opinion

Before buying, the customer first consumes the food through their eyes, then he consumes through the mouth. In the case of sweets, it is the small pieces of colourful dry fruits that attract the eyes of the customer. For green pieces, they use Pista, for white they use Kaju, for brown they use Badam, for pink coloured they soak badam into the Kesar water, and also sprinkle 2nd or 3rd grade Kesar on it. Yes, you get varieties of fake Kesar which simply releases reddish-pink colour. The more you sprinkle this as a topping on any sweets, the more it looks attractive and colourful to the eyes of the customers.

Ghari, a famous sweet from Surat is made with silver coating, but this year, I came across gold-coated Ghari being sold at Rs. 9500 per kg. The vendor claimed he sells around 4 to 5 kg every day in this festive season. Similarly, when you see a lassi filled in Kullad (Mud Utensil) with a topping of 4-5 threads of Kesar, you get attracted and feel like having one immediately. Did you ever have the same feeling when you come across a Lassi filled in Glass or steel utensil?

If someone is preparing food in the Mud Kadhai on Chulha in open, would you not get attracted to that natural wood fire cooking and want to be served whatever is being cooked. Let’s say there are 2 sugarcane juice vendors. One is using a metallic machine which required periodic greasing, while the other is using a wooden made system, wherein a person has to pull it manually to rotate the wheels to crush the sugarcane to extract the juice. Which one would attract you?

Now, let’s go to the sabzi market in your area. There are 2 types of sabziwala here. One who is having a properly organized wooden base to present all his vegetables in a step design, which looks clean and shining, placed with perfect and equal-sized columns, and there is another old lady sitting on the ground little further placing her vegetables and bhajis on a piece of cloth on the ground with a very small quantity, which is called as Vaata sold at Rs. 10 or Rs. 20. You immediately have an impression that this could be a direct farmer from the outskirts of the city, or maybe it is homegrown in a small place, maybe backyard.

Where will you buy from, this old lady or the well-organized sabzi wala? Of course, the old lady, unless she doesn’t have what you want. It is nothing but your eyes which decides even before tasting. Sometimes you won’t even ask the cost before actually consuming or taking the decision to buy. Packaging and the printing and the designs on the packaging is also another big factor that impresses our eyes to buy it.

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