MxMIndia

Author: mxmadmin

  • Desh Ki Chai celebrates Desh Ka Garv- Handlooms of India

    Tata Tea pays homage to handloom legacy this I-Day

    By Our Staff

     

    On this Independence Day, Tata Tea premium pays homage to India’s handloom legacy this with its ‘desh ke dhaage’ campaign. Tata Tea Premium has collaborated with Okhai, an online clothing and accessories store, for the purpose.

     

    The story of the offerings have been knitted together in a TVC conceptualised by Mullen Lintas that celebrates India’s vibrant handloom legacy.

     

    Commenting on the initiative, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products, said: “As we embark on this remarkable journey on the eve of Independence Day with the ‘Desh Ka Garv’ initiative, Tata Tea Premium celebrates the collective pride of our nation’s talented craftsmen, paying homage to their dedication, craftsmanship and their irreplaceable contribution to our cultural heritage. Through our heartwarming campaign, we hope to inspire every Indian to embrace and celebrate the legacy of our diverse regional handlooms, cherishing the threads that weave our nation’s pride. Each sip of Tata Tea Premium brings not just the taste of excellence but also the essence of ‘Desh ki Chai’, a cup that knits all of us together in a tapestry of love, unity, and pride.”

     

    Commenting on the campaign, Hari Krishnan, CEO of Mullen Lintas added: “It was exciting to work on something so unique. You rarely see a brand redoing their packaging as a tribute to an art form. The brief was simple, to celebrate India’s one of the most unique artforms of handlooms, through handloom-inspired limited-edition packs on Independence Day. The idea was right there, if you look at it, these threads are what form the fabric of the nation, they portray unique stories from across India through motifs embroidered on to their weaves. The way the film portrays these unique stories and inspiration behind each of these fabrics, through a mix of eye-catching animation and playful sing-song narration, makes for a delightful watch, while landing the communication in an effective manner.”

     

  • An artisanal gourmet destination

    Little Italy Group unveils Acasa

    By Our Staff

     

    Little Italy Group, the popular Italian restaurant chain, has formally unveiled Acasa, a new culinary destination.

     

    Said Amrut Mehta, Managing Director of Little Italy Group: “We are thrilled to introduce Acasa as a new gourmet vertical of the Little Italy brand, marking a significant milestone in our culinary journey. This vibrant and captivating design perfectly embodies the essence of our brand – a dedication to quality, authenticity, and the art of Italian cuisine. With our refreshed logo, we aim to establish Acasa as a prominent and trusted brand in the market, while showcasing our handcrafted, fresh, and authentic Italian food offerings. We are also introducing our exquisite Fresh Pasta Range, marking a momentous entry into the Indian FMCG Market. Through meticulous research and development and the sourcing of the finest ingredients and technology from Italy, we have created a range of artisanal pasta that offers an extended shelf life and nationwide delivery. We are committed to ensuring that the authentic taste of Italy is accessible to all pasta enthusiasts in India.”

     

  • Campaign created by Mullen Lintas

    Saffola initiates health movement for under 40

    By Our Staff

     

    Saffola Food Products has launched the Saffola ‘40 under 40’ campaign. This movement is aimed at inspiring young Indians to prioritise their health.

     

    Speaking about the campaign, Somasree Bose Awasthi, Chief Marketing Officer, Marico Limited said: “There is an increasing trend of young Indians falling prey to lifestyle diseases; In a young country like India, this trend is deeply concerning. Saffola has always focussed on a healthy lifestyle and as a thought leader in that space we believe it is our responsibility to encourage young India to eat better and live healthier. Through the 40 under 40 campaign, Saffola in partnership with the Times Of India is attempting to bring about a sustainable habit change which can better our consumers life. We believe in today’s hectic day and age, earning the consumers attention requires sustained effort and engagement which we will attempt to build using a multi-touch point model to bring the campaign alive. The Saffola 40 under 40 campaign is spearheading the cause of inspiring India to take health seriously by participating on a health journey with 40 young achievers under 40 years, who will take India on a journey towards better health by adopting Roz Ka Healthy Step.”

     

    Added Jolene Fernandes Solanki, Chief Operating Officer, Madison Media: “Taking a note of the rising incidences of lifestyle diseases amongst young people; together with Saffola, we at Madison Media take pride in creating this health journey with 40 young achievers and their followers across India. Saffola has always been at the forefront of promoting a healthy lifestyle, and through this campaign it attempts to make a change and bring forth the focus on healthier living. Backed by months of conceptualising and strategic excellence, along with all the stakeholders we look forward to driving and promoting the health journey for the upcoming days.”

