The Yellow Indian Bread

If you are from India, the chances are higher that you have consumed the above dish. You know the name too i.e. “Papad”, a thin and crispy bread. It has local name in other state of the country. Papad is called appalam in Tamil Nadu, pappadam in Kerala, appadam in Andhra/Telangana, happala in Karnataka, pampada in Odisha and papadum in many other states. A foreign dish won’t have so many names. Burger or Pizza don’t have so many localize names.

Papad is either fried or cooked with dry heat. The dry heat one is little difficult to cook but it is the yummier one. There are other dishes prepared from papad such as papad paratha, papad ki sabji and more.

Apart form Lizzat papad, there is no well known brand at all India level. Are you aware of any such brand? If you are, please let me know. Why is there no established brand? Maybe the industry is not that big. It is a 1000 crore industry, growing at 10% annually domestically and 30% annually internationally. Probably, some brands may jump as the industry grows with leaps and bounds. As of now none of the celebrity are advertising it. Once they start doing, it will get more boost. Have you ever observed papad in any movie?

Recently, Bhabhiji papad got famous after a viral tweet that papad cures the Wuhan virus. I am not aware whether papad really cures but the brand really got a boost. Though there are some healthy benefits. It helps in digestion.

It is more of about building a brand. Reminds me of Nike aka Blue Ribbion. Before Nike, Adidas existed still Nike built it’s presence and is now a leading company in athletic footwear. Let’s see in coming days if we can have a budding brand in the papad industry.