Archive for » December, 2015 «

Resurrection of Maggi

Resurrection of Maggi


Here is my letter to the Editor of Business Today


Dear Sir,


This refers to your story titled “Resurrection” (BT 20th December). Here is my poetic response to the whole Maggi episode:


STAR MAGGI


Original Nursery Rhyme:


TWINKLE TWINKLE    LITTLE STAR,


HOW I WONDER    WHAT YOU ARE,


UP ABOVE THE WORLD    SO HIGH,


LIKE A DIAMOND    IN THE SKY!


My New Modern Rhyme 


TWINKLE TWINKLE  MERI MAGGI,


FIRR SEY     NIKAL KARRAAGEY BHAAGI.


UP FROM THE SHELVES YOU QUICKLY FLY,


OTHER BRANDS  PEECHCHEY REH JAAEY.


TASTE TERA HAI  SAB SEY NIRALA,


SAB KE HEARTS  KO JEETNEIN WALLA.


MEN AND WOMEN    BOODHEY AUR BACHCHEY,


JO BHI KHAAEY   HAIN SAB SACHCHEY.


MAGGI HI HAI  SAB SEY AAGEY,


BAAKI SAB BRANDS  DUMM DABBA KARR BHAAGEY!


PREM SE KHAAOPREM SE KHILAAO ,


‘JAI HO’ MAGGI KI,  BOLTEY JAAO!!


 J S BROCA,  New Delhi, 6th Dec 2015


My letter to BUSINESS TODAY on Food Tech Cos

My letter to BUSINESS TODAY on Food Tech Cos


Dear Sir,


Ths refers to your ‘enticingly served’ cover story on Food Tech Start-Ups titled: “All Fall Down” (BT 6th December 2015)—an apt line borrowed from the concluding part of a popular nursery rhyme: ‘Ringa Ringa Roses’ !  


‘The way to a man’s heart is through his stomach’ says an old adage and a popular belief. Perhaps all these start-ups used this as a strategy and pandered to the palates of the people to make profits from their juicy ventures! However, it is equally true that ‘ too many cooks spoil the broth’. Darwin’s old theory of ’survival of the fittest’ once again applies to this sector and shows how such rosy ventures cannot survive under such tough competitive forces.


The basic premise behind sprouting of so many players in the field of such start-ups is that households with extra pay-packets now try to experiment with enticing “outside food” compared to the boring or humble ‘ghar ka khana’ concept prevalent earlier!


Investors of crores of dollars riding on this once hot industry are soon bound to singe their hands as plummeting profitability may lead them to oblivion if they do not take immediate corrective action!


The last line of the cover story (‘ Perhaps many more would drink to a happier Diwali next year’) seems to be a day dream looking to the present scenario and in fact next Diwali may well spell a ‘diwaala’ or ‘bankruptcy’ for such ventures. Can we hope for a fairy tale ending: ’and they lived happily ever after’ ? Lets wait and watch.


Perhaps such a drastic picture may compel the people to switch back to the once popular theme of a song of one bollywood movie which said: ‘Daal Roti Khao, Prabhu Ke Goon Gaao’(eat simple homely food and sing the praises of God). Zomato, Foodpanda, Tiny Owl—are you listening?   


J S Broca, New Delhi


25th Nov 2015