     

    Said Ram Jayaraman, Chief Creative Officer (CCO), Mullen Lintas: “While the world (rightly) celebrates professional young achievers, we wanted to encourage all Indians to think deeply about another kind of achievement: good health. Saffola ’40 under 40’ Roz ka Healthy Step is a social-first, interactive campaign that recruits 40 influencers under the age of 40 as real, fallible brand ambassadors, to inspire the rest of us towards taking that decisive first (and second, and third) step towards mindfully healthy living.”

     

  • As Head of Marketing for Bathware and Tiles Business

    Hindware Limited appoints Arunima Yadav

    By Our Staff

     

    Arunima Yadav

    Hindware Limited, the bathware and tiles brand, has appointed Arunima Yadav as the new VP and Head of Marketing. In this role, Yadav will lead a talented team of marketing professionals, driving the company’s marketing strategies and initiatives to reach broader audiences. Her focus will be on creating compelling campaigns that resonate with customers, bolstering Hindware brand identity, and maintaining the company’s position as a frontrunner in the highly competitive bathware market.

     

    Speaking on the appointment, Sudhanshu Pokhriyal, CEO Bath and Tiles, Hindware Limited, said: “I am happy to welcome Arunima as the Head of Marketing for our Bathware and Tiles business. Her proven track record and deep understanding of consumer behaviour will be instrumental in enhancing our brand presence and customer engagement. I am confident that under her leadership, we will further strengthen our marketing efforts and deliver exceptional experience to our customers.”

     

  • It's a contentious issue that can't be dealt with in a Q&A forum like this. But here's what Dr Bhaskar Das has to say in the August 11 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | The Association of National Advertisers recommends marketers take a more active role in media buying. In India too, the Indian Society of Advertising is flexing its muscles. Your view?

    Bhaskar DasIt’s a contentious issue that can’t be dealt with in a Q&A forum like this. But here’s what Dr Bhaskar Das has to say in the August 11 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. The Association of National Advertisers recommends marketers take a more active role in media buying. In India too, the Indian Society of Advertising is flexing its muscles. Your view?

     

    A. Any professional marketing company plays anyway an active role in media buying with active involvement of their agency. So, from where is this flexing of muscles by advertisers is coming from? As if advertising agencies are shortchanging their clients through suboptimal services. The agencies generally win an account through evaluation by a client from amongst multiple pitches. Besides, the agencies bring on the table specialised and state of the art capabilities for ensuring optimised media planning and buying by using both quantitative and psychographic analyses.

     

  • "How the media and its individual components responded to Prime Minister Narendra Modi's speech in the Lok Sabha shows us where we stand," writes Ranjona Banerji

    Ranjona Banerji: A North Korean worship of Modi

    By Ranjona Banerji

     

    Ranjona BanerjiThe worst insult that a BJP-paid IT Cell troll can pay you on social media is: “Islamo-Christo-commie-Congi-Mamata Banerjee-darbari”. None of these so-called insults actually match each other, but logic is never a strong point when it comes to the Sangh Parivar. Frankly I am insulted that not a single party from the South of India has been added to this list of political affiliations. I feel that “Ambedkarite” or DMK should be added, just to start with.

    In any case, I would rather be all those disparate things than a supporter of the BJP, the RSS, the Bajrang Dal, the Vishwa Hindu Parishad and all the fascist, exclusionary, violent, Hindu supremacist thinking it stands for.

    And how the media and its individual components responded to Prime Minister Narendra Modi’s speech in the Lok Sabha shows us where we stand. Modi arrived in Parliament late, after most of the speeches were over, having not attended the earlier two days. The Prime Minister is too busy to answer a No-Confidence motion against his government over his inaction on the civil unrest in Manipur. Not busy in Manipur: his captive media has at best informed us via other BJP ministers that he was kept informed. There has been no evidence provided that he has actually done anything. And even less evidence that his captive media has questioned him on this.

    There are several photos with this column, which give you a sample of the print media’s coverage of Modi’s speech. Only two are worthy of any aspiration of a free and fair media when it comes to showing truth to power and not falling at the feet of the prime minister and the BJP.

    The Telegraph with its “blah-sphemy” headline has scathingly encapsulated the sheer self-obsessed tedium of Modi’s 2 hour 13 minute speech in the Lok Sabha, where he blamed the opposition, made a few cheap jokes and reached Manipur after an hour and a half of speaking only to say that peace will be restored.

