24/11/2018
Is commercialization killing Creativity?
In the days of yore, in an obscure lane of Lajpat Nagar in Delhi was a Food truck selling Chinese (which we savor with so much élan nowadays). I am talking about India in the mid-’80s. My father ordered Chilly Chicken and Spring Rolls. Incidentally, the vendor in the man seemed Chinese. I remember it took him an hour to prepare the dish. But our family waited patiently without getting anxious about how much time will it take to complete the preparation.
After about an hour piping hot dishes were served to us. I can testify that I haven’t tasted the Chilly Chicken and Spring Rolls of that quality ever in my life. Since then I have been to places all and sundry across India but that taste lingers on.
At any fancy Chinese Restaurant that India has mushroomed with nowadays, I always try to order Spring Rolls to see if I can get a repeat of that taste, but Alas that still remains elusive.
Hyper Commercialization was born in India post liberalization. I agree that liberalization has changed India in many ways that would not have happened otherwise. Different avenues, options that were not available suddenly became a reality. It also meant efficiency to be increased, productivity to be increased and speed to take prominence in order to be one up against the competition.
In order to keep up with speeds and ever-increasing customer demands, the biggest casualty has been the quality of food served. Hyper Commercialization also gives rise to hyper standardization which sounds a death knell for creativity and taste and sensual satisfaction of having sumptuous meal.
From one end of the spectrum, we are hanging on the other end. The Pendulum swung in the ’90s and I have a hunch that the pendulum will swing again with customers demanding back the real taste instead of just stuffing and gulping down of some unpalatable preparation which was once relished with some enchantment.
I am still searching for the same Chilly Chicken and Spring Rolls
may be to discover the lost art of making palatable food. The midpoint between profits and giving a jolt to the senses needs a revisit.
