Dalda culture

                                    Irony of decade of 1970

With reference to Indian culture, people who were young or student or permanent readers of newspapers between the period of years 1970 to 1990. They are supposed to be acquainted with this term ‘Dalda culture.’ This  term was ironically used for the young generation of that time. It was the era, that might be quoted as the “transition period” of the food habits of that period of time.

There existed an old generation, who fed upon the the pure or organic food like green groceries, grains and milk products etc. No hybrid product they were forced to take, even non-veg meal of poultry products and fishes were direct supplied.  Such products’ supply were, either from homely generated sources or directly from the perennial rivers. No animal husbandry of hybrid culture had been introduced to them. The idea of this kind of hybrid culture were just knocking at the doors.

 Thinner population density and  big companies market warfare

 Another reason was, population density in contrast to today’s scenario was much thinner, and, resources were in abundance. In a way, the ambiance for the production of organic foods was easily available and continuous. The edible oils directly extracted from mustard, sesame and coconut etc. And were as always, the part and parcel of Indian dietary chart and with in the reach of each and every one. After that, a culture of “Tin packed” edible products got introduced, those were the ancestors of today’s “Packed brands”.

At that period of time , the first ever product in the name of Vegetable Ghee, with the brand name “Dalda” was introduced into the Indian market. Although, all Indians in the subcontinent are well acquainted with this product named “ghee”,  if it’s desi or indigenous. But it may sound confusing to some one, unknown to its making process.

It’s  an indigenous milk product preparation of Indian tradition, simply called as refined butter. At a given low temperature it coagulates and above that remains in liquid form, while vegetable oil always remains in liquid form. Dalda as a vegetable ghee, is not an indigenous ghee, but promoted and advertised so widely in the name of gee.. That was nothing but the maze of multi- national companies to enter the Indian market, and capture it by the name of “Ghee”. 

                                     Companies’ marketing warfare                 

 These companies descended the Indian market with such a preparation,  still they are in trend in the Indian market and in the mindset of Indian people. Today vegetable ghee with various brands such as Rath (chariot), Gagan (sky) etc, still register their presence with might and main in the Indian market. So that they need not have any advertisement.  And “Dalda” in itself, has become the synonymous of vegetable ghee. I give you an example.  Even today, when a buyer approaches a grocery retailer, he does not asks, “have you got vegetable ghee in the stock?” Instead he asks,” have you got Dalda?” If answer is “yes” then he queries, “which one brand….Rath or ???” got my point! The same is with the Colgate tooth paste, that is synonymous to toothpaste as such.

                               Dalda consuming generation

Again back to the “Dalda culture”. The youth of the decade of 1970 ever considered by old generation, as lean-thin and in want of physical strength. To them it all was because of Dalda being the part of their diet. Although factors behind were multiple, as well. Firstly, youth were less or more modern in their deportment. Their food habits and sports activities too were different.

Old generation was not opt to digest it all. So old generation coined a term for this modernizing generation “Dalda culture generation” and to them, this generation had grown up, upon the spurious and adulterated diet. And, was not only physically weaker, but also poor in observing social norms and values of extant Indian culture. To that old generation, “Dalda” being as an edible product was hugely liable for that.

So readers, this kind of occurrence is a “transitory” one, and confronted by every coming generation. It can be comprehended by the example, the generation of Dalda culture is now counted in old generation as fogey one. This old generation of Dalda era, having the same kind of complaint from the present generation who feed upon the “Junk food”. This is the ecosystem of the banal world and it goes on likewise. penned by– vinay pharasi.