Brands and modern kitchen appliances make it smooth for today’s saas and bahu

“Mere Paas Maa Hain!” when Shashi Kapoor uttered these iconic words in the 1973 blockbuster, he was only re-strengthening the deewar between the Maa-beta bonding versus all other, moolah, glamour and glitz included! It was a brilliant – serendipity? – piece of sociological insight, probed and articulated with Salim Javed’s trademark blend of human insight, precision and style that highlighted their material of the seventies which consistently blew the audiences away! To every Indian, this umbilical-connect remains sacrosanct and represents security – which means protectiveness, unconditional love, warmth, caring and of course … Mom’s khaana, always very special.

Brands, typically, have never failed to notice and closely focus on this aspect, forever showing excited kids wolfing down delicacies made by Mom while she quietly smiles – sometimes wiping an errant tear – thrilled by this glorious photo-op!

Things, however, have changed over the years – and drastically. For one the recipes which hubby/son swooned over, making it a must-learn item for frazzled new wives, has got a solid and helpful makeover. Today the raw material comes ready-made, a divine boon for the modern, busy wife, in the shape of brands!

Totally into the Saas-Bahu frame, masala brands have come up with ready-made stuff that superbly, painlessly and authentically replicate the taste and flavour of the real thing, minus the laborious slog. Who can forget Mandira Bedi’s energetic method acting in the kitchen, pretending to slog away, while Everest Masala coolly and swiftly worked its magic! Moral of the story? A matchless way to take forward Saasu-Maa’s revered tradition in a smooth and seamless manner – minus the blood, sweat and tears! “Na Bhoolen Aap Kuch, Na Bhoolen Hum” as the slogan announced triumphantly.

Once the seed was sown and deed done, brands invaded the kitchen with all cylinders firing! They quickly sized up the New Indian Woman and targeted her universe & needs, as per her new profile. She was a multi-tasking woman, who, unlike her mom and grand-mom was not tied down solely to home and kitchen, but embraced several activities with passion and purpose – Home, kids & family, career, gym, beauty parlour, and social life.

In this pursuit, time management was a critical issue and brands addressed this requisition with quality and speed. Be it Home appliances, Kitchen aids, instant/quick/ready-to-eat meals, Heat & Eat items, varieties of masalas designed to minimize slogging in the kitchen … the brand message was simple: Chill lady, Hop onto the Brand Wagon! Into this scene came hawk-eyed Food Specialists and Dieticians, all hot n’ heavy to totally stand traditional food habit mantras on their head! “Pizza unhealthy for kids? Nonsense! It’s got veggies and cheese – even chicken and eggs for lovers of non-veg. Kids will love it. Go for it” screamed Ad leaflets, flyers & handouts. Brands meanwhile changed recipes too to include wholesome variants.

Horlicks & Kelloggs smartly targeted young and not-so-young Moms – not only as providers – but end-customers urging and motivating her to get more energetic!

This paradigm shift had to happen because the changing times demanded it. If the dominance, power and hold of the Saas of yesteryears over their bahus and laadla betas have diminished, it is thanks to the entry of brands. Besides [beyond brands] the kitchen has also been graced by guest-appearance-slugs from diverse and unexpected sources: enthusiastic husbands determined to play Weekend Chefs at home. A barrage of local and international Master Chef programmes on Prime Time TV. Special and popular TV shows – across several regional channels – showcasing exciting recipes. Tons of specially created Recipe Websites … So, while Mere Paas Ma Hain can never ever lose its sanctity or relevance in the Indian home, for the busy, young, working wives/moms, there is a new, helpful and reassuring anthem from the world of brands … Mein Hoon Na!!