Friday, 6 May 2016

[] Here’s How Desi Ghee Went From An Indian Staple To An International Superfood!


Here's How Desi Ghee Went From An Indian Staple To An International Superfood! - Ghee has come into the spotlight lately, with everyone from Bollywood actor Akshay Kumar to reality television star Kourtney Kardashian endorsing it as a healthy superfood. And it's about time, considering that this Ayurvedic concoction has a ton of health benefits.

Baba Ramdev's Patanjali Ayurved has reported a Rs 1,000-crore turnover from its cow ghee which sells at Rs 450 per kg. Industry experts say the ghee has never been so much in demand. "Our bodies need some fats to function and ghee is the best of the lot," says macrobiotic nutritionist Shonali Sabherwal, who suggests one or two teaspoons of ghee on dal or rice for maximum benefits (instead of using it traditionally as a cooking medium).

Lucknow-based Organic India, which makes ghee from the milk of "stress-free" cows, sells around 9,000 to 10,000 bottles a month. "When we launched the ghee four years back we were barely selling 1,000 jars a month," says chief marketing officer Saurabh Tiwari. The Holy Cow Foundation, a Delhi-based non-profit organisation, sells more than 100 jars a month at pop-up kiosks in popular malls like Select Citywalk.

Though these niche ghee brands sell at Rs 1,200 to Rs 2,000 per kg - some are even priced at Rs 6,000 per kg - there is no dearth of takers. "I like the fact that no cow has been tortured or a calf starved for the ghee I use," says Manisha Gupta who uses different varieties for different foods - Holy Cow to pour raw and the less expensive Pathmeda cream ghee for tadkas.

Sangeeta Rege, a San Francisco-based singer who orders 3.5 kg of ghee from Khadria every month, claims that ghee has helped her slim down. "I lost 35 pounds in six months and brought my blood sugar level in control by simply adding ghee to my diet and going for walks," says the 51-year-old who is using it to bake cakes.

full article in the link below


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