Biryani for the poor?
Recently, there were reports that Akshay Patra, which is the NGO partner on the midday meal scheme across several states, doesn't cook with onion and garlic, and the beneficiaries do not relish such food, leading to wastage. Arguments are raging back and forth on both sides, and I was shocked to read a tweet from someone who said: "1. Beggars can't be choosers; and 2. What's next, Biryani fried rice?" Rather reminiscent of the reaction Oliver Twist got when he asked for more. It reminded me of a research project I had worked on a few years back. The client had come up with an idea for a brand of sambar powder for a southern state targeting the budget-stressed consumer and wanted to understand consumer attitudes and usage beforehand. When I reported the findings - that not only were there huge variations in the types of sambars and therefore powders, but consumers were extremely picky about the taste and therefore powder they used, the client was aghast. They...