Post Info TOPIC: Globalize Maddur vada
GVK

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Globalize Maddur vada
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Maddur vada is known well beyond the geographical confines of Maddur in Karnataka's Cauvery belt. Those who have travelled on the Bangalore-Mysore train could not have failed to taste it. Like Mac-burger, vada lacks any trace of snobbery and is classless insofar as it is consumed with relish by peasants and company presidents. Vada, with all its variants such as sambar-vada, thayir-vada, sada-vada and masal-vada, is a candidate for brand-building on a global scale.When you think of it, vada is just one of the scores of items conducive to standardization, branding and marketing in our globalization efforts of the culinary kind...Click on to Read on.



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Vijendra Rao

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The only time a standardisation was ever attempted was in the laste seventies when Food and Civil Supplies Minister Sriramulu issued orders categorising restaurants into categories from A to D and mandated the idli, vada and dosa must all conform to certain weight standards. Tariffs were also fixed by the government. (What a far cry from prevaling free market economy, at least its approximation). Restaurateurs, having a few ounces of business-blood extra in them, proved one up. The classic example of their retaliation was substituting beetroot for potato in the stuffing inside masala dosa. This was the only time the idlis, the vadas, or the dosas were not true to themselves. Sriramulu was quick to withdraw his nose from the sambhar.


 


 



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