The Hindu Business Line : Mid summer gut chiller, in small packs

Chennai May 25 If P.G. Wodehouse had brought his French cook, Anatole, ("God's gift to gastric juices") to South India, he would surely have had the cook learn to prepare this simple delicacy — thick, plain chilled yoghurt mixed with steamed rice, a pinch of fried mustard and lentils, a smear of salt, a teaspoonful of cut cashew nuts, green chillies, coriander leaves and ginger — yummy, yummy — who wants Heaven?

Thayir sadam, perugannam or mosaranna — many names for the same, but the inviting aroma of curd rice is enough to make your eyes swirl in their sockets in delight.

Take a helping of this pleasure-in-a-bowl in hot summer and you'll know why life is worth living. But surprisingly, though commonplace in homes and temples (where you are given a lump of it as prasad), nobody had made a business product out of this delicacy. Until now.

Owns Brands

Hatsun Agro Product Ltd has come out with `Krd Rys'— possibly the world's first branded curd rice offering. The company owns brands such as `Arokya' milk, `Komatha' milk, `Santosa' milk (targeted towards hotels and caterers) and `Arun Ice cream' and launched `Krd Rys' recently in some parts of Tamil Nadu.

`Krd Rys' will be prepared entirely by machines in the company's ISO and HACCP certified dairies. Hatsun operates four dairies at present in Salem, Kancheepuram, Nallur (Chennai) and Belgaum, Karnataka.

At an introductory price of Rs 10 for 275 gms, the curd rice is garnished with mustard, cashew nuts, raisin, green chillies, ginger, curry leaves and carrot.

The product will be available throughout the State in a few days, according to company officials. Details of the investment have not been disclosed but the thinking behind the launch of the product is evident.

Hatsun has an early morning product - milk, and afternoon product - ice cream.

The refrigeration facilities with Hatsun's franchisees merely hold inventories from early morning to practically until lunch time.

These facilities could be better employed by a product that also sells during that period. What's better than curd rice?

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