong when one is confronting the nurturer in India. She can never be faulted. Placing faith in these ’shortcuts’ as they are perceived, put her at risk.

      However many young moms living in urban pockets are seeing them more as the process than the destination in themselves. The crazy part is brands take credit for the prepared meal and make the woman almost seem dependent on it. That doesn’t work.

      For starters the word ’shortcut’ needs plenty of re-think. Thanks much Richard, again.

  6. Great piece, never really realized the different facets within ready solutions – being a process, replacing a chore, etc. And yeah as you said, the communication has to tiptoe around the obvious facts that RTE are convenience and time saving (sacrilege to an Indian mother) but instead talk of the end result of keeping the family happy and being in charge !

    • freshbrew team |

      Hey thanks Gia. I do think RTE can stop being defensive and more celebratory in their benefits. Something relatable rather than an obvious assuaging of guilt.

  7. Addition: Almost as a way forward to the BPL microwave ad stated above, MTR Breakfast Mix in the 21st century acknowledges that a woman does need more than 2 hands. In fact 6 hands if you go by their new communication.

    I read that as another trigger, namely: ‘Ready solutions, when tongue hunger not stomach hunger rules during a meal’. Ad: http://www.youtube.com/watch?v=MUMwNF0KNJA

    Keen to know whether it results in traction for the brand

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