Had it not been for all this uproar around the ‘Maggi Ban’, we would scarcely have been able to
realize that indeed Maggi was not merely a household name for a favourite snack - it meant much
more to all of us, Indians. It had gradually and unconsciously, almost become a symbol of love,
affection, warmth and comfort in so many ways. When I think of it not even remotely having any
Indian origins-but being just another ready made snack brought into the Indian market a few decades ago by a foreign company actually ending up becoming such a meaningful symbol of a meal, - do I realize and feel amazed at the potential impact that any consumer good can have on our lives- cutting across all human barriers of religion, beliefs, traditions, money and education.
The feeling of pain and
sorrow as if I am almost about to lose a dear one forever, began to affect
me first, last evening when I felt like reaching out for a packet of Maggi
myself and suddenly
realised and got
engulfed by a fear ,that ….for all that is being read and written about its
fate… it
may never be made available now ever for us. Such an untimely demise that too
without enough
warning and preparedness! The fear hadn’t really dawned on me so
far…
In fact earlier, during
the last few days when I had just started coming across few blogs in social
media about people going all out in support of Maggi in spite of proven
contamination, and some
going to the levels of mourning and observing minutes
of silence, etc…I brushed away all,…
quite in disgust at the blissful ignorance
of the pseudo educated elites …
But now, I too stand
perplexed --how will many deal with the loss of an otherwise strong member in
their normal state of things!
Come to think of it…
this has been a case of a very powerful manifestation of
“people’s emotions being conquered” so well by an inanimate object – a food item this time --
that too a variant of Noodles, which otherwise has absolutely nil bearing or
connection with our
“culture and tradition”, the two more important determining factors
in the lives of Indians that
have set stronger precedents of taking over our
emotional domains!
Whether in the far away
past or in recent times or in the current discussion…, we, Indians have
always been characterised by a cultural ethos which is so diverse and so
rigidly governed by
tradition and age old beliefs that it has been very
difficult for any ideology or any consumer brand
for that matter, to impact uniformly
the entire population. Some limitation be it because of
geography, religion or
language has been invariably restricting the impact.
However proud we may be
of our own indigenous snacks like Samosas, or Dosas, or Rasgullas or Jalebi,..which have even made a mark in other countries; fact remains that within India , not even one of these can actually
be termed as being popular to the extent
that they could boast of being omnipresent in each and every family in every part of the country ,and unless amply
modified as per local sentiments ,they stand but little chance. Either they are completely
absent in certain States of India or are eaten only after they have been prepared
with necessary inclusions and exclusions, and are largely seen as quintessential representative of a particular
State only.
So much so that when there occurs that oft repeated celebration of the common rift dividing us Indians , many proudly claiming their heritage ,their Statehood or more specifically their regionalism- the
differences between North Indians and South Indians, Easterners and Westerners;even the sweets
and snacks aren’t left out.
Thus far from being a unifying
factor, many a time they end up encouraging some divisive mind-sets!
But to our utmost
relief and endless delight , there
has been something about Maggi that has successfully managed overcoming
all possible human barriers, bridging
all gaps helping it become the most widely
accepted and savoured food item in
almost every household and bachelors’ den alike…….across the entire length and
breadth of the country, too !
Yes, there are instances
where people do enjoy making it with
their own Desi touch, sometimes adding Desi-tadka, sometimes, adding Sev-Bhujiya…and
whatever other interesting combination at that,….but the overall affection and
the whole hearted acceptance largely remains intact.
If I sit down to
cite where and when Maggi starts making its quiet entry in our day to
day lives, the list of situations is endless --right from the beginning of
early childhood tantrums when a young toddler makes a fuss about eating and then readily agrees to a bowl of Maggi;
to a quick and tasty filling meal readily available at any stage of life be it for students ,one
before exams,
after a tiring
playful day; to being the emergency hunger satisfier when the mother and lady of the
home or the
cook is away;…the source of innovative
cooking and fun during college-hostel-and
bachelor days; to just being a nice snack at offices canteens, train and roadside
dhabas ;
unending solace when a working couple comes back home
too late in the night for either one to cook; or when it’s too stormy outside
to think of anything more convenient and tasty…; to even
days of trouble when you actually are in no
position to do anything more than treating yourself to Maggi --------it has proven
to being the most wonderful food item – having very genuinely cut across all possible barriers of race, culture,
religion, economy , language, geography , age, sex.., -- and
whole heartedly
embraced by the rich and poor alike !
Surprising that the
most popular punch line of it being “two minute” noodles, has hardly ever
been
contested and over the years all of
us have actually ensured that it does get ready to eat in a matter of few
minutes. Chatting with some friends over the last couple of days, I have been
forced to acknowledge that Maggi was in fact
not at all an item of choice or luxury, rather the familiar
yellow packet had become more of a necessity
in many people’s lives. Many parents who were
assured that
if nothing else- their sons and daughters who have just started to venture
out
on their own would at least make themselves a packet of Maggi , now feel
extremely bothered.
Many young just married couples who at least had a backup
in the form of Maggi that served well incase nothing worked out to please the
appetite of their better halves, have started feeling insecure !
So many people have
such wonderful memories to cherish when they look back at romantic
stories and experiences of having dished out their best plate of Maggi for
their loved ones…and so many wonderful relationships – be it with friends, be it among couples or work related, have blossomed over
the years, thanks to Maggi.
It was also a sign of
independence and self-sufficiency, for many busy workaholics ..
Brimming with mixed
emotions myself, I can’t do much of
sensible research at the moment, but to safely conclude and provide some rest to my restless soul, I can comment on
what went behind the success of Maggi - no
it was not the “Divide and Rule” philosophy
practised successfully years ago by
the Britishers , and still very much in vogue among the fraternity of
some modern day vested politicians , but instead this time it has gladly been the sentiment of Unifying one and all - through a common thread - through the most important quality of this product - “Convenience” with “Cost Effectiveness”, which
instantly struck the right chord with the
tummy, hearts and heads of the Bharatiya Janata.
It’s indeed heartening
to discover that when it comes to convenience and that too convenience
around cooking and eating -which is not only necessary for human survival but are
symbols of
utmost gratification in our culture- it becomes so appealing to one
and all. We’ve all heard the line
that “the way to a man’s heart is through his stomach “…and it does
not bear so much credence in
any other society than in our very own India … And the fact that it was still being
sold in
packets
costing just tens and twenties, ensured it reached even the
less privileged ones !
What a powerful
statement of having achieved Unity in Diversity….
A big round of applause of course for the intelligent marketers who managed the
image of Maggi and positioned it so well for almost three decades ---they never
let it appear so common that it would stand disowned by the upper classes –….and
at the same time, kept it somewhat aspirational for the poorest households
!
Not to miss on their
powerful television ad campaigns which so successfully captured the emotions of one and all…., and when endorsed by Bollywood icons of the stature of none other than Big B and Madhuri Dixit…who can but , escape
the charm !
There cannot be any
such other success story ….
Aptly said, “higher you rise, the steeper the fall”….the levels to which
Maggi had risen in our
hearts was high enough to risk an equally steep fall…
No doubt there exist hundred other imitation
products and noodles, who will try making their
presence, but I doubt if
anyone can ever replace or fill the void that shall be left in our lives by our
Dear Maggi! -
…till we meet again…!
Image source : flickr.com