     

     

    The Deccan Herald presented him with a mirror in its “Speak out” section, showing up his braggadocio for political posturing.

     

     

    The others shown here – The Indian Express, The Times of India, The Hindustan Times – presented bland reports of what he said. No context, no question. HT made it a little easier for its readers who may not have the patience to read through a report of an over two-hour speech about nothing with a little box of salient points. The Hindu’s report is so bland that I could not even waste my time taking a screenshot. Why do senior journalists take bylines for such saffron-wash copy?

     

     

    The picture before India at the moment is bad enough with this government at the Centre and in Manipur the situation is dire. Three months of inaction, deaths, rapes, destruction of property, looting of government ammunition stores, suffering and loss and all the media can do is blandly report – or cheer – the stupendously insensitive response from the Prime Minister.

    As for television, I am going to rest my case with veteran journalist and author Tony Joseph’s tweet (or more correctly, X post). All my words cannot sum up more succinctly the nonsense that TV channels spew out:

    “Listening to Indian television media’s political reporting is like listening to an agitated, drunken gambler on the race course who has put all his money on a particular horse and is trying to report on the race.”

    This is who we are. Shameless punters.

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia on Tuesdays and Fridays. Her views here are personal.

     

  • Adani Wilmar spotlights ‘Health Aaj Se’ campaign

    By Our Staff

     

    The 360-degree campaign will have three commercials, that will be launched across digital platforms.

     

    Adani Wilmar Limited (AWL), the food FMCG, has launched a 360-degree campaign for its latest health oil offering, Fortune Xpert Total Balance Oil. The  campaign idea, titled ‘Health Aaj Se’, is conceptualised by Ogilvy.

     

    Commenting on the campaign, Vineeth Viswambharan, Associate Vice President, Marketing & Sales, Adani Wilmar Limited said: “As India’s leading food and edible oil player, Adani Wilmar places great importance on nutritional value that consumers seek in their grocery choices. Many of our consumers today have a deep understanding of the varied nutrients present in different oils and they change their edible oils periodically to benefit from the same. We have introduced Fortune Xpert Total Balance which delivers consumers a holistic solution that combines the goodness of three powerful oils. It’s a game-changer in the edible oil segment, as Indians have become extremely health-conscious in the post-pandemic world.”

     

    https://www.youtube.com/watch?v=0dfu_9Nb1b0

  • Pluckk, our favourite provider of sambar veggies, has got the actor as an investor and endorser

    Pluckk partners Kareena Kapoor as Investor & Brand Ambassador

    By Our Staff

     

    We love its sambar veggie mix though don’t always find stocks on the online food delivery apps. Pluckk, India’s leading lifestyle-oriented fresh fruit and vegetables brand, has announced a partnership with actor Kareena Kapoor. The partnership not only marks a milestone for Pluckk but also sees Kareena Kapoor taking a stake in the company, cementing her position as an Investor and Brand Ambassador in the F&V industry.

     

    Pratik Gupta, CEO & Co-Founder of Pluckk said, “Our vision is to build a PAN India fresh food brand dedicated to service the needs of Indian families and homes with our network of over 1,000 farmers. Kareena Kapoor Khan’s partnership with Pluckk is set to propel us towards our unwavering goal. We warmly welcome her to the Pluckk family.”

     

    Kareena Kapoor Khan said, “I am delighted to be associated with Pluckk as an investor and brand ambassador, a brand that is at the forefront of providing safe and high-quality fruits and vegetables to consumers. As a mom personally the quality of food is very important to me. I look forward to being a part of Pluckk’s remarkable journey and commitment to help consumers eat right in all of India.”

     

  • The TVC will make its debut in Tamil Nadu and Karnataka. With its engaging storyline and relatable characters, the TVC promises to resonate deeply with its intended audience

    Parachute Advansed launches a new TVC

    By Our Staff

     

    Parachute Advansed, the hair oil brand owned by Marico Limited, gas launched a new TVC to announce the brand’s latest innovation in hair care – Parachute Advansed Sampoorna Hair Oil.

