Getting innovative while crossing cultures

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I saw these masala packets in Costco’s World Market in Fisherman’s Wharf the other day and was very impressed I must say. These little packs manage to address some key issues that arise when we want to try a recipe at home that is from a different country, particularly one with a complex and unusual cuisine from our own. Why?

Kitchen Guru manages to take away the pain of trying an Indian dish like Tikka Masala or Chicken Korma at home. I’m sure niblettes would love the concept. The challenge these packs address is that someone wishing to try one of these dishes would require a number of foreign spices that most likely wouldn’t already be in their kitchen cabinets. Even if they went to buy them from the local indian store, they would be forced to purchase larger quantities of each spice, which if they weren’t in the habit of cooking Indian food regularly, they really wouldn’t need to stock.

These packs take away the pain of identifying the right spices needed for each dish, having to buy them in bulk, figuring out how much to use by simply putting the right quantity for the recipe in little bubbles. The recipe and instructions are on the back. And the design uses the fact that Indian spices are unusual and colourful as an eyecatching marketing device. In fact they almost encourage you to take them home and try an Indian dish or two for dinner tonight.

I love it!

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This entry was posted in Business, Design, India/China/Asia. Bookmark the permalink.

3 Responses to Getting innovative while crossing cultures

  1. DesiPundit says:

    Innovations in Packed Food

    Niti Bhan explains how a food manufacturer is trying to woo the hungry desi:
    These packs take away the pain of identifying the right spices needed for each dish, having to buy them in bulk, figuring out how much to use by simply putting the right quan…

  2. Nitin says:

    Something like this is also in India, ITC’s Kitchens of India, if I am right.
    Excellent proposition, currently both domestic and overseas (US, Canada, UK, Switzerland and Australia) markets contribute equally in the sales of Kitchens of India

  3. tgfi says:

    awesome idea! i know lots of non-indian friends who’d appreciate it. (and stop borrowing my spices! ūüėČ )

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