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no longer stood for 'ingredients for
Chinese cooking', but a do-it-yourself Chinese menu. The product range opened the door for any woman who wished to prepare a full Indian Chinese meal at home. No wonder the brand succeeded in the face of giants like Knorr and Maggi. The difference between them and
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To add to the charisma of the brand, Ajay decided to explore one more aspect of the middle-class Indian kitchen. While the woman of the house wanted to be adventurous in her cooking, she had no idea what this entailed. For instance, most women were aware of Hakka noodles as one of the chief dishes of
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So here's a trick question: Which is the cuisine with a uniformly high pan-Indian appeal? In other words, which type of cuisine can now be found all across the country and has a uniform acceptance rate? ... Ajay Gupta, a food entrepreneur from Mumbai, had asked me the question about the truly
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was probably the first mainstream brand in India that was built in modern retail stores and then moved to traditional retail. It successfully tapped into the access and depth of the large, self-service supermarkets, and capitalized on the growth these offered to its advantage. The mantra of
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pan-Indian cuisine. When he saw my confusion, his tongue-in-cheek but accurate answer was, 'Indian
Chinese. Indian Chinese is popular as street food, restaurant fare, and now also at home, across the country, from Aizawl to Jaisalmer and from Leh to Quilon,' he chuckled.
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present itself as a total solution, Ajay knew exactly what he should do. And since this retailer was a brand partner as well, Ajay got the freedom to represent all
Chinese cuisine ingredients together on the shelf as a single section. Now the customer saw not
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Okay, I've thrown out nearly everything promotional, and added all the substantive
English language coverage I could find. I am not 100% certain this is worth keeping, but if we decide to delete this version, then I'll be certain it was the right call.
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s Secret soya sauce in another, but the entire range together, at one single place. The power of suggestion became a multiplier in itself. The supermarket shelves 'told' the customer to buy sweet corn soup to go along with the main meal.
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Pure advertising, but a previous AfD closed as no consensus due to lack of participation. Nominated for G11, and it meets that criterion, but that's technically unavailable after even a non consensus close
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Today the brand advertises on TV, was a sponsor for the popular reality show, Indian Idol, sells in both urban and rural markets and has a huge presence in all kirana stores, but
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by all means as I myself tagged for G11 since it cert applied, I made careful searches and examinations but essentially found nothing convincingly better.
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brand of
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found itself in the position of not merely an innovator, but a mentor. When one of the largest retailers in the country suggested that
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The following discussion is an archived debate of the proposed deletion of the article below.
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Subsequent comments should be made on the appropriate discussion page (such as the article's
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The above discussion is preserved as an archive of the debate.
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success is now being replicated by other newage marketers ...
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per the significant coverage in multiple independent
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Articles for deletion/Ching's Secret (4th nomination)
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list of Food and drink-related deletion discussions
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