Shopping for Home-Grown Brands

October 21, 2013 at 1:11 pm 3 comments

Weekends are for shopping!  Ask any homemaker {single, double, nuclear or joint family}, the needs and wants may differ, but the agenda is common to all; ‘stock-up’ the kitchen, fill-up the shelves, re-fill the refrigerator.

Last Sunday, while the purpose of my escapade to the market remained the same, the way to accomplish it was different and turned out to be an experience I would like to repeat each time. I decided to pick up products that are of an Indian make.

Think to yourself for a minute, how tough can it be to ensure that whatever goes into your shopping basket, be it a pack of detergent, a carton of oats or a bar of chocolate is of an Indian brand? In short, the idea is to ‘Buy Indian’!


Sounds laughably easy? I thought so too! But it isn’t so.  But it isn’t because before picking-up any product you have to cross check and be sure it’s not just made in India but a Home Grown Brand.  Basically it means leave behind your habit of grabbing and loading products in the cart.

For instance, I am a big Kellogg fan and always purchase a mix of museli, chocos, fruit loops, et al. Now can you think of any Indian brand which offers the same variety? There is one plain, inexpensive brand of cornflakes by Mohan Meakins which many of us grew-up eating until international brands took over the market and this humble packet was pushed to the corner. However, milk, curd and dairy products are easiest on the list to strike off thanks to the White Revolution in India and the fact that we are the largest milk producing (and consuming) nation in the world. For biscuits, sweets, small bites and snacks, home grown brands like Parle-G, Britannia, etc. offer enough options to spoil you silly.

Shopping list is yours, goods in the basket are for your consumption, what you pick is ultimately your choice; do you want to willingly make a compromise? Perhaps, No. Is it worth a try, of course it is!

Why should you attempt an effort like this, which would complicate the whole shopping affair?

  • It will help you focus more on the product, its purpose than the brands you choose
  • You consciously stop paying price incurred by the brand on its marketing expenses
  • Support our economy and small Indian producers
  • Gandhi on our currency so be Gandhian in the way we buy
  • It is FUN! Break away from your heavily influenced shopper’s mindset

Try this the next time you step out with your shopping bag and you will see the picture of the Mahatma on your money notes smile back at you!

PS: Now I have the freedom to choose accompaniments that go in my bowl of cornflakes, a bit of chocolate sauce, nuts, dried/ fresh fruits or a little drizzle of Roohafza, it’s both desi & delicious.


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3 Comments Add your own

  • 1. Sapna  |  October 21, 2013 at 3:42 pm

    Will try this next weekend when I am out shopping. It is a little easier for me to do this since I am a fan of Indian food anyway and not a very big fan of Western food.

    Plus I love shopping when I buy products after looking at the details starting from price, ingredients, storage and shelf-life information. Stuck by the eco-friendly bug sometime back I tried this approach of buying as local as possible and quite successful in terms of eatables.

    However, once in a while I do add those exotic wafers, waffles, jams, jellies or an occasional non-Indian food/dish/ingredient that I like – Either for the quality or the lack of Indian alternatives.

    Need some more locals selling global food. Sounds like a new business venture idea. What say?

    • 2. Delhizen  |  October 21, 2013 at 5:20 pm

      What an interesting perspective Sapna! Actually there are some local brands who make excellent Jams and other sauces, let me share the name with you offline..

      And must say, a very lucrative business idea… we should bounce it off Mayur!

  • 3. Mayur  |  October 22, 2013 at 12:19 pm

    How nice of you Pal. To be honest, we don’t buy corn flakes. 🙂 So mostly the items in our grocery kart are Indian made and Indian tasting items such as pickles, masala, lentils, veggies etc. Even the biscuits we buy are from Parle or Britannia and not the Oreos of the world. Though I have not made a conscious effort to choose Indian brands, it is what I generally like.

    Cant help in case of chocolates. We don’t have choices. Have to buy a Cadbury or a Nestle. Amul is mostly not stocked.

    Lucrative business idea? Growing your own crop and then selling the organic product is picking up fast. I’m connected to some who are already doing this. I’m open to discussion 🙂
    Can help you set up


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