02 August, 2021

Desi By Nature

KVIC hopes to bring a healthier alternative to the Indian table

Desi By Nature
The devil is there in your food. Behind those voluptuous burgundy red beans, the svelte, aromatic basmati rice grains, the fiery green chillies, or the sensuously appetising spices, lurk chemical beasts with hideous names like carbonyl, keptan, ethion and dichlorodiphenyl trichloroethane. And, scientists warn us, these Trojan horses are probably responsible for rising trends in cancer, asthma, intellectual stunting, skin diseases, brain disorder, even impotence. It seems what you saw isn't what you got.

Now, "What you see is what you get. Welcome to the safe food." The punchline's from the Khadi and Village Industries Commission (KVIC)—trailed by three teaser-ads mocking chemical-laden foods—as it announced last week the launch of Desi Aahaar, its brand of organic foods. "It's really a pilot brand launch restricted to Delhi for now. Depending on how it fares here, we'll launch it in other major metros by October this year," says KVIC's Karnail Singh, who's managing the project.

Available at 14 Khadi Gramodyog outlets in different parts of Delhi, Desi Aahaar is...

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