by Sumaa Tekur
- Travellers on Jet Airways and Paramount Airways will most likely remember the tamarind candy they received just before the flight took off. In response to popular demand, the airlines retained the flying experience’s local flavour by serving these tangy-sweet tamarind candies on all their domestic flights.
- The candies are sold under the brand name Mili Candy, and are made at Maujgarh, a tiny village in Ferozepur district in Punjab. The venture is run by two brothers, Sandeep Jakhar and Ajay Veer Jakhar.
- The airlines conducted several quality checks before handing the contract to the Jakhar brothers. This project provides employment to many women in villages during the off-season for farming (TimesofIndia.IndiaTimes.com, 17 February 2011).
WHAT THIS MEANS TO BUSINESS
- A relatively small freebie like a candy can have a large impact on the mind of the consumer. This combines a local taste in a modern setting — the inside of an aircraft. It has the tendency to make many consumers nostalgic about their childhood when they would pluck tamarind off the trees to eat them.
- Air travellers remember features and services unique to airlines. They will also cherish the experience if the airline has stretched to accommodate the traveller’s specific need.
- Candy lovers prefer this to the other sweets and chocolates as tamarind is healthy. It is a good source of Vitamin C and is good for digestion.