Are chocolates replacing traditional mithai
Well, yes and no. Chocolates, initially, when they entered the Indian market were considered to be kids delight. But now, the range of the chocolate includes kids, youth, mature and even the elderly. To give my own example, I have enjoyed a bar of chocolate countless times after having dinner in the college mess during my college days. Chocolate…just the mere name of it is sufficient to arouse craving. These days, chocolates have found increasing acceptance in the festivals. They are exchanged as gift items on an unprecedented scale. What is the reason? Are the traditional sweets (Mithais as we call them) not up to the mark? Well, there are many reasons behind it. Let’s explore some. Demand Supply Gap: Sweets during festive seasons like Diwali face a huge demand & supply gap. Supply fails to catch up with demand. As a result of this, adulterated sweets abound in the sweet shops. Therefore, people prefer it to switch to chocolate. Consistency in Quality: Chocolate producing companies employ state of the art technology, hygienic preparatory conditions and the superior quality of the raw material. The result is the extraordinary consistency in the quality of the chocolate which never seems to vary. Whereas in the case of sweets, you might have noticed that in the festive season, the quality of the sweets supplied by majority of the sweet shops goes down a bit. Attractive Packaging: According to a psychological research, what catches the eye has a greater success ratio of arousing the taste buds. So, the chocolates nicely wrapped in gift hampers provide an alluring visual appeal. Of course, in the era of consumerism, people hardly have time to dwell on the details. Whatever catches the eye and promises a reasonable degree of purity is immediately bought off the shelf by the consumers. Chocolates are Time Saving: If you have the habit of preparing the Diwali Sweets all by yourself then you must be aware of the enormous amount of time consumed by the process. And who has time anyways? So, people do something better. They just send chocolates as present. Universal Acceptance: Kids love chocolates more than they love sweets. To confirm this, put a Chocolate and a Barfi before your kid during the evening snack. Five minutes later, you would notice, the chocolate has disappeared and the burfi is still waiting patiently in the plate. Youth too is a great fan of lovely chocolates. You would surely want to gift your girlfriend a ’Cadbury Celebrations’ rather than gifting her a box of sweets(the thought itself is so old fashioned!). Successful Ad Campaigns: Cadbury’s recent commercial ‘Din ka Shubharambh’ is liked and praised by many people. The extension of 'Kuch Meetha ho Jaaye' from series of ‘Pappu Pass Ho Gaya', ‘Miss Palampur' and now to 'Din ka Shubharambh' is quite successful in changing the positioning of Cadbury from a normal chocolate to Sweets (Meetha). These are some reasons, which I feel are crucial to the increasing acceptance of chocolates in place of sweets.Then of course, lifespan of a chocolate box is much longer than a sweet box.Then, ‘Kuch Meetha Ho Jaaye?’ :)
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