Draped in a crisp saree with ample make up on, Megha Desai from Vadodara looked both curious and amused about the fact that a market research firm wanted to know more about her life. For the last 14 years, her daily schedule had revolved around cooking, getting the kids ready, packing lunch, cleaning the house, shopping for groceries and watching TV. Fourteen years on the loop. Her life had become an inescapable chore. Absolutely predictable and hopelessly routine. Her big escape was the TV – daily soaps, dance and reality shows. Besides TV, there was another escape – shopping for groceries. Though it was an everyday affair, it was her legitimate outing for the day.
But last year, the joy of shopping reached a whole new level for her. She discovered the ‘More’ Hypermarket. Though it was a bit further from her home and she had to take an auto-rickshaw to get there, she found herself frequenting it quite often. She could spend hours wandering through the aisles learning more about a detergent that is milder on her hands or the thirty seven types of cream biscuits that her children would love or discovering why brown rice is better than white rice. The transaction was merely a formality at the end of a very engaging trip.
One of the reasons why women like Megha are turning to modern trade for shopping is because they are big boxes of boredom killers. Now it is upto brands and retailers to keep the engagement quotient high in every part of this joyous shopper’s journey.
The Journey is the joy
Meet Divya Mishra and Sandeep Singh who have big corporate jobs and live in a rented apartment in suburban Bombay, away from their parents from Punjab. As time poor urbanites, they had employed a maid who cooked all meals through the week. But once in awhile they like to indulge in a bit of adventure cooking. Divya confessed that she wasn’t much of a cook but enjoyed the process of cooking more than the result.
It was a weekend and Divya was in the mood to try something new in the kitchen. And today she was going to attempt one of her favourite dishes – Chole Bhature. All the ingredients were laid out. And so was the Everest Chole Masala, complete with instructions for use. But she felt something was amiss.
The Chole Bhature that