Traditional Indian Batter: A Contemporary Context on Brand Exposure

Abstract

Idly and Dosa are among the most loved breakfast options across India, owing to their simplicity, taste, and nutrition. Traditionally these delicacies took hours to grind, ferment, and prepare. However, the new generation of working couples expect quick breakfast solutions. Hence, packaged batter of idly and dosa has become a popular trend in India. Over the years, households developed an entrepreneurial way of monetizing the extra batter that’s fermented. Soon after, the corporate companies saw an immense opportunity in this field and immediately sought after this opening. In this modern-era of fast paced life, ready to cook batter serves its purpose of being easy to cook and saving time. Hence, in the 21st century idly dosa batter is really fulfilling its role to its potential. There are more than 100s of brands that sell fermented idly and dosa batter. However, only a handful of them are very popular among people. So, this study focuses on the individual brand’s exposure in the market, identify the type of batter that is being sold and which is preferred most by the consumers and also to examine the price affordability and brand’s influence of the product. Ironically, a class of people still prefer homemade idly and dosa batter over the branded ones. This is due to the fact that, people’s confidence in the corporate companies is declining. However, major players like ID and MTR still manage to dominate the market by appealing to their superior standards.