Mother Dairy Fruit & Vegetable has announced the launch of packaged cut okra, drumsticks and turmeric paste under its Safal line. What really stands out is the turmeric paste. Turmeric is a key spice in Indian kitchens, but has traditionally been used in fine powder form. The paste format doesn’t see a lot of usage due to lack of ready availability and the seasonality aspect of the fresh produce (available from January to March).
It also marks Mother Dairy’s entry in the spices category, albeit via the paste route. Coming back to the packed vegetables, Indians have traditionally bought their veggies from open markets. The purchase isn’t just transactional. Instead, it is more of a ritual of careful picking and choosing.
Image: Mother Dairy
A Mother Dairy spokesperson told afaqs! that Safal’s new packed vegetables are primarily for households looking for ‘hassle-free’ cooking. These will be available across 300-plus Safal fruit and vegetable outlets in the National Capital Region (NCR), and will gradually be expanded in general retail.