FESTIVE SPIRIT SHOULD PREVAIL OVER MARKET FORCES

OUR TRADITIONS AND CUSTOMS SHOULD SUSTAIN AND PREVAIL WHILE ACCOMMODATING THE EVER-NEWER CORPORATE PRODUCTS AND BRANDS. BHARAT HAS AN AGE-OLD TRADITION OF RICH FESTS AND HERITAGE GOING BACK SEVERAL MILLENNIA. SO, THE PANIC ABOUT ADULTERATED INPUTS FOR ETHNIC RECIPES TOO, NEEDS TO BE UPROOTED WITH URGENT PRIORITY

- PROF. BHAGWATI PRAKASH

Festivals, interwoven into our lives, give us a lasting sense of aspirational fulfilment and a deep feel of rich heritage. However, the market forces pushing corporate products and brands have, of late, begun to dilute the festive spirit and traditions, as the corporate brands have been fast replacing traditional homemade ethnic sweets and snacks, as well as tailored dresses with branded ones. The rituals, their moral messages, age-old traditions and spiritual customs have also begun to fade-out. Branded attires have also been fast replacing tailored traditional dresses. The pious warmth, thrill and gaiety of celebrating religious festivals and their preparatory prelude, preceding for weeks, are also fast receding. The practice of visiting relatives and family-friends with packs of ethnic sweets and snacks is being replaced by branded products like Cadbury/Ferrero-Rocher etc., with courier or gift pack delivery agencies. Homemade ethnic sweets are turning extinct and are getting fast replaced with Cadbury packs or Ferrero-Rocher or likes. Homemade snacks are quickly losing their sheen with Lehar, Haldiram or similar other brands and packs.

The proverbial 56 bhog (56 ethnic dishes), comprising 33 shacks and 32 bhojans (meaning 33 curries and 32 food varieties), are no more in vogue even in conversations. Manyavar, Mohe and Jade Blu like brands of dresses are fast replacing tailored clothes. Shifting focus away from customary traditions, rituals, spirituality, culture, heritage, and the age-old respect for festive traditions is also very fast.

The growing scare and panic of adulterated milk products viz.