     

    Said Somasree Bose Awasthi, Chief Marketing Officer, Marico Limited, on the TVC launch: “At Marico, we take immense pride in creating products that truly make a difference in people’s lives. The introduction of Parachute Advansed Sampoorna stands as a significant milestone in our hair care portfolio. In today’s fast-paced lifestyle, hair needs that ‘Extra Care’ to stay beautiful and healthy, and that’s exactly what Parachute Advansed Sampoorna provides by combining the nourishing power of Coconut with five exceptional herbs – Amla, Hibiscus, Aloe vera, Methi, and Curry Leaves. Through the powerful yet emotional narrative in the TVC, we aim to resonate with audiences, encouraging them to experience “Parachute Advansed Sanmpoorna to deliver hair that’s thick & long”.

     

    The TVC will make its debut in Tamil Nadu and Karnataka. With its engaging storyline and relatable characters, the TVC promises to resonate deeply with its intended audience.

     

  • No, he's not joining namesakes Sharad and Ajit and their respective political dispensations

    Bobby Pawar quits Havas. Says Alvida to Advertising.

    By Our Staff

     

    Bobby Pawar
    Bobby Pawar

    So we called him and sang the first lines of two popular Hindi film songs:

    :: Yeh kya hua, kaise hua, kyun hua, and

    :: Kidhar jaa rahe ho, kahaan jaa rahe ho, humme toh bataa do…

     

    He just gave us trademark laugh. And said: “kidhar nahin”. As for the decision to quit, well, he said it’s two months’ old and his three-month notice expires next month. That’s September.

     

    First, let’s look at the communique we received from Havas India this morning:

    “Bobby Pawar, Chairman and CCO of Havas India has decided to step down from his role. He joined the network in November 2018. A much-revered advertising legend, Bobby has been a part of the advertising industry for over three decades. Following this, Bobby has decided to move away from advertising. He will, however, be a part of Havas India officially till September 2023 and will continue to consult on Havas’ clients and projects as and when necessary.

    ““There are some who will think there is some hanky-panky to my stepping away. I understand the
    appeal of it. It certainly makes for more interesting gossip sessions. The truth is, sometimes life leads
    you to a crossroad. Or, in my case, it is death. Over the last year, I lost way too many people I love,
    way too early. All of them had their ‘one day I will do this or that’. This made me realise that I had to
    find what I would love to do that ‘one day’ and do it right now. Yeah, it is hard to walk away from
    what I have loved for thirty-one years. But I have always chosen to do the hard thing. Like, take on
    the challenges of changing the course of the agencies I have helmed. Now it’s time to do that with
    my own life. What is certain though, is that writing will be a huge part of whatever I dive into next. I
    am nothing if not a storyteller, a craftsman who chisels prose with a pen,” said Bobby.

    “Looking back at his time at Havas India, Bobby said, “The concept of Havas Village is what excited me
    the most. Moreover, both Rana and I were entrusted with the freedom to build and run Havas India
    from ground up, like entrepreneurs. Something I had not experienced before. It takes two to tango,
    and with a friend like Rana, who really is more of family than a friend, it was easy. And today, I can
    proudly say that we have built a brand-led, digital-first ecosystem, the results of which are here for
    all to see. Havas India has undergone an unprecedented transformation and has seen exponential
    growth over the last five years. We have made our place in the big league, and we are here to stay. I
    am grateful to Yannick Bollore for his faith in us, to our teams across all the companies of Havas
    India for giving their all to the mission, and Rana, you know how I feel about you.”

    “Speaking on Bobby’s departure, Rana Barua, Group CEO, Havas India, said, “Ours is truly a Yin and
    Yang partnership. Especially when you know your creative half for nearly three decades, it becomes
    a seamless, productive, and truly memorable journey. Bobby helped me rebuild Havas’ presence in
    India, and with his creative prowess and reputation, he completely overhauled the Creative vertical
    of the network. With his trademark humour and quirks, Bobby made Havas India more than just a
    place to work. Some goodbyes are bittersweet because while I will not see him around at work, he
    will continue to be an inextricable part of my life. I wish him all the very best for this new chapter of
    his life.””

     

    Before joining Havas, Pawar spent five-and-a-half years at Publicis, and earlier, he was Chief Creative Officer of JWT and CCO of the DDB Mudra group. Pawar was in the United States for seven years where he worked with Ogilvy, New York and BBDO, Chicago. One of his films ran on the Super Bowl, got featured in the MoMA and nominated for an Emmy.

     

    So we asked some ad agency watchers what they think of the development. Well, over the last few months, Havas has ensured it has beefed up its top deck. So we shouldn’t expect old (and new) clients to run away. However, in Pawar’s exit, they believe that the network (or should we say ‘village’) has lost a star campaigner. Creative agencies are all about creative whizkids, and not necessarily about the suits. Hence, Barua will need to ensure that the agency doesn’t get a setback on that score.

