I came across the ‘Mangaldeep’ brand of matchboxes which have been introduced in the market by ITC. In a new and interesting business paradigm, ITC is putting up cooking recipes on the backside of the matchbox and further, tips that appeal to any woman viz. how to make mehendi last longer and better; how to make sure your clothes don’t lose color when dipped in water et al. Inter alia, the company has also come with a smaller pack AIM which cites a lot of interesting trivia on each box. Will try to get a picture of the matchbox and the printed recipe on it soon.
Makes for an interesting case, where one can become picky about matchboxes. So the next time you go to buy one, you can end up arguing with the shopkeeper. “No Sir, I have already bought this one. Give me other one with some new recipe on it.” Things keep getting harder for the poor shopkeeper around the corner;-).
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