     

    And what about Pawar’s next move? Could he joining namesakes Sharad and Ajit and their respective political dispensations? Of course not. Is he, like some other agency captains, turn independent? Or is going to make films, write stuff for OTT or perhaps write a book. Well, the last of these is definitely on the cards. In fact, if all goes well, his first maiden work of fiction may be released next year.

     

  • Dr Bhaskar Das was inducted into the IAA Hall of Fame

    Dr Bhaskar Das, others felcitiated at IAA Leadership Awards

     

     

    By Our Staff

     

    In the past, as Chief Minister, he has given the slip at some key A&M industry events. But now he’s Deputy Chief Minister he was present. At the annual leadership awards of the the International Advertising Association (IAA) India Chapter on Wednesday, August 9, in Mumbai With senior marketing, advertising, and media professionals, who came together to honour the exceptional accomplishments of these deserving recipients.

     

    The awards were presented across 15 industry categories, spanning automobiles, financial services, FMCG, E-commerce, Edtech, retail and consumer durables, acknowledging outstanding professionals’ diverse achievements and innovative contributions.

     

    Notable among the winners was media industry veteran Dr Bhaskar Das was was inducted into the esteemed IAA Hall of Fame, recognising his contributions and lasting impact on the media landscape.

     

    Other winners included:

    Adar Poonawalla, CEO, Serum Institute of India who was awarded the prestigious title of IAA Business Leader of the Year 2023.

    Rajdeepak Das, CEO & CCO, Leo Burnett South Asia and Chairperson, Creative Council, Publicis Groupe India was honoured with the IAA Creative Agency Leader of the Year award for his exceptional creativity and ground-breaking campaigns.

    Ajay Gupte, CEO – South Asia from Wavemaker secured the distinguished title of IAA Media Agency Leader of the Year

    Atideb Sarkar, Chief Editor and Publisher of the ABP Group received the IAA Media Person of the Year award

    PV Chandran, Managing Editor of Mathrubhumi earned the accolade of IAA Editor of the Year

    Navika Kumar, News Editor and Anchor from Times Network was honoured with the IAA TV Anchor of the Year award

    and Actor Ajay Devgan and Kiara Advani were crowned with the title of IAA Brand Endorsers of the Year

     

    Avinash Pandey
    Avinash Pandey

    Said Avinash Pandey, President, IAA India Chapter: “The IAA sees itself as the Global Compass for Marketing and Communications and these awards are one of the many initiatives that focus on furthering this. Through these awards, we not only recognize excellence and innovation but also inspire and motivate others to strive for greatness. By celebrating these remarkable achievements, we can foster a collective commitment to enhancing all industries. The 10th edition of this awards is a testament to the enduring spirit of innovation and resilience that defines our industry.”

     

    Nandini Dias
    Nandini Dias

    Added Nandini Dias, Chairperson IAA Leadership Awards: “The IAA Leadership Awards is an opportunity to recognize and respect the power of the human mind at work. To appreciate the criticality of decision-making. The wisdom of thought-leadership. The sheer magnetism that carries an entire team along. The choice between bravery and bravado. These awards are gallantry awards, bravery awards, intelligence awards, creative awards, sporting awards and social awards all rolled into one.”

     

    The IAA Leadership Awards ceremony can be viewed at https://www.youtube.com/watch?v=8LRdidaLARI

     

  • Do consumers enough awareness about what constitutes the Tomato Puree, asks Vikas Mehta

    Is there enough Tomato in your Puree?

     

     

    With apologies to none at all

     

    By Vikas Mehta

     

    Vikas MehtaWe Indians have suddenly discovered a new food ingredient. Tomato Puree’ is now the talk of town of the urban and even semi urban Indian. Price of tomatoes is passe’. I actually joked with my vegetable vendor while asking him the price of tomatoes, that will he charge me for just asking the price. The fact is that at the price of a kilogram of tomatoes one could buy 4 kgs of Langda mango in Doon. (Last enquiry showed the price of tomatoes as Rs 250 per kg in my neighbourhood). The big issue today at retail outlets and on ecommerce sites is the availability of Tomato Puree’. I am told that in Mumbai there is already a blackmarket of the exalted product. Retailers are claiming that the demand has gone up by 6-8 times for the puree’.

     

    Now, I am no cook or an expert in food ingredients. But I was intrigued. Price of basic tomatoes was going through the roof. Every Tom, Dick and Harry worth their salt were asking people to use tomato puree’. The demand for the product had soared. Puree’ was being touted as the next best thing to fresh tomatoes and yet, wasn’t it processed food? Didn’t it have any other additive? And if tomato is costly, anything being made out of tomato should also see a price hike. Old stocks notwithstanding.

     

    Let me also confess that having worked on food brands, I do have some basic idea about Tomato Sauce and Tomato Paste. But Puree’ for me is a new one. So, I turned to my wife first for some information. I recollect that when we were in Egypt, tomato paste was a common ingredient found in local kitchens and it was used as a base for cooking of many a vegetable dishes. My wife informed me that puree’ is a much thinner version of the paste. It is more natural, less processed and closer to the actual flavour of tomato.

     

    Next, I looked up the web and found the following descriptors for puree’ and paste.

     

    Tomato puree is a product made from fresh, ripe tomatoes that are cooked, then blended into a thick liquid just slightly thicker than a typical tomato sauce. However, unlike tomato sauce which can be chunky, tomato puree is smooth and uniform. An acid (like lemon juice) and salt is usually added giving tomato puree a bright flavour.

     

    Tomato paste is a concentrated form of cooked tomatoes, where tomatoes are cooked, strained and recooked until most of the liquid has evaporated and the tomatoes reach a thick, pasty texture similar to toothpaste. Because tomato paste is cooked for a longer period of time, it has a deep red hue and sweet flavour thanks to the natural sugars present in the tomatoes. Like tomato puree, store-bought tomato paste may contain added acid and salt.

     

    Having armed myself with some basic knowledge I searched for actual products. The first brand I came across was Kissan puree’. And the ingredient information shocked me. It said water, tomato paste, salt and acidity regulator. Tomato paste? Not from tomato itself? And only 34.8% was tomato paste. So, what was the rest? Water, salt and acidity regulator. How could this therefore be a substitute for natural tomatoes. The rule when one writes ingredients on the pack is that the ingredients will come in a descending order of total composition. So, Kissan tomato puree’ is actually water mixed with tomato paste, salt and acidity regulator.  The good thing was that the brand was being honest but the brainwashing on puree’ does not prepare one for these facts. I mean how can something, read paste, which by definition is cooked twice so that it is devoid of water be used to make another product, read puree’ which is more liquidy? By adding water. So, we are being charged for adding water to paste?

     

     

    The next brand I encountered was Topps puree’. In ingredient information it said tomato, sugar, iodised salt and preservative. Now, look at the inconsistency in the ingredient information. No mention of what amount of tomato or salt or preservative. Just by its absence it can be presumed that all is not healthy. Though tomato written as the first ingredient means that the brand has more of tomato.

     

     

    But the real surprise about how rules regarding packaging, ingredient information and even branding are vague and open to interpretation happened when I came across Dabur Hommade Puree’. Sounded too good to be true. And it was. As behind the pack is a disclaimer which says “Hommade is only a trademark and does not represent its true nature.” Seriously? Hommade is a Dabur brand which is quite misleading but that’s another story. The pack says made from 100% ripe tomatoes. And yet if one looks at the ingredient story it is almost the same as Kissan. Water, Tomato paste (37%), acidity regulator and anti oxidant. Tomato paste?  So, what’s this about made from 100% ripe tomatoes. Misleading? To a lay consumer like me, definitely.

     

     

    I did look up Kissan Tomato paste also. Its ingredient story had Tomato paste (96%) as the first ingredient, followed by water, salt, sugar and and acidity regulator.

     

     

    And I also came across some imported Italian brands which had 96% tomatoes and salt as the only two ingredients in puree’.

     

     

    This is what I had written about in my last blog. We consumers are being taken for a ride. The packaging rules are not clear. Ingredient story is incomplete and sometimes not consistent with the claims. Phrases are being used as brand names which have to be defended within the packaging but in an obscure fashion. So called influencers who obviously are being paid then drive the gullible us to use products which are not exactly what they are supposed to be.

     

    I am sure that the legal departments of these companies will have arguments to counter all this. But, why do they need legal to justify a product?

     

    Looks like the Tomato story is not just about the price.

     

    Vikas Mehta is a Dehradun-based business strategy and marketing consultant and educator. He writes on MxMIndia every other Monday. His views here are personal.